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The growing importance of remarketing audiences in Google paid search management

October 15, 2018 By Admin

Google has been a boon for advertisers from its inception. In 2012 Google launched its remarketing lists for search ads, RLSA. All of a sudden advertisers could focus their ad campaign based on past customer interactions.

Customer Match, which was unveiled a few years later let advertisers load email lists into their AdWords. These changes have afforded advertisers a surge in traffic. And tweaks from Google keep making the initial offerings better.

For example, a 2016 change that allowed advertisers to keep a user in a remarketing audience for more than a year meant that marketers could develop extended year-long buying cycles.

Since Google relies heavily on its own Gmail for email matches and the number of users has risen, it stands to reason that Customer Match users have reaped the benefit. Both Customer Match and Remarketing now account for a large amount of click-through traffic.

Key Takeaways:

  • In 2016 advertisers were afforded the option to create campaigns on Google that made use of past customer interactions.
  • Not long after, Google advertisers were introduced to Customer Match, which gave them the ability to load AdWords with email lists.
  • Since Google’s Customer Match works best with GMail and GMail has gotten more users it stands to reason that users of Customer Match are reaping the benefit.

“Given the significant click share they can now account for, optimizing accounts using these audiences is now a major part of paid search management, though that is often easier said than done.”

Read more: https://searchengineland.com/the-growing-importance-of-remarketing-audiences-in-google-paid-search-management-300887

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We are a full service Digital Marketing Agency. We provide specialist SEO, Social Media, UX, Copywriting, Email, Remarketing & SEO optimised Website Design services. So if you’re looking for a Kent SEO Agency who can deliver results, you’ve come to the right place. Let us help you achieve your marketing and design goals today!

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OUR GOOGLE REVIEWS:

Google Rating
5.0
Smoking Chili Media
Smoking Chili Media
5.0
Peter Sheridan
Peter Sheridan
08:13 01 Nov 18
Great company to deal with, very responsive and their expertise is second to none.
Selin Gunel
Selin Gunel
12:23 19 Jul 18
Hi from Steps Dance Academy - Great working with Ali, Claire, Darren and the team. Incredibly knowledgable about SEO and fixing issues with our old website code. Always happy to answer any questions we had and have learnt a great deal from working closely with them the past couple of years. Looking forward to more success in the future. Thanks Selin
Matt Reynolds
Matt Reynolds
17:42 25 May 18
MattReynoldsPhotography.co.uk - I'm blown away by the results we've had since starting to work with the Smoking Chili Media team. Leads, inquiries and sales are up since our SEO campaign really kicked in after month 3. The guys are always on hand to help answer any questions we have about the SEO and social media process. So I can't recommend them enough. Great team, great service, great service, great results!  Thanks Matt Reynolds. --
Katie Whitney
Katie Whitney
19:42 11 Jan 18
Just wanted to say a big thank you to Ali and all the team at Smoking Chili Media for all their help with our recent online marketing campaign. They helped us greatly improve our Google Merchant Centre and Google Local presence as well as optimising our site so potential clients could find us through Google natural search. We’ve seen inquiries, phone calls and business increase as a result so we’re happy to recommend them to other businesses in the Bournemouth, Poole and Christchurch area.
Nigel Rumsey
Nigel Rumsey
18:08 22 Dec 17
David Lloyd Leisure - Dartford has been working closely with Smoking Chili Media throughout 2017. Our initial aim was simply to grow our face book following, however the team at Smoking Chilli took this to a whole new level. As well as dramatically increasing our face book following we have seem dramatic increases in member (and indeed non member) engagement creating a real feeling of 'clubiness' throughout our member base. This engagement, as well as amazing in club marketing (thanks Claire) has boosted member attendance at every social event this year which drives our retention as well as additional spend. Smoking Chilli has also been instrumental in raising the profile of the club within the local community which has driven non member club visits, leading to new member sales. If you are looking for a team who will deliver on every level and drive your online marketing to new heights then look no further than Smoking Chili. Thanks guys.
Terry Dempsey
Terry Dempsey
13:03 22 Dec 17
Ali is amazing, knows bucket loads about marketing strategy and has taken our SEO, social media strategy and web site optimisation to a whole new level, Claire is a design legend and now designs our products, Darren is cool as you like and drives the operation forward with his never ending reserves of energy. The rest of the support team are also fantastic. All in all a great team, extremely knowledgeable and accommodating and very happy to recommend them to anyone out there.
Sam Samuel
Sam Samuel
12:38 24 May 17
A very professional and thorough service with attention to detail. The guys were easy to work with, constantly fed back information and results with further recommendations where necessary. Clearly at the forefront of their game we gained a full understanding of what Google recognises as positive. We highly recommend you take a look at this property.
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