Message and Destination Page

Quoting from my earlier post about remarketing:

You are targeting people who have already visited your site at least once, you can assume that they already know what your product is about.
Your message should be focussed on getting them back to your site.

This is what I tried first, the direct approach. An image ad with a special $10 discount offer, linking straight to the shop, with the coupon applied:

This resulted in some sales, but not many.
I began to wonder whether this approach was too direct. Are these people ready to buy? I know they visited my site, but maybe their visit was short. Many of them didn’t even download the trial edition yet. So hitting them with an invitation to Buy Now could be too bold, or at least too early.

Interestingly, the ads resulted in only a couple of normal conversions, but many “View-through conversions” (Adwords terminology for “conversions that happened within 30 days after a user saw, but did not click, a display ad”). It looks like the image ads *were* helping to remind visitors to return to my site. And not only that, they were now signing up for the free trial after all.

So maybe a simple reminder of our existence is enough. As a quick test I added my regular Content Network image ads to my remarketing ad groups, linking them to the regular Content Network landing page:

This resulted in higher CTRs and more conversions, both regular and view-through.
Maybe for our stuff I should use remarketing purely as a way to stay top-of-mind, to remind visitors of our product, to reinforce our brand and to create credibility.

At the moment I am testing this “reminder approach”, using an image ad that just states what our product does (“Catalog your comics”), a tag line, our product name and a “Try it Free” button:

Targeting, or: Who to cookie?

Up until today I have been cookying all visitors, separating them into 5 remarketing lists, one for each product. All visitors to my Comic Collector product page get added to the comic collector list, anyone who visits the Movie Collector home gets added to the movie collector list, etc…

After visiting our site, you immediately start seeing our banners. This includes all members of the Collectorz.com team. We are getting our own ads everywhere. Sometimes three on one page, in three different formats.
But that’s not the worst: existing customers are seeing the banners too. This was instantly visible after I emailed all Music Collector customers about our version 9.1 update. The next day I saw a huge jump in the number of impressions of my Music Collector remarketing ad group.

The solution (I hope): cookie more selectively. Today I have added some PHP code to my site that includes the cookying script only for first time visitors, on their first page view. That should improve the targeting of the remarketing lists.

Campaign structure and settings

When I started out two weeks ago, I added the new remarketing ad groups to my existing Content Network campaign. I figured that remarketing was just another way to target the Content Network and thus the same campaign settings would do fine.
Now I am not so sure, for two reasons:

• Site exclusions: In my regular Content Network campaign, I am continuously adding campaign-level site exclusions. Sites that are not targeted enough and/or don’t perform well. But with remarketing, you are targeting specific visitors, regardless of the site they are on. Your remarketing list controls who sees your ads. If you cookie the right people, the targeting is always okay. In other words, you don’t need or want to exclude sites. But if your remarketing ad groups are in the same Content Network campaign, all site exclusions will apply to those ad groups as well. Not a good idea.
• Bidding type: I am currently using CPA bidding for my Content Network campaign. It works well for me, as it lets me control how much I spend per sign up. However, CPA bidding only counts regular conversions, not view-through conversions. But my remarketing ads seems to mainly generate view-through conversions. The result: Adwords gives you less impressions, because it “thinks” the ads are not converting. My guess is that good old CPC bidding may work better.

A separate campaign for remarketing ad groups, with its own settings, seems to be better after all. Changing that today.

Overall, I am happy with my new remarketing toy. Of course, I will keep trying to improve results and will keep reporting em here

What is Remarketing?

First let me explain what remarketing is (or my understanding of what it is). Remarketing is a cookie-based system that lets you show your ads to people who have visited your site, but have not purchased yet. Your ads can appear on any site that the user visits, provided that your ad company has an arrangement with that site. And that’s the beauty of adwords now offering remarketing: its content network is huge.

