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Remarketing + Google Ads » P3.MARKETING Zum Inhalt springen Remarketing was ist das? Mit Remarketing in Google Ads können Sie Anzeigen für Nutzer einblenden die ihre Webseite besucht und bereits wieder verlassen haben. Retargeting in Google Ads bedeutet: Besucher einer Webseite, per HTTP-Cookie zu verfolgen und diese auf anderen Webseiten mit gezielter Werbung wieder ansprechen.
Google Ads bietet umfassende und konsolidierte Berichte zu Zielgruppen sowie Zielgruppenverwaltung und Zielgruppenoptimierung .
Zielgruppenberichte Detaillierte Berichte zu demografischen Merkmalen, Segmenten und Ausschlüssen für Zielgruppen sind jetzt auf dem Tab „Zielgruppen “ im linken Seitenmenü enthalten.Zielgruppentypen In Zielgruppenberichten und in Google Ads werden neue Begriffe verwendet. Beispielsweise werden „Zielgruppentypen “ (ähnliche, benutzerdefinierte, kaufbereite und mit gemeinsamen Interessen) als „Zielgruppensegmente “ und „Remarketing “ als „selbst erhobene Daten “ bezeichnet.Sie können anhand Ihrer Daten Nutzer wieder ansprechen, die über das Smartphone oder den Computer bereits mit Ihrem Unternehmen interagiert haben. Ihre Anzeigen werden Personen aus diesem Segment präsentiert, wenn sie Google- oder Partner-Websites besuchen.
Vorteile Ob Sie den Umsatz steigern, mehr Anmeldungen erzielen oder die Markenbekanntheit steigern möchten – die Ausrichtung auf Segmente, die auf Ihren Daten basieren, kann eine strategische Komponente Ihres Werbeplans darstellen. Die Nutzung Ihrer Daten bietet verschiedene Vorteile:
Optimierte Reichweite und zeitlich gut abgestimmte Ausrichtung : Ihre Anzeigen können genau dann für Nutzer ausgeliefert werden, die bereits mit Ihrem Unternehmen interagiert haben, wenn sie an anderer Stelle recherchieren und die Wahrscheinlichkeit eines Kaufs hoch ist. Außerdem werden Sie von potenziellen Kunden leichter gefunden, wenn Sie ihnen Ihre Anzeigen präsentieren, während sie in der Google Suche nach Ihrem Unternehmen suchen.Gezielte Werbung : Anhand Ihrer Daten lassen sich Segmente erstellen, um in bestimmten Fällen Anzeigen zu präsentieren. Beispielsweise können Sie Ihre Werbung auf Nutzer ausrichten, die einen Artikel in den Einkaufswagen legen, das Produkt dann aber nicht kaufen.Große Reichweite : Mithilfe von Segmenten aus Ihren Daten können Sie Personen auf verschiedenen Geräten erreichen, wenn sie unser Netzwerk aus über zwei Millionen Websites und Apps nutzen.Effiziente Preisgestaltung : Mithilfe der automatischen Gebotseinstellung lassen sich leistungsstarke Remarketing-Kampagnen generieren. Im Fall von Echtzeitgeboten wird das optimale Gebot für den Nutzer berechnet, der Ihre Anzeige sieht. Das Ziel ist, den Zuschlag in der Anzeigenauktion zum bestmöglichen Preis zu erhalten. Für die Nutzung der Google-Auktion entstehen keine weiteren Kosten.Einfache Anzeigenerstellung : Mit der Anzeigengalerie lassen sich kostenlos Text-, Bild- und Videoanzeigen produzieren. Sie können Layouts aus der Anzeigengalerie in Kampagnen für dynamisches Remarketing verwenden und haben so immer ansprechende Anzeigen für alle Ihre Produkte oder Dienstleistungen parat.Kampagnenstatistiken : Die Leistung Ihrer Kampagnen ist transparent – Sie wissen jederzeit, wo Ihre Anzeigen zu welchem Preis ausgeliefert werden.Remarketing: Vorteile Egal, ob Sie Verkaufsaktivitäten ankurbeln, Registrierungen erhöhen oder die Bekanntheit Ihrer Marke steigern möchten, Remarketing kann eine strategische Komponente Ihrer Werbung sein. Nachfolgend finden Sie einige Vorteile von Remarketing:
