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In this Shark Bite, Andrew talks about using Remarketing Lists for Search Ads to give your campaign a boost, especially during the holiday season. Andrew begins by giving a quick overview of what Remarketing for Search Ads is all about and then follows up with three tips on how to use it to give your campaign an extra kick.
The first tip is to set up an audience for your past visitors because they are more likely to convert since they have already visited your site.

The second tip is to begin advertising keywords that you would not normally advertise. Given that you already have an audience setup, you can tap into keywords that were too broad or expensive for you in the past and increase your revenue by even up to 30%.

Lastly, the best way to spice up your remarketing list is to use e-mail marketing or social media to get more people to your site, thus, increasing the number of people in your Remarketing List.

We hope you enjoyed this Shark Bite. If you want more ideas about how to get your campaign ready for the holidays read this post. See you next time!

Video Transcription

Hi, everybody. My name is Andrew and I’m a co-founder of White Shark Media. Today we’re going to talk about Remarketing List for Search Ads and how you can specifically take advantage of them during the holidays.

Remarketing List for Search Ads is a feature that came out a little bit over a year ago. But, most advertisers aren’t taking that much use of it yet. It’s one of those things that are hanging up in the air. So, to start off with, I’ll just give you a quick summary of what Remarketing List for Search Ads actually is all about. One of the things that you can do with the Remarketing List for Search is that you can use more generic keywords than you would normally use because you have this kicker that the person has already been to your website. So, that it adds a tad bit extra relevance to the search. They don’t have to be that specific searching for the specific product that you have. You should know they’ve been to your site before.

So, today, we’re going to talk about three specific tips to get more out of Remarketing List for Search Ads during the holidays.

Set Up an Audience

The first tip I have is an obvious one. One of the things that are very evident with people who have already been to your website once before is that they will convert better on your website. So setting an audience up for your Remarketing List for Search Ads audience and make sure your bit a little bit higher. It could be 10%, 20%, 30%, 40% higher, depending on your average position. They will convert better, so you want to make sure you are tower minded. Your ads are in top position whenever somebody who has been to your website before is searching for keywords.

Advertise for Keywords You Wouldn’t Normally Advertise For 

My second tip is to start advertising for keywords you wouldn’t normally advertise for. Normally, there are certain keywords that are too generic. That just because you don’t have a big enough selection to advertise for them, or because there’s a high competition, then you wouldn’t normally advertise for them. For instance, a keyword could be “presents for men.” You’ll see Target, you’ll see Amazon, you’ll see JC Penny on these big generic searches because they have everything.

Whatever you want to buy as a present for your man, then you can go get it, if you go to Amazon or JC Penny. However, smaller stores can’t advertise for keywords like these because they don’t have a big enough selection. With Remarketing List for Search Ads, you know that the person has already been to your site before. So, they are interested in the specific selection that you have to offer. That’s one of the key elements of using Remarketing List for Search Ads during holidays. It’s really to tap into these keywords that you wouldn’t normally use and then add that extra revenue. I’ve seen advertisers that go from 10%, 20%, 30% higher revenue just by tapping into this pool of users that they wouldn’t have normally reached.

Spice Up Your Remarketing List A Bit 

So, my last tip for getting the most out of the Remarketing List for Search Ads during the holidays is to spice up your remarketing list a little bit. One of the best tips to do this is to use e-mail marketing or social media to get more people to your site. The more people that get to your site during the holidays, the more people you will have on your remarketing list, and thereby, the more people you can remarket to. The number of people on your list will define the success you receive from remarketing. So, whatever you can do to get more people to your site. Load promo on social media, an extra newsletter, or to pick someone just getting on the website, you’ll get much more out of remarketing.

So, that was my best tip on Remarketing List for Search Ads. If you have any questions, as always, just write them down in the comments below. Otherwise, follow our blog. Follow our Twitter page where we will share tips every single day. Happy Holidays!