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Remarketing List Help!

Explorer ✭ ✭ ☆
# 1
Explorer ✭ ✭ ☆

Hello,

 

I just took over a account and the structure is really mind boggling and I am little lost.  There is a Remarketing List audience exclusion but there is no one on the list.

 

There are no general search ads without a remarketing list, its all just all RLSA.

 

The exclusion is to exclude people who have previously searched on our brand terms who did not convert and the window is set for 540 days.  But that list does not have anyone on it and there are no search campaigns without remarketing list, so I am a little confused on the set up.

 

Can someone please help as I thought that a remarketing list was only for people who've been to the website per say?

 

Thanks

PPCSophie
2 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
August 2016

Re: Remarketing List Help!

Top Contributor
# 11
Top Contributor
Think about things as a cascade... the top level is the campaign - then the ad group - then the keyword....

you can set "things" such as audience targeting at the campaign and the ad group levels, your bids at the ad group and keyword level, and so on.

The system will always start at the top and work it's way down - so in this case you are targeting an audience at the campaign level and the system thinks - OK - everything in this campaign is targeting this audience...

but when it moves on to the next level down - in this ad group (and remember there could be a bunch of ad groups within this campaign) it finds another bunch of instructions - exclude this audience and set a bid of $5 per click, for example. So not this ad group (in your case) has no-one to target - and so simply cannot serve ads.....

for the sake of argument let's suppose there was another list being targeted as well... once the system got down to the keyword level it comes across another instruction - this keyword has a bid of $10... this then overrides the $5 instruction at the level above.

So Google goes ver more granular and will adjust the settings as it goes.

In you case this is probably just the result of the previous manager overcomplicating things and ending up with settings that have cancelled each other out.

You're going to need to do a few things to unravel the situation:

1. figure out what your remarketing lists are doing - who are they capturing? Think about a visitor who makes their way through your site - from an ad landing page or the home page through to a conversion(s). What lists would they find themselves on?

2. work through your campaigns and then ad groups to figure out which lists are being targeted and excluded and look for anomalies such as the one you are describing here - where an exclusion is cancelling out an inclusion.

3. Fix everything and take rest of the day off!

-

View solution in original post

Re: Remarketing List Help!

Top Contributor
# 2
Top Contributor
PPCSophie;
Is this an AdWords or an Analytics re-marketing code?
Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Remarketing List Help!

Explorer ✭ ✭ ☆
# 3
Explorer ✭ ✭ ☆
Its an Adwords tag I believe
PPCSophie

Re: Remarketing List Help!

Explorer ✭ ✭ ☆
# 4
Explorer ✭ ✭ ☆
Also, there is an excluded list but it has no front end metrics.

Meaning no clicks impressions etc.

They are saying the excluded list has no metrics because its being excluded?

PPCSophie

Re: Remarketing List Help!

Top Contributor
# 5
Top Contributor
A remarketing list IS only for people who have previously visited A website (lists can now be shared across accounts in an MCC) but what is proposed here - i.e. a person who searched on brand but didn't convert would involve a specific landing page for the brand campaign coupled with an exclusion on a list from the conversion page.

Check the page where the brand search traffic goes - is there remarketing code on that page?

Check too, your lists - as @MosheTLV suggests to see if they are from Analytics or AdWords - in the audiences there is a column which indicates which platform is supposedly handling the list.

It's so much fun inheriting someone else's account isn't it??

-

Re: Remarketing List Help!

Explorer ✭ ✭ ☆
# 6
Explorer ✭ ✭ ☆

nothing.PNG

PPCSophie

Re: Remarketing List Help!

[ Edited ]
Explorer ✭ ✭ ☆
# 7
Explorer ✭ ✭ ☆

That is one of the excluded list, but it has no metrics, I am lost to why?

Also, I did not see the column where it will say an Analytics tag vs Adwords.

This is no fun. - Below is the script from the Adwords rep.


Sandeep
1:56 PM
You are now connected to Sandeep. Please type your message and hit 'Enter' to send.
Sandeep
1:56 PM
Hi there! Thank you for chatting in to Google AdWords Support. My name is Sandeep and I will be assisting you today with your issue. Before we get started, can I get your name and your phone number in case we get disconnected?
Sophia Mowatt
1:57 PM
Hello Sandeep
Sophia Mowatt
1:57 PM
sophia mowatt
Sophia Mowatt
1:57 PM
7545511698
Sophia Mowatt
1:57 PM
do you have experience with remarketing?
Sandeep
1:57 PM
Hello Sophia how are you doing today?
Sandeep
1:58 PM
Yes
Sophia Mowatt
1:58 PM
ok
Sophia Mowatt
1:58 PM
so there is a remarketing list exclusion that has no one in it
Sophia Mowatt
1:58 PM
i just took over this account and I am very confused about the remarketing settings
Sophia Mowatt
1:59 PM
I would like you to help me with insight towards the set up
Sophia Mowatt
1:59 PM
Jamaica Intl Search New: Branded
Sophia Mowatt
1:59 PM
Jamaica Dom Search New: Branded
Sophia Mowatt
1:59 PM
Jamaica Dom Search Returning: Branded
Sophia Mowatt
1:59 PM
Jamaica Intl Search Returning: Branded
Sandeep
1:59 PM
Please help me with the Client Id of the account
Sophia Mowatt
2:00 PM