Zeitnahe Erreichbarkeit/Zeitgenaues Targeting: Sie können Ihre Anzeigen Personen zeigen, die bereits mit Ihrem Unternehmen interagiert haben, und zwar genau dann, wenn sie an anderer Stelle suchen und mit höherer Wahrscheinlichkeit einen Kauf tätigen werden. Außerdem können Sie Kunden helfen, Sie zu finden, indem Sie ihnen Ihre Anzeigen zeigen, wenn sie aktiv in der Google-Suche nach Ihrem Unternehmen suchen. Gezielte Werbung: Sie können Remarketing-Listen erstellen, um Werbung für bestimmte Fälle zu schalten. Sie können zum Beispiel eine Remarketing-Liste erstellen, die auf Personen ausgerichtet ist, die etwas in ihren Warenkorb gelegt, aber keine Transaktion abgeschlossen haben. Großflächige Reichweite: Sie können Personen auf Ihren Remarketing-Listen über deren Geräte erreichen, während sie auf über 2 Millionen Websites und mobilen Apps surfen. Effiziente Preisgestaltung: Sie können leistungsstarke Remarketing-Kampagnen mit automatischer Gebotsabgabe erstellen. Echtzeitgebote berechnen das optimale Gebot für die Person, die Ihre Anzeige betrachtet, und helfen Ihnen, die Anzeigenauktion mit dem bestmöglichen Preis zu gewinnen. Für die Nutzung der Google-Auktion fallen keine zusätzlichen Kosten an. Einfache Anzeigenerstellung: Erstellen Sie mit der Anzeigengalerie kostenlos Text-, Bild- und Videoanzeigen. Kombinieren Sie eine dynamische Remarketing-Kampagne mit Anzeigengalerie-Layouts, um schöne Anzeigen für alle Ihre Produkte oder Dienstleistungen zu erstellen. Kampagnen-Statistiken: Sie erhalten Berichte darüber, wie Ihre Kampagnen abschneiden, wo Ihre Anzeigen angezeigt werden und welchen Preis Sie zahlen.
Wie funktioniert Google Remarketing? Wenn Sie bereits auf Google werben, müssen Sie lediglich einen Google Remarketing-Code, auch bekannt als Tag oder Pixel, auf Ihrer Website einfügen, damit Besucher über Browser-Cookies zu Ihren Remarketing-Zielgruppen hinzugefügt werden können. Sie können den Code für verschiedene Seiten anpassen, um definierten Kategorien zu entsprechen.
Nehmen wir zum Beispiel an, Sie betreiben ein E-Commerce -Unternehmen, das Küchenzubehör verkauft. Sie könnten eine Remarketing-Zielgruppe „Toaster“ erstellen, die auf Personen basiert, die die Seiten Ihrer Website besuchen, auf denen Sie Toaster verkaufen. Auf diese Weise können Sie diesen speziellen Besuchern zielgerichtete Display-Anzeigen zeigen, die Ihre Toaster vermarkten. Sie wissen bereits, dass diese Besucher für Toaster interessiert sind, und können sie nun zurücklocken, vielleicht mit einem Sonderangebot wie „kostenloser Versand“.
Das Google Display-Netzwerk erreicht 92 % aller Internetnutzer. Mit Remarketing können Sie Ihren früheren Website-Besuchern Google-Anzeigen zeigen, während sie die große Anzahl von Google-Partner-Websites im Google Display-Netzwerk durchsuchen.
Google empfiehlt, dass Sie beim Start Ihrer ersten Remarketing-Kampagne damit beginnen, alle Personen anzusprechen, die Ihre Homepage besucht haben. Denken Sie aber daran, dass sich dadurch Ihre Google Remarketing-Kosten erhöhen, da Ihre Anzeigen auf mehr Personen ausgerichtet werden und Sie nicht in der Lage sind, Anzeigen zu erstellen, die ganz so zielgerichtet sind. Durch eine engere Ausrichtung können Sie also die Anzeigenrelevanz erhöhen und Ihre Kosten pro Klick senken.
Schließlich können Sie verschiedene Google Remarketing-Listen für besonders zielgerichtete Remarketing-Kampagnen erstellen. So können Sie z. B. festlegen, dass Nutzern, die bereits auf Ihrer Website gekauft haben, andere Anzeigen angezeigt werden als Nicht-Käufern (z. B. ein Angebot für 30 % Rabatt auf den zweiten Kauf).
1. Remarketing Conversions-Rates steigen mit der Zeit Remarketing-Neinsager predigen, sehr konservativ mit Obergrenzen für die Impressionshäufigkeit und die Mitgliedschaftsdauer zu sein, um potenzielle Kunden nicht zu verärgern.
Wir haben festgestellt, dass die Konversionsraten tatsächlich steigen, je mehr Nutzer eine Anzeige innerhalb von Remarketing-Kampagnen sehen. Es stimmt zwar, dass die Klickraten mit der Zeit sinken, aber die Leute, die auf Ihre Anzeige klicken, nachdem sie sie schon ein paar Mal gesehen haben, konvertieren mit doppelt so hoher Wahrscheinlichkeit!
