Archive for ‘Publishers’

Google Exact Keyword Match Changes: Everything You Need to Know

By August 20th, 2014

Last Thursday, Google announced that exact keyword match will now include close variant keywords as well. Many of you may be wondering what this means for your campaigns and what action is required on your part. We’re here to assure that there is no reason to panic!

For some background, advertisers currently have two options when it comes to matching ads to search queries: 1.) Only show the ad when the query exactly matched the keywords they set up in AdWords, or 2.) Allow Google to also match the ad to keywords and phrases that are very similar to the original one, including variations like plurals or misspellings. Starting in late September, the first option is going away and Google will always automatically include all of these close variants when it tries to match an ad to a search query. Today’s announcement only applies to what Google calls the “phrase match” and “exact match” options. As the name implies, exact match only shows the ad when the query exactly matched the keyword (e.g. “women’s hats”), while phrase match also shows it when the query includes other words (e.g. “buy women’s hats”).

While this change may initially be perceived as burdensome to Google advertisers who prefer tight control over their exact and phrase matched keywords, it does offer some benefit to advertisers. Namely, following the September update, Google advertisers will no longer have to build long lists of misspelled, abbreviated, and other close variations of keywords to get the coverage they want. Therefore, this update can help Google advertisers better manage keyword complexity across large Search programs.

Although Google is marketing this change as a benefit to advertisers, Marin recommends that our advertisers closely monitor their campaigns to determine how the September changes will impact their overall performance.

Marin Software Joins Forces with Retargeting Experts Perfect Audience

By June 2nd, 2014

It’s an exciting day at Marin and for advertisers around the globe. Today we finalized our acquisition of Perfect Audience; an innovative San Francisco based retargeting company. We’re thrilled to have them join us and enhance our remarketing expertise and bolster our industry-leading search, social and display performance advertising platform.

With the acquisition of Perfect Audience, advertisers not only get powerful programmatic display capabilities across the web, but also direct access to Facebook Exchange (FBX), Google’s Doubleclick Ad Exchange, and Twitter.  For marketers looking to move away from inefficient point solutions, Marin is the only platform that offers audience-based ad buying across devices and channels.

You know your first party data is your advantage to effectively measure, manage and optimize across channels to win more revenue.  Your search data reveals purchase intent. Your social data shows valuable demographic info.  Your retargeting offers a trove of behavioral data.  Marin’s advertisers will be able to easily combine and analyze all three data streams in a single place to better inform and execute smarter audience buying across the vast search, display and social landscapes.

For example, Marin’s support of Google RLSA in conjunction with Perfect Audience enables advertisers to use their highly valuable first-party data to not only influence display retargeting but also improve search retargeting. Such a 360-degree approach to audience based retargeting in a single platform is a first for advertisers.

Marketers invest big $ to drive prospects to their websites, but generally less than five percent of this traffic becomes customers.  Adding Perfect Audience’s retargeting capabilities enables Marin’s advertisers to target the 95% of their traffic that doesn’t convert, generating more revenue from their online advertising programs.

If you’re not familiar with Perfect Audience, we encourage you to check out their powerfully simple platform. In addition to integrating the Perfect Audience platform with Marin, Perfect Audience will also continue to be available as a standalone tool. So, it’s business as usual for current Perfect Audience customers.

Curious about more acquisition details, then check out the FAQ.

Paid Search 101: Reaching Relevant Customers with Geo-Targeting

By April 29th, 2014

One of the most overlooked settings in search marketing that produces wasted spend is geographic targeting. There’s  a good chance that your paid search ads are not relevant worldwide, so why spend to show ads in irrelevant locations that do not apply to your business?

If you’re getting started with AdWords, geo-targeting will become your best friend. So, let’s get to know it a little better, understand the capabilities, and discuss some tips on how you can use it for your marketing needs.

WHO: Businesses that have location specific needs such as shipping, physical stores, or services. Or even worldwide businesses with poor campaign performances in specific geo locations. Example: If I’m a food truck that only provides service around the Financial District of San Francisco, I’d want to target ads to customers located walking distance or 2 mi away from my location during certain times of the day.

WHY: By using proper geo-targeting settings that go hand in hand with your advertising goals, you will have better control over your spend and campaigns to serve ads to relevant customers. Geo-targeting helps you reel in the right customers to your business. When you target ads in areas where your customers are, it will likely increase your ROI.

