The PPC Guidebook: How to Create an Audience For a Remarketing Campaign

One of the ten commandments of PPC: Thou Shalt Only Show Ads to Qualified Traffic. Search ads have keywords to keep them relevant. When keywords are well researched and smartly bid on, your search ads should only show to people who have some likelihood of purchasing your product.  Display ads have audiences. Setting your audiences is how you decide who will see your remarketing ads. If you set them up wisely, you can potentially make big ROI on relatively low cost per click campaigns. Today on The PPC Guidebook, we’ll be going through how to create an audience for a remarketing campaign.

In case you’re not already familiar, the display network is used for remarketing, which shows targeted ads to visitors who have been to your site before. This helps your store stay in a customer’s head, and hopefully, causes them to come back and make a purchase. But not all website visitors should be marketed to in the same way. The more targeted your messaging, the more effective it will be. That’s where audiences come in.  They allow you to sort your visitors into groups that make them easier to target. So let’s start setting up our remarketing audiences!


Setting up Your Remarketing Audiences

The first thing to do is click on the tool menu and select your Audience Manager.

How to Create an Audience For a Remarketing Campaign

My audiences are all targeting website visitors. They are set up so that I remarket to my visitors based on the platform they were interested in when they visited the site. To create a new one you go into audience lists and start with the type of user you want to target. Since all I target is website visitors I’m going to keep doing that.

How to Create an Audience For a Remarketing Campaign

Give your new audience a name, and then select the type of visitors you want to target. For my marketing campaign, I’m going after people interested in 3DCart. So I might set those two URLs as my 3DCart Development Page and my 3DCart Marketing Page. I could choose to go after people who visit either or both of those pages. When someone meets these conditions that you set, their IP address will be added to your remarketing list and they’ll be served the display add that you designate for this campaign

How to Create an Audience For a Remarketing Campaign

Next, you set how many people you want to see the add by setting a List Size and a Membership Duration. Similar to the way that we only want qualified traffic to see our ads, you can control your ad spend in another way by using these to limit the number of visitors that can be added to this list, and thus, the number of times your ad will be served. Then you finish up by clicking Create Audience.  

How to Create an Audience For a Remarketing Campaign

That’s how to create an audience for a remarketing campaign. Feel free to create as many custom audiences as you like. The more specific your marketing is, the more effective it will be in the long run. You can also A/B test audience settings against one another until you find the combination that work just right for your PPC campaign. Until next time on The PPC Guidebook, keep your marketing precise, and happy bidding!

Square to Acquire Weebly

eCommerce flows through every market possible, and that only seems to be snowballing. Square Inc. is a company that performs an oddity within all markets: massive success primarily through brick-and-mortar businesses. That’s quite an impressive feat, but it makes sense! This new form of payment brings the digital world to business and personal transactions in a way that other similar platforms have simply failed to do.

Square announced last week that they had “entered into a definitive agreement to acquire Weebly,” paying “a mix of cash and stock of approximately $365 million.” Square is already an impressively lucrative business, and this is a big move that business owners should pay attention to. Weebly offers a website platform filled with pre-made templates that allow businesses to create a better-made website, and free and premium plans offered, it’s quite popular. In fact, Weebly touts itself as being the “highest rated website building mobile app in the App Store and Google Play.” That’s no joke of a purchase!

Competition in the Market for Cheap eCommerce Platforms

What does this mean for eCommerce? The intention is to allow merchants to create an omnichannel business in which the combined tactics of Square and Weebly will be utilized. Once again, brick and mortar and eCommerce matchup in a huge way; this promises to become a pivotal platform for business owners everywhere. With Square’s customer base expanding through Weebly’s efforts, and Square’s incredible software flowing into Weebly’s typical services, global expansion is on its way.

This isn’t the first time that Square has delved into other markets; the acquisition of Caviar and Zesty come to mind. Weebly has been honing its sights on small businesses and eCommerce while maintaining the intuitive platform for individual use. One of Weebly’s few competent competitors? Ironically, Squarespace. Luckily, Square offers the potential for Weebly that Squarespace may not be able to keep up with.

Is Weebly Right For You?

Although Weebly may come off as a savior for those who are on a low budget, it isn’t a place to remain. Weebly offers a simple interface and intuitive user experience to those who cannot build their own website or small businesses that do not have the funds to start up. Once these funds are acquired, however, it is imperative to a business’s success to move to a better platform.

If you’re thinking about making the switch from your Weebly site, it’s time to consider what BigCommerce, Shopify, Volusion, Magento, and plenty of other better eCommerce platforms could do for you. Need help finding one? Stay tuned to Genius eCommerce for a thorough explanation of the benefits and downsides of each eCommerce platform!

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