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One area I have seen a lot of success with lately is remarketing. Google has improved their remarketing features tremendously over the last year. Today, I will share the most successful remarketing tactics I’ve found in various AdWords accounts throughout the years.

Remarketing is not as simple as starting regular AdWords Search or Display campaigns. The success of your remarketing campaigns eventually depends on how well you’ve set up your remarketing lists and how you’ve tagged your website.

I won’t go too much into detail with tagging your website, but if you don’t have your tag installed yet, I recommend reading the basics first.

This doesn’t mean if you receive few visitors (less than 10,000 per month), you shouldn’t do remarketing. However, with few visitors your success criteria shouldn’t be direct response, but instead be focused on touching prospects again and again with your ad message. With fewer visitors, your costs from your remarketing campaigns will be limited. Therefore, running your campaigns with no conversions shouldn’t pose a challenge.

Currently, Google offers 3 ways to do remarketing:

Remarketing Lists for Search (RLSA)

Dynamic Display Remarketing

Display Remarketing

Remarketing Lists for Search

Remarketing Lists for Search (RLSA) is Google’s remarketing tool. It allows you to target people who have previously been on your site directly in their search results.

One of the easiest ways to get started with RLSA campaigns is to take your 10-20 highest performing ad groups and copy them into a new campaign. In your new campaign, you set up your remarketing audience as needed and set the same audience as negative in your existing campaigns.

That’s essentially all it takes to get started with RLSA campaigns. For more details I recommend reading my fellow SEJ contributor Tyler Jordan’s post on RLSA campaigns.

What are the benefits of remarketing? 

Target more generic keywords

Bid higher than in your regular campaigns

Offer special incentives for repeat purchasers

Target Generic Keywords

With normal search campaigns, you only have the ability to decipher the intent behind a search by looking at the keywords used. You therefore need to use highly specific keywords to assure that you achieve a profitable ROI instead of just pouring money down a black hole.

With RLSA campaigns, you get a second parameter to use – The fact that customers have been on your website before and therefore are more likely to make a purchase. Where you previously would have only targeted keywords like ‘large cotton bath towels’ because your store specializes in these towels, you can now try out generic search terms like:

Bath towels

Buy towels

Cheap towels

Seeing that the person searching for these phrases has already been to your site and shown interest in your products, these keywords all of a sudden become relevant. It is important to know is that customers don’t always follow a linear search pattern.

Customers will sometimes start off with a broad search, then a specific search and later try a broad search again. Let me provide you with an example of a search pattern:

Best bath towels for kids

Bath towels with hoods

Cheapest towels

Cotton bath towels with hoods

Disney hooded bath towel = Conversion!

However, with the intent behind the search now clear, you are able to open the gates to this keyword and others keywords you previously turned down.

Bid Higher Than In Your Regular Campaigns

Knowing a customer has been to your site before and chose to search further for one of your products is a big sign that they are continuously interested in the product line that you are offering. However, even though customers visit and navigate, it does not guarantee they will make a purchase. There can be several reasons why a searcher chooses not purchase from you right away.

A common scenario is that a searcher just wants to see what else is out there. If they see your ad on top during their follow-up searches, the likelihood of them eventually choosing you is higher.

Another scenario is that the searcher might have not find exactly what he was looking for on your site due to infrastructure problems. Web users have low attention spans, so if someone didn’t find what they was looking for quickly, he might just try to search on Google instead. By targeting all your products with RLSA campaigns in the top two position, you will be able to redirect that person back to your site.

Therefore, in many cases, you are able to bid significantly higher in your RLSA campaigns than your traditional search campaigns.

Offer Special Incentives For Repeat Purchasers

I recommend that you do the same with RLSA campaigns. Don’t just assume that your current ad message is the best, but instead focus on evolving your ad message and allow repeat users to see the entire spectrum of benefits.

