October 2nd, 2012

short url: http://beeseen.com/s/2a

AdWords Remarketing Lists for Search Ads and SEM

Search Engine lands has brought up an interesting bit on AdWords Remarketing Lists for Search Ads (or RFSA) in their article, Enter The Cookie: How RFSA Will Affect SEM.

The new feature in AdWords will allow a marketer/advertiser to create segmentations based on cookies or user-specific behaviors. Some examples for what you could do are:

  • Exclude users who have already converted on your site from seeing your ad in their search results
  • Bucket users based specific page visits, time spent on site, and/or other behaviors trackable by analytics and then boost bids or lower bids based on those behaviors
  • Create user-specific messaging for ad text based on user behavior on your site
  • Remarket or upsell new products to users who have already converted on another product

These are just some examples, but there are a lot more you can do based off cookie information.

If this model takes off, as an advertiser, it’s time to get to acquaint yourself with cookies as things in AdWords just go a lot more complicated.

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