So you’re creating a remarketing campaign and you’ve:
– Implemented AdWords remarketing code onto your website and;
– Created quality, data driven remarketing list (check out my getting smarter video for more information on how to do this: http://sfoldsite.wpengine.com/blog/creating-quality-remarketing-lists-sfgettingsmarter/ )
Note: You should be building up your audiences immediately – even before you actually start creating your remarketing campaign. The remarketing code can remain on your site and begin building lists until you’re ready to launch your remarketing campaign. This will ensure you have sufficient list of people to remarket to.
It’s now time to produce creative ads that will ultimately engage users being retargeted to!
When creating quality remarketing ads, always think about your audience and your remarketing objective. A targeted remarketing campaign should always contain targeted and relevant image ads.
Relevancy is key. A customised ad creative for every different remarketing strategy and list is best practice. This will ensure that the most relevant ad creative is served to the audience you’re targeting. For example, if you’re retargeting to various users who have come through two different categories on your website, you’d ideally create two different sets of ads promotion these different categories individually with individualised remarketing lists.
When designing ad creative, it’s important to ensure the ad remains consistent with your website design and branding. This includes using a logo or other brand identifiers to ensure users associate your ads with your business. Don’t forget to include some sort of call to action and to demonstrate any relevant USPs or offers currently running.
Now that you’ve decided on your creative strategy, it’s time to select an image ad type. AdWords lets you upload the following types of image ads:
– Non-animated image ads (e.g .JPEG)
– Animated image ads (i.e .GIFs)
– HTML5 ads (.ZIP files containing files including .HTML)
– Flash ads (i.e .SWF)
Once you’ve selected your image type, you’ll need to select which image sizes you’d like to create. Depending on the file type you select, some of the most common image sizes include:
– Medium rectangle: 300×250
– Leaderboard: 728×90
– Wide skyscraper: 160×600
– Large rectangle: 300×600
– Banner: 468×60
– Skyscraper: 120×600
– Mobile leaderboard: 320×50
A more detailed breakdown on image ad specs can be found here: https://support.google.com/adwordspolicy/answer/176108?hl=en
Generally speaking, the more ad size variants you create, the greater your audience reach across the Google Network. The more ad size variants you run, the greater your Display campaign quality score. Keep in mind that each ad creative works across all the different ad sizes as not all sites in Google network support all sizes.
Some final things to consider:
– Be sure to run Placement Reports to determine which websites your ads are appearing on. Doing so will also help you identify which sites perform better than others, and allow you to identify sites which aren’t performing – you can then exclude them.
– Be careful with Frequency capping. There is a huge difference between a gentle reminder about your brand and stalking.
– Always ensure that you include some form of text ad within your remarketing ad groups.
– Split test, review and repeat! This will ensure you identify which ads are working for your campaigns.