//How to Create Amazing Remarketing Funnels: 5 Tips to Know by @christijolson
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How to Create Amazing Remarketing Funnels: 5 Tips to Know by @christijolson

 

 

how to create amazing remarketing funnels 5 tips to know by christijolson - How to Create Amazing Remarketing Funnels: 5 Tips to Know by @christijolson

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In my opinion, every paid search campaign should be a remarketing campaign.

Gasp, I said it.

Should

Should, because if you have a remarketing strategy using "Target and Bid" audiences with both positive and negative bid modifiers Negative, you can shape your remarketing strategy to drive traffic throughout the decision-making process.

Let me take a break here because it was a mouthful – and for the rest of the article, I'll explain what it means and five tips that will help you to make.

The Variety of Remarketing Tactics Available in Paid Search Grows Today, from Remarketing List in Search Announcements (RLSA) to Correspondence with Customers , personalized hearings, similar hearings, such as hearings to market hearings. .

In order to take advantage of the benefits Most remarketing tactics require a tracking configuration.

Google Ads: You need Google Analytics or Google Remarketing Tag implemented. Bing Ads: ] You must have Universal Event Tracking (UET) set up for your account. The UET follows conversion goals and target audiences using remarketing lists.

Once a customer has viewed your website, one way or another, you can use a remarketing campaign to make sure you send them messages correctly. Consumer engagement will involve more than one touch intervention before proceeding to the purchase.

Use this space strategically to guide targeted customer segments in the right direction: you only need to capture the data. .

Remarketing is based on the ability to overlay audience data on search campaigns and targeting features that accompany it.

The use of "auction and target: the option for audiences allows you to: overlay your audience data to your search campaigns and adjust everything from keywords to the ad copy going through the landing pages and your bid strategy based on the data and the user's intent

Why You Need to Understand your sense of business To create excellent remarketing campaigns

Before diving into the tactical steps required to create a remarketing funnel, here's an example that describes what what is remarketing and how it can be used to drive the cycle of buying a customer.

Suppose you are an online retailer selling tickets for sporting events I'm going to your website looking for tickets for a Seahawks game from Seattle.

I browse different pages of your website, looking at different games, availability of seats and even adding a set of tickets to my basket. a game, but before finishing the transaction, I pull the plug – no sale.

Depending on the time I've spent on your site, you can extract different information and use them to continue to reach me shopping trip across the web.

You already know that I had some level of intent to buy, so the next time I search for Seahawks tickets or tickets for an upcoming event, you can go back and the remarketer exactly. game and seats that I have added to your cart, using game day details, ticket prices, seats, etc. to create a highly targeted ad, which is specific to me.

5 Tips for Creating Amazing Remarketing Campaigns and Funnels

1. Understand and optimize time constraints related to consumer purchase cycles, then adjust the duration of your membership accordingly

When you create a remarketing list, you are allowed to set a validity period (or a back window) for how long. the cookie of the person remains in your marketing list.

Many marketers leave this set set by default on 30 days. However, marketers who use search for demand generation will create lists with unique retrospective windows based on the cycle of purchase or generation generation.

Here are some ideas to consider when defining the remarketing window:

For Awareness and Brand Campaigns I generally recommend setting a longer window to look at Back e-commerce campaigns and lead gen I generally recommend setting a period of 10 to 20% beyond this period. part of the average purchase cycle, including those who may take a little longer to make their purchase.For campaigns relating to perishable goods and services (such as travel, entertainment, tickets, etc.), You will still want to use the purchase window linked to the expiration date.

Let's go back, for example, to the game Seahawks.

I know the date of the game (let's say it's December 30th), so I know all the tickets I do not sell b y 13h PTs on December 30 are perishable. If today is December 1st, I will set the duration of my subscription to 29 days.

If you do not know the details of your purchase cycle to understand the time frame of your membership, get information from your analysis account. .

In Google Analytics, go to Conversions> Multi-Channel Funnels and select Delay. This report shows the number of conversions resulting from purchase paths by number of days.