Here’s an example:
A user visits my Comic Collector product page. Maybe he clicked my search ad on Google, or an image ad on the Content Network, or the Comic Collector listing in the organic results. It doesn’t matter really, he may even have come from Bing, or a link on a comic forum discussing cataloging software. This user doesn’t buy and leaves the site (annoyingly, that still happens to us sometimes ). Maybe he downloaded the trial edition, maybe not.
Now after he visits my website, this user goes on to browse the internet, visiting other websites. And suddenly everywhere he goes, he sees Comic Collector ads. Site-wide leaderboards, towers, inline rectangles, even little text ads. My ads are following him around, almost stalking him.

One important thing to understand: remarketing ads do not only appear on websites related to your product, like your “normal” content network ads. No, they appear everywhere, on any site.
Remarketing let’s you target specific users wherever they go, as opposed to all users on specific websites.

How does Remarketing work?

As I said, it is a cookie-based system. Every user that visits your website (or a specific section of it) gets cookied by your ad system. Then, when the user leaves your site without buying, this cookie is read by the same ad system on other websites. And if your bid is high enough, the ad system then shows your ads to that specific visitor. As soon as your stalking makes him give up and finally buy your stuff, he is un-cookied and he will not see your remarketing ads again.

Quick guide for setting it up in Adwords

Remarketing is not something you just “switch on” in your Adwords account. There’s two main steps to complete: Creating lists and then targeting those lists with ads.

Creating a Remarketing List

• Click the “Control Panel & Library” link at the bottom of your Campaigns list on the left, and click Audiences.
• Click the New Audience button and choose Remarketing List.
• Give it a name and choose a “membership” duration. (It looks like Adwords does not do the un-cookying bit, it simply stops showing your ads after a predefined number of days)
• Save your remarketing list. You will see it appear in the list.
• Click the link in the Tags / Rules column, to get your Remarketing code ( a piece of tracking Javascript).
• Paste this piece of code right before the ending “body” tag of the pages whose visitors you want added to this particular list.
• That’s it. All visitors to those pages will now be added to your Remarking List. You can see the number of users that are on the list on the Audiences page.

Targeting your Remarketing Lists with ads

Targeting a list is done using the new Audiences tab that is now present on any ad group page. You can add your list to any existing ad group, which will show that group’s ads to your defined remarketing audience. But I’d recommend to create a new ad group that targets only the remarketing list, so no keywords, no placements. This makes it easier to track the results.
And what’s more important: you probably want to show different ads here anyway (see “How to use Remarketing” below).

• In your ad group, go to the Audiences tab.
• Click the Add audiences button.
• Now select the Remarketing List you created above and click “add”, then Save.
• Then go to the Ads tab and create some ads for the new audience.

How to use Remarketing?

Well, I am still trying to get my head around that, but here’s some ideas.
You can of course simply show your regular ads to the remarketing audience. That should be somewhat effective, as it can remind those users of your product or website.

But as you are targeting people who have already visited your site at least once, you can assume that they already know what your product is about. So there’s probably less need to explain your product to them.
You can use an entirely different message now, focussed on getting them back to your site. You can go for a soft reminder, showing a branding-type of ad. Or you can be more direct, offering them a special discount if they buy now, making the ad click directly to your check-out page.

Currently, I am hesitant to make it too obvious to users that they are remarketed to, that they are seeing your ads because they visited your website earlier. Privacy-sensitive people may not like that. I mean, you could go as far as showing them an ad that says “Hey, remember Comic Collector? Please come back, and I’ll give you an extra discount if you buy now”. Tricky?

This is what I am trying now for Comic Collector:

For comparison, this is one of my regular image ads for Comic Collector:

Results?

Well, I started two days ago, and my new image ads have not even been approved yet. But I am seeing my Remarketing Lists filling up with users already (around a thousand each now).
My guess is that remarketing will become more and more effective as your lists grow. I have set the membership duration of my lists to 60 days, so one would expect the lists to stop growing after 60 days. You could set the duration even longer to let the target audience grow bigger, but I wonder how useful that would be. For our products, if people haven’t purchased after 60 days, they won’t.

I will let you know as soon as I am seeing results, as in actual sales. The special coupon should make it easy to spot “remarketed” sales.