Dynamic Remarketing Using Product Listing Ads

Dynamic Remarketing is the latest feature from Google in the world of remarketing. Dynamic Remarketing uses your Google Shopping feed to show specific products to users who have previously visited those products on your website.

The best practices for Dynamic Remarketing is the same as regular remarketing:

Bid higher the further down the funnel a user is

Remember frequency capping

Start with broader segments, but remember to segment

Dynamic Remarketing is definitely one of the most promising features I’ve seen from Google lately, and I’ve seen surprisingly good results from running the campaigns in several industries.

Advanced Strategies for Display Remarketing Success

You might think that regular display remarketing has become obsolete with the addition of Dynamic Remarketing, but traditional remarketing still lives strong. Remarketing is an exceptional way to extend your reach to motivated users who have already shown interest in you.

Split Up Your Remarketing for Different Groups

Segmenting your remarketing targeting in different groups is one of the most best way to improve your performance. Don’t treat all customers the same. You can set clear layers of commitment to determine how aggressive you should remarket to each segment.

All Visits (Excluding the rest of the segments)

Category Visits

Product Visits

Abandoned Shopping Carts


With these 5 segments, you will be able to see a clear difference in CTR and conversion rates starting with high conversion rates for ‘Abandoned Shopping Carts’ to low conversion rates for ‘All Visits’.

Match Your Cookie Time To Your Specific Customer Behavior

If you sell a small gadget that customers decide whether to purchase or not within a day, don’t set a 365-day membership duration for your remarketing lists.

Make sure that your membership duration matches your common buying funnel.

Don’t Forget Frequency Capping

Have you ever been followed by the same ad from the same company all day, every day? I have. A lot. You know what? It doesn’t work. Yelling at me more doesn’t make me like you better.

Change Ad Message For Non-Converting Users After Time

If your Free Shipping benefit hasn’t convinced your customer by day 10, it probably won’t convince them on day 20. Consider changing your benefit or include a specific offer and you will possibly experience greater results.

Remarket To Your Converted Customers

If you sell a product like fashion or other products that can be sold year round, it’s tough to decide exactly when you need to start retargeting to existing customers. If you have a clear season or if your products have an expiration date, you will be able to retarget very efficiently.

Are you planning an upgrade to a certain item in 6 months? Retarget.

Do your wallets tend to get worn out after 12 months? Retarget 50% off for repeat customers after 12 months.

Do you sell swimwear? Increase your membership duration so it covers until the next season and bid aggressively.

Focus On Other Conversions Than Direct Response

However, what if you could convert 10 or 20% into your email nurturing process or sell a product with lower value to get the customers email?

Consider other options when doing remarketing and you will see your opportunities open significantly.

Consider Including Calls As Part of Your Remarketing KPIs

A technique I tested throughout the last part of 2013 was to focus on calls as part of my KPIs for lead generation remarketing campaigns. I saw a lot of the people who didn’t convert on a traditional lead capture form saw amazing conversion rates once I changed the landing page to one focusing on generating calls instead.

We also split-tested the original landing page to see if the performance increase was simply due to our prospects wanting to have a number to call, but the conversions stayed the same.

With a remarketing campaign following up with an ad message like ‘Get A Rep On The Phone Within Two Minutes – Call Now’, I have been able to increase the overall lead generation from AdWords by a healthy amount in several accounts.

Should I Count View-Through Conversions?

I don’t use them.

Know that Your Regular Search/Display Campaigns Are Also Remarketing Efforts

With Remarketing for Search, Dynamic Remarketing, and Regular Remarketing you will tend to see lower CPAs than you see with your regular Search and Display campaigns.

As you start RLSA campaigns, you might even see an increase in your cost per conversion for your regular search campaigns. I’ve seen time and time again that clients either want to or choose to allocate more budget towards remarketing with little knowledge of the eco-system.

Align your expectations across the board and know that if your overall campaigns are performing well for you, then there is no reason why you should lower your traditional search budget.

