It is a given that you can develop customer bases with the use of AdWords. All it takes is having a remarketing tag connected to your website and then use the URLs which you have. Google Search will assist in providing an estimate of the audience size. Remarketing for Search is often thought of as a tool for using keywords to focus on various groups. This is true, but you can also create negative audiences by using Remarketing for Search. This permits traffic to be followed in your account so you can do a better job of optimizing and targeting. You can think about the following ways of doing this.
- Dealing with Career Page Visitors
Every single page of your website needs to make money for you. You can block visitors who are only interested in the Career page you may have on the website. If the shared library you create has an audience which is targeted on the Career page link, it is easy enough to create exclusions for those visiting the Career page in any branding campaign you are conducting. It stops someone who is looking at the available positions, using branded terms, from seeing the ad you created. You can go so far as to prevent anyone who is looking at the Career page from also viewing any other current campaigns.
- Blocking Current Subscribers
If you are promoting a service, it makes no sense to have current subscribers clicking on the advertisement. It means you will be paying for clicks from people who already are paying you. You want to get new subscribers. Remarketing for Search is going to be able to help stop this from happening. It involves generating an audience in the shared library for the URL your existing members will see when they login. You then take that audience and add it as an exclusion to the search campaigns you have. Anyone who is already logged in, who obviously is a paying subscriber, will not be seeing the advertisement of the campaign.
- Stopping Those Who Have Converted Before
These are those people who have already responded to your call to action, and perhaps even made a purchase. If you’re looking for lead generation, it doesn’t do any good to have a person fill out the second lead. You want to get new people on filling out those lead queries.
You need to decide what you wish to do. There can be times where aggregate lead forms can be helpful, and these are situations where numerous lead form completions are not a problem. You can control the flow very simply. The URL can be modified to note what program a lead came from. This being done, you are able to block a visitor from a given campaign based on the program in which they have already done a conversion. You build the audience in the shared library for the particular URL a visitor receives after registering, and add the URL as a negative audience for any campaign which targets keywords related to specific program. Thus, only those who are not already a conversion are going to see the advertisement you designed.
If you have a website that is more in tune with general lead generation, it is possible for you to block any and all converters in every campaign. If someone has completed a lead form to get a free product or service, you can prevent that same person from becoming part of another campaign. You’ve got their information you don’t need anything more from them. It makes no sense to have them complete a second form.
As you are blocking these people you have to keep in mind again the importance of the budget. You do not want anyone who has already converted clicking that ad one more time, because it means money is wasted on the click. You want to be able to build an audience from new people, and that is a fundamental reason for negative strategies. Remarketing for Search is going to help you generate those negative audiences, and keep them from populating your figures on lead generation. It is going to result in campaigns that are more cost-efficient and produce the right type of results.