HOW: You can easily target your ads to appear in select locations such as countries, cities, or by radius.  Start by logging into your AdWords account and navigating over to the campaigns tab. Then choose the campaign you want to edit and go into the settings tab. Scroll to the locations section and click on edit.

geo-targeting paid search

The magic begins here. Let’s dive into a quick breakdown of geo-targeting capabilities.

The most basic level is to type in the locations (country, city,  state, zip, DMA) you want and then select “Add.” You can repeat this process for multiple locations.

geo-targeting campaign management

For advanced needs such as location radius, places of interest or bulk locations, click on “Advanced search” on the settings tab.

geo target tab in Marin Software

It will open up a map with targeting options to choose from at the very top: search, radius targeting, location groups, and bulk locations.

For radius targeting, you can hone into locations within a target by mi or km:

geo target by mile or km

In the location groups targeting section, there are three sections to take into consideration.

1) You can target all airports, commercial areas, and universities:

target by airport or university2) You can target locations by demographic based on average income:

ppc target by income

 

3) Lastly, you can target using your location extensions that are enabled in your campaigns by radius:

geo target by radius

 

LOCATION EXCLUSION: Be sure to exclude the areas that are irrelevant within your targeting. You can do this by clicking on “Exclude” in the steps above instead of “Add.” For example, if you decide to target your ads in United States  but do not service in California, be sure to exclude that location so that California searchers do not see your ads.

But wait – there’s more!  Finally, you may want to click and expand the location options (advanced) box within the campaign settings tab to prevent your ads from displaying for people searching about your target location:

geo-target advanced

Edit the options below to make sure it fits your business needs.

geo target to meet business needs

TIPS:

  • Target locations that are relevant to your business strategy or where your customers are located.
  • Be sure to write and target the correct language for your ads. For example, select Japanese for targeting in Japan and for ads written in Japanese. This can be selected within campaign settings.
  • Consider excluding locations that are performing poorly (but understand why it may be performing poorly first).

In short, location matters – a lot!  Your ad could be award-winning, but if you’re not serving it to the right audience then it may not perform successfully. This is a great tool that can help target and exclude locations, as well as help optimize campaigns.

3 Key Takeaways from Google’s Planned AdWords Changes

By April 22nd, 2014

This morning, Google announced several new AdWords updates which will become available in the coming months. Vice President of Product Management Jerry Dischler made the reveal during the AdWords Performance Forum, where he reiterated Google’s mission to help advertisers “turn signals into stories,” and emphasized that “it’s no longer about the device; it’s about the consumer.”

Let’s take a look at their feature announcements in more detail:

1) Mobile App PromotionGoogle will focus on improving the ways in which advertisers drive mobile app installs, engagement, and conversions through AdWords.

AdWords mobile app promotionsChanges will include suggested keywords based on popular searches in Google Play, improved targeting options on the GDN, and deep linking in mobile app ads for users who have already downloaded an advertiser’s app.

Renewed emphasis on the mobile app space should come as no surprise. From a mobile usage perspective, the statistics are too glaring to ignore. While there have been more than 50 billion app downloads in Google Play across 190 countries, many advertisers still struggle to promote their apps and drive engagement post-download. In fact, some 60% of the available mobile apps on Google Play are never installed and over 80% of apps only get used once. According to eMarketer, more than 86% of mobile usage occurs via apps while only 14% occurs on the mobile web.

While Google was the first major advertising publisher to offer a mobile app install advertising solution (mobile app ad extensions), they’ve recently taken a backseat to Facebook. Approximately 18% of mobile app downloads now come from Facebook and Twitter, and many believe that social beats out search when it comes to app discovery and download. With these new mobile app promotion features, Google hopes to change that perception.

2) Intelligent Measurement Tools Google will focus on more intelligent measurement tools to help advertisers make the online-offline connection.

Last year, Google released Estimated Total Conversions. Marketed as a way to illustrate how Google search campaigns affect offline conversions, it also provides an estimated impact of advertising spend in one central location (AdWords). Today, Dischler announced additional tracking for offline conversions as part of this calculation. While his description of “offline conversions” was not specific, it will likely include in-store purchases.

This renewed focus on offline conversion tracking fits with Google’s aim to be a one-stop-shop for online advertising. However, advertiser concerns about sharing first-party data necessary for improved tracking still remain. Most advertisers prefer to keep most (if not all) of their first-party data out of Google’s reach due to privacy concerns. It will be interesting to see the adoption rate of this updated Estimated Total Conversions feature given the reluctance of advertisers to share offline data with Google.