Manager ID: <edited by a Community Manager as noted below>
Sophia Mowatt
2:00 PM
these are the campaigns in reference i copied above
Sandeep
2:01 PM
Looking into it
Sophia Mowatt
2:01 PM
thank you
Sophia Mowatt
2:01 PM
Jamaica Intl Search New: Branded
Sophia Mowatt
2:02 PM
this campaign specifically, it has an exclusion but there are no conversions or even an audience
Sophia Mowatt
2:04 PM
The tag is active but we couldn't find any custom parameters.
Check that the remarketing tag is implemented correctly. Custom parameters are necessary to enable dynamic remarketing. Learn about the dynamic remarketing tag.
Sandeep
2:07 PM
This list is excluded from the Campaign: Jamaica Complete 540 Day
Sophia Mowatt
2:07 PM
i dont understand
Sandeep
2:09 PM
Which means the users who are in the list who visited this page: file:///en-JM/topup-complete/ is excluded from the Remarketing list
Sophia Mowatt
2:10 PM
excluded from the campaign you mean?
Sandeep
2:11 PM
Yes
Sophia Mowatt
2:11 PM
Lets take the Jamaica Intl Search New: Branded cmapign for instance
Sophia Mowatt
2:12 PM
it has a list applied to it called "Jamaica Complete 540 Days"
Sophia Mowatt
2:12 PM
an excluded list
Sophia Mowatt
2:12 PM
but that excluded list is empty
Sophia Mowatt
2:12 PM
i am trying to figure out why
Sophia Mowatt
2:12 PM
meaning that list has no click, impression etc
Sandeep
2:14 PM
There are 87,000 users added in this display list and 56,000 in search
Sophia Mowatt
2:14 PM
ok thank you
Sandeep
2:15 PM
One moment
Sophia Mowatt
2:16 PM
i understand the list size
Sophia Mowatt
2:16 PM
but there are no metrics
Sandeep
2:16 PM
They have added the list at Ad group level and excluded the list at Campaign level due to this Campaign level
Sandeep
2:17 PM
due to this the Ads are not Targeting the correct users who are in the list
Sophia Mowatt
2:17 PM
thats what i thought
Sophia Mowatt
2:17 PM
so can you explain that again
Sandeep
2:19 PM
You just need to remove the Campaign exclusion to start this Campaign and to Target the users who are added in the lists
Sandeep
2:20 PM
May be at the time of creation of this Campaign your colleague have included the same list Ad group level and however mistakenly excluded the same list: Jamaica Complete 540 Day at the Campaign level
Sandeep
2:21 PM
I recommend you to remove this Campaign level exclusion for this Campaign: Jamaica Intl Search New: Branded
Sandeep
2:22 PM
Click on Audiences>+ Remarketing > check the box beside list size and hit on remove
Sophia Mowatt
2:22 PM
ok Sandeep
Sophia Mowatt
2:22 PM
I am a little lost in the explanation and I have to tell this to my boss please
Sophia Mowatt
2:22 PM
the cmapign
Sophia Mowatt
2:23 PM
campaign
Sophia Mowatt
2:23 PM
Jamaica Intl Search New: Branded
Sophia Mowatt
2:23 PM
has the list Jamaica Complete
Sophia Mowatt
2:23 PM
540 Day
Sandeep
2:23 PM
Correct!
Sandeep
2:24 PM
Only you to remove the Campaign level exclusion for this Campaign: Jamaica Intl Search New: Branded to show the Ads to the users who are currently available in the list: Jamaica Complete 540 Day
Sophia Mowatt
2:24 PM
ok
Sophia Mowatt
2:24 PM
thank you
Sophia Mowatt
2:26 PM
will removing the list increase my conversions?
Sandeep
2:26 PM
Yes the chances of conversions will increase if we target the Remarketing list users
Sandeep
2:27 PM
Becuase they already visited our site and more likely they may convert after clicking on the Remarketing Ads(RLSA)
Sophia Mowatt
2:27 PM
ok thank you

 

Note: this post has been edited by a Community Manager, per Community Guidelines, in order to remove account specifics and/or personal contact information. This is done to protect account security and privacy. In particular please take special care never to post an account ID or account email address in this (or any other) public forum. Thank you for your understanding.
 
 
PPCSophie

Re: Remarketing List Help!

[ Edited ]
Explorer ✭ ✭ ☆
# 8
Explorer ✭ ✭ ☆

Basically the rep said that "They added the list at the Ad Group level and
excluded the list at the Campaign level"

--

<edited by a Community Manager as noted below>
 
NOTE: This post has been edited by a Community Manager - per Community Guidelines - in order to remove contact information which was most likely due to an email or mobile footer. This is done in order to protect account security and/or privacy. Please be sure to remove this information in future replies. Thank you for your understanding.
 
 
PPCSophie

Re: Remarketing List Help!

Top Contributor
# 9
Top Contributor
If you add a remarketing list so that you can exclude it - why would you expect to see impressions and clicks?? You've excluded these people - they shouldn't be seeing anything - or am I missing something?

-

Re: Remarketing List Help!

Explorer ✭ ✭ ☆
# 10
Explorer ✭ ✭ ☆
That is what I want to make sure! I wanted to make sure it make sense to
me.

I just wanted to check that it is working correctly. Don't be confused, I
just want to be clear on the targeting.

What about when the rep said its targeting on the ad group level and not
campaign?

That also does not make sense to me.
PPCSophie