Imagine, you have just checked this fancy newly opened restaurant in your area and checked out its menu.
But your dieting goals stopped you before you placed the order. But now the addition of that sizzling pizza displayed on your system for every day for 2 weeks in a row.
After some time, wouldn’t you eventually want to order one? Well, this is remarketing. It’s one of the most effective ways of bringing back customers to your site.
Don’t just blindly believe me, rather check out the data!
70% of your prospects are likely to convert after seeing retargeted ads
The CTR i.e click-through rate of retargeted ad is 10 times higher compared to CTR of other ads.
The data looks great, but if you have tried remarketing before, I am sure you are finding this data unrealistic.
Okay before you debunk this post and consider it just as a way of giving you false promises, hold for a minute. If you could give me a few minutes, I can show you how you get these numbers for your campaigns.
There is a lot of confusion when it comes to remarketing ads. How to create an effective remarketing campaign using google analytics?
Google Analytics remarketing vs AdWords remarketing, which one is better? So on and so forth!
It’s important to note that the success of your remarketing campaign depends on your remarketing lists.
I will tell you the pros, cons, features, and everything needed to know a remarketing list that delivers results.
So let’s begin!
What is Remarketing in Google Analytics?
Remarketing is an efficient tool that allows you to bring 98% of the visitors back to your site.
Those visitors who have been to your website before will see the ad while browsing the web or watching any YouTube video.
How is this done? By creating remarketing audience listing.
The tool lets you use the data and metrics to create a list of site visitors then use that list of visitors for remarketing the campaign.
It is an easy way to segment users based on unique list types. This will help you better target the audiences and convert them into leads.A targeted remarketing list can help you capture the right audiences within seconds.Click To Tweet
For instance, you can build the list of targeted audiences on the following metrics:
- Target audience that has been on your site depending on their average time on page, then show the ads to them
- Offer promotional discounts or other services to the targeted visitors by using their demographic
- Target audience depending on their action taken on your website.
- A specific list of visitors who have not billed their cart items or not converted in the past week.
In short, remarketing in google analytics is a sure shot way to increase your conversions.
How do remarketing ads work?
Making a remarketing ad work is simply a matter of click.
If you already run ads on Google, you just need to add Google remarketing code to your website. This code is also known as pixel or tag.
Once you add this tag, your audiences are now part of remarketing audiences.
Now, use diverse options from the analytics and AdWords to customize your campaign for different pages.
For instance, if you run an e commerce business that deals with multiple products. You need to target different audiences for different products who are at different buying stage.
One remarketing campaign won’t give you fruitful results.
Create a separate list for mobile phone remarketing audiences. This will target visitors who visit the page dealing with mobiles.
Now, that you know the people who showed some interest in mobiles you sell.
The trick is to now create a remarketing campaign which will entice these “mobile audiences” to take the desired action. You can do this by running special offers or free shipping advantage.
This way you will serve a specific advertisement to those specific people who already showed interests in your product.
With remarketing campaigns, you can target your potential customers who visited your website through Google ads.
Google will recommend you to target everyone while you first start your remarketing campaign.
Just remember, this will only increase your remarketing costs. As now your ads are re-marketed to lots of people.
Also, these ads might not able convert well as they are retargeted to more individuals. Thus, less effective.
So, the trick is to target more narrowly to increase re-targeting ads effectiveness and lower the CPC.
Soon, you will be able to create advanced remarketing campaigns using supper retargeted lists.
For example, you can target visitors who have already shopped from your website for a second purchase using offers like “45% off on your second shopping”.
Google analytics remarketing tag vs AdWords remarketing: Here’s the difference?
|Create remarketing lists in google adwords on the basis of following criteria:
|Create remarketing audiences on the basis of following data:
|Google adwords remarketing list can be used in search and display ads.||Similarly, the remarketing audience listing created in analytics can be used in search and display ads.|
What are the major Google analytics advertising features?
Google analytics advertising feature is far more superior and advanced than AdWords remarketing.
