Your remarketing tag can be found in your AdWords account by going into the shared library, audiences tab.
Once in the Audiences tab, select the tag details option on the top right hand side of the AdWords interface.
Once selected your remarketing tag box will pop up, from which you must select the setup tab and view AdWords tag for Websites to access the remarketing code.
Your remarketing tag should be applied to to all pages you want to create remarketing lists for and added before </body> tag
You will see a Green or Red circle with a tick inside to tell you if your tag is active or not.
Remarketing lists for search ads (RSLA) is an AdWords tools which allows advertisers to target search ads at specific audience lists based on past visitors to your website. These lists are created in the shared library after a remarketing tag is placed onto the advertisers webpages. This tags takes the cookies associated with the visitors browser to form a remarketing list.
Like display remarketing, search remarketing gives advertisers a second chance to pitch to their products or services to visitors while they are still actively engaged in searching for the service on the Google search engine.
Remarketing is an advertising tool which allows advertisers to reconnect with visitors who have already been on their website but not purchased a product or service.
Remarketing gives advertisers a second chance to pitch their service to past visitors, remarketing campaigns often lead to better conversion rates and have lower cost per clicks.
There is often confusion between conversions and converted clicks, it is important to understand the difference in the way google reports the two.
a) Converted clicks are the number of clicks that have converted within your AdWords conversion window, which is often 30 days. For example a user clicks once on your ad, goes onto your website and carries out two conversions, this will be recorded as one converted click.
b) Conversions are the number of times a user performs an action which is counts as a conversion, so for example if the user clicks on the ad once and performs two converting actions, such as a purchase and submitting a contact form, this will be counted as two conversions.
Time and date of your AdWords conversions can be seen in your AdWords account under the dimensions tab.
In AdWords the date of the conversion can be seen by going to the dimensions tab and selecting View: Day from the dropdown menu, this will display how many conversions were made and on the exact dates they were made on.
The time of the conversion can also be seen by going into the dimensions tab and selecting View: Hour of day, this option will display the conversion times by the hour of the day they were made on.
When advertising on PPC it is important to take into consideration the many factors relating to the cost of your advertising and your profitability margins. Many times advertisers think positions one and two are the best position to be bidding on for profitability, this is often an incorrect assumption as the best position to rank for differs from business to business.
It may be more profitable to bid on lower ad positions as CPC will be lower and CPA goals can be more maintainable. It is often advised to experiment with ad positions to find the best average position which suits your business.
Understanding the difference and way keyword match types work is fundamental in the success of your PPC campaigns.
Broad match is the default match type in PPC, using the broad match will mean your ad is triggered when a search query is used containing your keyword in any word, phrase and order. Broad match types are used to reach the widest audiences possible. For example a broad match keyword of: red shoes can trigger searches for red shoes or irrelevant searches such as red roller skates and dark shoes.
Broad match types can be refined by using broad modifiers, which appear as + signs in front of your keywords, this will mean that the keyword with the + sign must be present within the search query but can appear in any word, phrase or order. For example +red +shoes may trigger for search queries such as red men’s shoes, dark red women’s shoes or red children’s shoes.
Phrase match introduces more control over where your keywords appear, with phrase match keywords can only be triggered when the search queries contains the keywords in the exact same order but can have any additional words before or after the keyword. For example a phrase match keyword of “red shoes” can be triggered by search queries with words before the keyword such as men’s red shoes, with words after the keyword such as red shoes for women and by keywords on both sides, such as children’s red shoes for sale.
Exact match keywords are very specific and are used when you want to bid on only the search query which are exactly the same as the keyword in your campaign. For example the keyword [red shoes] as an exact match type will only trigger searches for red shoes, nothing more or less.
Quality score is one of the most important factors in assessing the efficiency of your AdWords campaigns and can dramatically impact your AdWords performance.
Quality score is a measure of the quality of your ad copy and landing page in relation to your keywords, your keyword quality score is graded 1 to 10, with 10 being the highest. A higher quality score will often mean a higher ad rank and lower cost per clicks.
Landing pages are very important in maintaining higher quality scores, if a keyword is relevant and exists on the landing page it is being directed to then the chances of the quality score of that keyword will being higher are more likely than a page where the keyword does not exist.
There are a number of reasons why your ads aren’t showing, however we found the most common reasons are:
a) You may have exceeded your daily budget. If the ad is set to ‘accelerated delivery’ and the budget is low then the budget may run out before the end of the day. If the setting is at ‘standard delivery’ and the budget is restricted then your add will appear evenly throughout the whole day, but would not appear in every searches.
b) You’ve been searching too often. If you run the same search for your business too often and not click on the ad, Google assumes the ad is not relevant to you and therefore stops showing the ad. To avoid this happening always run searches using the Ad Preview and Diagnosis tool.