Verstehen Sie, dass Menschen beschäftigt sind und andere Dinge in ihrem Leben vor sich haben. Remarketing gibt den Leuten eine sanfte Erinnerung, das zu Ende zu bringen, was sie auf Ihrer Website begonnen haben, während Sie Ihr Branding und Ihre Botschaft an den Benutzer jedes Mal verstärken, wenn er Sie sieht. Er lernt Sie kennen und Ihnen zu vertrauen, und wenn er dann endlich mal Zeit hat, wird es immer wahrscheinlicher, dass er mit Ihnen ins Geschäft kommt. Und wenn Sie ein Tool wie unseren kostenlosen Smart Ads Creator verwenden, können Sie makellose Display-Anzeigen erstellen, die Ihre Marke nicht nur gut repräsentieren, sondern auch tatsächlich Engagement fordern.
2. Der ganze Remarketing-Schleichfaktor“ ist lächerlich übertrieben Ein weiterer Grund, warum ich so ablehnend gegenüber dem Remarketing-Kriechfaktor bin, ist der Begriff der Anzeigenmüdigkeit.
Wenn sich Ihre potenziellen Kunden so sehr vor Ihren Anzeigen gruseln, würden Sie doch erwarten, dass sie sie ignorieren, oder? Nun, wenn sie so wütend auf Ihre dummen Anzeigen sind, werden sie sich sicherlich nicht die Mühe machen, auf sie zu klicken. Daraus folgt, dass ein sehr einfacher Weg, um festzustellen, ob diese Behauptung wahr oder falsch ist, die Berechnung der Anzeigenmüdigkeit ist.
Anzeigenmüdigkeit bezieht sich auf die Vorstellung, dass je öfter man eine Anzeige sieht, desto unwahrscheinlicher ist es, dass man darauf klickt, weil die Leute es leid sind, das Gleiche immer und immer wieder zu sehen. Wenn Benutzer wütend oder genervt von Ihren Anzeigen sind, sollten sie schneller ermüden.
Nun, ich habe mir Tausende von Display-Anzeigen angesehen und die Auswirkungen der Anzeigenmüdigkeit auf Remarketing-Display-Anzeigen im Vergleich zu Nicht-Remarketing-Display-Anzeigen (z. B. Managed Placements, Keyword-Targeting, In-Market-Segmente usw.) verglichen und raten Sie mal?
Diese „gruseligen“ Remarketing-Anzeigen ermüdeten nur halb so schnell wie die zielgerichteten Anzeigen ohne Remarketing:
Remarketing-Mythen Wenn Ihre Remarketing-Anzeigen also so „gruselig“ sind, warum bleiben die Leute dann doppelt so lange an ihnen interessiert wie an regulären Display-Anzeigen und konvertieren mit jedem weiteren Anzeigenaufruf mit immer höheren Raten?
Und warum hat keiner der „Vorsicht, gruseliges Remarketing“-Artikel irgendwelche Daten, um seine Argumente zu untermauern? Vielleicht liegt es daran, dass das ganze Gruselfaktor-Argument Blödsinn ist!
Denken Sie auch daran, dass es keinen Grund gibt, warum Sie nicht durch mehrere verschiedene Display-Anzeigen mit Remarketing rotieren können, um Ihre Remarketing-Anzeigen noch nützlicher und interessanter zu machen.
3. Facebook und Google Display-Netzwerk bieten die beste Reichweite Wo bekommen Sie den größten Nutzen für Ihr Remarketing-Geld? Momentan bieten das Google Display-Netzwerk und Facebook die größte Reichweite für Ihre Remarketing-Kampagnen.
Das GDN erreicht 90 % der Internetnutzer weltweit, 65 % davon jeden Tag. Mehr als eine Billion Impressionen werden jeden Monat an über 1 Milliarde Nutzer ausgeliefert (Quelle: Google). Mittlerweile hat Facebook mehr als 1,4 Milliarden Nutzer, von denen sich gestern über eine Milliarde eingeloggt haben (Quelle: Facebook).
Ich lasse meine Remarketing-Anzeigen immer gerne sowohl auf GDN als auch auf Facebook laufen und finde, dass beide unglaublich leistungsstark sind.
4. Remarketing ist unglaublich mächtig für den Markenaufbau Leute, ihr wisst, dass ich sowohl von Suchanzeigen als auch von der organischen Suche begeistert bin, aber sie leiden beide unter diesem einen kleinen Problem.
