Inbound Dan

Search Remarketing: A Complete Guide & Campaign Set Up Tutorial

Remarketing is nothing new in the world of Google AdWords. Search remarketing, however, is one form of advertising that isn’t being used to its full potential — yet.

If you’re wondering what all the fuss is about, and how to set up your first search remarketing campaign, this tutorial is for you.

In This Tutorial You Will Learn:

  1. What Search Remarketing Is
  2. How To Use Search Remarketing Effectively
  3. How To Set Up A Search Remarketing Campaign Over My Shoulder

What Is Search Remarketing?

Until recently, remarketing was reserved for the display network. Whilst it is a powerful tool for any marketer, the display network has its flaws.

It’s likely that people seeing your adverts on the display network aren’t very far down the purchase funnel – and might not even want to buy anything at all.

Search remarketing means you can target people on your remarketing lists when they use Google search. These people are likely to be interested in making a purchase because they are searching using Google, not just browsing on a random website.

Your search remarketing advert will show up just like any other text ad – but only to those people who have already engaged with your website in some way.

How To Use Search Remarketing Effectively

There are four key factors to remember when using search remarketing:

  • Target Broad Keywords
  • Offer An Incentive To Return To Your Site
  • Increase Your Maximum CPC
  • Customise Your Ads To Suit Your Remarketing Audience

Target Broad Keywords

The user that will see your advert is already engaged with your brand, so you can afford to target broader phrases.

For this tutorial, let’s imagine you are a company specialising in selling funny T-shirts. Instead of targeting ‘funny t shirts’ in your search remarketing campaign you should be going much broader, targeting keywords such as ‘t shirt’ and ‘tee’ in Broad match type.

Why? You already know the people on your remarketing list are interested in funny T-shirts.

So, the odds are that if they search for any form of T-shirt, they will be interested in seeing your range of funny T-shirts again – so advertise to them!

Offer An Incentive To Return To Your Site

I recently spoke to a Google Account Strategist who gave me a heads up on this technique, and it’s pretty obvious when you think about it. You may want to offer an extra incentive to return to your site!

Offer a free shipping code or a discount code in the ad itself. Why? Well, these people have already visited your site — but in many cases, they will need a reason to return again so soon. Give it to them and it’s not only your CTR that will increase – your conversion rate will too.

How should you offer these incentives? See ‘customising your ads to suit your search remarketing audience’ below.

Increase Maximum CPC

As well as targeting broader keywords, you need to dramatically increase your bids too.

As a rough example, depending on the competitiveness of the keyword and the custom combination you are using, you need to be increasing by about 1000%.

This might sound scary, but remember how targeted these ads should be. If I’m bidding 0.15p on an Exact match term normally (let’s use ‘funny t shirts’ as an example again), I’ll raise my bid to at least £1.50 for the broad match ‘t shirts’.

Am I insane? No. Your search remarketing list will be smaller than your display remarketing list, so when these people search you need to be found!

In my opinion, it’s much better to spend a little more and take a small hit while you optimise, than to go in too low and miss out totally.

If you bid too low, search remarketing will never pay off for your business and you will see it as a total waste of time.

Customise Ads To Suit Your Search Remarketing Audience

A Few Brief Search Remarketing Tips

  • If you’re an e-commerce site, you can target visitors to a specific product when they search for it again later.
  • Use custom combinations (I’ll do a seperate post on this soon) to exclude visitors who have already converted, or target those who have abandoned their cart.
  • Dive deeper into location, device and time conversions to target particular sections of your previous visitors who you know are likely to convert.
  • You’ll need a list of at least 1000 before any ads will trigger. It’s a different cookie than collects remarketing targets for the display network, so it will be lower at first. Be prepared to wait if you haven’t already got a substantial display network list.

Over My Shoulder Search Remarketing Setup Guide

It’s time to stop reading and start watching! View my video tutorial below, which covers how to set up a search remarketing campaign right from the very beginning. NOTE: AdWords pros, you might find this video a little low level for you, but if you’re a beginner dive right in!

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