What is "Remarketing Display Advertising"? What are its benefits?
GoogleAdsPutIn the process, companies generally recognize thatsearch ads, it is instantflow, its advantage lies in its high conversion and the results it brings in a short period of time.drainagePrecise, and can be quickly improvedKey wordsranking, effectively avoid invalid customers, have fewer restrictions on the industry, and can also improvethe InternetUsers’ perception of the brand. It is precisely because of these advantages that it is preferred by the vast majority of enterprises. What needs to be reminded here is thatsearch adsIt also has its shortcomings, mainly in the limited coverage group,AdscostRelatively high, leads can only be requalified at the search levelMarketing.
In order to allow enterprisesAdseffecthas been further improved, and the icing on the cake is the "re-Marketing"display adsIt came into being. Next, lead everyone to understand "Re-Marketing"display ads!
从MarketingThe perspective of the funnel can be understood more vividly: there are two ways for companies to increase intended customers: openflowAccess and screening tightness control. At the top of the introduction funnelflow, focus on the first two stages of the funnel, the purpose is to let the market know the company's brand, products and selling points, so that when buyers enter the next purchasing cycle, ourAdsIt can appear in front of them in real time, prompt them to make purchasing decisions, and introduce higher quality and more sustainable products to the bottom of the funnel.flow.
XNUMX. What is "re-MarketingDisplay Advertising”? What are its advantages?
Remarketing can not only boost sales and visibility, but can also be "young forever" like search carriers, effectively utilizing existing audience resources. It is positioned accurately and focuses oninvestmentrate of return, regardless ofAds, positioning and pricing can all be customized.
For example: a website that provides hotel search services has installed remarketing code (1 GA & 2 GTM).
A user searches through organic search results, or clicksAds, or directly enter the website to log in to the digital shopping website and search for hotels on the website.
The remarketing code tells the Google server through the cookie on the user's computer that the user has landed on the website page!
GoogleserverCollect all users who log in to the website and form a remarketing user list in the Ads account.
The user selected the "Luxury" category but did not make a reservation.
When browsing a Google When the affiliate network website is displayed, he may see the website that he has visited before.Ads. This is remarketingAds
GoogleOfficial website screenshot
GoogleOfficial website screenshot
(PS: The GA code is inGoogleGenerated during analysis, the GTM code is inGoogle generated in Tag Manager).
GoogleOfficial website screenshot
Summarize why you choose remarketingdisplay adsOr what is its value?
● Covers 90% of the world's Internet users, including more than XNUMX million+ publisher websites.
● Average click cost is lower than search networkAds.
Price depends on advertisingPuts position;
Local average cost per click: 0.10~0.70 USD;
Global average cost per click: 0.20~1.00 USD.
● the InternetUsers spend more time looking at the website than using itsearch enginetime
● For B2BAdsBusiness, remarketing displayAdsBe proactiveflow, can promote buyers to make early decisions, shape search intentions to seize opportunities, induce secondary and multiple clicks, and cooperate withsearch adsForm a closed loop of online marketing to help you build brand awareness (Branding) at a low cost while improving all onlineAdsa series ofinvestmentresponse rate.
● Increase website traffic: Passsearch adsseries and othersdisplay adsseries, and then use remarketing to win back customers.
● High cost performance in the blue ocean traffic pool: Based on pay-per-click, you can get exposure and display for free, and enjoy the power of smart bidding with zero risk.
● High information transmission rate: the display effect is user-friendly, and the picture and video materials enhance visual stimulation.
2. Remarketingdisplay adsSpecific display form and operation process
1. at Google display adsRemarketing on the web
remarketingAdsHow to build the series, please see the picture below for instructions:
Note:remarketingdisplay adsNecessary elements before series production: Ads account, website, editor.
2.Remarketingdisplay adsUnder creation, highlighted and recommended settings
1) Get the remarketing code
When creating remarketingdisplay adsBefore doing so, you must first determinePromotionIs GA added to your website (Googleanalysis) code. (Click to enter the accountGoogle Analytics based onOperating procedurescreateGoogleAfter the analysis background is created, the GA code will be automatically generated. According to the content prompted above the code, add the code to the corresponding location on the website. After successful addition, the system will automatically capture all visitors who arrive at the website).
GoogleOfficial website screenshot
remarketingswipeData accumulates to a certain amountAdsTo display normally: click through searchAdsThe customer data that comes to your website through , natural search results or direct input into the website accumulates to more than 1000 (about 1 month or so, depending on the specific accumulated data, you can create the advertisement within a week or two weeks and wait. {1~5 working days} for review and presentation).
2) Create remarketingswipeList
For B-side accounts, it is recommended to create 4 types ofswipe: All users, new users, returning users, potential users, as shown in the figure below:
The steps for all users, new users, and returning users are similar. Next, we will take all user audiences as an example to demonstrate:
Step 1: Select all users, and select the membership validity period as 540 days; both target platforms must be selected.
