Setting up lists and rules for remarketing is key to communicate to Google which users to target and under what circumstances. See exactly how it is done for any new campaign.
- [Voiceover] Remarketing lists and rules are two components of our campaign that goes hand in hand. This is because it helps us to optimize the campaign. So, first, we're going to set up a list, and then we specify rules as to who we really want to be on that list. As a campaign specialist, you'll be able to use multiple rules, and apply them effectively. The finance director will really have a high regard for you if you can demonstrate competence in this area. So, let's go ahead, and see how to do this. So, once you're in AdWords, scroll down to shared library, and click on it, and then we click on audiences, and once we've done that, we're going to tell Google that we'd like to create the new remarketing lists, and this is for website visitors.
Of course, this will be for visitors to a web page, and at this point in time, we can just give our listed name, and just set up one or two basic rules. So, imagine that we are the Florida Flower Shop, and that's the name of our campaign. Now, let's just imagine that there's going to be one criteria at this point in time, which is something that is in our website name. And, finally, we just need to specify a list duration as an important rule here, for example, if you're a hotel, and you target visitors who are in the city for about five days, you don't want to have a 90 day visitor list, but you'd rather, perhaps, limit it to 14 days, so let's go with 14 days just for now, and now you have a basic list set up, and you can click on save if that's all you wanted to have on the list.
However, this was just the start of our list creation. Now, we really need to go deeper into list rules, so that we can really target the visitors who matter to us. So, for this, we'll apply multiple conditions to the list. For example, let's think of a real estate agent who only wants to market to high value customers. So, all the properties that are rented above $10,000 per month, let's say that they will contain the word premium in the URL name.
So, if this was cityapartments.com, it would have cityapartments.com/premiumrentals, and then the rest of the listing details. So, in this case, we would say that the URL needs to contain something, and we're going to specify it here. So, the URL needs to contain premium, so that's a necessary condition. Now, with this condition in place, only visitors who are going to look at premium rental apartments will be added to our remarketing list, and it will enable the business to really focus on its most profitable segment.
But now, there's something else to think of. For example, if this real estate agent marketed to a list of 5,000 clients, and this was an email list, so they've sent out 5,000 emails, and people visited the website, so they don't really want to remarket to the same clients, because they're already on the email list, and that's going to be unnecessary in terms of the budget. So, let's imagine that they used an email software called Mandrillapp.com, and therefore, that will be contained in the referrer URL.
So, now we will add another condition here. So, the referrer URL should contain the words Mandrill App. This is just an example, it could be any other software. And now we add this as a necessary condition, as well, and at this point in time, the only visitors who will be added to the list will indeed be those who visited high value apartments, and it would not be anyone who's been referred from our email list.
And really, by combining several and, or preferrer rules, it's indeed possible for us to make very specific decisions about the visitors that we want to remarket to. And with a bit more advanced knowledge on HTML and code implementation, you can also use some custom parameters and dynamic remarketing, and that will help you to build even more sophisticated lists based on the value of products that the customers view, and this is really going to be helpful, even for e-commerce websites.
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- Building remarketing lists
- Types of remarketing offered by Google
- Linking AdWords with Analytics
- Setting up Analytics campaigns
- Switching between AdWords and Analytics
- Dynamic remarketing for ecommerce
- Creating audiences
- Setting up a dynamic remarketing feed for display advertising
- Deciding on a budget
- Monitoring ROI