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How do I distribute my budget marketing vs. remarketing?

Discussion in 'Adwords' started by ElCamino, Nov 28, 2016.

  1. ElCamino

    ElCamino Newbie

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    Good evening fellow blackhatworld members,

    I have the challange to gather as many e-mail adresses as possible via e-book downloads.

    The e-books are downloadable for free on my website. The problem is, the target audience is very specific due to the content of website and e-book being situated in a narrow b2b niche. The dimension I am talking about is ca. 5-30 downloads a day on a website which attracts ca. 5.000 visitors a month.

    How would you approach advertising such e-books? My gameplan at the moment is to split my adwords efforts over 1. remarketing visitors of my website via display network and 2. marketing potential interested but unknown persons via display network (placements and/or keywords). Both of them work, but I could think of better results since there is quite a volume behind many related keywords.

    I would like to know if you have any hints on how to advertise e-books via google adwords, especially when it comes to search vs. display (which works better for triggering e-book downloads in your opinion?), placement vs. keywords (how do I reach my audience optimally) and the distribution of a budget (how much would you spend on remarketing and how much on new potential customers?).

    I would be very happy to hear what works for you!

    Best regards,
    ElCamino
     
  2. RoyDanino

    RoyDanino Junior Member

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    I'd start with remarketing, as you said. But then expand my campaigns to Similar Audiences as well.
    Look for the placements in the remarketing campaigns, these placements are where your users are visiting.
    Also, create a remarketing list containing the users who visited your ThankYouPage, so you can exclude then from all of your campaigns, to promote new products for them (this also should be the best similar audience for you).
     
  3. ElCamino

    ElCamino Newbie

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    Hi RoyDanino,

    observing the placements of my remarketing campaigns is a great idea, I will incorporate this for sure.
    What I am already doing is excluding visitors of my thank you pages from remarketing at least for the goal of attracting new conversions via e-book downloads.
    But what I was missing is the idea of using visitors of my thank you pages as the base of a similar audience, which I imagine could workout great!
     
  4. ElCamino

    ElCamino Newbie

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    How would you proceed budgetwise? Lets say there is a given budget of 1000€: how much of this would you distribute into remarketing and how much into placements, similar audiemces and so on?
     
  5. RoyDanino

    RoyDanino Junior Member

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    Purely based on profits from each campaign, you have to check the numbers to decide on budgets.
    Just don't forget that even if the Display campaign (non remarketing campaign) won't work - you won't have new users to remarket to.