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Types of Remarketing Explained

For an overview on remarketing see this article.

There are two main ways to focus your remarketing – Branding Remarketing Campaigns and Product Remarketing Campaigns

Brand Remarketing Campaigns

These are generic advertisements focused on a few unique selling points for your business. The main purpose of these ads is to using colours and branding to match the site to remind the customer of their previous visit as well as give them a reason to revisit and purchase through you.

Setup:

  • We create the advertisements in various size / shapes to be displayed to people that have visited your site. The concept for two campaigns with different messages are provided to you for approve.
  • Once you are a happy with these we create the ads in the various formats (leaderboard, mobile leaderboard, inline rectangle, wide skyscraper). These account for the most popular advert types used on the internet.
  • We also put programming within the website to track visitors that have been to your site using a technology called ‘cookies’.
  • Once these are in place we then we publish this under your Google AdWords account.

Examples: (see we practice what we preach!) Kook’s ads on RealEstate.com.au and YouTube

Maintenance:
Maintenance costs for this service consists of:

  • Inclusion of new advertisements and different sizes.
  • Setting how often different ads show.
  • Trial new messages and analysis of the effectiveness of current messages
  • Optimisation of bids for clicks based on the return on investment your ads are producing.
  • A report is provided each month illustrating the progress of the campaign including return on investment, costs, clicks and overall effectiveness.

Product Remarketing Campaigns

If you have a Google shopping product feed we can utilise this feed to display any products to people that have viewed that product in the past. This system is highly targeted advertising showing product ads to customers that have already illustrated the need for your products. The advertising usually results in a high return on investment as you are showing the product that satisfies their need and where to buy it within the ad.

Scenario:
A visitor to the website www.bedsndreams.com.au and searches for ‘mattress’, they are returned results and they surf around and view several products.

When they click on each item we flag this user against this product. The visitor likes the item but is not ready to purchase and thus closes the site down.

A week later they are reading an article on news.com.au and they see an ad for this same item showing the product and your logo. This reminds the customer they were going to buy the item, they then revisit the site and purchase the item.

Example: this advertisement on news.com.au shows four products the user had viewed during the visit to the Beds and Dreams website.

Setup
If you already have Google Shopping integration with Adwords your setup is simplified. We need to set up the formatting of these ads and add the logo for the site and then set up and publish the campaign with Google.

Refining the campaigns includes:

  • Trial new messages and analysis of the effectiveness of current messages
  • Optimisation of bids for clicks based on the return on investment your ads are producing.
  • Test different product ad layouts and measure visibility and click-through rate.
  • A report is provided each month illustration the progress of the campaign including return on investment, costs, clicks and overall effectiveness.

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