You're reading Effective Adwords Remarketing Tactics For The Advanced Advertiser

2009: The Year Ahead For Ppc And Google Adwords

Proven PPC Profit = Increased PPC Spend Spending on PPC Versus SEO

But the counter-question is: what percentage of those sales PPC ‘stole’ credit for would you lose without PPC? Brad Geddes wrote a good case study on this recently, and his point is: don’t focus only on what you’d have without PPC; note the sales PPC brings in that you would have lost otherwise.

While we’re at it, email list building, email marketing, and website/landing page conversion optimization are essential to a complete online marketing mix. This coverage of the whole online sales cycle will make you a stronger business.

Mismanagement: The Biggest PPC Obstacle in 2009

I think the biggest problem we have with AdWords is that too many AdWords accounts are mismanaged. The result of that is:

Disillusionment with PPC,

Skepticism about its effectiveness,

Belief that it can’t produce positive ROI,

Theorizing Google is trying to fleece AdWords customers, and finally,

There are certainly niches and offerings that are unfavorable for PPC success. But I’ve seen and taken over so many poorly run AdWords accounts that I know a large percentage of them are mismanaged.

What’s the solution? In my opinion, Google needs to take an active role in helping to educate their customers. They do a good job of getting people to try AdWords, but possibly too good! By making it seem simpler than it is and by not pushing education about conversion tracking and ROI, they ensure negative bottom line results, negative opinions about AdWords, and this could endanger their business model long-term.

These companies might be blameless to a degree, since it’s not obvious until you evaluate your results three to six months later that AdWords is quite complicated and requires special expertise and experience. And political problems can ensue from having to move your PPC management from an internal resource to an external one. The solution might be better training, but most of the AdWords training on the internet is not professionally oriented. Most of the AdWords information I’ve seen is partial, or focused on arbitrage, PPC as for affiliates, etc.

I’m astounded sometimes by what’s going on out there. For example, a marketer untrained in PPC called me. He had spent almost five figures on AdWords for a client, and had not yet installed conversion tracking (even though Google was helping him with his AdWords launch), and was worried about the lack of results. That meant he spent almost $10k ineffectively AND had not collected the conversion-related data that would help him optimize to spend more effectively. You can’t optimize without conversion tracking. So I spent an hour phone coaching him through setting up the tracking basics that should have been in place before spending even a few hundred dollars. It wasn’t his fault- no one told him how critical that was.

Brian Carter is the Director of Search Engine Marketing for Fuel Interactive, an interactive marketing agency in Myrtle Beach, South Carolina. He is responsible for the SEO, PPC, SMM, and ORM programs at Fuel and its partner traditional agency Brandon Advertising & PR.

Advanced Cell Phone Tracker For Modern Parents

Frequently asked questions Does uMobix cell phone tracker work in real-time?

Yes, uMobix tracking app logs everything users do and sends reports directly to your user account. It usually takes up to 5 minutes to synchronize all data from a monitored device. In case of iOS, data synchronization depends on the backup perfomance (in some cases can take up to 24 hours).

How does uMobix work?

Our tracking app monitors and obtains information from target devices in stealth mode. All recorded data is sent to your userspace where it appears in the form of comprehensive dashboards. To start using mobile tracker, you have to purchase the app, log in to your account, install uMobix on an Android device, or provide iCloud credentials of a target iOS device.

Is it legal to use cell phone tracker?

It is absolutely legal to use uMobix if:

– You own the device you’re going to monitor;

– You’ve informed the designated users that their activities are being watched.

How often will it update from the target device?

By default, data is updated each 5 minutes for Android devices. You can adjust intervals depending on cell phone settings and internet connection. In case of iOS, data synchronization depends solely on the backup perfomance (in some cases can take up to 24 hours).

How can I track the location of a cell phone?

With the help of our cell phone tracker, you can locate a phone on the map. The technology also allows seeing where a user has been by using the location history feature. All information is displayed on the interactive map. You only have to log in to your account and open the needed page.

Can I track a cell phone with just a number?

