Google Updates Tag

The Ultimate Guide to Google Ads Remarketing

Remarketing has become ubiquitous across the web, as users frequently gripe about endless ads chasing them around the web after viewing a product once.

Yet, when used correctly, remarketing continues to be an effective tool in the box for paid media marketers across the spectrum of industries.

In keeping up with increasing restrictions on tracking capabilities, ad platforms continue to roll out new options for reaching users outside of the box of traditional pixel-based remarketing.

First, let’s start with a basic definition for those who may be less familiar with the tactic.

What Is Remarketing?

Remarketing (sometimes called retargeting) is a paid marketing tactic allowing you to serve ads to individuals who have previously visited a website or engaged with your content on a social channel.

Website-based remarketing utilizes a pixel placed on the website to reach individuals who have visited specific pages or performed certain events.

Meanwhile, engagement-based remarketing allows you to reach those who have interacted with your social media content or watched a video.

Read on to discover the types of remarketing you should be considering for your campaigns.

1. Cart Abandoners

Shopping cart abandoners went through the work of finding a product they wanted and adding it to their cart without finalizing the checkout process.

Remarketing to people with these ads can encourage them to return to the site and complete their purchases.

Including an offer may also entice people to come back and finish buying. However, it would be best if you were careful that people don’t simply come to expect they can manipulate the process to receive a discount.

It can also be a time to reiterate selling points for your brand.

For instance, if you offer a two-year warranty when most competitors only offer one year, call that out in ads.

Make the case to bring people back in, which may be the nudge to shift them over the edge into a buying mood.

2. Video Viewers

Video view remarketing can capture intent from people who haven’t even visited your website.

YouTube, Meta, and LinkedIn are three popular channels allowing for the creation of view remarketing audiences.

Pic courtesy: searchenginejournal.com

Within YouTube, you can segment people based on the following criteria:

• Viewed any video from a channel.
• Viewed certain videos.
• Viewed any video (as an ad) from a channel.
• Viewed certain videos (as ads).
• Channel interactions, including visits, subscriptions, and video likes.

Pic courtesy: searchenginejournal.com

Within Meta, you can segment people based on the following criteria for any video or set of videos you select:

• Viewed a video for at least three, 10, or 15 seconds.
• Watched a video to 25%, 50%, 75%, or 95%.

Finally, LinkedIn allows you to segment video view audiences by 25%, 50%, 75%, or 95%.

Creating audiences of people who have committed to watching all or most of your video can segment out higher intent people who may be more likely to download an asset or want to attend a webinar.

People who watched shorter lengths of time may still be willing to view additional content in future remarketing campaigns.

3. Pricing Page Visitors

If a shopper visits a pricing page, they’re likely further along in the product research process than somebody else who sees the homepage.

They may be comparing costs versus competitors and digging into the specific features available by pricing tier.

Bucketing out pricing page visitors into their category can produce a higher intent audience than you’d get targeting all visitors as a whole.

Pic courtesy: searchenginejournal.com

These individuals may be more willing to respond to a call-to-action for a product demo or a call with a salesperson.

You could also put together an asset with tips for evaluating products in your industry, which may appeal to people making product comparisons.

For example, my past client, who sold board management software, offered a worksheet for evaluating board software, serving remarketing ads on display and social to convince previous visitors to supply their email addresses.

4. Previous Purchasers

If someone bought from your site in the past, you could remarket them later to encourage them to make another purchase.

The products you promote and the timing for future remarketing depends on the type of product purchased.

For instance, if somebody just bought a new backpack, they may be open to purchasing related gear like a hiking pole.

If someone orders a printer, they likely don’t want another printer immediately but may need replacement ink cartridges six months later.

You should exercise caution not to annoy people because they form a negative perception of your brand after already completing a purchase, so don’t try this too soon.

Also include frequency caps where channels allow.

5. Industry-Specific Page Visitors

Segmenting audiences by industry can be complicated when attempting to market to people in niche industries.

If you have pages on your site dedicated to each industry, you can build separate remarketing audiences for each of those pages.

Effectively, you’ll now create buckets of people who have raised their hands saying they’re interested in services for a particular industry.

You can target unique ads tailored by industry to speak more specifically to these people based on their needs.

For instance, you might have a guide explaining how real estate developers can use your software to track prospects and target that to people who visit a real estate industry page.

6. Higher Funnel Converters

Particularly for the B2B world, converting a prospect to a sale often entails a lengthy process of multiple touchpoints.

Offering a downloadable asset like a guide, or inviting people to sign up for a webinar, can build an audience of people who are interested enough to raise their hands.

Pic courtesy: searchenginejournal.com

You can then build remarketing lists based on people who download a higher funnel asset, setting up a new campaign targeting those with lower funnel call-to-action, such as a product demo.

You could target this via a website pixel (reaching people who have previously filled out a specific form) or via lead form retargeting in Meta or LinkedIn (reaching people who have filled out an in-platform form).

Think through the buying stages for your target personas and build out remarketing for people who interact at each part of the process.

7. Page Engagers

Facebook/Instagram page engagement audiences, available within the Meta Ads interface, allow for another way to capture user intent outside your site.

If a user chooses to like or comment on a Facebook post, they’re indicating some level of interest in what you have to offer.

Pic courtesy: searchenginejournal.com

Currently, you can target people based on the following criteria:

• People who like or follow your page.
• Everyone who engaged with your page.
• Anyone who visited your page.
• People who engaged with any post or ad.
• People who clicked any call-to-action button.
• People who sent a message to your page.
• People who saved your page or a post.

You can also combine these criteria to include/exclude people from a group to target.

For instance, you could reach people who have visited your page but do not currently like or follow it.

Additionally, LinkedIn allows you to retarget people who have engaged with your single image ads.

