Author: Nancy McCord

Here are some interesting factoids about content remarketing using Google AdWords I have gleaned from a recent Google AdWords sponsored seminar you may not know.

1. Did you know that 96% of your website visitors leave your website without completing the action you desire (converting)?
2. 70% of all e-commerce shoppers abandon your website shopping cart.
3. Remarketing allows for you to tap this hidden market to expose your message again to try to keep your name in front of interested potential customers.

Remarketing is pretty easy to set up. Here’s how you do it:

• You insert code on key pages of your website
• the customer visits these key pages and a cookie is set on their computer
• you set up a remarketing campaign in Google AdWords defining criteria of when to show your ads
• as these visitors travel the web they see your AdWords ads on any page in the Google Network they visit.

Cool – but make sure you set up frequency capping in your remarketing campaign settings so you are not giving the appearance that you are spamming your visitors. Also make sure you set the cookie set length. You want to keep your name in front of potential customers for a short time (30 days or less) after they have visited your website but not “stalk” them around the web and make them mad.

Here are some interesting tidbits about Google AdWords Display Network advertising that I have gleaned from a recent Google sponsored seminar.

1. Adding Display to a search campaign can increase brand recall by 124%.
2. Use of Display Network advertising can increase purchase intent by 31%. Nearly 4 in 10 people will see your Display Network ad and then do a Google search on your company or product and then visit your website.
3. After seeing a Display Network ad customers are 140% more likely to click on an organic link.
4. Display Network advertising combined with search advertising increases the likelihood of a visit by 27%.
5. Display Network advertising cost per acquisition (CPA) costs are on the average 35% less than the CPA of text advertising in the Display Network.

Pretty powerful statistics! Many of our clients supplement their Search Network advertising with Display Network advertising and reap strong additional exposure. Google has long said that sponsored advertising should be part of an overall online marketing plan and that sponsored exposure helps to feed unpaid search traffic.

Make sure to review our AdWords account management pricing if you are looking for a savvy expert to help you with Google AdWords search advertising.

 

Here are some great tidbits gleaned from a Google sponsored seminar I attended recently on Google AdWords and the Conversion Optimizer.

1. Using the Conversion Optimizer increases conversions an average of 21%.
2. The Conversion Optimizer decreases the cost per acquisition (CPA) on the average 14%.
3. The Conversion Optimizer will modify top converting keyword bids aggressively for position.
4. It alters each unique bid by the user’s location, time of day, and operating system.
5. Google recommends using the Target CPA versus Max. CPA setting.

I really like the Conversion Optimizer and have found that it really does work to increase leads and decrease costs. You will need a minimum of 15 conversions in a 30 day period to enable settings.

The difference between Target CPA and Max. CPA are noted below.

Target CPA The average amount you want to pay for each conversion. I have personally found that this setting may not be best for every account.

Max. CPA The most you want to pay for a conversion. More of my client accounts use this setting. If Target CPA does not provide results I move clients to the Max. CPA at a higher or recommended setting. I have seen accounts drop in conversions when I move from Max. CPA to Target CPA.

Make sure to check out our Google AdWords management programs online if you are looking for a new account manager.