Google AdWords Remarketing
In this review, I want to talk about a new, fairly powerful tool for behavioral targeting in contextual advertising.
Remarketing is a function of interest-based advertising. It allows you to contact users who have already visited your site and display ads that can interest them. Ads can be viewed while browsing sites on the Google Content Network.
Some time ago the “Audiences” tab appeared in the Google AdWords interface. This tab is the formation of audiences for remarketing campaigns.
For example, we create the “Everyone who visited the site” audience, set the remarketing tag of this audience on all pages of the site. Now all visitors to the site are marked with special cookies, which allows them to be identified on all sites of the Google content network and show them their ads.
But the whole power of remarketing is that the audience can be combined. For example, in the case of an online store, we will create 2 more audiences: “Log into the basket” , “Place an order” . For brevity, let us designate the created audience as follows:
A - “Everyone who visited the site”
B - “Log into the basket”
C - “Placed an order”
Now you can create a combination:
D = B - C - get the audience "Everyone who went to the basket, but did not place an order . " Thus, we will show ads only to those who did not bring the conversion.
You can also create narrower categories of ads: for example, if a visitor watched a catalog of LCD TVs, then show him ads on TVs, etc. for all the necessary sections of the site.
Another very clear example: the store sells game consoles and game discs. You can create an audience “I bought a game console” and show this audience the announcements of games for this console. Thus, we offer related products to the already purchased.
Of course, remarketing can be used not only for online stores. For example, if you have a registration on your site, you can form an audience “Everyone who visited the registration page but did not register” and show them ads. In general, how much fantasy.
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Summary: remarketing allows you to convert those users who came to your site, but for some reason did not bring conversion.
Useful links: adwords.google.com/support/aw/bin/answer.py?hl=en&answer=173945
Remarketing is a function of interest-based advertising. It allows you to contact users who have already visited your site and display ads that can interest them. Ads can be viewed while browsing sites on the Google Content Network.
Some time ago the “Audiences” tab appeared in the Google AdWords interface. This tab is the formation of audiences for remarketing campaigns.
For example, we create the “Everyone who visited the site” audience, set the remarketing tag of this audience on all pages of the site. Now all visitors to the site are marked with special cookies, which allows them to be identified on all sites of the Google content network and show them their ads.
But the whole power of remarketing is that the audience can be combined. For example, in the case of an online store, we will create 2 more audiences: “Log into the basket” , “Place an order” . For brevity, let us designate the created audience as follows:
A - “Everyone who visited the site”
B - “Log into the basket”
C - “Placed an order”
Now you can create a combination:
D = B - C - get the audience "Everyone who went to the basket, but did not place an order . " Thus, we will show ads only to those who did not bring the conversion.
You can also create narrower categories of ads: for example, if a visitor watched a catalog of LCD TVs, then show him ads on TVs, etc. for all the necessary sections of the site.
Another very clear example: the store sells game consoles and game discs. You can create an audience “I bought a game console” and show this audience the announcements of games for this console. Thus, we offer related products to the already purchased.
Of course, remarketing can be used not only for online stores. For example, if you have a registration on your site, you can form an audience “Everyone who visited the registration page but did not register” and show them ads. In general, how much fantasy.
')
Summary: remarketing allows you to convert those users who came to your site, but for some reason did not bring conversion.
Useful links: adwords.google.com/support/aw/bin/answer.py?hl=en&answer=173945
Source: https://habr.com/ru/post/94245/
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