Remarkting PPC Question

[Sparkstone]

Hi Guys,

I've been putting off getting to know AdWords for quite some time now but I've just been asked to create two adverts one using Google Display Advertising and One using Google Remarketing.

I need to know if these are the same costs as creating a normal campaign and if there is anyway within Adwords that I can find out the specific cost before I actually get charged for it.

I'm a complete PPC noob so any guidance would be appreciated.

Best Regards,

Dan

[AdamThompson]

Hi Dan,

The cost for display and remarketing campaigns work basically the same way as for search - You can set your max PPC bid for any amount you choose, but if you don't bid high enough, your ad won't show up very often or at all.

~Adam

[malecce]

The prices are the same of a normal adwords campaign, you pay only for a clicks

The only difference is how they work

Adwords: someone see your ad text and arrive to your web site

Remarketing: someone arrive directly to your web site without going through adwords, the remarketing script write the cookie in the pc and  so when this person leave your website for to visit other website( that make adsense) he see always your advertiser text or advertiser display

Ciao

Maurizio

[MikeTek]

Hi Dan,

As Maurizio describes, regular AdWords Display and Remarketing work in different ways in terms of targeting.

Remarketing allows you to target uses on whom you've placed a tracking cookie when they previously visited a specific page on your site - note that it takes time to build this audience.

Regular AdWords Display Network targeting opens your ads up to the wider Google Display Network (GDN) audience).

As for costs, in both cases you'll have control over daily budgets, and you will generally find the AdWords/GDN system is effective at keeping your spend beneath this threshold (it goes over slightly once in a while, but generally it's quite accurate). Sometimes the opposite problem occurs - your audience targeting is too limited to reach your daily spend. It often takes some massaging over the first week or so to get the balance right.

You can also utilize the pre-pay billing option to add a specific amount to your account, rather than sign up for rolling billing. This will ensure that if you have only, say, a $2,500 budget to work with, you don't have to try and pause your daily campaign precisely when you hit that mark - rather, you can allow the ads run until your budget is depleted, at which point AdWords will automatically shut off your ads.

Two things I'd recommend:

1. Get a jump on building your remarketing audience ahead of time, as depending on your site traffic, you may find you can't hit your target daily spend on this front until you've built a healthy audience, and it could take weeks. Get that remarketing pixel up ASAP.
2. Start your daily budgets small while you're getting used to the system and getting a sense of how things work. This will allow you to make some early adjustments before you're depleting too much of your spend. Then ramp things up when you have some confidence in the audience you're bringing in.

Display is tough in general as a direct response medium, particularly with a high-friction call-to-action ("buy now" or "request a quote" or similar). Remarketing tends to drive better clickthrough rates, but your audience is more limited and it's slow going at first. I've seen best results when the ads aren't so much pitching the product/service itself but a useful resource, a guide or something similar, with a low friction conversion (user provides simply their email address, not 10 points of personal information).

I don't know if your ads are already designed and the strategy is set, but if you can influence things towards getting more users in at the top of the funnel, into a lead nurturing program or similar, rather than going for the hard sell on that first point of contact, you'll often see better long-term success with that approach.

Best of Luck,
Mike