1. Layers recap 2. Remarketing a. How it works b. How to optimise it 3. Layering it Up a. Budget Balancing b. Dynamic Remarketing c. YouTube Video Remarketing d. RLSA (Remarketing for Search Ads) 4. Next Steps

1. Awesome Adwords
Seminar Series
Part 4 - Remarketing
Chloë Thomas

2. Me and indium
● 6 years
● Effective Online
Marketing
● done for you
● Team of 5
Services:
● Adwords & Remarketing
● LinkedIn Pages & Ads
● Email

3. Awesome Adwords
Seminar Programme
1. Introduction - the changes and how to capitalise
Available on the website
2. Bidding Options - get more quality traffic for less
Available on the website
3. Product Listing Ads - how to do and optimise
Available on the website
4. Remarketing - overlaying it with “normal” Adwords
Thur, Aug 22nd @ 2pm
5. Image and Video Ads - lower click costs, a different type of traffic
Wed, Aug 28th @ 2pm
6. Wrap Up - Matt and Chloë discuss the month, review key topics,
plus a few nuggets! and a chance to ask your Qs
Fri, Aug 30th @ 2pm
http://indiumonline.co.uk/aa

4. Remarketing
1. Layers recap
2. Remarketing
a. How it works
b. How to optimise it
3. Layering it Up
a. Budget Balancing
b. Dynamic Remarketing
c. YouTube Video Remarketing
d. RLSA (Remarketing for Search Ads)
4. Next Steps

5. What is Google Adwords?

6. Lots of Changes:
● Enhanced Campaigns
● Google Shopping
● Endless Integrations

7. Silos are Dead
Core
Keywords
Google
Base/
Shopping
Remarketing
Display
Advertising

8. It’s all about Layers

9. How to Capitalise on Layers
And then try pure Display Advertising

10. Remarketing
1. Layers recap
2. Remarketing
a. How it works
b. How to optimise it
3. Layering it Up
a. Budget Balancing
b. Dynamic Remarketing
c. YouTube Video Remarketing
d. RLSA (Remarketing for Search Ads)
4. Next Steps

11. Why Great?
● Higher AOVs than site average
● Frequently double digit Conversion Rates
● Very powerful View-Thru Conversions
● And...

12. How is Remarketing different from
Core Keyword Adwords?
Core Keywords Adwords Remarketing
Ad styles Text, Image etc Text, Image etc
Where ads appear On the Google Search
Engine
On the Google Display
Network
On the Google Display
Network - ish
How you pay By click By click
How Google decides when
to show your ads
Keywords:
When someone is searching
for a keyword you've
selected to bid on; or when
they're on a website the
content of which relates to
your keywords
People:
The person using the
computer has previously
been to your website.

15. How to get started?
1. Set Up the Techy Stuff
a. Amend your privacy policies
b. Implement the tag on your website
2. Design your audience targeting
3. Built it

16. Design your Audience Targeting
Homepage
Pens
Notebooks
Staplers
Product Listing
Pages
Checkout

17. Audiences, and Lists
1. Remarketing Lists can be:
a. Tag-based
b. Rule-based (URLs)
c. Custom Combination
2. Settings:
a. Membership duration
b. Initial list size

18. How to Optimise Remarketing
● Audience targeting
● Adverts
● Bids
● Placement exclusions
● Frequency capping

19. Remarketing
1. Layers recap
2. Remarketing
a. How it works
b. How to optimise it
3. Layering it Up
a. Budget balancing
b. Dynamic Remarketing
c. YouTube Video Remarketing
d. RLSA (Remarketing for Search Ads)
4. Next Steps

20. It’s all about Layers

21. Budget See Saw

22. Dynamic Remarketing
Remarketing and PLAs Layers
● Uses the Feed and Custom Tagging
● Dynamically generates ads for remarketing
● Shows customers products they looked at

23. Remarketing For YouTube
● Video ads on YouTube
● New Remarketing Lists:
○ Interacted with videos
○ Subscribed to Channel
○ Viewed TrueView ads
○ Visited your Channel

24. RLSA
Remarketing Lists for Search Ads
● Modify Bids based on Remarketing Lists
● HUGE possibilities...
○ Pay less for brand bidding
○ Bid on competitors and tempt your customers back
○ Reinvigorate currently “ROI poor” campaigns
● BUT, important restrictions

25. Next Steps
1. Technical Set Up
2. Build your Campaign
3. Come along to the rest of the Seminars to
find out more about the Layers
4. Want help?
a. Free Adwords Clinics
b. Ask any question
http://indiumonline.co.uk/awesome-adwords
Next Seminar:
Image & Video Ads - how it works
and Layering
Weds, Aug 28th @ 2pm