Google Adwords
Remarketing
Friday, September 30, 2016 © Bluebeaks Solutions 1
What is “Remarketing”?
Remarketing (also referred to as Retargeting) is usually an outbound (but not
always) paid digital marketing technique where communication of a product or
service is delivered to only those audiences who have either demonstrated a prior
interest or engagement (in general or during a specified period) and/or performed
certain actions on assumption that such audience behaviours demonstrate an intent
to purchase and hence communications served to such audiences are likely to
generate sale (online or offline) and give a better ROI on the ad spend.
Friday, September 30, 2016 © Bluebeaks Solutions
Whom to Re-Market?
• Visited a product page
Interest • Signed up for newsletter
• Viewed a YouTube Video
• Visited a website for a certain duration
Engagement • Visited a certain number of pages of a website
• Played a video on the website
Action • Downloaded a brochure
Time Period of • Visited a page during a period (e.g. till 5 days after placing an
ad in a newspaper)
Visit
Friday, September 30, 2016 © Bluebeaks Solutions
Preparing to Remarket –
“Remarketing List”
“Remarketing List” is a list that stores information
about audiences to remarket depending on
criteria defined (around Interest, Engagement,
Action and Time Period of Visit) based on
“cookies” collected from audiences without
storing personally identifiable data.
Friday, September 30, 2016 © Bluebeaks Solutions
Remarketing List –
“Membership Period”
“Cookies” Campaign
“Closed” Membership Period
Look back “Open” Membership Period
period =
30 days
Membership Period Max 540 days (plus
30 days look back period)
Time
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Sources of “Remarketing List”
Audience Full Audience
List List
Adwords
Audience/
Goal/ Acquisition/
Audience
Conversion Behaviour/ E-
Commerce Data
List
Analytics
Friday, September 30, 2016 © Bluebeaks Solutions
Remarketing List –
Adwords vis-a-vis Analytics
Adwords Remarketing List Analytics Remarketing List
Interest (Web Page, Email Sign-up, Interest (Web Page)
YouTube Video)
Time Period of Visit Engagement
Actions
Audience
Acquisition
Behaviour
Goals/ Conversion
E-Commerce Data
Funnel/ Path
Friday, September 30, 2016 © Bluebeaks Solutions
“Remarketing Lists” in Adwords
Rule • Audience Interest and Time Period of Visit that can
be related to Website URL through Boolean
Based Conditions
Tag • Audience Interest that can be related to Website
page
Based
• Audience Interest that can be related to a Website
Dynamic page and where the content of the ad can be
dynamically changed based on the Website page
where the interest is shown by a specific user
Friday, September 30, 2016 © Bluebeaks Solutions
End of Presentation
Friday, September 30, 2016 © Bluebeaks Solutions 9