Can you track someone’s location through their phone?

Yes, you can access a person’s phone location by using a cell phone tracker. You have to install the tracking app on a target device to be able to see user location in real-time.

How many devices can I track?

One subscription gives you access to one device. You can unlink and link as many devices as you wish but only one at a time.

Where can I view data from target device?

All data is delivered to your personal account. You can access your dashboard from any device or computer with your login credentials.

Is the icon visible?

After installation on an Android device, you can remove the icon from the menu. We know that tech-savvy kids can spot the icon right away. For iOS devices, the installation process does not include downloading the app on the device, so there won’t be any icon in the menu.

Can I install uMobix remotely?

To install cell phone tracking app on any Android device, physical access is required (for less than 1 minute). For iOS devices (iPhone or iPad), you only have to provide iCloud credentials and be ready to approve 2 FA code.

A Super Advanced Firefox Variant For Windows

There are many, many different web browsers intended for different usage styles, and as our article on Firefox variants shows, there is a market for them. Though we chose Light as the best all-round option in the comparison given how it refines the familiar Firefox base, it appears that one of the more infamous projects is still very active.

This project is, of course, K-Meleon. Stories abounded in late 2012 about how development had halted, though nothing could be further from the truth. Thus, it seemed only fair to take a long, hard look at the browser that wants to do everything by default.

In brief, K-Meleon is another browser with links to Firefox, but with its own distinct approach. Is it worth the effort, or is it just another name in a list spanning dozens?


K-Meleon’s appearance differs radically from anything you would immediately connect to Firefox. The UI distances itself from Strata and Australis (the two default Firefox UIs of the past few years), taking its own path instead. Initial impressions, understandably, are that the UI is “busier.” There are few areas of empty space, having instead been replaced with buttons.

In truth, the same could be done with Firefox. K-Meleon simply puts a lot of buttons on display at once. It’s an interesting contrast to more modern software design, and everyone might not like this older-fashioned layout. Should that be the case, the UI can be heavily modified; everything can be dragged to a new position, should you wish it.

By default, K-Meleon comes with a handful of differently-sized themes, as well as the “Klassik” option, which bears some resemblance to older versions of Internet Explorer due to its icons.


K-Meleon shares quite a few features with Firefox but brings a few that the more popular browser doesn’t have by default. One example, which we previously covered, is the ability to change your browser’s user agent in order to load websites differently or force compatibility. We explained how to do this in the main browser, though K-Meleon includes this feature as standard.

K-Meleon includes a session manager as well as many other defaults: one obvious example is the variety of “Mouse Accelerators.” If you’ve ever noticed your mouse feels “better” in some software, it may well be due to a specific type of accelerator that K-Meleon could let you replicate. It’s almost needlessly in-depth, yet it’s the kind of thing that perfectly reflects the developer’s end goal of giving a user control over every facet of the software.

Another feature – which can be added to Firefox via the Open Download extension – is a button to open files instead of saving them. You will have no doubt realized that, of the major browsers presently available, none include this feature by default apart from Internet Explorer. Why they do not include this button is unclear, since it can be highly convenient for installing software.


Though K-Meleon’s origins are shared with Firefox, this does not ensure compatibility between the two. All previously examined browsers would have been able to use Firefox add-ons freely given the extent of their similarity – K-Meleon differs here, just as it does in so many other ways.

As previously mentioned, K-Meleon comes with a number of different themes by default. It will not work with themes designed for Firefox, nor will its themes work in Firefox. The two differ so radically that they will not be able to share add-on compatibility easily; even the mainstay extensions of Firefox, such as AdBlock Plus and Stylish, will not play nicely with K-Meleon. It is possible to find themes for K-Meleon, though it is much more laborious given the small number of options available. It is, after all, a much more niche browser.