Es ist sehr schwer, eine Marke mit winzigen Textanzeigen und organischen Sucheinträgen aufzubauen, die nur eine sehr begrenzte Menge an Zeichenplatz haben und keine Logos und all die anderen visuellen Elemente unterstützen, die Vermarkter typischerweise zum Aufbau einer Marke verwenden.
Remarketing für den Markenaufbau Display-Remarketing ist ein fantastischer Weg, um Ihre Marke aufzubauen, weil es so viel mehr kreative Magie gibt, die Sie in eine Bildanzeige einfließen lassen können, die Ihre Kunden lieben und sich an Sie erinnern werden.
Ich entdeckte die Macht dieser Methode vor ein paar Jahren, als ich feststellte, dass die große Mehrheit unseres Website-Traffics durch nicht markenbezogene organische Suchen zu uns kam, konvertierte nicht, und ging und kam nie wieder zurück. Wir waren großartig darin, Leute auf unsere Website zu bringen, aber total schlecht darin, sie dazu zu bringen, sich an uns zu erinnern, nachdem sie hier angekommen waren.
Nach nur 18 Monaten konnten wir durch Remarketing unsere wiederkehrenden Besucher um 50 % steigern, die Konversion um 51 % erhöhen und die Verweildauer auf der Website um wahnsinnige 300 % steigern! Remarketing half uns, unsere SEO um das 7-fache zu steigern, indem es uns vor interessierten Verbrauchern hielt und sie dazu brachte, Maßnahmen zu ergreifen.
5. Remarketing ist ein unglaublich leistungsfähiges CRO-Tool Die herkömmliche Vorstellung des Marketing-Trichters ist ein völlig veraltetes Konzept für CRO. Heute müssen Sie nicht mehr von Impressionen zu Klicks zu Conversions gehen und dabei Leute auf Ihren undichten Landing Pages verlieren. Seien wir ehrlich: Der Trichter ist ein Desktop-Konzept von vor 15 Jahren, und das haben wir jetzt weit hinter uns gelassen.
Heutzutage können Kunden zu jedem Zeitpunkt in Ihren Trichter einsteigen. Tatsächlich ist es eher wie ein Fluss, in den Ihre Kunden von jedem Punkt aus hineinströmen können und den sie dank Remarketing auch nie wirklich verlassen.
Remarketing des Trichters Mit Remarketing und erstaunlichen neuen Anzeigenformaten können Sie Abschnitte des Trichters komplett aussparen!
6. Quality Score gibt es sowohl auf GDN als auch auf Facebook Sprechen Sie mir nach: Ich sage einfach nein zu ineffektiven Strategien mit niedriger Klickrate.
Quality Score Remarketing Der Versuch, Ihre Remarketing-Anzeigen unattraktiv zu machen, um Leute vom Klicken abzuhalten, um „kostenlose Impressionen“ zu erhalten, ist ein Quality Score-Killer, was bedeutet, dass Sie weniger Impressionen erhalten und mehr für die Klicks zahlen, die Sie erhalten.
Wie wichtig ist das? Sehen Sie es sich an:
cpc vs ctr auf display Im Google Display-Netzwerk führt jede Erhöhung der CTR um 0,1 % zu einem Rückgang der CPC um 20 %! Umgekehrt gilt das Gleiche – sinkende CTR = erhöhter CPC, was nervt.
Auf Facebook ist der Quality Score (oder „Relevance Score“, wie er genannt wird) sogar noch wichtiger! Eine 1 %ige Steigerung des Post-Engagements (Personen, die Ihre beworbenen Beiträge mögen, kommentieren oder anklicken) führt zu einer durchschnittlichen Senkung der Kosten pro Engagement um 5 %:
Relevance Score Im Grunde genommen könnten Sie so wenig wie 1/5 eines Pennys für Klicks bezahlen, oder $5,00+ für das Bewerben von Posts mit niedrigem Engagement.
Niedrige CTRs anzustreben ist als PPC-Strategie einfach nur schlecht, und bei Display- und Social-Remarketing ist es noch wahrer.
Tun Sie es nicht. Nutzen Sie stattdessen die Vorteile, die Sie über den Quality Score wissen, und zielen Sie auf super-engagierende, super-klickbare Remarketing-Anzeigen ab, die auf die richtigen Personen ausgerichtet sind. Sie werden besser konvertieren und kosten Sie viel weniger.
Tipp: Bilder konvertieren viel besser als Text und jetzt kann Google sogar automatisch Ihre „Textanzeigen“ in sogenannte „Richer Text“-Anzeigen umwandeln (die eigentlich Bildanzeigen sind).