The analytics gives you the power to be creative while building audience lists.
So once you have a good grasp of standard remarketing tactics, you can expand your remarketing audiences with Google analytics:
Here’s our list of targeting filters that you can use to build your targeted audiences.
Getting a hold on the demographic lets you reach your target audience far more easily. Use the demographic options that google analytics gives with a click. This includes gender, language, category, location and many more.
What does this mean in the real sense?
For instance, how would it be if you get to know your visitor didn’t click the ad as your product cost was high or maybe because you didn’t offer them free shipping.
Would you still target them at the same price and no shipping offer?
If yes, will it entice them to click the ad and make the payment in seconds? So you get the point!
Assessing the behavior of your visitor and understanding at which stage are they in the buying process can make your success.
With behavioral targeting options, you can choose how many times the visitor has been on the site, how many days back they visited, number of transactions and what not. Have a look!
Can you see how the behavior targeting have been used in the above section?
The advertiser has crafted an interesting strategy to focus on recent visited users by selecting 5 days since the user last visited.
It means the advertiser can remind them if they forgot to make the purchase or target them with better offer or if they could have distracted by low price offered by your competitor.
This gives a higher chance of the visitors bouncing back to your add and shop.
The advertiser has also excluded customers who have already purchased the product. In this way, you can create a more targeted ad for your audiences.
This is an important feature and you can use diverse tech targeting options to select.
For instance, you observe your audience are converting above average or more on the iPads or on the browser, then create your remarketing campaign accordingly.
This will help you target your audiences on one of the campaigns and set your bid accordingly.
Google analytics data is the best way to expand ahead of visited product pages or checkout stages.
It gives you the ability to target visitors with big purchases who may be looking for some distinct products.
With Google analytics data you can easily target a set of audiences using language and specific particular to that list.
You can see how the audience segments on the basis of revenue their transactions brought in.
Analytics offers an interesting feature of smart lists that allows you to create an audience list own it’s own using the data. This can let you target audiences that are more likely to convert.
Great, isn’t it? So just sit back, relax and create an audience listing using smart list options.
Google analytics advertising features let you take advantage of the data to create a more targeted ad based on demographics, behavior and interest.
How to create Google analytics audience listing?
Google analytics lets you create a more targeted audience that comes with high rate of conversion.
This means you can easily bring back your 98% of your visitors back through google analytics audience data.
You can create the remarketing audience in google analytics in just few clicks.
- Sign in your Google analytics account
- Click admin and then property in which you want to create your audience
- Now, select audience definitions in the property column. Choose the appropriate option from the recommended list
- Click “create new” if you want to check new audience configuration options.
- Select membership duration. It define the number of days the targeted user will be in the audience category. Select any value from 1- 540.
- Type the name of the audience and click “next step”.
Link your Google analytics with audience destinations. In google ads, destinations mean Google search and display advertising.
This includes Google ads RLSA, Google ads manager, display and video 360 and etc.
Enable Google analytics demographic and interest reports. This includes Age, gender, intent and behavior of your targeted audience.
Related Reading: Google Analytics Segments: How to Get Started Guide
How to create a new audience in google analytics
If you are not satisfied with the recommended list, create a new audience list on you own. Analytics offers your data of up to 30 days to create the listing.
Once you segment your audience, just click apply.
How to delete audiences in google analytics
Remarketing is all about experimenting. So if you think your campaign is not working, change the audiences or delete the existing one.
Wondering, How to delete audiences in google analytics? Well, it’s pretty simple!
Just close it from all selected destinations and click “delt audience” button in the lower right side.
Once you delete an audience that you don’t want to be shown the ad, it is removed from all the selected Google destinations.
Google Analytics Remarketing Vs Adwords Remarketing
The success of the remarketing campaign largely depends on the remarketing list you have created for your targeted audience.
So if you have just started out with remarketing campaigns or failing at remarketing campaigns, you need to pay attention to this.
When it comes to remarketing listing, google analytics and adwords plays a crucial role.
