This document summarizes a presentation about using event tracking to create intent-based remarketing audiences. It discusses how event tracking through Google Tag Manager can capture user interactions like outbound link clicks, on-page element clicks, YouTube video watches, and form abandonment. This tracked behavior data is then used to create customized audience segments for more effective remarketing. The speaker provides examples of setting up triggers and tags to track specific interactions and shows how the remarketing campaigns can then target users based on their interests and stages in the buyer's journey.
21. UTAH DMC JOB BOARD
WELCOME AJ WILCOX
#SLCSEM
#UTAHDMC
22. PURPLE, ALPINE
Marketing Analytics Manager
‣ Dive deep into digital acquisition data to make
recommendations that influence the company’s strategic
direction
‣ 6+ yrs exp in digital analytics, 2+ yrs in people management
‣ https://purple.com/careers
‣ One of the fastest-growing brands in Utah
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23. PURPLE, ALPINE
Social Advertising Director
‣ Manage direct-response campaigns across Google, Youtube,
Yahoo, Bing, and display networks with big budgets
‣ Strong Ecommerce experience
‣ https://purple.com/careers
‣ One of the fastest-growing brands in Utah
#SLCSEM
#UTAHDMC
24. STRYDE, DRAPER
SEO Manager
‣ Create and execute SEO strategies (technical, on-page, off-
page)
‣ 4+ yrs SEO experience
‣ https://www.stryde.com/seo-manager/
‣ Work from home Fridays, Snack/Drink room, quarterly team
outings
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25. GCOMMERCE SOLUTIONS,
PARK CITY
Marketing Manager
‣ Email marketing, social media campaigns, DoubleClick,
‣ https://gcommercesolutions.com/hotel-digital-advertising-
careers/
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27. FLUID ADVERTISING,
BOUNTIFUL
SEO & Conent Marketing Specialist
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‣ Develop online marketing activities to increase keyword
ranking, focus on driving relevant traffic, meaningful
conversions, revenue, efficiency and growth for all client
programs
‣ Bachelor’s Degree in marketing or related
‣ 2-3 years experience in agency marketing role
‣ http://bit.ly/FluidSEOJob718
‣ We value your contributions and strive to create a safe and
positive work environment.
28. B2LINKED, WORK FROM
HOME
PPC Manager
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#UTAHDMC
‣ Manage LinkedIn Ads campaigns for clients
‣ Entry-level – Want to take you from zero-to-hero
‣ https://b2linked.com/jobs/
‣ Work from anywhere, free DMC membership, manage large
budgets, raise schedule
31. ROBERT BRADY
I DON’T KNOW HOW TO USE
ADWORDS SCRIPTS AND AT THIS
POINT I’M TOO AFRAID TO ASK
FOUNDER
RIGHTEOUS MARKETING
IDAHO FALLS, ID
TONIGHTS 1ST PRESENTER:
#SLCSEM
#UTAHDMC
32. @robert_brady
I Don’t Know How To Use
AdWords Scripts And At This
Point I’m Too Afraid To Ask
Presented by:
Robert Brady
33. @robert_brady #utahdmc #slcsem
About Me
• In-house for small software company
• Freelance
• Agency
Doing PPC since
2006
• Located in Idaho
• Digital advertising only
Founder of Righteous
Marketing
• SearchEnginePeople.com
• PracticalEcommerce.com
• Clix Marketing Blog
• #PPCchat
Guest blogger/writing
About Me
• In-house for small software company
• Freelance
• Agency
Doing PPC since
2006
• Located in Idaho
• Digital advertising only
Founder of
Righteous Marketing
• SearchEnginePeople.com
• PracticalEcommerce.com
• Clix Marketing Blog
• #PPCchat
Guest
blogger/writing
@robert_brady #utahdmc #slcsem
54. @robert_brady #utahdmc #slcsem
Script 4
Problem: AdWords only allows 6 dayparts/
day but I want to change bids more often Solution: Hourly dayparting script
64. JOE MARTINEZ
USING EVENT TRACKING TO CREATE
INTENT-BASED REMARKETING
AUDIENCES
DIRECTOR OF PAID MEDIA
GRANULAR
MILWAUKEE, WI
TONIGHTS 2ND PRESENTER:
#SLCSEM
#UTAHDMC
71. • Does the visitor want to enroll?
• Did the visitor want recent news?
• Was the visitor looking for
contact info?
• Did the visitor just need
directions?
• Was the visitor looking for just
your social media accounts?
• Did the user land on the wrong
page?
@MilwaukeePPC#UtahDMC
72. WE CAN DO A LOT
BETTER THAN PAGE
VISIT AUDIENCES
@MilwaukeePPC#UtahDMC
106. SPEAK TO THE USER & ACTIONS THEY TOOK
Ad for users who
watched a YouTube
video on my site.
Same ad, but changes
headline for non-video
viewers
@MilwaukeePPC#UtahDMC
116. IMPORTANT TO REMEMBER
Display Audiences – Must have at least 100 users in the
last 30 days.
RLSA Audiences – Number increases to at least 1,000
users.
@MilwaukeePPC#UtahDMC
117. RECAP
• Start tracking as much as you can with Google Tag Manager
• Create remarketing audiences based on user engagement
• Remarket with ads that speak to the actions users performed on
your site or landing pages
• Don’t forget remarketing exists in search
@MilwaukeePPC#UtahDMC