K-Meleon is an interesting prospect given how much it does out-of-the-box, but we’re not sure that you should be moving to it full-time. While it has an enormous number of features by default, it’s not as user-friendly as Firefox, and it’s not as enticing as it first sounds due to the lack of extension compatibility. Third-party customisation is limited; this has always been the real meat of Firefox modifications, and K-Meleon definitely suffers in its position.

If you’re looking to change your web browser and you’d like something similar to Firefox, we still endorse Light as an option, just as we did recently. K-Meleon does a lot, but it doesn’t do enough for the average web user to pose a threat. It’s a fun prospect to play with, but ultimately, that’s all it is.

Paul Ferson

Paul is a Northern Irish tech enthusiast who can normally be found tinkering with Windows software or playing games.

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Securing Networks In The Digital Era: Strategies For Effective Risk Management

Ensuring network security is essential for any company, regardless of the industry. The constant technological innovations, data exchange, and interconnectivity of information systems have raised the risks of cyberattacks. The majority of businesses have already suffered many threats and will continue to be targeted as the number of attacks increases, with an estimation that cybercrime costs will see an increase of 15%, reaching $10.5 trillion by 2025.  

It doesn’t matter if your company is large or small, network risk management is one of the most important things you can do to take control of your networks and the data shared between users in them, while also lowering the danger of cyberattacks.

Network risk management is an evaluation of the networks that your company and employees use on a daily basis. So, organizing a thorough risk management network evaluation is the key to finding, assessing, and responding to cybersecurity threats in your company. By combining and weighing numerous signals from a user, network, device, and other sources, risk management enables your company to make wiser decisions when it comes to authenticating the users. Once you’ve recognized and identified these risks, you can start organizing your data based on the weight of the risk connected with it.

In this article, you will find five strategies for performing effective risk management. 

Conduct a regular risk management

Regular risk management will help you in revealing potential vulnerabilities in your company’s security policies. Performing a regular and detailed risk assessment will give you information on the assets that need to be secured as well as the security procedures that are currently in place. 

Additionally, it can assist your company’s IT security team in identifying areas of vulnerability that they should check, and prioritize which weaknesses to address first. Security ratings are an excellent approach to acquiring a real-time understanding of your company’s cybersecurity position, as well as that of third and fourth-party vendors.

Hunt for threats 

Threat hunting is a crucial stage in network risk management. This enables teams to manage attacks proactively before the threat comes into contact with their system. To carry out this hunt, teams rely on threat information to identify goals and attack methods.

With this information, they can launch block attacks to prevent hackers from infiltrating their systems. Threat hunting enables security teams to obtain a better understanding of prospective threat actors’ motivations and plans. It provides businesses with leverage and reduces the potential impact that attacks can have on them. It is a proactive strategy to better understand the threats lurking on the web.

Set up network access controls

Following an assessment of your assets and the identification of high-priority problem areas, the next step is to implement network access controls to assist in limiting the risk of insider attacks. Many businesses turn to security systems that evaluate trust and user access credentials based on each person’s individual job function. This reduces the likelihood and severity of threats or attacks caused by employee negligence or a simple lack of awareness of cybersecurity best practices. 

Implement quality firewalls and antivirus software

Installation of security solutions such as firewalls and antivirus software is another step towards performing a successful risk management strategy. Such technical precautions add an extra level of safety to your computer or network. Firewalls represent a barrier between the outside world and your network. Installing a firewall will give your company more control over incoming and outgoing traffic. Similarly, the antivirus program checks your device and network for potentially harmful viruses.

Create an incident response plan

Ensuring that everyone, including the IT security team and non-technical personnel, understands their roles in the case of a data breach or attack can make it easier to have resources ready to deploy. An incident response strategy is one of the most important components of minimizing cyber risk in your organization’s developing network environments. 

Threats can come from everywhere, and their sophistication is increasing all the time, making it almost impossible to totally avoid data breaches. An incident response plan assists your business in doing everything necessary to remain proactively prepared so that your team can respond swiftly and efficiently to any issues.

