This is a warm-up session where you can see how to set up a basic remarketing campaign with AdWords. This is a good first step before you learn how to set up a more advanced campaign.
- [Instructor] Before we move into more advanced options, let's warm up by setting up a standard remarketing display campaign in AdWords, which will go over a few basics. But remember, the ultimate step will be to set up a remarketing campaign with Google Analytics where we can use more advanced targeting as a power user. I'm going to assume you've already got an AdWords account and you signed in. Towards the top left, we're going to click on "All campaigns" and once we've done that, we going to create a new campaign.
Click on the blue plus sign there, create a new campaign, select "New campaign". And because it's remarketing, we're going to select Display Network. And now you can omit your marketing objective, so we can specify some objectives. It's entirely up to you, you can maybe select visits on the website, if you like. And in terms of driving action, again, you can leave that blank, or you can click on buy on the website.
Scroll to the bottom, and now you can click on CONTINUE. Now we're going to give the campaign a name. I'm just going to call it the Tester campaign. If you scroll down, we've got standard settings as to location, languages, and here you've got your bid strategy where we going to stick to cost per click, and we're going to leave it on Manual CPC.
I would remove Enhanced CPC here for now, and let's scroll down. And at this point we're going to assign a Daily budget. Let's just say 10 pounds or $15 per day, whichever it is. Now, expand here, Additional settings. And if you scroll down to Additional settings, we've got standard campaign information here.
I want you to just expand that area that is Content exclusions, and then scroll down, let's just have a look at what it says here. Now, this is in terms of brand safety and I would like to mention that it's got no bearing on bounce rates and accidental clicks. So I'm going to skip this step and also the next few steps that are standard AdWords settings that you should be quite familiar with by now.
So, now we just make sure that we have an ad group name, and our match our campaign name here. Now we need to tell Google that this is a remarketing campaign. So, under "People", you will notice that we've got Audiences, and we're going to select Remarketing here. And here you'll find an option to select Website visitors, or Similar audiences, or Combined audiences.
For now, we're going to select Website visitors. And here we can select one of the lists that we've already got in place. If you've got that set up. Notice if you scroll down and you look under the Content area, you can refine your remarketing by adding a combination of things. So if you've got a large list, or visitor volume, and you only want to reengage visitors when they read related content across the web, then you would specify here under three different options.
Let me scroll down a bit here. Click on CONTENT TARGETTING. You've got Keywords, you've got Topics, and you've got Placements. Keywords will trigger your ad on any website where certain keywords are present, or specific topics on any website, or placements if you want it to appear only on certain sites, for example: "The Economist" or "LinkedIn". Be careful with restricting your targeting criteria if you've got a low volume of visitors.
On the other hand, if you run a business site with thousands of visitors per hour, it becomes essential to be more selective. Now you're going to enter your ad group bid. I'll enter anything here just get us started. And, finally, if you've got your ad copy ready, this would be where you would enter your ad copy. But of course there are different ad types that we'll be able to use, which we'll cover at another point in time.
Whether you've got your ads created or still waiting for the copywriting team, that's fine, you can just proceed at this point because we can always come back to it. For now, we just click on CREATE CAMPAIGN. And once you've done that, it will give you a list of anything that is still outstanding, and as you can see, the only item here that is outstanding is to create an ad. These were just our first couple of steps to set up a remarketing campaign.
From here, we need to develop our ability to revisit this campaign and we need to optimize the settings for better conversions and return on investment.
- Remarketing lists
- Types of remarketing offered by Google
- Linking AdWords with Analytics
- Setting up campaigns
- Switching between AdWords and Analytics
- Dynamic remarketing
- Setting up a dynamic remarketing feed for display advertising
- Deciding on a budget
- Monitoring ROI
- B2B remarketing