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Remarketing in Google Search Engine for Ecommerce Project: ROI 514%

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Service: Contextual Advertising
Region: Ukraine
Campaign Duration: 8 weeks
Budget for 8 weeks: $287,7

It’s been quite a while that we’re working with this serious client on the ecommerce market. Since as our top priority is ROI, we’re constantly searching for new instruments to make customers grow profits. That’s why we regularly launch researches to attract both new users and the ones that are already loyal to the brand. In this case I’ll talk about the usage of search remarketing: from its setting up to results. The option of remarketing inclusion within Google search engine has been added not so long ago. Later, I’ll tell you what results can be gained with this option.

1. Set Up Remarketing in Google Analytics

Log in your Google Analytics account → choose “Property” → tracking info → data collection → switch on the remarketing function. Don’t forget to save changes. Switch on the remarketing function and Save changes in Google Analytics account If you don't switch the current function on in Analytics, search audiences will be unavailable: search audiences unavailable You can only use lists created in Google AdWords in the search. When turning search remarketing on in Analytics, the audience in AdWords account will look like this: AdWords account The lists can move up within 2-3 days.

2. Tune Up Campaigns Using RLSA in AdWords account.

  • for RLSA campaigns (remarketing lists for search ads—remarketing lists for the ads in remarketing) you have to highlight the individual budgets (don’t add them to the general ones) for exclusion of unproportional budget spending because other companies with searching and contextual media networking Google systems targeting take an advantage within the budget distribution because of the wider audience reach;
  • exclude audiences used in RLSA in the ordinary search campaigns to avoid the intersection of audiences on campaign level;
  • conduct an audience's cross-sampling among the RLSA campaign groups to avoid the intersection of the audiences on advertisements groups level;
  • increase the RLSA campaigns rates up to 30-50% in comparison with ordinary search campaigns as we have a seriously restricted objective audience targeting.

2.1. Audiences Connected(Included Into) to the Tested RLSA Campaign

  • product profile visitors that haven’t completed transaction;
  • main brand page visitors that haven’t completed transaction;
  • Google smartlist (Google Analytics automatically creates the list of users that are ready to make the conversion);
  • all users (automatically formed list that is created during the remarketing code addition on your website).

The largest number of conversions (transactions) has been brought up by the audience targeting product profile visitors with no transactions— 61,1% of the general amount of transactions committed within RLSA campaign. Within the campaign targeting contextual media network the current indicator averages 69,6%. In other words, the most effective list is “product profile visitors that haven’t completed transaction”. It brings the most interested audience back to the website that doesn’t choose what to consume but is already evaluating the product features presented in its profile. Moreover, an automatized rule is turned on within the current campaign, with the help of which advertisements were being shown at the top of the page. Tune this rule up in the “Automatization” tab, then press “Create rule for keywords” and “Raise bids to top of page CPC when…”. “Automatization” tab - press “Create rule for keywords” and “Raise bids to top of page CPC when…” Setting rules:

  • indicate the maximum cost per click ; choose the type of campaign ( in this case, the rule will be active for all campaigns targeting Google search engine);
  • choose the name of the campaign;
  • the periodicity and time of rule activation;
  • check whether the rule has been set up correctly within the preview;
  • don’t forget to save changes.

Setting rules What are conclusions about the necessity of ads positioning in the Top-3 of the advertisement show up connected with? Let’s look through the segmented report, within which we can conduct a research on an advertisement position conversion rates. segmented report All conversions have been made during the advertisement show up at the top of the page. With advertising positioning at the top of the page the highest CTR (ads clickability) and the lowest click cost are fixed as well.

3. Results

Analysed period—27/07-08/09 Let’s look separately though the networks data. Remarketing (contextual media network targeting with the usage of remarketing lists): Remarketing Search (search network targeting): Search RLSA (Google search engine targeting with remarketing lists application): RLSA

4. Conclusions

Conclusions Particular results on RLSA campaigns (remarketing lists for search ads ).

Transactions: 18.
Conversion Rate: 0,74%. Margin: $3211,5.
Ads expenses: $287,7.(including the commission of the agency)
Gross Profit: 3211,5 * 0,55 = $1766,32.
ROI (ROMI) on gross profit: (1766,32 — 287,7) / 287,7 * 100% = 514%.

It is necessary to work with the search remarketing. The current instrument cannot be compared with neither Google search engine targeting campaigns, nor with contextual media system (remarketing specifically) as it is targeted towards seriously narrow target audience.

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