How and Why You Should Be Optimizing Your Search Advertisements with Remarketing Lists!
What are Remarketing Lists for Search Ads and Why Should You Use Them?
Remarketing Lists for Search Ads gives advertisers (that’s you) the option to create ads for users that have visited your website previously, along with targeting the pages that those users have viewed. It allows you to bid on directly relevant search words that fit your desired market. Therefore your ad will target a consumer that is searching for something you sell or provide. Why is that important? Well, they are already familiar with your site and products and you’re familiar with their interests based on their past actions when visiting your website. It’s a beneficial way to target a higher quality consumer.
This will let you optimize your ads by bidding on more specific audience-driven keywords. For example, a department store that sells Brand X shoes, but not Brand X clothes, might not bid on the keyword “Brand X” since it is too broad of a term and does not apply to the specific item you carry. With Remarketing Lists for Search Ads you can highlight this term in its own ad group and apply a remarketing list containing users who have already visited the “Brand X” shoe page on your website. This way it will only generate ads for a user that is already on your audience list. This means the chosen keyword will only prompt when the consumer has qualified interest in “Brand X” shoes, which we know because they’ve previously visited the “Brand X” shoes page on your site.
So, in essence, you are able to narrow down the amount of users you advertise to. Making those consumers of a higher quality, and thusly, the chances of making a profit escalates.
Now, how does it work?
Start with Google Analytics to help define the criteria for placing customers into remarketing lists. Google identifies visits to your site with one of Google’s anonymous advertising cookies on the user’s browser. When your customers later search on Google.com (from the same browser), they might see customized ads based on their previous site visits.
It’s important to keep in mind the following when considering Remarketing Lists for Search Ads:
- The max lifespan for a remarketing list is 180 days.
- The remarketing list must have the minimum of 1,000 cookies before it may be used to accommodate your search ads. This is for the privacy of your users.
- Age, gender, and interests cannot be used with Remarketing Lists for Search Ads.
- Remarketing lists that are made in your mobile app can’t be used for Remarketing Lists for Search Ads.
If you are ready to get started, Google has created an in depth webinar that provides step by step instructions on how to implement Remarketing Lists for Search Ads into your site (watch video).
We hope that you’ve learned how you can optimize your search advertisements by using the Remarketing Lists for Search Ads feature and understand how useful it can be. If you need help implementing this feature into your site or have other web development and marketing questions please do not hesitate to contact us at Mosier Data.