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!

The PPC Guidebook: How To Run a Split Landing Page Test

The world of pay per click marketing can be a confusing one at times, and you can end up wasting a lot of your ad budget if you don’t know how to use all the features that Google has available for you. Fortunately, we’ve got you covered. Welcome to PPC Guidebook, a Genius eCommerce series on how to run more efficient and more profitable PPC marketing campaigns. For today’s entry into the PPC Guidebook, we’re going to be talking about how to run a split landing page test.

If your PPC ads are placed correctly they’ll capture traffic, but a high click-through rate won’t necessarily turn into ROI if your site doesn’t convert that traffic. All kinds of elements go into that conversion rate, your site’s design, the ease of your checkout process, the quality of your products themselves, etc. The particular element that we’re going to focus on here is the landing page. The landing page is where your potential customers end up as soon as they click on your ad. If the landing page you’re using isn’t relevant to the customers you’re capturing with your PPC ad, you’re going to see a high bounce rate and a low ROI for your campaign.

It may seem simple to pick a relevant landing page for each PPC ad, but Google Adwords provides you a way to be sure you’re using the page that’s best suited to your ad. When you know how to run a split landing page test you can set two possible pages up against one another, and see which one converts better. The more tests you run, the more you’ll be able to hone your campaign, and the better your ads will perform.

How to Set It Up:

The first thing to do is select the campaign you want to test in, and then create a draft campaign which is a duplicate of that campaign. Let’s say that you want to send half of your visitors to my homepage, and half of your visitors to a category page, to see which performs better.

First, you create your draft campaign and name it. Once in your draft campaign, I navigate to your ads.

How To Run a Split Landing Page Test

You select the ads you want to include, then click edit and change ads. You change the final URL to the category page you’re testing against my homepage. You confirm this by clicking Apply.

 

Up in the top right, you click Apply and choose Run As Experiment. From the Create an Experiment settings you can choose both how long you want the experiment to run for, and how much traffic you want to send to each campaign involved in the experiment. A 50-50 split is typical for an A/B test.

How To Run a Split Landing Page Test

How To Read Your Results:

After your experiment has had time to run, you can take a look at your results. You’ll compare the outcome of your Control campaign (the one you already had running which leads to your homepage) and your Experiment campaign (the draft campaign which leads to your category page). You’ll be able to see which campaign led to more impressions, clicks, and conversions. To test the effectiveness of a landing page you’ll want to compare how many people clicked on the site and how many of them converted in either case. You’ll be able to recognize big changes in outcomes pretty easily, but if the variables are close, you may want to use a statistical significance calculator. Statistical significance is a calculation which is done in order to determine if the results of an experiment are likely to be due to a chance occurrence, rather than the factor of interest that you’re testing. These calculators are available for free online. You can even make your own with formulas in an Excel spreadsheet.

How To Run a Split Landing Page Test

I’ve run the click and conversions in the example above through a statistical significance calculator. The conversion rate is slightly higher in the Experiment group, but not enough to be considered statistically significant. That means we can’t rule out chance as a factor in these results and need to collect more data in order to be certain of what landing page works better.

How To Run a Split Landing Page Test

That’s a quick entry into the PPC Guidebook on how to run a split landing page test. Keep an eye on this series for more guides on running a successful pay per click marketing campaign. Happy bidding!