Advanced Google Adwords Guide

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1. Adwords campaign type structure:

2. Types of campaigns and recommended metrics based on your business objectives
Before starting to create a PPC campaign, we must be very clear about the objectives we wish to achieve . This step is the basis of any strategy and is what will determine not only the guidelines for the configuration and execution of the campaign, but also the metrics that must be analyzed in order to evaluate performance and evolution.

The objective itself will depend on the type of business for which the campaign is being carried out.

No one but you can know your objectives , although in some cases they may be clearer than in others, for example, in an e-commerce we will focus 100% on increasing sales.

Once we are clear about what we want to achieve with our investment, it is necessary to analyze the possibilities of achieving what we have set out to do:

We will analyze the competition within the sector : what are their keywords, what market they are targeting, what are their text ads like.
How users search , which keywords have high search volumes. We can rely on the Google Adwords Keyword Planner tool.
Find out who our audience is , through Display Planner or by seeing what commercial real estate email list type of audience we have in our Remarketing lists (if you have any).
If our chances of meeting our goals are feasible and we have a strategy in place to carry out the actions that will allow us to achieve them, it is time to determine the mechanisms for measuring and controlling the KPIs (Key Performance Indicators) through which we can know how our campaign is progressing and to what extent we are meeting the objectives .

For all this, there are different ways of approaching measurement, including different tools that we can configure, although as a base we must have Google Analytics and the measurement of objectives of the pay-per-click platform that we use, with the Google Adwords platform being a safe option in any PPC campaign.

Among the most common business objectives, we can find:


3. Definition and types of Remarketing, in Google Adwords
What is remarketing?
Remarketing is an advertising strategy that allows you to show ads to users who have already visited a website . It can be aimed at all visitors or directly at users who have forgotten a product in their shopping cart. In short, this strategy helps to reconnect with all those potential Internet users who have ever been interested in a website and its products.

Remarketing strategies are not always used to showcase or promote products. They can also be very useful for branding campaigns, obtaining registrations on a website or for promotions of all kinds . It is a strategy that, if used well, can significantly improve the return on investment (ROI) .

What are remarketing lists and how are they created?
A remarketing list basically contains users who have visited a website. This data is collected through cookies. When this list is created, a code is generated that must be implemented on the website. It is called a list because, in the end, it is nothing more than an inventory of users who have visited a website, even though the webmaster does not have specific data; all that is known is the size of a list. In fact, to do display remarketing, a minimum of 100 users is needed, and to do search remarketing, a minimum of 1,000 users will be needed in a list.

Win customers!
We have already seen what remarketing lists are, but how are they used?:

You must go to the shared library section and within that section, you must click on public.
Then you must click on the red remarketing list tab and in this case choose the type of website visitor list .
To be able to use remarketing lists correctly and to be able to monitor progress, there are two ways to do so:

The first of these is to create the lists from the Google Analytics administration panel . Once this list is created, it will automatically appear in Google Adwords, but you have to import it for it to appear in the conversions section.

The second method is to implement an Adwords remarketing tracking code , which is another code that needs to be added to your website.

It is advisable to use this method because it is always better to use the resources given to us by the tool we work with (Adwords).

Types of remarketing lists
Website Visitors:
This remarketing list is the most common. Google allows you to create lists of all users who visit a website, or you can segment users based on which URL or part of the URL of your website they visit. E.g. shopping cart.

Mobile App Users:
If you have a mobile application or app, you will have the ability to create a list that includes all the users who have used that application, who have used the app with a certain version or who have used the application recently. It also allows you to tag specific actions.

Customer emails
You can create a CSV document with a list of potential customer email addresses. The email accounts that are being used with Google will be added to the remarketing list. These lists can be very interesting, since they can be segmented more easily and very specific actions can be carried out on defined users.

Youtube users
You can create remarketing lists with all those users who have interacted with the videos on a YouTube account.

Types of remarketing campaigns
Depending on the proposed strategy, a remarketing campaign of different types can be designed:

Normal display remarketing : A banner (static image ad) is used to target users browsing a website. The user will be hit by banners while browsing.
Dynamic remarketing : The user is shown an image ad with the specific product that they did not buy, or that they were considering on the website. To run this type of campaign, you need a data feed from Google Merchant Center, as is the case with shopping campaigns. And you have to make a variation in the normal AdWords remarketing code; in this way, the user will be shown an image ad with the specific product that they saw on your website.
As you can see in the image, the retail sector is selected here: by making this modification in the remarketing tag from the audiences section (within the shared library), the code changes and thus, you can now do dynamic remarketing.

Video remarketing : These campaigns only appear with YouTube. Once the user has interacted with a video on a YouTube channel, they are registered in a list to be impacted later.
Search Remarketing : This is a search campaign, but in the audiences tab, you will add remarketing lists. You can create different and more aggressive text ads, or bid more to appear to users who have visited your website, have not converted, but continue to search for your product/service on Google.
Remarketing with DSA (Dynamic Search Ads): Here it is the same as in search campaigns, but with the configuration of a dynamic campaign.
Remarketing in Gmail Ads : Users who have visited a website will see an ad in their Gmail promotions inbox in the form of an email with dynamic content (images, text, videos).