1. Bid on lists that are more likely to convert
Higher bids increase your ability to
reach more people on your remarketing lists, maximizing your exposure to this
valuable audience. When determining what bid to set, consider the value of your
customers in each of your remarketing lists.
Examples- Raghu sells
electronics. Since TVs are more profitable than cameras, he bids higher for a
remarketing list that targets visitors to TV pages than for a list created for
camera pages.
He's also set up
two custom combinations to target two sets of customers:
·
Those who have visited his website but haven't initiated a purchase
·
Those who have already begun the checkout process on his website but
abandoned it without completing a purchase
People who have
already added products to their shopping carts are more likely to complete a
purchase, and therefore are probably more valuable to him. In this case, he
bids higher for the ad group with this remarketing list.
2. Use bid strategies that maximize conversions
Automated bid
strategies
You can use Conversion Optimizer, a bidding optimization tool that can
help you maximize your return on investment (ROI) by optimizing bids in real-time, impression-by-impression. With
Conversion Optimizer, you'd no longer need to adjust your bids manually to
reach your conversion goals.
To help increase the number and
quality of your conversions, you can combine automated bid strategies with
remarketing lists for search ads (RLSA).
Manual bid
strategies
If you prefer to manage your
remarketing campaign bids manually, we recommend setting a maximum CPC bid.
Here are a couple of bid strategies
that can help you improve your remarketing performance:
If you're happy with the performance
of your remarketing campaign, you should consider raising your bid to reach
more customers and improve your ROI. Raising your bid can help you improve your
ad's position, increasing your chances of appearing consistently on Display
Network websites to people on your remarketing list.
If you've created remarketing lists
with various membership durations, you can use bid management to your
advantage. Say that you want to reach visitors who came to your website in the
past 30 days separately from people who visited your site in the last seven
days. You can create two different lists, each with varying durations, and then
bid more aggressively for the list that is more valuable to you.
Example- Nina owns an
electronics site and knows that customers are more likely to purchase a
television within the first week after viewing her television pages. She bids
more for people who have joined her list within the last seven days. People who
visited her site within 30 days might still buy products, but she doesn't want
to bid as aggressively for these customers.
To do this, she
creates a list of television page viewers with the membership duration set to
seven days and targets this list with a more aggressive bid. She also creates a
second list of television page viewers with a membership duration set to 30
days. To prevent reaching seven-day visitors with both lists, she then creates
a custom combination to target the 30-day membership list, excludes the
seven-day list, and uses a less aggressive bid.
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