You can choose from any engagement (people who reacted or commented, as well as clicked) or limit it to only chargeable clicks.

For more information and to gain better results via Search Engine Optimization (SEO), Hire SEO Expert from us as we give you a high-quality SEO Service by utilizing all the latest tools and advanced methodology. E-mail us any clock at – hello@hkinfosoft.com or Skype us: “hkinfosoft”.

To gain better results in the search engine, please visit our technology page.

Content Source:

• searchenginejournal.com

5 ways Google may evaluate E-A-T

We know Google wants to reward content and entities (like organizations and brands) that demonstrate high levels of expertise, authoritativeness and trust (E-A-T). We also know Google advises us to become familiar with its quality rater guidelines, especially when it comes to broad core algorithm updates.

What we don’t know with 100% certainty is how Google turns E-A-T – which is a concept, not a direct ranking factor or score – into signals the search engine can evaluate for the purpose of ranking search results.

In this article, I’ve compiled 5 potential on-page and off-page factors that Google could algorithmically use for E-A-T evaluation.

1. Quality of the website content in total

E-A-T is a kind of meta-rating of a publisher, author or the associated domain in relation to one or more topics. In contrast, Google evaluates the relevance on document level (i.e. each individual content in relation to the respective search query and its search intent).

So Google evaluates the quality of a publisher/author via E-A-T and the relevance via classic information retrieval methods (such as text analysis) in combination with machine learning innovations (such as Rankbrain).

In this context, content from different subject areas can influence each other positively as well as negatively, as Google confirms.

Hints on what you should pay attention to in order to evaluate the quality of website content in total can be found in the notes on the Google Panda update.

2. PageRank or references to the author / publisher

The fact that Google uses backlinks and the PageRank inherited from them to evaluate content and domains is not new and confirmed by Google. Also, that Google uses backlinks and PageRank for the evaluation regarding E-A-T is confirmed in the whitepaper “How Google fights Disinformation”.

"Google's algorithms identify signals about pages that correlate with trustworthiness and authoritativeness. The best known of these signals is PageRank, which uses links on the web to understand authoritativeness."

3. Distance to trust seed sites in the link graph

The more advanced form of the PageRank concept is based less on the number of incoming links and much more on the proximity of the linked documents to authority or seed websites.

The 2017 Google patent Producing a ranking for pages using distances in a web-link graph describes how a ranking score for linked documents can be produced based on the proximity to selected seed sites. In the process, the seed sites themselves are individually weighted.

The seed websites themselves are of high quality or the sources have high credibility.

According to the patent, these seed websites must be selected manually and the number should be limited to prevent manipulation. The length of a link between a seed page and the document to be ranked can be determined by the following criteria:

• Position of the link.
• Degree of thematic deviation of the source page.
• Number of outgoing links of the source page.

It is interesting to note that websites that do not have a direct or indirect link to at least one seed website are not even included in the scoring.

This also allows conclusions to be drawn as to why some links are included by Google for ranking and some are not.

"Note that however, not all the pages in the set of pages receive ranking scores through this process. For example, a page that cannot be reached by any of the seed pages will not be ranked."

Pic courtesy: searchengineland.com

This concept can be applied to the document itself, but also to the publisher, domain or author in general. A publisher or author that is often directly referenced by seed sites gets a higher authority for the topic and semantically related keywords from which it is linked. These seed sites can be a set of sites per topic that are either manually determined or reach a threshold of authority and trust signals.

4. Anchor text of backlinks

According to Google, the anchor text of backlinks is not only a ranking signal for the linked target page, but also acts in thematic classification of the entire domain.

In the Google patent Search result ranking based on trust there are also references to the use of anchor text as a trust rating.

The patent describes how the ranking scoring of documents is supplemented based on a trust label. This information can be from the document itself or from referring third-party documents in the form of link text or other information related to the document or entity. These labels are associated with the URL and recorded in an annotation database.

Pic courtesy: searchengineland.com

5. Credibility or trust of an author

In the exciting Google patent Credibility of an author of online content, reference is made to various factors that can be used to algorithmically determine the credibility of an author.

It describes how a search engine can rank documents under the influence of a credibility factor and reputation score of the author.

• An author can have several reputation scores, depending on how many different topics he publishes content on. That is, an author can have reputation for multiple topics.
• The reputation score of an author is independent of the publisher.
• The reputation score can be downgraded if duplicates of content or excerpts are published multiple times.

In this patent there is again a reference to links – so the reputation score of an author can be influenced by the number of links of the published content.

The following possible signals for a reputation score are mentioned:

• How long the author has a proven track record of producing content in a topic area.
• How well known the author is.
• Ratings of the published content by users.
• If content by the author is published by another publisher with above-average ratings.
• The number of content published by the author.
• How long it has been since the author’s last publication.
• The ratings of previous publications of similar topic by the author.

Other interesting information about the reputation score from the patent:

• An author can have multiple reputation scores depending on how many different topics they publish content on.
• An author’s reputation score is independent of the publisher.
• Reputation score can be downgraded if duplicate content or excerpts are published multiple times.
• The reputation score can be influenced by the number of links of the published content.

Furthermore, the patent discusses a credibility factor for authors. For this, verified information about the profession or the role of the author in a company is relevant. The relevance of the profession to the topics of the published content is also decisive for the credibility of the author. The level of education and training of the author can also have a bearing here.

For more information and to gain better results via Search Engine Optimization (SEO), Hire SEO Expert from us as we give you a high-quality SEO Service by utilizing all the latest tools and advanced methodology. E-mail us any clock at – hello@hkinfosoft.com or Skype us: “hkinfosoft”.

To gain better results in the search engine, please visit our technology page.

Content Source:

• searchengineland.com