3) Intelligent Tools for Power Users Google will focus on helping AdWords power users manage campaign complexities by adding a few sophisticated tools.

google adwords changes

Dischler recognized some current frustrations advertisers experience with AdWords, including the difficulty of completing large-scale bulk actions across campaigns. He called them “far too complicated” and acknowledged that many users currently go outside the interface and create complex spreadsheets to get the insight they need.

To address this pain point, Google will add functionality to help advertisers more easily upload, create and edit “hundreds” of Google advertising campaigns. In addition, AdWords users can expect new reporting, visualization and testing features in the AdWords interface. For example, advertisers will soon be able to drag and drop metrics into the UI to create pivot tables and easily manipulate reports “across multiple dimensions,” similar to what many do today within Excel. Through these “Intelligent Tools,” Google hopes to provide a way to handle reporting, analytics and optimization “all within AdWords.”

This is an exciting step for Google, but it’s important to note the data is Google-specific only, so advertisers will still need to go “offline” or to a third-party platform for comprehensive, cross-channel reporting. Furthermore, Google has historically struggled when it comes to reporting on actual revenue from purchase transactions. At best, Google will provide advertisers with revenue proxies and estimates which can be used for analytics and optimization.

A Note to Our Customers

At Marin, we see these newly announced Google features as a step in the right direction to help address gaps in the AdWords interface. The new features will initially be released in closed-beta, but we look forward to working closely with Google to integrate themas they become available in the AdWords API.

As the leading digital marketing platform and largest spender through the Google API, our mission to provide the industry’s best cross-channel marketing capabilities for advertisers remains the same. As always, we value your product feedback and look forward to receiving your comments.

Business as Usual After Google Announcement

By April 9th, 2014

Over the past couple days, you likely heard some alarming reports speculating on changes in how Google passes data to analytics software and advertisers. This understandably created lots of buzz, but today we have the facts as reported in Google’s official Ads Developer Blog:

“Today, we are extending our efforts to keep search secure by removing the query from the referrer on ad clicks originating from SSL searches on Google.com.

Advertisers will continue to have access to useful data to optimize and improve their campaigns and landing pages.  For example, you can access detailed information in the AdWords search terms report and the Google Webmaster Tools Search Queries report.”

Marin Software will continue to receive keyword data from Google. Conversion and revenue tracking, reporting,  and analytics will not be disrupted. Our CMO Matt Ackley explained, “As an AdWords API partner, Marin Software leverages keyword data – separate from search query data – in providing its market-leading analytics, campaign management and optimization capabilities.”

For customers leveraging Marin Tracker, Tracker will no longer be used as a source for keyword expansion. However, Marin’s Keyword Expansion tool will continue to bring in keyword suggestions via the publisher search query reports for both Google and Bing, which provide the majority of keyword suggestions today. If you’re using Tracker and have questions, don’t hesitate to reach out to your customer success team.

We look forward to business as usual, helping our customers to be the best marketers in the industry.

4 Best Practices for Search Beyond Google

By March 26th, 2014

Google versus Bing. While they may be duking it out for market share, these two search engines can actually go really well together as part of your overall online marketing portfolio.

According to an October comScore report, Google held 67% market share of searches in the US, while Bing accounted for 18%. Year-over-year, Google’s search share has remained flat while Bing’s has actually grown. If advertisers were to address this logically, they would invest search budget proportionally across these two search engines. However, we often find that advertisers under-invest in Bing, both in terms of budget and time managing/optimizing their accounts.

Crunch all the numbers over here in our full-length write-up, but advertising proportionally on Bing can provide a big boost to your total clicks for no additional spend. Here are some tips to get you started:

  • Start with what you know. Marin makes it easy to replicate your Google accounts in Bing. Simply change the account name, export from “Google” to “Bing,” and then upload. This will take about 10 minutes, provide full coverage across both search engines, and ensure up-to-date and fully optimized ad copy.
  • Evaluate your maximum CPC bids. It may be necessary to lower these, as CPCs are lower on Bing versus Google.
  • Use historical data. Take advantage of your Google keyword performance data in the event that the Bing keywords have no historical data. To do this in Marin, add the Bing keywords to the same Folder where the Google keywords reside.
  • Edit across publishers. Using Marin, optimize keywords from both Google and Bing in the same user interface. Consider setting automated alerts to identify when keywords are under-performing, regardless of which search engine account they belong.