2. Creation of several lists of audience and remarketing according to the purchase route and user behaviors / actions

It is important to understand the steps of your buying journey and your cycle. Create unique audience lists based on these steps and steps.

I like to create a map of the course of purchase in which I am documenting:

What is the stage of the course.How I am following this step specific. My name list. My thinking process corresponding to the different ways I think about using this specific list.

For the Seahawks ticket example, I can create Seahawks – specific lists, their opponents, CenturyLink Stadium or possibly each one of them. date of the individual game as long as this information is transmitted via the URL string.

Here are some types of remarketing lists that I can create. I can create the following types of lists:

Web site visitedVisit the ticket page for FootballVisit of the Seahawks pageVisit of the page Select a seatAdd seats to the cartEntry billing informationFull TransactionCreate a new accountLogged in the account

En depending on each of these specific actions on site, I could assign them to stages. the decision-making process of the consumer.

I might also begin to understand how I would change my search marketing strategy by not including the keywords I would target, copy-to-copy messaging, landing page or even the optimization strategy of my bids. , based on the action that the consumer has taken.

3. Adjust your consumer's e-mail based on audience list and targeted keywords

Once you have defined the shopping path and the Target audience corresponding to each step you will need to find how to apply it to your search strategy. .

Should you change consumer messaging based on the keywords searched for and their position in the purchase process?

The opportunity to modify your messaging could be one of the following:

It is possible to customize the copy of ads based on products and services as and when as the consumer chooses his way of buying. Enter specific data such as prices, quantity of products available, offers, etc. in your ad copy based on the audience list.Use ad customizers such as countdown messaging for promotions or events. For abandoned baskets, you can bring back the consumer at your store.

This brings us to the heart of how you plan to use the specific list.

Let's go back to my example of the Seahawks game day. Since Seahawks tickets are perishables, you can choose, using the countdown personalization, to indicate the number of days left before the game, or to count the hours up to the end of the game. the game starts.

Remember also your ad. Extensions and explanations on the customization and use of ad extensions to further define the funnel stage and even the places where you could choose to place the visitor on the site.

4. Understand your landing pages and think about optimizing the conversion rate

Think about where you would take someone if they are at a different stage of their journey purchase.

How would you optimize your landing page and its content to make it more personal, organized and relevant to this researcher?

In my example, in Seahawks, where would you choose to take a user? Cart and search for "Seahawks Tickets"?

You can configure an A / B test on two different landing pages for the same ad text to determine if you can impact the conversion rate.

I would probably be able to send them either to the specific Seahawks game page or to the main Seahawks page.

If my site had the capacity, I could also use a site link extension to call. the price of the raw ticket that was previously selected and take them to the "choose a seat" from the trip purchase phase, and then use the additional site link extensions for the Seahawks' main page or other Upcoming Games.

With your audience, you can test the ad copy and landing page elements to optimize the conversion rate!

5. Adjust your bid strategy to the target audience

Adjusting your bid optimization strategy for targeted campaigns based on the audience is an often overlooked tactic.

You can assign audience lists to the ad group and the campaign level, and you can adjust your bid optimization strategy.

En according to past or past commitments with the user, would you have a ROAS / ROI or a different optimization target?

For example, I ran search campaigns where new net customers had a 125% ROAS goal, while existing customers had a 250% optimization goal.

Why?

Because our existing auction models did not work If we take into account the value for life, our internal data taught us that 20% of new customers would become regular customers, so we could be more aggressive to acquire new users.

Here's the main product to remember:

If you're trying to create an amazing remarketing funnel, it's all about reviewing your data and understanding consumer intentions and behavior, then map them to your search campaigns.

You can customize this item pretty much. everything when you use the "Target and bid" setting for audiences.

Without data, we only make assumptions according to the intentions of the client

Many interesting information is available to you within your account analysis must essentially create a multitude of In-depth remarketing lists that can be overlaid on your search campaigns.

You thus have the levers needed to extract your keywords, the copy of the ad, the landing. pages, and your tools and tactics of bid optimization – and this should be a central part of your company's sales strategy.

The world belongs to you, get started and start creating amazing remarketing campaigns.

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