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SCM (search companion marketing)

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Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

can anyone share some experienced knowledge and thoughts about SCM (search companion marketing)?

2 Expert replyverified_user

Re: scm

Explorer ✭ ✭ ☆
# 2
Explorer ✭ ✭ ☆
Never heard of SCM and doing a search on Adwords help returns nothing. My guess is nothing to do with Adwords.

Re: scm

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Re: scm

Top Contributor
# 4
Top Contributor

Hello;

This article is a bit old,  and thus has many inaccuracies.... (A lot could be changed in two months in the "mobile age"...Smiley Wink)

My understanding - the article your linked,  refers to a feature released lately under the name:  "Remarketing List for Search Ads" (RLSA);

Check this discussion on the topic;

 

https://www.en.adwords-community.com/t5/Set-up-and-basics/Remarketing-For-Search-ads/m-p/195698#M148...

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: scm

Top Contributor
# 5
Top Contributor

Hi,

 

Here is the most important part of that article...

 

"Finally, a dedicated rep from Google must whitelist your account for the beta. If you don’t have a dedicated rep for your AdWords account then you’ll be hard pressed in getting access."

 

As we all know, Google is constantly working on new features and ideas...some of them make it to fairly public beta testing and end up implemented into our accounts.  Others may take a slower path and may have a very select group for beta...perhaps folks that have existing relationships with Account Managers or folks under NDA for instance.  I would also guess that many features never even make it that far.  

 

Based on what's out there, it's pretty safe to say that this was released in some form of a limited beta. 

 

-Tommy

 

 

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
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Re: scm

Explorer ✭ ✭ ☆
# 6
Explorer ✭ ✭ ☆
I am not always right but the article does say Google is keeping it hush-hush. A link to that article in the first post would have been nice.

Interesting idea and this adds another level to online marketing. It appears this is in beta so a limited number of advertisers have access at this time. It may never become available to all and even if it does, may not be for months. Sounds like a good idea to be used carefully.

Re: SCM (search companion marketing)

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭

Hi everyone,

 

Just wanted to let you know that Search Companion Marketing & Remarketing for Search Ads (RLSA) are 2 different things. 

 

Remarketing for Search Ads is basically a Search Campaign, what it does is that based on a remarketing list you can target previous visitors on your site with a different bid or text ad on the search network. Let's say for example that you sell laptops and you already have an active search campaign that targets users whose queries are related to laptops. You can set a hidger bid for the users who have previously visited your site and are now searching on google something relevant to laptops or the keywords you have selected. In that sense, you are targeting all users who are searching for laptops and with a higher bid users who are searching for laptops but also have visited your site. This is only one case you can use RLSA. The link is the one you send, quite useful: https://support.google.com/adwords/answer/2701222?hl=en

 

Search Companion Marketing is a Display Campaign where basically based on a user's search on google, you can target that same user on the Display Network. So the display of your text ad or banner on GDN is based on the search query of the user and not contextual, audiences or topic targeting. In order to activate these campaigns you have to get whitelisted from Google, you will set them up and then they will activate them as Search Companion marketing. Again the link you send is very useful: http://start.toshiba.com/news/read/category/Business/article/business2c-search_companion_marketing_t...

 

Hope I helped and clarified some things. Both features are pretty new but indeed the results are really promising!

Re: SCM (search companion marketing)

Top Contributor
# 8
Top Contributor

Hello Eri D

>>" Search Companion Marketing is a Display Campaign where basically based on a user's search on google,.... In order to activate these campaigns you have to get whitelisted from Google,"

 

I am not familiar with this feature on the display network,  and have not seen and reference about  it in Goggle's documentation.

In any case,  is raises serious issues of privacy....

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: SCM (search companion marketing)

Visitor ✭ ✭ ✭
# 9
Visitor ✭ ✭ ✭

Search Companion Marketing on the Google
Display Network combines the precision and
efficiency of search marketing with the reach
and engagement of text and display ads – putting
added targeting power into the hands of direct
marketers and brand advertisers. It allows
advertisers to target consumers who have
demonstrated interest in their product through
search queries and continue to engage with them
on any site on the Google Display Network.

Re: SCM (search companion marketing)

Follower ✭ ✭ ☆
# 10
Follower ✭ ✭ ☆
Search Companion Marketing:
  • Search Companion Ads is the ideal Display “gateway” product for Search focused advertisers who haven’t yet tried advertising on Google Display Network. It will be a great way of introducing customers to GDN while at the same time not compromising on ROI when compared with their Search campaigns.
  • Search companion marketing shows your ads to users who search with one of your keywords, but serves the add when a user lands on a page that's a part of the Google Display Network. 
  • Low traffic is common on this platform because SCM targeting relies on users to land on a site serving a GDN ad directly after a search is made. That said, this makes it a cost effective platform that's great for driving incremental conversions, since every click is highly relevant...

Since it is in beta, this is something Google Support team (a Specialist repSmiley Happy will launch for you, with your authorization....