For more info and case studies on the power of adding Bing to your programs, click here. Market-specific data is also available for our readers in the UK and Australia.

3 Surefire Strategies for Driving Success with Remarketing Lists for Search Ads

By March 17th, 2014

Despite increasing complexity and competition, paid search advertising budgets are expected to work harder and drive more revenue than ever before. Unfortunately, marketers continue to struggle with driving relevancy and increasing engagement. For the most part, the challenge is that keywords, creative, and bid strategy remain the same for every search and every searcher. Remarketing lists for search ads (RLSA) address this challenge by enabling advertisers to optimize campaigns based on user demographics and behavioral attributes. Though the list of use cases for RLSAs is likely endless, here are three strategies used by Marin customers today that underscore the power and flexibility that RLSAs bring to any paid search program.

I Know Where You Clicked Last Session

A user who’s been to your website is more likely to convert in a subsequent visit. With RLSAs, you can increase ad visibility and continue driving customers down the purchase funnel by adjusting ad creative and bids for users who previously visited your website.

By adding visitors who navigated to deeper parts of your website, such as category and product pages, to remarketing lists, you can build highly targeted campaigns that rely on more relevant ads. Creative that include buying signals like “act now” or “buy today,” along with promotional offers, engage repeat visitors. Coupled with optimal bid adjustments, these strategies drive downstream conversions and revenue from visitors who are closer to the bottom of the purchase funnel.

Navigational Searches Cost $$$

Though there are benefits to bidding on brand terms—controlling brand messaging, combating aggressive competitors, increasing SERP real estate, and providing deep links via sitelinks—these tactics tend to address engagement with new customers, as opposed to existing ones.

Marin Software RLSAs

Marin Software RLSAs targeting

With RLSAs, you can effectively eliminate navigational searches by building lists for existing customers who are logged into their profile or account. These users are already paying customers or have converted into active profiles yet continue to click on paid ads to navigate to your website. This behavior ultimately results in wasted ad spend.  By integrating first-party, customer-oriented data into RLSAs, you can reallocate budget away from navigational searches in favor of targeting and engaging new users. This strategy is highly effective for subscription-based products and services.

Driving Repeat Customers

Soft goods and services are often repurchased and renewed. For instance, pet food might be purchased every month or an insurance policy renewed every six months. Understanding when customers are likely to become repeat customers enables you to leverage RLSAs to increase the lifetime value of your customers.

Marin Software RLSAs

For example, take a financial services company that requires customers to renew their subscription every quarter. With visibility into their first-party data, which includes subscription start and ends dates, this advertiser could generate two remarketing lists, one for recent subscriptions and another for upcoming renewals. Generating an RLSA for customers with recent subscriptions, the advertiser can decrease bids on expensive, generic keywords for these new customers. On the other hand, creating an RLSA for customers who are coming up for renewal, allows the advertiser to increase bids on those same keywords to increase ad visibility and drive renewals. This strategy enables advertisers to pay more for clicks that are more likely to convert and eliminate those that are less likely to convert.

A Few Things to Remember

As you start to think about how these strategies will benefit your paid search program, there are a few things you should keep in mind:

  • The maximum membership duration, or how long a visitor’s cookie stays on a list, for RLSAs is 180 days. Consequently, advertisers can’t remarket to a customer from last year, eliminating the ability to drive renewals for customers with annual subscriptions.
  • Don’t get too cute and clever with RLSAs. Since lists must have a minimum of 1,000 cookies (users) before they can be used, highly targeted strategies can fall flat in terms of effectiveness if the audience isn’t large enough.
  • Remarketing lists don’t include users who are signed-in to Google. *Sigh*

Are there other RLSA strategies that you’ve executed on with impressive results?

Learn to Reduce Irrelevant AdWords Costs & Boost Conversions in 15 Minutes

By February 25th, 2014

As a search marketer, my ultimate goal is to generate the most relevant clicks to my website and to trim the costs of my campaigns so I’m spending efficiently and optimally. Given this, my biggest enemy is irrelevant clicks because it can suck the life out of my piggy bank. While I think Google AdWords is a great channel, it can definitely run up your costs in a wasteful manner if you don’ t know what you’re doing. But when paid search is done right, it can really help drive visitors that are highly interested in your product or services.

In this quick 15 minute read, you’ll learn a few targeting option basics and how to identify where you might be wasting costs. I’ll also cover how understanding data performances will help you optimize to boost your conversions. If you’re able to pay less for clicks, your cost per conversion will also be less – and that’s a big win. For each of my suggestions below, I strongly advise you to add in the Google Conversion Pixel so that you can see the performances against your marketing goals.

