Simplifying Google Adwords remarketing.

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Remarketing, also called retargeting, consists of advertising retargeting offered by Adwords on the Adsense network. Thanks to a specific remarketing code placed on all pages of the site, we can analyze the behavior of an Internet user. The data thus collected then allows us to offer better targeted, more personalized ads that take into account browsing history. This technique has a major advantage: it can significantly increase the conversion rate. And given that acquisition costs are generally increasingly high, a better conversion rate ultimately improves your ROI.
remarketing


Google is simplifying remarketing by focusing on URLs. Initially, to run remarketing campaigns, you had to create several tags based on the scenarios you set up in your AdWords account. Then, you had to include or exclude the types of users you wanted to reach from these lists. For example, you had to create a tag for the homepage and another for a product page that allowed you to retarget visitors who had gone to the homepage without going to the product page. Now, managing remarketing lists has been simplified, making it more flexible and smarter to manage these campaigns. Indeed, the remarketing tag has been updated and you only need
one remarketing code to integrate across all pages of the site (usually it is placed in the footer to simplify things). The big change is that remarketing lists are now created using
conditions based on URLs. Typically, URLs contain keywords that define the content of each page or category of pages. So, we just need to target visitors who have been to pages whose URL contains the desired term. As shown in the image below, we choose the URL condition, namely "contains", "is equal to", "begins with", "ends with", "is not equal to", "does not contain", "does not begin with", and "does not end with". These conditions allow us to create all sorts of combinations to best target visitor categories.

remarketing list

Here are some examples of lists that can be created, given by Google in its help center:

example-of-remarketing-lists


What are the advantages of this new creation method? The main advantage is obviously that we
greatly limit the number of tags to place on the site . A single remarketing code in the footer that can be found on all pages of the site allows you to launch your remarketing campaigns. Another advantage is
the ease of creating scenarios and kuwait mobile database them up. This flexibility is welcome when you have to establish fairly large campaigns for large accounts. We can also ask ourselves the following question: what about my old remarketing campaigns using lists based on tags? Well, they will still work and the cookies generated will also be kept. In addition, this new way of creating lists should encourage Adwords users who have not yet taken the step of remarketing to try it. In any case, know that at Stratenet, we have been using remarketing for a long time with
very good results! So don't hesitate to
contact us if you want to integrate this hyper-targeted marketing into your communication actions.