Combine Site Engagement With Remarketing Lists For Search Ads

September 30th, 2013

Modifying a bid for someone who not only has been to your site before but you also have an idea of their activity on your site is powerful.

So a site that sells guitars can create a remarketing list for a certain brand of guitar by making a list based on any URL that contains that brand keyword. There are lots of cool things you can do with this.

To take this a step further you can create audience lists based on cart, product detail page, and category page. Then make a custom combination so that your bid increases a little if they have been to your site before, or increase it more if the person has not only been to your site before but has been to a product detail page or added something to cart before.

To go a step further still, you can use import remarketing lists made of audience segments from Google Analytics. Here are a few ideas:

  • Make a list consisting of visits with 10+ page views or a count of visits greater than 2 so you can bid highest for visitors who have shown a high level of purchase intent
  • Visitors who came through your adwords brand keyword campaign initially can be served an ad that will take them to a page other than the homepage
  • Exclude visitors who bounced. If they didn’t show interest the first time don’t serve them an ad again
  • Use local ad text referring the city or state they live in using the city and metro data in Google Analytics
  • Use Days Since Last Visit to bid up on those visitors who have lapsed
  • Show different adtext to new visitors vs returning visitors using the visitor type segment
  • Exclude return visitors from seeing your ads if they search on your brand terms. If they already know about you don’t bother paying for a click to have them when they return

Really, there are an infinite amount of ways to make your paid search campaigns efficient by combining audience lists to search ads.

Entry Filed under: PPC

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Hi, my name is Zach Olsen, internet marketing professional, web entrepreneur & proud dad. Read more...

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