Retargeting – but for search
An important part of most digital marketers' repertoire nowadays, remarketing is an appealing strategy - another opportunity to communicate with cherry-picked users who have already expressed interest in your brand - why not? With the improvements recently implemented by Google in this arena (universal tags, similar users, remarketing with Google Analytics) the opportunities created by remarketing have grown tremendously.
The way in which users are selected and subsequently targeted now offers far greater control and customisation - an area we always personally hoped would evolve as time passed.
Testament to this continued evolution, Google recently announced a move beyond the boundaries of display with the launch of a beta program bringing the benefit of remarketing to search (Remarketing in Search). The basic premise involves applying what you know about your site visitors (gathered via the usual remarketing lists) to your search campaigns. Having watched a webinar on this the other day I have to say, we're pretty excited about this one. Here are some key parts:
- Your remarketing lists give you insights into where users have been on your site, what they're looked for, and generally how they've behaved. Armed with this knowledge you can shape PPC ad copy and bidding strategy to tailor to these users when they search on Google.
- Improved relevance in these ads should improve your CTR and thus Quality Score.
- An ability to weed out the users you may not want clicking on your Paid Search ads, for example those users who are already customers whose primary objective on your site is to login and manage their account.
Of course, there are some things worth bearing in mind before testing begins:
Separate campaigns need to be created - essentially meaning your remarketing campaign will compete for visibility with your existing campaign. User privacy rules apply. Whilst ad copy etc can be shaped based on the knowledge you have, advertisers cannot expressly state this in their ads (e.g. "interested in holidays to Spain" will be disapproved).