Final thoughts

Nowadays, managing risk throughout the company is more difficult than ever. Present-day security settings evolve frequently, and companies are confronted with an influx of third-party suppliers, cutting-edge technology, and an endless maze of regulations. 

The Fifth Adwords Match Type: Phrase Match Modifier

Have you ever wanted to merge Phrase Match and Broad Match Modifier into a single keyword like these people?

It can be frustrating when you want the reach of BMM, but the control of Phrase Match.

Here is what one user had to say:

I am trying to create a keyword pattern that will match the following searches …

london to paris by bus

bus from london to paris

… but not the following searches (opposite travel direction) …

paris to london by bus

bus from paris to london

I imagine using a keyword like the following, but I don’t thinks this is allowed:

“london to paris” +bus

This user was disappointed to hear that:

You cannot use different match types within the same keywords,

The best approach would be to use exact match type with all combinations possible of this query.

The search terms report can be a useful tool.

A few years ago, I was also frustrated that I couldn’t use Phrase Match with a Broad Match Modifier.

I started testing different syntaxes and measuring results in the search terms report.

I tried everything from “the regular” +symbols to #much_more=bizarre &symbols.

After a few months of testing, I noticed something interesting in a search term report.

I saw that when chúng tôi was bid on, it showed up in the search term report as www url com.

I then had a theory that a period would be processed as a space.

After another few rounds of testing, I found a combination that produced the results I was looking for.

How to Use Phrase Match Modifier

For the first time, not protected by an NDA, I am happy to share Phrase Match Modifier for AdWords.

You can now combine Phrase Match with Broad Match, Broad Match Modifier, and other Phrase Match phrases within one keyword. Here are examples of how to use them.

You can +mix +modified +broad +match with broad match and

When you add the period between words that start with +, you are binding those words together in that order. They then function like a phrase match within the larger keyword.

PMM is most useful when the specific order of words significantly changes what they mean.

The order of those words completely changes the intent of the search.

You can use PMM to get the semantic control of Phrase Match while still keeping the reach and flexibility of BMM.

A great use case for PMM is when you want to add geographic modifiers to phrase match terms.

For instance, +vacation.home +Florida. A user searching for “home vacation” is not looking for the same thing as a user searching for “vacation home”, however, “Florida” can show up nearly anywhere in the search and hold the same meaning.

Geographic modifiers are a powerful tool for identifying intent for users.

In many industries, users include a location in their search because they are looking for a business where they can take action. They are often further down the funnel, and PMM allows you to easily keep a tight hold on the placements you buy while capturing all the variations of geographically modified searches.

What About Quality Score

You may be wondering what the PMM syntax does to quality score.

Quality score is calculated for every auction, and the keyword itself only serves to enter an ad into that auction.

The keyword text is not an element of the calculation, just a gatekeeper to entering the auction.

Quality score is then calculated by measuring the relevance of the user’s search phrase to the ad and landing page.

When I use PMM, I see higher quality scores as a result of earning a higher CTR through entering fewer irrelevant auctions.

How Does PMM Impact Stemming

PMM will allow stemming or close variants within your keywords, but I find that the phrase match portion of the PMM tends to be more conservative in its variant matches than the BMM portion.

Check out this real search term report for the PMM +NJ. Driving matched to driver, school matched to schools, and NJ matched to New Jersey:

In this example of a PMM search term report, you can see how it works for +cdl +in.NJ.

The phrase match portion, +in.NJ, was not able to match to “in New Jersey”, only “in NJ”.

What I typically see is that the phrase match portions of the PMM will not expand abbreviations like BMM will, but will catch basic stemming like going from singular to plural.

The less comprehensive matching still saves you from having to build out excessively long keyword lists to account for basic variations.


PMM can be an effective tool for optimizing your AdWords accounts, but only when used correctly.

PMM shines when the order of specific words has a large impact on intent (e.g., free care vs care free), but you want to add modifiers, like a city name, that do not require a specific order for semantic relevance.

More AdWords Resources:

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