This weeks #SFGetting Smarter is about creating quality remarketing lists. Remarketing shouldn't just be limited to just targeting all users. Remarketing can enable advertisers to re-engage visitors who didn't convert, up--sell or cross-sell to current customers and even reach customers within a certain time period after their initial purchase. Creating quality, data driven remarketing lists is one of the keys to a successful remarketing campaign. Creating remarketing lists isn’t just limited to AdWords. We can use Remarketing Audiences in Google Analytics to create highly targeted lists of users segmented by user behaviour and performance through Google Analytics metrics and dimensions. Here is a look into how we can create quality remarketing lists and five examples of the types of analysis' we should be using to do so.
2. The Agenda.
1. What is Remarketing?
2. Uses for Remarketing.
4. How we can create Remarketing Lists.
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3. What are Remarketing Lists?
5. 5 Types ofAnalysis To Use For Quality Remarketing Lists.
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Remarketing Explained.
• Remarketing allows us to target users who have visited a website by showing
them tailored ads as they browse across the Google Display Network in a bid
to re-engage with them and complete a desire action.
• To use remarketing, a small snippet of tracking code is implemented across all
pages on a website.
• Once applied, this code places cookies in the computer of the users visiting a
website allowing advertisers to serve them targeted ads.
• Remarketing ads can consist of image ads, animations, videos and text ads.
5. The Agenda.
5
1. What is Remarketing?
2. Uses for for Remarketing.
4. How we can create Remarketing Lists.
3. What are Remarketing Lists?
5. 5 Types ofAnalysis To Use For Quality Remarketing Lists.
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Typical Examples of Remarketing Strategies.
1. Reach all the visitors to your website through a paid search ad.
1. Showcase different product categories.
2. Appeal to visitors who didn't convert.
3. Re-engage visitors with abandoned shopping baskets.
4. Up-sell or cross-sell to existing customers.
5. Reach customers within a certain time period after they completed a
purchase.
8. The Agenda.
8
1. What is Remarketing?
2. Uses for Remarketing.
4. How we can create Remarketing Lists.
3. What are Remarketing Lists?
5. 5 Types ofAnalysis To Use For Quality Remarketing Lists.
9. 9
What are Remarketing Lists?
If you want to run a remarketing campaign to show ads to people who have
previously visited your site, you'll need a remarketing list.
• A remarketing list is a collection of cookies from people who visited your site.
• Creating the list is one of the most important steps in setting up a remarketing
campaign because you'd use this list to target your ads.
• You can start creating lists at anytime, but they'll only start getting visitors after
you've placed the remarketing tag on the website.
10. The Agenda.
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1. What is Remarketing?
2. Uses for Remarketing.
4. How we can create Remarketing Lists.
3. What are Remarketing Lists?
5. 5 Types ofAnalysis To Use For Quality Remarketing Lists.
11. 11
How We Can Create Remarketing Lists
Google AdWords – Standard AdWords Remarketing
Tag users who come to your website
• To begin, you’ll need a collection of cookies from people who visited your site, also
called a remarketing list.
• Your remarketing list can include people who visited a certain page on your site, and
you can also create more advanced lists using various rules.
• At first, your list might not have any cookie IDs associated with it. Once you've added
the remarketing tag to your website, as visitors come to your website, your list will begin
to populate.
• For the Display Network, ads will show to your list when there are at least 100 cookie
IDs within the last 30 days. For Google search, ads will show to your list when there are
at least 1000 cookie IDs.
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How We Can Create Remarketing Lists
Google Analytics – Remarketing Audience
Create highly targeted lists of users segmented by user behaviour and performance
through Google Analytics Remarketing
• Remarketing with Google Analytics you can create remarketing lists based on Google
Analytics data.
• Build audiences from Google Analytics metrics and dimensions (e.g. Session
Duration, City, and Goal Completions).
• Target users who perform a specific sequence of actions on a website.
• A Remarketing Audience is a list of cookies that represent a set of users to which you
want to show one or more targeted ads.
• You create Remarketing Audiences in Google Analytics based on user behaviour, and
then use those audiences as the basis for remarketing campaigns in your other ad
accounts like AdWords.
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What’s The Difference?
The big differences between placing the code from your Analytics account versus your
AdWords account are:
• How you place the code and where you manage it
• Analytics code requires you to change a snippet of your existing Analytics code
• AdWords code requires you to place a code, in addition to your Analytics tracking
code (if you have one) across all pages that you want included with your remarketing
audience.
You can use your Google Analytics tracking code instead of the AdWords
remarketing tag to create your remarketing lists. Doing so provides the following
benefits:
• Maintain a single tag on your site.
• Create lists based on over 250 Google Analytics metrics like time on site and total
transactions.
• Import your Google Analytics custom segment definitions.
14. The Agenda.
14
1. What is Remarketing?
2. Uses for Remarketing.
4. How we can create Remarketing Lists.
3. What are Remarketing Lists?
5. 5 Types ofAnalysis To Use For QualityRemarketing Lists.
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Tips for Creating Quality Remarketing Lists
1. Landing page bounce rate analysis
2. Return users low bounce rate pages
3. Return users high converting landing pages
4. Time lag to determine cookie length
5. Page depth analysis
16. Recap
16
1. What is Remarketing?
2. Uses for Remarketing.
4. How we can create Remarketing Lists.
3. What are Remarketing Lists?
5. 5 Types ofAnalysis To Use For Quality Remarketing Lists.
Main benefit – targeting
Desired action - (e.g. enquiry, first time purchase, repeat purchase, cross-sell or up-sell opportunities). - See more at: http://searchfactory.com.au/blog/2-tips-get-remarketing-2/#sthash.zxsBfIRu.dpuf
This means that anyone who visits your website can see your remarketing ads. To create a remarketing list to reach all the visitors to your website, follow the steps in one of the options below.
2. To showcase and display ads for different product categories, you can create a remarketing list for each product category.
3. target visitors who didn't convert, while excluding any visitors who did convert. If you already have a list targeting all visitors to your website, create a remarketing list for people who have already completed a conversion on your website. Set up your custom combination list to reach visitors to your site while excluding those visitors who already converted.
4. Sometimes people will place items in their online shopping baskets without completing their purchase. Since these customers are often very close to making a purchasing decision, it can be a valuable opportunity to reach out to them and help them make the purchase.
5. Customers who've already purchased items from your website may also be interested in complementary products or services that you offer. By creating a list of "converted customers", you'll be reaching a smaller group of your site visitors, but these customers will already be familiar with and interested in your business.
Make sure that you tailor your ads to this group. You can also create remarketing lists for certain products, so if customers have viewed certain items and then made a purchase, you could show them ads for another related product.
6. If you expect that customers are likely to purchase products or services from your business within a certain time period after their initial interactions with your business, you can create a remarketing list with a specific membership duration.
If you want to reach customers who made a purchase any time from 30-90 days ago, first create a remarketing list with a 30-day duration. Then create a second list with a 90-day duration.