Setting up lists and rules for remarketing is key for communicating with Google which users to target and under what circumstances. See exactly how it is done for any new campaign.
- [Instructor] Remarketing lists and rules are two components of our campaign that goes hand in hand, because it helps us to optimize the campaign. First we need to set up a list and then we specify rules as to who we really want on that list. As a campaign specialist you'll be able to use multiple rules and apply them effectively. The finance director will also have high regard for you if you demonstrate competence in this particular area.
So let's see how to do this. When you enter AdWords if you look towards the top right area and then expand the menu you'll notice under Shared Library, when you expand that, you've got Audience Manager. So we head into Audience Manager. Now we're going to set up remarketing if it is our first time, or we can edit some existing lists. Notice here in the left column you've got two options.
We've got Audience lists firstly, and this is where you'll add or you'll edit lists, and below that we've got Audience sources, where we've got some more advanced options that can be added, which we'll cover later. So for now let's head into Audience lists and we hit the blue plus sign here so that we can create a new list. And now we're going to select Website visitors. And let's just give the list a name.
And now we're going to have a look under List members what the options are. Now here you're knowledge of user experience and your customer intent comes in really handy, because you're going to need that to set up some good options. The options we've got is Visitors of a page, and then we've got Visitors who also visited another page, for example, those who don't only visit the real estate agent site, but who also checked out properties with a higher value according to the name of a category page.
And then we also have a visitor of a page who did not visit another page, so maybe they visited a real estate site, but they only looked at cheap auction property and you don't want to include them in a high value list. And finally, we've also got visitors from a page for a specific date. Great, so those are your basic options.
So let's imagine that you don't want to remarket to your affiliate's customers, because they're going to be less profitable, then here you're going to specify in the referrer URL in the next column and you can drop it down there and you can say that does not start with and then that would be the referrer URL for your affiliate that you want to exclude from that list. Now belong this, if we scroll down, we've got the Initial list size, which you'd either start with a clean list, or you're going to let AdWords add visitors from the last 30 days who already visited your site, and that'll give you a head start if you're struggling to meet a minimum list size, which is normally around 1,000 visitors for Google AdWords.
So next up, if you look at the Membership duration you can specify for how long you'd like to remarket to these visitors. It can be as little as one day for time-sensitive product and services, or it could be as much as 540 days, depending on the campaign objectives. So this setting is absolutely critical to managing your budget effectively, as you can imagine. For example, I visited a hotel recently in San Francisco and they remarketed to me for 150 days after leaving that city.
And, as you can imagine, this is great for branding, but it's not so good for conversions. Now if we scroll down when we're happy with all of information here we can click on Create Audience and then this will be a new list that's available. But really this is the start of our list creation. So next we really need to go deeper into list rules to target the visitors who matter to us. And for this we're going to apply multiple conditions to our list.
So I'm going to stay here within the same list and look at the application of multiple conditions. For example, let's imagine there's a real estate agent who wants to add high value rental clients to a remarketing list. All the properties rented for above 10,000 dollars per month will contain the word premium in the URL name. For example, it'll be cityapartments.com /premium-rentals/penthouseinbrooklyn.
And then listing that are less than 10,000 dollars a month will contain the word new rentals. So it'll be cityapartments.com/new-rentals/ studioboxsizeapartmentinbrooklyn. Now the rule conditions would be that the URL should contain premium rentals and the URL should not contain new rentals. So here we've got URL and it should contain premium-rentals in the URL name.
This is the one rule that we want and now we're going to click on And, because we want to add another rule. And the URL in this particular case should not contain, and this is where we enter the lower income products, so it's going to be called new-rentals. And by doing this we've basically just segmented our visitors to a position where we're only going to add high value potential customers to a list.
So the rule conditions would be URL contains premium-rentals and URL does not contain new-rentals. This is, of course, just an example. You can set it up in any way that you'd like for your particular business. But now if the real estate has an email list of 5,000 clients which visited the listings in response to an email newsletter they might not want to remarket to the same clients through more paid advertising.
So let's imagine that the referrer URL contains the words Mandrill app, because they've used the Mandrill app to send the emails. So all we need to do now is we need to state that the referrer URL should not contain mandrillapp.com. So how do we do that? We're just going to add another condition here, so the URL does not contain, and it's going to be mandrillapp.
There are, of course, other ways to do this and particularly if you're using programmatic media buying and you're using a demand side platform it'll be significantly different, but this is very straightforward and it will certainly achieve the same objective of excluding certain people from your list. Remember, if we have an unrestrained budget and we wish to tease visitors by remarketing photos of a jacuzzi in a luxury apartment by all means then you would probably omit this option here.
On the other hand, if the finance team takes a different view then we'd rather pay attention to the referral source of the visitors when we set up the list rules. So, of course, we've added rules that are And based rules, but you can also select Or, which would then specify a different set of rules. So by combining several And and Or and referrer rules it's indeed possible to make very specific decisions about which visitors we want to remarket to.
With a bit more advanced knowledge on HTML code implementation you can also use custom parameters and dynamic remarketing. And that will, of course, build more sophisticated lists based on the value of the products that the customers viewed on your site. This is especially useful when you're looking at E-commerce websites.
- 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