Here are 3 questions you need to ask yourself:

1. Is your campaign on the Display Network?

When you’re setting up your campaign for the first time, Google Adwords will default to traffic your ads on both the “Search & Display Network.” In most cases, this isn’t the option you’re looking for. Here’s a quick breakdown of what the difference is:

  • Search Network: Your ads will appear next to Google search results, and you’ll reach people with intent in mind who are searching for a specific product or service.
  • Display Network: Your ads will be placed on websites opted into Google AdSense, a program that gives websites a way to earn money by displaying ads on their site. By selecting ads to run with this option, AdWords will take your keywords and match them up with related websites. While this may sound like a good idea, the user intent is usually very different than Search Network ads; these ads are usually shown to people that fall into the “browsing” category where they are simply surfing the web to read – not having specific intent.

There are two ways to find out if you are active on the Display Network. First is the small text above the “Settings” tab, or you can find it by clicking on the “Settings” tab and navigating over to “Type.” Here you will be able to see and change what network you are running on.

AdWords campaign settings example

To see how your network placements are performing, click into the “Campaigns” tab, then select “Segment” and navigate to “Network”.  Here you will see the breakdown per network and make strategic decisions from there.

AdWords segment setting example

Tip: If you are going to try out Display Network, it’s best to break it into a separate campaign so you can monitor the campaigns and bid separately. Be sure to also check the placements to see where your ads are appearing.

2. Should you be bidding on mobile devices?

The first question you should ask yourself is if your website has an optimal mobile experience. If it doesn’t then you could be wasting clicks away. You can view this data through your analytics platform to see what the engagement metrics are between mobile traffic versus computer traffic – or better, import the data from Google Analytics into Adwords to get one full view. While mobile searches are growing and it sounds great to reach new customers from any device, marketers need to realize that mobile users have different intent and behaviors than someone on a computer. For example, mobile users may encounter your ads at 7:00pm while waiting for dinner and are simply just browsing to pass the time, whereas those who are in front of a computer may be more engaged and looking for something specific with intent in mind.

Due to the way Google Adwords is setup, it’s likely that you are trafficking ads to mobile devices. To see how your mobile ads are performing, click into the “Campaigns” tab then select “Segment” and navigate to “Device.”

With the presented data, you can decide to reduce or increase the bid adjustments across your different device targeting options anywhere from 90% and +300%, or at -100% to opt out of traffic from mobile devices completely.

3. Do you know what geographic locations are high-performing or low-performing?

Let’s role-play and say that you’re a company that specializes in selling custom teddy bears and you operate in the entire United States. For some reason, the conversion rates are lower in the Midwestern states compared to all the other states you’re targeting. This is your opportunity to optimize your bids and reduce the bid adjustments.

When you set yourself up for bidding in locations with a large audience size, such as all of the United States, your reach is broadened and it’s best to put some controls so that you’re reaching locations that resonate best with your product, services, or goals. Geographic bid modifiers is a fantastic way to boost bids on high-performing locations and lower bids on poor-performing locations.

To drill in and see how geography locations are performing, click into the “Dimensions” tab then select to view “Geographic.”

AdWords geographic setting example

With these three things in mind, don’t let irrelevant clicks drain your piggy bank. Be sure to keep tabs on your campaign, at the very least, once per week. The more informed you are about who you’re targeting, the better you can optimize to efficiency and profitability.

Getting to Know Google’s New “Shopping Campaigns”

By November 25th, 2013

Google, Shopping campaigns, PLAs, marin software, ppc, semLate last month, Google introduced Shopping campaigns, a new way for retail advertisers to manage and report on Product Listing Ads. While retailers can continue running regular Product Listing Ads campaigns, Shopping campaigns offer additional flexibility and visibility that advertisers will truly appreciate. This new campaign type is only available to a select number of retailers today;, however, it’s important to understand what the changes and benefits are before they’re generally available early next year.

How Do Shopping Campaigns Work?

By now retail search marketers know that Merchant Center data is critical in creating and managing Product Listing Ads. Shopping campaigns address this requirement by making all product data accessible within AdWords, removing the need to reference Merchant Center. Advertisers can now easily browse and organize their product inventory and make informed decisions about their advertising strategy within a single interface.

