Nick Rennard
By Nick Rennard | SEM, Video | June 15, 2016

3 Most Important Remarketing Variables

3 Most Important Remarketing Variables

Hello fellow advertisers! Do you have a ton of time to manage your remarketing campaigns? No? Do you want to know the most important things to check on to make sure they’re still working? Today I will be discussing the top three most important remarketing variables you should be checking in on to determine that your campaigns are still running as intended. This will help people that are short on time so they can confirm that their remarketing display advertising is still working. Enjoy!

Full Transcript:

Hello, everybody, and welcome to another episode of my video blog series. I am your host, Nick Rennard, and today, we are going to be talking about the three most important variables that you should be checking in on with any given remarketing campaign. The idea for this blog came up because it’s three things that I tell my technicians that if you are short on time or if you just want to do a quick check-in on an account, that these are, kind of, the three things that, given a short amount of time to be checking in on these things are kind of the biggest hit things to make sure that it’s still running, still working as intended. Nothing’s going to tank. Everything’s still alive and well.

All right, so let’s get started here. I have our campaign open, actually. We have a remarketing campaign that we run for our company, and I was going to use this as our example. As a quick recap, just in case anyone is newer to remarketing, remarketing is a form of display advertising. You can use text ads, but most people like to use image ads. They tend to be more effective, from my experience, and you advertise those image ads to people who have been to your website before. The idea behind that campaign is to entice those users who have been to your website to come back by having a cute little ad that has your advertisement on there. It’s a list of users of people who have been to your site that you’re displaying image ads to, enticing them to come back and hopefully buy something or fill out a form or whatever you’re trying to get people to do.

The way that we set up remarketing campaigns- As a quick 101 here, I have our remarketing campaign up here. I’ll go ahead and show all ad groups here. You can see that we have a bunch of paused ad groups. Whenever I create a set of images, I always make sure to have them in their own ad group, and we’ll go over why that’s important here in a second. If you have one ad that’s displaying for a certain product or service of yours, and then, let’s say you have another section of your business that you have another set of ads for, you want to make sure that you break those up into separate ad groups. The reason is because we want to make sure that we’re bidding separately on those different image ads

Even if you’re doing an A/B split test on the same product, let’s say you’re using different ad copies, something like that, you want to make sure that they’re broken up separately. It’s important because one of the first things that you want to check here is that the bid setting for whatever ad group you’re doing- This is the number one thing of the three things that you want to check in on. Make sure that your bid setting is correct. I’ve seen a lot of people in the past who are changing bids at the … at the ad level or maybe the ad group level or the campaign level, but their bid setting is set to something else besides what they’re changing. Even though they’re trying to make bid changes in the account, bid more aggressively, less aggressively, they’re actually not doing anything to the account.

If we click on our campaign, our remarketing campaign, here, we click the “Display Network” tab. We click “Interest and Remarketing” because we’re doing remarketing. I’ll let that load here. Then, click on the ad group. I’ll click the only ad group we have running here. Click the ad group here, and here, this little drop-down box, right here- scroll down a little bit- is where you manage your bid setting. Now, I always choose to use default bids, which is going to use the ad group level bid, and the reason we do that is because each ad group is going to contain its own set of ads. Whether that ad is a two-fifty by two-fifty or a ten-eighty by seven-twenty or whatever that- Whatever the dimensions are of the ad, it doesn’t really matter because they have the same images, same ad copies. We’re essentially using the same ads, so that’s why I use the same ad group level bid on any of the ads within the ad group because they’re all the same.

If you check the setting and you see that it has enabled custom bids or enabled bid adjustments or something like that, one of these other settings, and you were changing the bid at the ad group level, then you’re kind of falling into that trap of making changes that aren’t actually affecting anything. Go ahead and change your bids. Make sure it’s on “Use Default Bids,” so that way when we come back here to the ad group level, we can change the bids for any one of these ad groups. We could change this from twenty-five dollars to twenty dollars or ten dollars or five dollars, whatever we want to bid on our set of ads. We currently have a bid of twenty-five dollars. Our cost-per-click is much lower than that, but that’s just because we want to make sure that we’re showing as much as possible for these ads. We don’t really care what it costs, so … yeah.

Number one, always check your bid setting. Make sure that when you are making adjustments in the account, that it’s actually having an effect on the account. The next thing here is to check your list. Again, the list of users that we’re targeting- It’s most likely going to be imported from Google Analytics. You can set up lists in AdWords, but that’s- It’s not right or wrong, one way or the other. It’s just a different way of doing it. If we want to check the list, it’s a similar thing where we click on our campaign, click on the display network, and you can see that there’s a column here for audiences. Now, this shows all the audiences within this campaign. If we want to drill down on the audience because you may be using different audiences for different campaigns.

