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Remarketing for Search – now available

Remarketing for Search

By now, every advertiser should be familiar with Remarketing. Especially in Google’s own Display Network, this function allowed for some low priced conversions for a certain period of time.

Google has recently amplified this function during a first beta phase, exclusive to selected agencies; However in May it became available to the general public.

Within the Display Network, ads are displayed based on context. This means that Google extracts the theme of a webpage based on existing texts and keywords, and from this creates (hopefully) adequate ads.

Since the usage of Remarketing in the Display Network increased considerably, Google has intensified using user profiles over context and even mostly ignores the latter now. This means that if basic requirements for showing a Remarketing ad are met, it will be displayed whether it fits the content of a page or not.

Prerequisites for the display of Remarketing ads

Essentially, said prerequisite is a cookie. The point when the cookie is placed can be chosen by the advertiser. It would be reasonable, for example, to target audiences that placed items in their cart but did not complete the purchase, and to “recapture” those audiences through Remarketing ads. Target audiences can be configured through Remarketing lists in Google Analytics. Through this, it is now possible to create very specific target audiences and to even utilize user segments. Each of those target audiences can (and should!) deliver a different advertising message.

 

ReMarketing for Search

 

 

Remarketing for Search: This is new!

This is as far as it goes regarding Remarketing in the Display Network, but what about Remarketing in the Search Network? Contrary to the Display Network, a user’s previous search and click profile only played a minor role up until now. The kind of ad shown here is determined by the search terms a user types in – merely the specific ad text is chosen by Google by analyzing the particular user profile.

In Remarketing for Search, Google’s usual advertising policies apply. It usually makes sense to copy existing campaigns, to configure Remarketing for the copied campaign, to define target audiences and to set a higher maximum cost-per-click. This higher cost-per-click is necessary; according to experience, the quality-factor of a Remarketing campaign is usually lower, the previous history of the original campaign is nonexistent, and apart from that the conversion rate justifies a higher cost-per-click. As usual in Adwords, the cost-per-click will decline in the medium term through a higher click-through-rate that should be generated through Remarketing.

Hint: It is reasonable to not only include target audiences, but also to exclude those that are inapplicable.

 

How good is Remarketing for Search?

To wrap it up, we formulated a few theories that we tested on running campaigns.

  1. Remarketing has a higher cost-per-click.

True. The cost-per-click of Remarketing Keywords lays up to 50%-100% above that of regular campaigns, especially in the beginning.

  1. Remarketing generates higher CTR.

True in most cases.

  1. Conversion rates in Remarketing campaigns are significantly higher.

Once again, this statement is true in almost all cases.

Conclusion

If a Remarketing campaign is profitable or not has to be decided individually – naturally, an all-inclusive statement cannot be issued. It is very well possible that, especially in the beginning due to considerably higher cost-per-click, the cost per conversion is noticeably higher than in the original campaign. Pay special attention to this performance figure and avoid acting prematurely: allow for some time so your Remarketing campaign can establish itself.

 

 

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