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As we mentioned in our opening article about remarketing tools for Online Advertising, there are many different remarketing options to help capture additional leads from your website. One of these tools is remarketing for search. Remarketing for search allows us to remarket to users as they conduct searches on search engines like Google and Bing. This type of remarketing gives us the opportunity to create new campaigns targeted towards users who have already visited your website. We can do this in a couple of ways with different tools to help increase sales, registrations, or any goal that you have for your website.

Before you are able to remarket to past visitors, you need to know who those visitors are. A remarketing list is created based on users who have completed some action on your site. A unique tracking ID, a cookie, is then assigned to each user. The cookie essentially follows them as they browse the Internet. These remarketing lists allow us to optimize our bidding strategies for the keywords people who have recently visited your site are searching for.



For example, if you’re an online retailer who sells clothing and accessories, and you want to boost sales for athletic wear, we would create a remarketing list that includes any user who visited your athletic wear page(s), but did not make a purchase. Whenever those users conduct additional searches with keywords associated with your campaign, your ads are eligible to show to those users in that list. There are many other conditions we can base remarketing lists off of. We will give a few examples below.

These audiences that are being targeted in remarketing for search campaigns are ready to take action because they have already shown interest in your product or service. Take a look at the tools below that E-Power uses to help clients meet their business objectives.

Google AdWords Remarketing Lists for Search Ads (RLSA)
The Google Search Network dominates the share of search engines with over 64% of the market. Not only do RLSAs allow us to potentially reach that huge segment of Internet search engine users, but they allow us to reach the users who are more likely to take action on your site. With RLSAs, you are only showing your ads to users on Google Search who have already shown interest in your product or service by visiting your website. This can be set up by targeting users who visited any page on your site or by targeting users who visited a specific page.

Taking the above example into consideration, you can take some steps to help recapture these past visitors by adding additional key phrases and further customizing your Ad Copy to relate even more to those users who visited your athletic wear page. You can also optimize bids on existing key phrases for those in the list, improving your ad’s position on the page.

Google Analytics’ Remarketing Lists for Search Ads
Similar to Google AdWords’ RSLAs, this option allows us to choose certain criteria for audience lists based on metrics available in Analytics instead of relying on Google AdWords. We can get very specific with audiences that are visiting your website. This tool in Analytics was recently announced in June. Prior to the announcement, these options were only available for display advertising.

Google Analytics’ RLSAs differ from Google AdWords’ RLSAs in that Analytics has a massive amount of data that we are able to use in order to construct remarketing lists, allowing us to get extremely specific. Another great benefit of Google Analytics’ RLSAs is not having to add additional code to web pages.

Because of these differences between AdWords’ and Analytics’ RLSAs, we are able to create even more targeted remarketing lists for our online retailer based on a series of conditions laid out in Analytics. For example, we are able to create a remarketing list that targets users who completed one or more transactions on the athletic wear page and generated more than $100 in revenue. We might want to do this to capture additional sales in the future from these customers. That’s just one example. The possibilities are basically endless with Analytics.

Bing Remarketing
In October 2014, Bing Ads launched Universal Event Tracking (UET) for advertisers. This paves the way for Bing Remarketing, which is currently available to some advertisers (including E-Power!) and will continue to roll out to all advertisers throughout the year. Bing now has 20% market share in the U.S., making it a valuable platform for advertisers. With their recent partnership announcement with AOL beginning in 2016, Bing continues to grow and offer advertisers opportunities to showcase products and services. Advertisers using Bing Ads are able to reach a large amount of search engine users who may not have been exposed to their brand in Google’s Search Network.

UET works by placing a tracking code on your website. This sends data back to Bing Ads whenever a user visits a page with code on it, and if a conversion is made, that is recorded in Bing Ads. We can track data for when a user visits a page, how long they stayed on a page for, how many pages a user visited during their session, and when a goal is achieved. These are just a few of the many ways we can collect data about users and their behaviors.

Having the ability to track activity on your website lays the groundwork for remarketing opportunities. For our online retailer, Bing’s remarketing capabilities will allow us remarket to users who spent more than five minutes on the athletic wear page and didn’t make a purchase. Another option is to target users who made an athletic purchase six months ago. We might do this to encourage additional purchases. There are an incredible amount of options to target to users. It will depend on your business goals and objectives.

As you can see, remarketing for search is a useful tool for us to capture users who have already shown interest in your products and services and remarket to them as they continue to search on the platforms you are using to advertise. This can be especially helpful in capturing potential customers who are on multiple devices. A potential customer looking to buy athletic clothing might do research during her morning commute on her smart phone. Later that week, she might do some more research on her tablet from home. This is where a remarketing ad could come into play, which could assist in converting this customer. Capturing the attention of potential customers is important at all steps in the buying process, including these micro-moments where they are looking for quick snippets of information. Then later you are more likely to close the sale with a remarketing for search ad targeted to that user.

E-Power Marketing successfully runs remarketing for search campaigns for several of our clients already. Give us a call and we can discuss how to get started with one for your business. Make sure to keep an eye out for our next remarketing tools post about remarketing for display, which poses some creative options for us to remarket to your website’s visitors.

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Author Bio:
Hannah Jean - Online Advertising Specialist
I focus on Online Advertising and Account Management, helping clients grow their online brand and meet their business goals through targeted, productive Online Advertising programs. I graduated from the University of Wisconsin-Whitewater with a Bachelor of Business Administration in Marketing. I have a professional background in sales, event planning and Social Media, and I put my education and experience to work for all of E-Power's clients. Connect with me on LinkedIn!