7. Suchanzeigen konvertieren am meisten, aber Display-Anzeigen sind nicht weit dahinter Es ist offensichtlich, dass Suchanzeigen die höchsten Konversionsraten haben, da eine hohe kommerzielle Absicht bei der Ausführung einer Keyword-Suche besteht. Vor ein paar Jahren waren Display-Anzeigen nichts, worüber man sich freuen konnte. Aber heute, dank Remarketing und anderen Fortschritten im Display- und Social Ad Targeting, konvertieren sie fast genauso gut wie Suchanzeigen und in einigen Branchen sogar besser als Suchanzeigen. Hier sind einige Daten von einigen hundert WordStream-Kunden (Hinweis: Dies sind KEINE offiziellen Google-Daten):
Konversionsrate nach Branche Remarketing konvertiert so gut, weil der vergangene Browserverlauf ein unglaublich starkes Vorhersagesignal für zukünftige Handelsaktivitäten ist. Sie zielen oft auf dieselben Personen ab, die bei Google nach etwas gesucht haben – nur zu einem etwas späteren Zeitpunkt.
8. Remarketing-Klicks sind lächerlich billig Suchanzeigen in sehr wettbewerbsintensiven Branchen können mehrere Dollar oder mehr pro Klick kosten – und das ist nur der Durchschnitt (wobei einige Keywords mehr als 50 Dollar pro Klick kosten). Klicks auf Display- und Social-Remarketing-Anzeigen können dagegen zwischen 2 und 100 Mal weniger kosten. Hier sind wieder einige Beispieldaten von WordStream-Kunden:
Remarketing-Klicks vs. Suchklicks Kurz gesagt, Sie werden wahrscheinlich höhere Konversionsraten mit Suchanzeigen im Vergleich zu Display/Social Remarketing sehen, aber die Kosten pro Klick werden auch höher sein. Wenn die höhere Konversionsrate durch höhere Klickpreise ausgeglichen wird, ist es möglich, dass Social/Display-Remarketing einen höheren ROI liefern kann.
9. Remarketing ist nicht auf Display und Social beschränkt Wir haben viel über Remarketing in Display und Social gesprochen, aber sie sind nicht das einzige Spiel in der Stadt. RLSA (Remarketing Lists for Search Ads) kombiniert die Intention der Suchanfrage mit dem Benutzerkontext wie Standort, Gerät und Suchzeitpunkt, legt dann aber noch den Browserverlauf darüber, was eine superstarke Kombination ergibt.
Remarketing-Listen für die Suche Im Durchschnitt haben wir festgestellt, dass RLSA-Kampagnen 2x höhere CTRs, 50% niedrigere CPCs und eine doppelt so hohe Konversionsrate wie normale Suchkampagnen haben!
10. „Super Remarketing“ auf Facebook & Twitter macht Remarketing 10-100x leistungsfähiger Ich liebe Remarketing, aber es macht keinen Sinn, jeden anzusprechen, der Ihre Website besucht. Nur weil jemand an Ihren Produkten oder Dienstleistungen interessiert ist, heißt das nicht, dass er in Ihren Zielmarkt passt. (Können sie es sich tatsächlich leisten, Ihr Produkt zu kaufen?) Normalerweise werden nur etwa 2-4 % Ihres Remarketing-Cookie-Pools in Leads und Verkäufe umgewandelt.
Warum also reguläres Remarketing für alle betreiben, wenn Sie stattdessen Super-Remarketing nur für Ihre Zielgruppe betreiben können?
Kurz gesagt, Super-Remarketing (ein Begriff, den ich gerade erfunden habe, also fühlen Sie sich nicht schlecht, wenn Sie noch nie davon gehört haben) ermöglicht es Ihnen, Ihren Remarketing-Cookie-Pool auf der Grundlage von Tausenden von demografischen Targeting-Optionen für soziale Medien (Alter, Lebensereignisse, Berufsbezeichnungen usw.) sowie der jüngsten Kaufhistorie und Interessen zu filtern.
Super-Remarketing Derzeit wird Super-Remarketing nur auf den Werbeplattformen von Twitter und Facebook unterstützt, aber es ist so wahnsinnig leistungsfähig, dass ich mir sicher bin, dass Google hier in naher Zukunft etwas nachlegen wird.
Remarketing sollte Sie dazu bringen, Ihre gesamte PPC-Strategie zu überdenken Remarketing ist ein wesentlicher Bestandteil für Paid Search, Social Media und Content Marketer gleichermaßen. Es lässt einfach alles besser funktionieren.
Lassen Sie niemals zu, dass Ihre Interessenten weglaufen oder Sie vergessen. Remarketing wird den Tag retten!