10 Remarketing Tools For Reengaging & Winning The Conversion Ep. 538
10 Remarketing Tools For Reengaging & Winning The ConversionRemarketing can help get your brand in front of a more relevant audience. Here are 10…
Agency & Business Growth
Web Advertisement Pitfalls - #SEOpodcast 230
Google Display Network campaigns fail most often due to paused keywords, static strategies, and untested ads. This episode covers seven common pitfalls and how to fix each one with smarter bidding and segmentation.
Key takeaways
- Pause placements, not keywords, when irrelevant sites drive up spend on the Display Network.
- Set keyword-level custom bids to favor top-converting phrases within an ad group.
- Adjust bids by device, time of day, location, and age based on where conversions actually come from.
- Remarketing display clicks have a higher conversion likelihood than cold display clicks because the visitor has already been on your site.
if that would have been a text ad, I wouldn't have read it because I don't like getting added. Right. And I wouldn't have clicked. But the fact that it was a visual ad almost made me click it.
About this episode
Welcome to the most popular internet marketing podcast on iTunes, hosted by E-Webstyle! Join us this week as we talk aboutUsing Segmented RemarketingUnnecessary Pausing KeywordsAdvertisement Pitfalls
Questions this episode answers
Why should I check placements instead of pausing keywords in Google Display Network?
A single keyword may trigger ads on irrelevant or low-quality sites, driving up spend, but that same keyword may convert well on other placements. The fix is to exclude the bad placement and keep the keyword active rather than pausing it entirely.
Should I use image ads or text ads for remarketing on the Display Network?
Image ads are generally more effective for remarketing because the visual is familiar to someone who already visited your site. A text ad is easy to ignore, but a visual ad is harder to overlook and draws on brand recognition built during the first visit.
Why do Google Display Network campaigns get fewer conversions than search campaigns?
People on the Display Network are browsing, not actively searching for a product, so they are less ready to convert on the first click. However, if the display ad is a remarketing ad shown to a prior site visitor, the post-click conversion likelihood is higher than a cold search click.
In their words
if you notice a high surge in spend, because that's usually due to keywords being clicked on, always go to your placements tab and evaluate the domains that your ads have been showing on.
Host
although you may not get the same results from a display to click, as in a Google search result, after the click, you have a higher likelihood of getting that conversion because it's likely a remarketing ad and they've already been on your site before.
Host
it's only testing if you monitor it. Yeah. If you just not looking at it. If you just throw it out there. Yeah. That's called throwing money against the wall and seeing if it sticks.
Host
Terms defined in this episode
- Segmented remarketing lists
- Separate audience lists built in AdWords based on specific user behavior, such as completing a purchase versus abandoning a cart, so each segment can be shown different ads.
- Placement
- A specific domain or website within the Google Display Network where an ad is shown. Advertisers can review, exclude, or target individual placements.
- Bid adjustment
- A percentage-based change to a keyword or campaign bid applied for a specific device, time of day, location, or audience segment to reflect where conversions are highest.
- Display Network
- Google's network of third-party websites where image and text ads are served to users who are browsing rather than actively searching, distinct from Google search results.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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