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Remarketing is a strategy many advertisers use to recapture users who have already visited their website. There are a wide variety of options for us to use across many different platforms. We can target users who are still searching for your product or service or when they’re browsing other sites on the Internet. Check out how it works.



In our Remarketing Series, we will cover each platform and what they offer for remarketing. Check out the list of tools we’ll be covering below:

Remarketing Tools in Google: Google AdWords offers a couple of different options for remarketing: standard remarketing, dynamic remarketing, remarketing for mobile apps, remarketing lists for search ads, and video remarketing. Each offers different features and capabilities. Google Analytics also offers some remarketing tools: remarketing for Display and a brand new tool, remarketing for search ads.

Facebook Custom Audiences: This feature, accessible right from Facebook Ads, allows advertisers to target Facebook Ads to customers who have already visited their website.

Twitter Website Tags & Tailored Audiences: These two features work together to define groups of existing and potential customers that have visited your website and target Twitter Ads to those users.

Remarketing for Bing: Remarketing does not exist for Bing – yet. They are taking steps to put it in place in the future though. This is an area that Bing Ads has fallen way behind on compared to Google. Keep an eye out for information on what’s coming up.

AdRoll: This tool allows advertisers to collect data from multiple platforms like Google, Facebook, and Twitter and remarket to potential customers across desktop, mobile, social sites, apps, and the web. Details on this tool will be presented in a future post.

Remarketing is a really cool tool that can be, and should be, used in Online Advertising. Think of all of the ways your brand could be reaching potential customers, particularly in those micro-moments we keep talking about. Remarketing offers extremely targeted opportunities to capture the attention of potential customers who are already showing interest in your product or service.

Keep an eye out for our kickoff Remarketing Series post all about Search remarketing tools. Follow E-Power Marketing on Facebook and Twitter to be the first to hear about when new blogs are posted.

Author Bio:
Hannah Jean - Online Advertising Specialist
I focus on Online Advertising and Account Management, helping clients grow their online brand and meet their business goals through targeted, productive Online Advertising programs. I graduated from the University of Wisconsin-Whitewater with a Bachelor of Business Administration in Marketing. I have a professional background in sales, event planning and Social Media, and I put my education and experience to work for all of E-Power's clients. Connect with me on LinkedIn!

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Our Step Inside AdWords Blog Series has touched on Google’s enhanced ad formats and new scaling and automation tools announced at their annual livestream in May. For our final post in the Series, we will be discussing how users’ behaviors and purchase paths across multiple devices can be measured in AdWords.
  • AdWords Attribution: Attribution models are different ways of assigning value to touch points in conversion paths. If a customer clicks on an ad for a new smartphone, then watches a YouTube ad for Samsung’s new phone, and later clicks another ad for Samsung where she ultimately decides to purchase a phone, how do you assign value to each of those touch-points? Advertisers can now select an attribution model in AdWords for each conversion type in their account. People who use Google Analytics or Adometry may be familiar with existing attribution models: last click, time decay, linear, position-based, and first click.

  • Joan Arensman, Product Manager at Google, brought up struggles that many AdWords users face with attribution: Which attribution model should my business use? How should my business take action on attribution? Google is taking steps to help businesses answer these questions with a new attribution model in Google AdWords: data-driven attribution.

    Source: Google
    Data-driven attribution uses conversion data in a user’s account to calculate the actual contribution of each keyword in the conversion path. Arensman states, “By doing this across hundreds or thousands of conversion paths, we can calculate the actual contribution of every keyword in your account and optimize for the best performing ones across the conversion path.”

    Now AdWords users can select which attribution model they would like to use under the settings for each conversion type in their account. As new conversion data is gathered, the new attribution model will be reflected in the data. For businesses that use automated bidding, bids will automatically reflect the conversion data from the model selected.


  • Cross-Device Conversions & Automated Bidding: Now more than ever, consumers are using multiple devices to make purchase decisions. A user may start their search for new running shoes on their smart phone between meetings or on their lunch break but move to a desktop later that night to make a purchase. With cross-device integration coming to Google AdWords later in 2015, businesses will soon be able to use the data from cross-device conversions to help optimize their accounts. This data will also be available for use in automated bidding strategies. Google says this is part of a broader update that will give businesses the option to include cross-device conversions as part of the conversions column in AdWords.
  • Experiments: Google announced new tools for an improved experience with Experiments in AdWords to help measure incremental impact generated from ads. These Experiments will help businesses design, set up and test large-scale changes in their account. Experiments can be conducted in Search, Display, and Video ads to help determine what is working and where there may be new opportunities available.
These new tools for attribution and Experiments announced in Google’s livestream are intended to help businesses analyze the increasingly fractured purchase path of consumers and help advertisers understand the value of their ads and assist them in taking action to improve their advertising efforts.

In a world where consumers are living online and constantly searching for answers to their “I-want-to-go,” “I-want-to-know” and “I-want-to-buy” moments, Google is helping advertisers and businesses stay connected with their audiences. The Step Inside AdWords Series has presented many opportunities for businesses to improve, expand and grow their AdWords programs. What new features or tools are you most looking forward to utilizing in 2015? Does your business or team have the expertise to implement and act on the new tools and features introduced throughout the Series? E-Power Marketing has the capacity and skills to utilize these tools and more for your business. Give us a call today to get started.

Did you miss our first two posts in the series? Check them out below:
Author Bio:
Hannah Jean - Online Advertising Specialist
I focus on Online Advertising and Account Management, helping clients grow their online brand and meet their business goals through targeted, productive Online Advertising programs. I graduated from the University of Wisconsin-Whitewater with a Bachelor of Business Administration in Marketing. I have a professional background in sales, event planning and Social Media, and I put my education and experience to work for all of E-Power's clients. Connect with me on LinkedIn!

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