“Intelligence is the ability to adapt to change” – Adaptive Remarketing Targets in Search Ads 360
“Intelligence is the ability to adapt to change.”
– Stephen Hawking
Stephen Hawking was not in the business of being wrong. To make progress in life and marketing, we must adapt. Things change, and so must we.
Helpfully, amongst the industry-leading tools available to marketers through Search Ads 360, there are a number of adaptive features that help keep us responsive to these changes.
These features empower marketers and drive performance for the brands they represent.
In this post I’ll be focusing on Adaptive Remarketing Targets, and how these can help brands stay in the consumer’s mind throughout their journey to purchase, and maximise the return on investment from their marketing campaigns.
First, let’s re-familiarise ourselves with what a remarketing target, or list, is.
Back to Basics: Remarketing Lists
A remarketing list is a group of users who have visited, or taken a specific action on a website.
These lists, when applied to Search campaigns, allow brands to show specific ads to users who have already had some interaction with them, or to bid higher or lower on those users.
You might want to tempt basket abandoners back to your site with an exclusive discount or offer, or, remind people who visited a specific product page about that product after they’ve left the site, for example.
Remarketing lists in Google Ads, when synced with SA360, can be added at Campaign- or Ad Group-level as remarketing targets.
Adaptive Remarketing Targets in SA360 combine these targets with automation to efficiently apply targets and adjust/suggest associated bids, based on performance.
Getting Started with Adaptive Remarketing Targets in SA360
Step One – Create your remarketing lists in Google Ads
There are a few different types of remarketing lists that can be created in Google Ads, including:
Remarketing Lists based on Pageviews
Such as users who have visited a thank you page after filling in a form
Remarketing Lists based on Actions
Such as users who have made a purchase
Customer Match Lists from Email Addresses
Such as lists of users whose contact details have been matched to a Google account
Auto-generated audience lists based on characteristics of users in existing audiences
SA360 can then automatically apply remarketing targets based on these lists where they are likely to increase performance, and can even adjust or suggest bid adjustments if this setting is also enabled.
Step Three: Set a Goal
SA360 uses performance history from this goal to power the adaptive remarketing feature.
A conversion goal can be directly applied to the campaign, or a bidding strategy with a conversion or revenue goal can be implemented.
Step Four: Enable Adaptive Remarketing
Adaptive Remarketing Targets can be applied in manual Search or Shopping campaigns in Google Ads.
Once enabled, SA360 continuously looks for potential remarketing targets and assesses auto-generated remarketing targets.
Auto-generated remarketing targets ae removed if they’re judged to no longer provide an uplift in performance.
What This Means For You
If you’re a brand, Adaptive Remarketing Targets enable you to target users who have already interacted with your business at an efficient cost, and without lengthy set-up times.
If you’re a marketer, Adaptive Remarketing Targets allow you to devote more time to intelligent marketing strategies, giving headspace for you to develop ideas that will grow your client’s business.
Whether we’re brands or marketers, underneath it all we’re consumers and Adaptive Remarketing Targets also have benefits for us in this guise. They ensure that we see messages and offers that are personal to us, and are therefore more useful and relevant.
Hungry for More?
Check out our guide to SA360 Audience Solutions for a whistle-stop tour of available audiences in SA360.
Take a look at the many Adaptive Campaign Types available in SA360
Get all the latest on Upgraded Inventory Campaigns that allow brands (especially retailers) to grow by expanding their marketing activity quickly and efficiently.
If you’d like to have a chat about SA360 and what it can do for your business, just give us a call, we’d love to hear from you!