Google Remarketing

Helps organizations raise their online visibility and acquire supporters.

Google Adwords and Analytics, online strategy, content and social media.

Contact Brett Gerstein brett@Fliptide.net / 202-302-1502

Remarketing Explained

• NOT part of Google Grants.• Displays text and image ads to your website visitors. • Ads appear on Google’s display network (92% reach,

millions of sites).

Remarketing Explained

• Also appear on mobile.• 320 x 50

Remarketing Explained

• Need to add extra code from Adwords to your website. • Google drops cookie on user’s computer.• Minimum 100 cookies must be collected.• Must update privacy policy on your website. Google “Adwords

remarketing privacy policy” for ideas. • Opportunity to re-engage. – According to Forrester Research, 96% of people who visit a

website leave without completing the action the marketer would have liked them to take.

– Not necessarily the last click before donating though.

Remarketing Explained

• Remarketing Lists– Tells Google what conditions must be met to show remarketing ads.

• Create remarketing lists in Adwords – Pages visited are most common type:

• People who visited my donate page but did not donate. • People who have donated (December 31 appeal?).• People who visited pages on a specific topic.

• Create remarketing lists in Google Analytics– Google Analytics and Adwords account must be linked. – Based on metrics from your website. – Examples:

• Based on location. • Based on number of site visits.• Font size.

Remarketing Explained

• Set membership duration for your lists.– Determines how long someone stays on your list.

• Example: 30 versus 60 days since last visit to your site.

– Try different ads depending on how long it’s been since they visited your site.

– Try bidding higher for more recent visits.

Remarketing Explained

Remarketing Explained

• Set frequency cap

– Determines how often someone sees your ad to prevent burnout and “creepiness factor”.

– Consider starting with 2 impressions per week per campaign.

– Check stats after ads have run for a while to determine when clicks drop off and set new threshold.

Remarketing Explained

• Info goes here

Remarketing Explained

• Try creating multiple ads to combat fatigue. – Different sizes and creative.

Remarketing Explained

• After lists are completed, create a new Remarketing Campaign in Adwords.

• Create Ad Groups and import individual remarketing lists into them. • Place ads into your ad groups that resonate with people on your

remarketing list. – Example: Help refugees in Syria ad targeting people who visited your

Syria section.• Try text ads too but image ads convert better.• Bidding

– Bid higher for remarketing ads in general.– Bid even higher for past donors and more recent visitors.

Remarketing Explained

• Additional Opportunities:

– Similar Remarketing Lists• Creates list of new people who never visited your website who are

similar to those on your remarketing list.• Good for branding • Add them to a new campaign that is not focused on remarketing.• Can help grow traditional remarketing lists if they visit your

website. • Must have 500 cookies.

Remarketing Explained

– Remarketing Lists for Search Ads

• Shows Google search ads to people on your remarketing lists.

• Add remarketing list to existing search campaigns and use bid adjustment to increase bid for people who are on list.

• Or create new campaign to bid on broad match keywords you normally wouldn’t and target with remarketing lists only. Ex. “charity”, “non profit”.

• Must have 1,000 cookies (normal remarketing is 100).

Appendix

Resources

• Google Adwords Support: https://support.google.com/adwords

• HubSpot: http://blog.hubspot.com/• Search Engine Land: http://searchengineland.com/• Search Engine Watch: http://searchenginewatch.com/• WordStream: http://www.wordstream.com/blog• PPC Hero http://ww.ppchero.com

Suggested Reports to Review

• CVR (conversion rate)• AOV (Average order value)• Grants spend versus revenue• Search query reports