After releasing dynamic retargeting for retailers in AdWords, Google has declared it will be rolling out remarketing lists for search ads to every enhanced campaigns advertiser over the subsequent few days. Remarketing lists for search ads, which started on in beta last July, permits marketers to adjust and tailor –fit their search ads, bids, and keywords based on visitors’ past activity on their websites.
In the beta roll-out, a European online tire retailer saw a 161 percent conversion rate increase with remarketing lists for search ads, which led to a 22 percent overall sales increase. The innovative conversions had a 43 percent lower average CPA than pasts campaigns, according to Google.
Using remarketing lists for search ads, you can augment bids for past website visitors who looked at precise high-value pages, added items to their carts or used up a certain quantity of time on your website. You can also bid on more generic keywords, or broader match types of keywords for site visitors or past clientele that you don’t take account of in your regular campaigns because they are too broad for general search traffic.
You can then show different ads to specific sets of site visitors. For example, you can write ad copy targeted to shopping cart abandoners.
To use retargeting in AdWords, you’ll need to tag your site with the Google Remarketing Tag in the footer of every page of the website. So if your site is already set with the remarketing tag, you are ready to start running retargeting for search in AdWords.