Screenshot of Google official website
Screenshot of Google official website
Screenshot of Google official website
Step 2: Add potential usersswipePay attention to the differences when
Screenshot of Google official website
FourswipeAfter everything is added, enter the editor and create 4 ad groups for display marketing ads, one for all users, new users, returning users, and potential users. Find the one named in the previous step.swipe, and then add each of the 4 ad groups.
3. Several matters needing attention in advertising production
1. Remarketingdisplay adsTypes of - Responsive Display Ads
Adaptivedisplay adswill replace responsive ads and becomedisplay adsdefault in networkadvertisement type. These ads are available for both standarddisplay adsseries, and can be used for intelligentdisplay adsseries. to make adaptivedisplay ads, simply upload your assets (images, titles, logos, videos, and descriptions) and Google will automatically generate display adsAdvertisements displayed across the web.
So what are its advantages?
optimizationAd Performance : Upload different assets to Google Ads Make an adaptivedisplay ads, Google uses machine learning models to determine the best mix of assets for each ad slot based on predictive data derived from performance history.
Expand coverage:You can upload multiple assets for each asset type, such as multiple titles, logos, videos, and images. Google Portfolio ads automatically adjust size, appearance, and format to fit virtually any available ad space. Add video to responsivedisplay ads, can improve as much as possible indisplay adsReach on the web.
save time:through adaptivedisplay ads, which allows you to spend less time managing the ad portfolios within your ad groups and campaigns, allowing you to focus more onAd Performanceon the promotion.
2. Picture specification requirements
1) Number of pictures
Upload, scan the website, and use various pictures in history. There should be no less than 5 horizontal and vertical pictures, and a maximum of 15 pictures. The more materials there are, the greater the space for machine learning, and the richer the advertising booth will run.
Horizontal logos: A total of 5 logos can be uploaded, and it is recommended to upload one of each size.
Screenshot of Google official website
2) Quality of pictures
A. Use high-quality pictures
Screenshot of Google official website
B. Scenario
Screenshot of Google official website
C. The picture is clear to avoid distracting the user's attention. The machine will allocate the picture without superimposing other information on the picture.
Screenshot of Google official website
D. Adding videos increases the richness of the material and helps attract users' attention. It is recommended to choose videos within 30 seconds.
Screenshot of Google official website
3. Things to note when filling in advertising content
Screenshot of Google official website
Fill in all headings. Example: Product/Service: Distributor; Advantages: Free shipping worldwide, 20 years of experience.
Put the most important information at the front of the ad description. Because the screen size of the mobile terminal is generally limited, the description will be cut off and only the front part will be displayed.
Product descriptions should include as much as possible: product category, trustworthiness: CE certification, certificates; award scores: number of satisfied customers or five-star reviews.
Screenshot of Google official website
4. Instant feedbackAd Performance-Be good at adapting to "advertising effectiveness"
Ad titleAfter filling in the description pictures and videos, use the "Advertising Effectiveness" tool to check whether the advertisement is qualified and provide real-time help to provide feedback on problems in the advertisement. The standard is the best. The system will also suggest different contents for copywriting changes, which can be changed according to the suggestions given. Advertising effectiveness will also be improved.
Screenshot of Google official website
5. Bidding strategy suggestions
1. For newly activated campaigns, it is recommended to use "Maximize the number of conversions" to capture more conversions and allow the ads to run well.
2. For series that already have historical accumulated data, it is recommended to use the "target cost per conversion" bidding strategy and set a target conversion cost.
Screenshot of Google official website
In order to prevent enterprises from feeling too fragmented, here I will summarize it for everyone.PreciseRun remarketingdisplay adsFor all the precautions, please see the figure below:
Screenshot of Google official website
XNUMX. CreatePreciseConsiderations for running campaigns
1. Geolocation advanced options + excluded content settings
Specific operations: Select [Campaign] - [Settings] - [Geolocation Options] (select according to the red box) - [Save] - [Excluded Content] (check as shown) - [Save].
Select the second option to change the positioningPrecise.
Screenshot of Google official website
Eliminate irrelevant content options and doPreciseDeliver.
Screenshot of Google official website
2. Placement Exclusion
B2B needs to exclude adsenseformobileapps.com/.
Itunes.apple.com/play.google.comAPP class placement.
Specific operation: Select [Campaign] - [Settings] - [Placement] - [Exclusions] - [+] - [Enter multiple placements] - Manually enter the URLs to be excluded, taking adsenseformobileapps.com as an example - [Add 1 placement]-[Save].
Screenshot of Google official website
Screenshot of Google official website
Screenshot of Google official website
3. Enter the editor and set the geographical location and ad extension information.
Specific operations: Enter the editor and copy the [Geographical Location] in the existing search series and the existing [Ad Extensions] in the shared library to this series.
After setting, click Publish.
The above is all the content I want to share with you.Ad PerformanceMaximize, remarketdisplay adsIt is an essential part,PreciseDelivery and detailed settings will get twice the result with half the effort for our ads.
