Google Ads automated bidding can be a good strategy, but only if you’re already meeting the minimum conversion threshold. Here’s how to check.
This customer had received some State funding for digital marketing, and they were anxious to strut their stuff on Google AdWords. But before they started spending their advertising grant money, I recommended multiple changes to their site. Their response was, “that’s what the other two guys (my competitors) said too.”
What are your customers doing on your website the first time they visit? Are they looking at specific pages? Putting items into a cart, but not following through with the purchase? Maybe they’re reading your Contact page, but not getting in touch.
That’s ok. Most website visitors don’t become customers right out of the ‘Pandora’s Box,’ so to speak. To convert their interest into a sale, they will need to return to your site.
With all the options and information available online nowadays, few people purchase a product or service immediately after finding it. Instead, they will go through several Buying Stages: Information Search, Evaluation of Alternatives, and Ready to Buy.
Each of these buying stages results in a different ‘Moment of Search,’ which is the moment when someone Googles their problem.
Remarketing can be a powerful incentive to get web users to return to your website or Facebook page after they have visited. Often times, a return visit results in a sale or contact. It’s pretty exciting tool.
But at the risk of being a ‘killjoy’, Google has certain governing rules that need to be followed, or your ads may not show at all. Being aware of these rules before you embark on your remarketing campaign can save you time and money.
Remarketing Governing Rules for All Businesses
There are two main rules governing AdWords: Audience Size and Protecting Privacy:
When you create an audience in Google Analytics, <link to Audience Creation> it must have a minimum of 100 active users in the last 30 days. When you create your audience, Analytics will tell you your audience size.
If you are making a Remarketing List Search Ad (RLSA) campaign, you must have a minimum of 1,000 active users in the last 30 days.
Learn more about audience lists, size, membership, etc.
Your Policy on Audience Privacy
Check Before You Build
If you want to avoid having Google stop showing your ads and start sending you warning letters, review the governing rules before you begin your remarketing campaign.
A Case Study in Google’s Remarketing Rules—Personally Identifiable Information
Here’s a policy I wish I had understood before I created the campaign for a client:
MyLiberty.life is an ecommerce business selling incontinence products (diapers, pads, etc.) across Canada. We set up a remarketing audience to get people back on the website after their initial visit, just like I had done for other clients.
However, when MyLiberty’s ads were not being seen by anyone (we had zero impressions), I knew Google was not showing the ads at all and investigated why.
Personally Identifiable Information is a No–No!
It turns out, Google placed MyLiberty Life’s products in the health category, and clicks on remarketing ads may reveal personally identifiable information, or PII (incontinence, special needs children, etc.) about the person clicking. Essentially, ‘when using certain personalized advertising features, additional requirements apply.’
There are several product categories that Google considers revealing PII, including alcohol, gambling, restricted drugs, health, and more. While remarketing is a no-no with these products, you can still actively advertise them on Google.
Look before you create
If you think your product falls into Google’s PII category, check before your start creating remarketing campaigns.
It’s always fun to get a nice surprise. For one of my customers, their social media initiatives focused only on Twitter and Linked-In, as that’s what the staff knew. Then, they hired Natalie to work their reception desk. Natalie also happened to be a passionate (some might say addicted) Facebook user, so she started working the business’ Facebook feed.
How to Set-up Your First Audience
Buyers rarely make a purchase the first time they visit a website, so getting them to return to yours is crucial to making the sale. Remarketing is one of the most effective and inexpensive ways to do this.
To get started with your remarketing campaign <link to long theme article>, you will need:
- Google Analytics, to identify who will see your ads; and
- A Google AdWords account.
Some Rules / Caveats of Google Remarketing (Check these Before you Start)
- Google requires an audience of at least 100 users over a 30-day period.
- Your Google Analytics and Google AdWords accounts must be linked together so Analytics can pass the audience members to AdWords.
Now, let’s begin by setting up your first Google Analytics remarketing audience.
Google Analytics Remarketing Audience Setup
By default, Google will display your audience to be ‘all users’ who visit your website. However, you do not have to enable this audience.
All Users Audience
- Log into your Google Analytics account.
- On the ‘Home’ page, follow the left navigation panel to the bottom and select ‘Admin’ (it will have a gear wheel icon next to it).
- In the middle column (Property), select ‘Audience Definitions.’
4. From the Audience Definition drop down, select ‘Audiences.’
5. Create your first audience’ screen will open.
By default, Google will create your first audience and name it ‘All Users.’ It’s an audience that captures every user that lands on any page of your website.
6. Open the dropdown menu under ‘Audience Destinations.’ If your Google AdWords account is linked to your Google Analytics account, you will see your AdWords account listed. Select it, and click ‘Enable.’
To ensure your audience was successfully created, select ‘Audience’ on the Admin main page.
Now you’re ready to set up your remarketing campaign in your Google AdWords account.
The Value of Facebook Remarketing
The fact is, people don’t just hang out on Google and Google advertising sites. Facebook
Most people don’t make a purchase or fill out a contact form on their first visit to your website. They may need to return a few times before making that kind of commitment.
To get them back to your site after they have visited, you need a strategy. Remarketing is one of the most effective and inexpensive ways to do this.
Remarketing with Google comes in a couple of flavours:
- Advertise on the Display Network
- Remarketing List Search Ads (RLSA)