Like most business owners, you spend money on advertising.
What better way to reach more potential customers and spread the word about your amazing product or service, right? Right.
But also like most business owners (especially the smaller guys), you probably have this thing called an advertising budget. Which is smart, because wasting money is not something you want to make a habit of when you’re trying to grow a business.
Paid ads appear above organic search results and are more likely to be seen and clicked on. For this reason, PPC can be a great way to quickly generate more traffic, provided you know what you’re doing. (If you don’t, you may want to start here.)
Once you have your PPC campaign up and running, one of the tools you’ll want to use is remarketing (also called retargeting), which allows you to reconnect with customers who have already visited your website. With remarketing, a small piece of code called a tag is installed on your site and allows your ad to “follow” visitors to other sites besides yours.
The main goal of remarketing is to keep your brand visible even after someone has left your website, but what about when someone has already clicked on your ad once? Do you really want to show them the same ad again?
Here is where remarketing exclusions can save you money.
With PPC ads, you pay a fee every time a potential customer clicks on your ad, just like the name implies. Remarketing exclusions allow you to avoid showing the same ad to customers who have already clicked through to your site.
In a nutshell, preventing previous ad-clickers from clicking the same ad again frees up funds in your advertising budget that can be used to attract new prospective customers—or to create new and different ads to capture attention.
How do you go about setting up your remarketing exclusions?
First, you’ll need to set up your remarketing lists in Google AdWords. You can find out more about that here. After that, follow these simple steps from Google to exclude audiences at the ad group and campaign level:
- Sign in to your AdWords account.
- Click the “Campaigns” tab at the top.
- Click “All campaigns.”
- Click the “Display Network” tab to exclude audiences from a Display Network campaign, or the “Audiences” tab to exclude audiences from a Search Network campaign.
- At the bottom of the page, below the statistics table, click “+Exclusions.”
- Either select an ad group under “Ad group targeting and exclusions” or a campaign under “Campaign exclusions.”
- Under “Ad group exclusions,” or “Campaign exclusions,” select “Interests & remarketing” from the drop-down menu.
- Select as many audiences as you like, either by using “Search by list name” or by clicking the double arrow (“»”) to the right of each audience. Your audience will then appear in the “Selected” column.
- Click “Save.” Your selections are then listed in the “Campaign audience exclusions” table.
One final note: Because Google has been creating a new AdWords experience and slowly releasing it to select advertisers, you may need to follow a different set of steps to complete the remarketing exclusions process. You can learn more about that here.
Worried this all sounds too complicated? Don’t be. We can help.
We understand this stuff can be confusing, and you have a business to run—so why not let the experts at Solutions 8 handle the heavy lifting?
Our Google AdWords team is in the top 3% of all Google Partners for performance and customer care, so you can rest assured we think of everything when it comes to optimizing your PPC campaign and making sure you get the most bang for your advertising buck.
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