Google AdWords™ For Dummies®, 3rd Edition

Product-Based Remarketing

Basic remarketing involves a simple yes/no distinction: Did someone visit your website? If yes, let my ads follow them around the web. You generate one audience and place the remarketing tag everywhere on your site. In product-based remarketing, you add a layer of complexity by segmenting your audience by product category. If you sell only one product or service, this level of remarketing isn't necessary. But if you sell multiple products at varied price points, you'll be able to create campaigns distinguished by different conversion values.

For example, www.joesgolfshack.com, an online golf store that sells accessories (average profit $10), clothing (average profit $70), clubs (average profit $150), and electric carts (average profit $800) could create four remarketing campaigns, one for each conversion value. Instead of placing one remarketing tag site-wide, Joe would create four different audiences, one for each of the product areas on the website (see Figure 17-6). In this case, Joe decides to follow his prospects for 90 days, except for those interested in electric golf carts, which experience has shown requires a longer sales cycle.

Joe places the remarketing tags on the relevant pages of his site: Golf clubs tags go on all the pages featuring golf clubs, and so on. Now Google will begin to populate the audiences with all the visitors to these pages, regardless of how they got to Joe's site — AdWords, organic SEO, a referral link on some other website, ...