For example, we’ve had clients who … they have two different sections of their website and will have one remarketing list that’s set up for people who have been to one section of the website and another remarketing list that’s set up for users who have visited the other section of the website. If you were a company that sold- Let’s say you’re like an apparel company, and you have a shoes section and a shirt section. You may want to advertise shoes- or remarket shoes to the people who have been to the shoe section, and you may want to remarket shirts to people who have been to the shirt section. Makes sense.

If we click on our ad group here, here’s the audience that we’re using for this ad group, right there. I always open this in a new tab, just so I don’t lose my spot on that page. If we click on that … it’ll open up here. Scroll down. This is what we’re checking right here, the list size. You can see how the list has been growing or changing over time. I like to look at it from a larger perspective here, so you can see that we set up the list in early February. Since then, it’s been going up and down. What we’re looking for here, when we’re checking the list is- Let’s say you check this every thirty days. You want to make sure that your list is not tanking, it’s not going towards zero.

Let’s say, if this graph were flipped around and we saw that it was going towards zero, we would know that something was wrong with our tracking. Usually, it’s something simple. A lot of the times, we have web developers who make changes on a certain pages, and they accidentally dropped the analytics code that’s on the page that we’re using to track the users who come to the site. If you do see that your list is tanking, that’s a sign that you need to make sure that your code is all correct, that you get your list repopulated. Yeah, it’s a red flag. In this case, really, if you’re doing a quick check on a campaign just to make sure that things aren’t falling off a cliff, this would be fine. The list hasn’t changed in a long time. It’s still running stead at roughly a thousand users, so yeah. Looks good.

That’s the second thing that we want to check in on here. The last thing we want to check in on here is probably the most important variable that we use to … determine- I don’t want to say performance, but just kind of give us an idea of where our spend is at for any given campaign. That is impression share. You’ll see I have it enabled here. You can see these columns for impression share. If you can’t see these columns, click “Columns” drop-down box here, and then click “Modify Columns”. Go to “Competitive Metrics,” and you can add your display impression share, just by clicking these things over to the … box. Then, hit “Apply.” There you go. There’s your impression share.

What does impression share tell you? Impression share tells you how frequently your ads are showing on Google, so these ads, over the last thirty days, are showing eighty percent of the time that they could be showing. There’s two reasons that we may not be showing our ads. One of them is that we could be getting outranked, meaning that either our bid is too low, which probably isn’t the case here, or our quality score is lower than somebody else’s. We have twenty-five dollar bids on our remarketing campaign, so if somebody else has a twenty-five dollar bid but their quality score is nine out of ten and ours is eight out of ten, they’re going to beat us in that auction.

The bid thing is also the same if we have a bid of twenty-five dollars and somebody else has a bid of ten dollars and we have the same quality scores. Then, obviously, we’re going to beat them in that auction. You can see here that if we wanted to- I guess I should go over the other one. The other reason you could lose impression share is just to budget. This one’s actually really simple. If you have a limited budget on your remarketing campaign, like, let’s say twenty dollars a day, and let’s say your cost-per-click is five dollars on your remarketing campaign, well, as soon as you get four clicks, it’s going to fulfill that maximum of twenty dollars a day. It’s going to shut itself off for that day.

Any click that happens or could’ve happened- Any impression that could’ve happened after that time that it shut itself off is considered to be lost to budget because it’s not going to show your ads anymore because you don’t have anymore money. You’re kind of missing out on that potential advertisement. If you’re losing impression share to budget, you just need to add more budget. If you’re losing impression share to rank, you want increase your bids. Now, we already checked our bid settings with the first step here, so in this case, if we wanted to be showing a hundred percent of the time instead of eighty-two percent of the time, we would want to come in here and adjust the bid on our ad group from twenty-five dollars to something more aggressive, like thirty dollars. That way we would start mitigating the impression share that we’re losing to rank by bidding more aggressively on these key words.

Anyways, those are the three things that I wanted to review, how to check your bid settings, how to check your list and make sure that it hasn’t tanked or anything … hasn’t gone crazy in the past thirty days. That’s usually about how frequently I check these things, thirty days, on these just, kind of, overview check-ins. Then, the last thing would be impression share, and if you want to make adjustments based on your impression share, then you can feel free do that because you’ve already changed your bid settings. Anyways, thanks for watching, and I’ll see you guys next week in my next video blog.

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