One of the biggest changes is the replacement of product targets with product groups. Product groups are used to select which products retailers want to bid on for a given campaign. There can be multiple product groups within a single campaign. Advertisers can subdivide inventory into customized product groups using any product attributes and the products that aren’t subdivided remain in an “Everything else” product group. Bids can then be calculated and set for individual groups.

Google, Shopping campaigns, PLAs, marin software, ppc, sem

What’s Changed?

Here’s what has and hasn’t changed:

  • Product Listing Ads are still Product Listing Ads: Ads appear in the same places, on the same networks.
  • Product groups, not product targets: Shopping campaigns are powered entirely by Merchant Center product data and products are organized into product groups using any combination of product attributes.
  • No more “AdWords grouping” and “AdWords labels”:  “AdWords grouping” and “AdWords labels” attributes no longer exist. If additional categorization is needed beyond product attributes, custom labels can be used.
  • New custom labels: Use the custom labels attribute to subdivide products. Create up to five custom labels per product in the Merchant Center feed and assign values to each label as needed.

What Are the Benefits?

There are four key benefits to using Shopping campaigns:

  • Increased Efficiency: Marketers can browse their product catalogue directly with AdWords and create product groups for inventory they want to bid on.
  • Greater visibility: Gain visibility into how individual products or categories of products are performing at any level of granularity.
  • Deeper Insights: Benchmarking data (CPC and CTR) provides insight into the competitive landscape. Furthermore, marketers can identify revenue opportunities with impression share data and bid more aggressively to remain competitive in the auction.
  • More Control: Assign priority to multiple Shopping campaigns (containing the same products) to determine which campaign and bids will be used when ads for those products show. Additionally, limit the products advertised using inventory filters, which leverage defined Merchant Center product attributes, like brand or product type.

Let us know your thoughts on Google’s new Shopping campaigns and how you think they’ll impact your PLA strategy for 2014.

Note: At this time, shopping campaigns are not supported via the AdWords API.

Remarketing Lists for Search Ads

By September 30th, 2013

Google Adwords Remarketing Retargetting Marin SoftwareIn July, we talked about a new feature that Google was rolling out of beta – Remarketing Lists for Search Ads (RLSA). For those still new to RLSAs, Google is now allowing advertisers to update their bids and creatives to people that have visited their website in the past. We were quite excited to try out this new feature out, see how easy (or hard) it would be to implement, and what the results would look like.

One of the hardest things about managing paid search accounts over time is staying up to date with new Google features and how it all integrates within AdWords. Account structure becomes vital as you look to keep your account organized to manage but also to generate the best possible results. While I mentioned my excitement earlier, I was also slightly stressed out over how difficult it may be to setup and manage results for yet another new campaign and set of rules.

Setup was surprisingly easy, albeit one catch:

  1. Make sure your Remarketing Ads tracking code is active on all the appropriate pages on your website. Build out the audiences that you’d like to track and remarket to. (For example, group the folks looking at shoes differently than those looking at apparel.)
  2. If you want to change your creative for the remarketing ads, you need to create a second duplicate campaign. The original campaign will remain as is, and the new campaign will show to anyone that is part of the cookie pool. I did not account for this originally so I had to go back and do this step.
  3. Once you’ve decided whether you are going to clone your campaign or not for step B, then you can go ahead and start implementing the remarketing campaign. You simply go to the audiences tab and click the +Remarketing button. Choose the ad group you want to use and then add the audience from your website you want to target.
  4. You’ll want to go in and make the appropriate bid adjustment. This works the same way as the enhanced campaigns functionality.
  5. Last but not least, go in and change the creative if you decided to clone the campaign from step B to show different ads.

I think the implementation was fairly easy. Cloning campaigns and creating new ads is simple enough. Again, the hardest part is potentially just managing another new campaign. This gets especially difficult for those of you managing intricate campaigns with hundreds and thousands of campaigns and ad groups.

Without divulging into too much detail on our performance, we’ve seen some good results. With the retargeting lists, we set up bid adjustments of return visitors on key ad groups and upped the bids anywhere from 20-40%. We also updated the copy and, in some cases, the offer. While the CPCs are naturally higher, the CTR and CPL are both improved for a majority if the campaigns. The volume is a lot lower than our main campaigns, but this will be mainly dependent on the number of visitors in your cookie pool.

In all, Google does a great job giving marketers the tools and resources they need to find their customers. This is another win for the advertiser. I hope many of you are taking advantage of this new feature and testing it out to see if it works as well for you. If anyone has any stories, tips, or best practices, we would love to hear them.

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