Remarketing list in google adwords allows advertisers to narrow down their campaign based on whether the visitor has earlier visited their website or app and what are the pages viewed by them.
These are the choices you can make in adwords
So what does google analytics has to offer: In short, What is remarketing in Google analytics?
Unlike, adwords where your remarketing lists can be created using “page visits”. You can create a remarketing list using Google analytics based on any metrics.
Surprisingly, in the world of PPC, the use of Google analytics remarketing list is not fully used.
You can create GA remarketing lists by using broad criteria or by narrow it down using specific behaviors.
What are the benefits of creating Google analytics audiences?
Creating Google analytics audiences benefits the marketer in two major ways:
Firstly, you can understand your targeted audience in a better way. By using the acquisition, behavior, and conversion data of a specific group of audiences.
This group of audiences have showed similar experiences in a particular frame of time. But how can you group your audience in the real sense?
Imagine, if your deal in selling online training course.
Now, different students will visit your website with different intent and purpose. By using Google analytics data you can segment your audience to take the desired step.
The Google analytics ‘audiences’ report will show you the following insights:
- How you can acquire your potential students through different marketing channels or traffic sources.
- How the visitors browsed the content on your website. This can be measured by checking the bounce rate, average session and page session time on the website.
- Next, by analyzing the conversion performance. You can track which course the students enrolled and how much amount have they spent buying the process. This is called conversion performance which can be analyzed with transactions, and revenue generated.
How do I run a remarketing campaign in AdWords
Before you are all set to start a remarketing campaign, consider the stats below:
Research suggests only 2-4% of site visits result in a transaction. Why so?
Well, because in standard campaigns, your ads are the same for every visitor.
Now imagine yourself going to a store for buying a particular piece of cloth when the shopkeeper is showing you a standard cloth which he thinks you will like it.
Wouldn’t you want the shopkeeper to listen to you, listen to your specifications and then show you that particular product? Well, that’s what your audience wants too.
One standard campaign can’t deal with different audiences having different search intent and behavior.
This is why you need remarketing ads. But to make your remarketing ads work, you need to understand visitors behavior and intent at different buying stage.
There are a number of factors to consider before you segment your audiences for a remarketing campaign.
How do I set up google analytics remarketing?
It’s pretty easy to set up set up remarketing ads using google AdWords. But the best way to make your ads work is by using Google analytics data.
Here’s how you can use Google analytics data to create a remarketing list for your targeted advertising.
Step1: Begin your audience list from analytics metrics and dimensions. This includes using session duration, city, and goal. Next, engage visitors who have taken certain actions on your website.
For instance: You can target users who have checked a particular product, added to the cart, and then left.
Step 2: Once the remarketing list is ready, it’s time to enable the remarketing by clicking admin settings in the analytics. You don’t need any additional remarketing tags or codes to your site.
Google analytics remarketing tag vs AdWords remarketing
When it comes to creating a successful remarketing campaign, your remarketing listing plays an important part.
A more targeted listing is created with more targeted data.
You can procure this data either from Google analytics tracking code or from Google AdWords remarketing tag.
Both require different implementation efforts and each gather data differently.
So when it comes to Google analytics remarketing tag vs AdWords remarketing, which one to choose?
Here’s what you need to know about both to decide which one will you need:
The Google analytics offers insights with data import. This allows the marketer to extract additional valuable data beyond the AdWords tracking code.
Google ads give you data from your remarketing tag.
So the remarketing list is created using the remarketing tag which has limited options.
But in the analytics, you create remarketing listing using any of the data in the analytics.
The best way is to integrate your AdWords account to your Google analytics account.
Related Reading: What are the benefits of linking AdWords with Google Analytics
Remarketing is one of the best ways to convert your potential audiences back.
yes creating a remarketing campaign is the best way to establish your brand by just paying a fraction of the cost.
But making it work for you is not always easy.
Using Google analytics in remarketing gives you an edge. I am sure after reading this post you have noticed there are so many ways to create an effective remarketing campaign.
Still, have any doubt or query in executing the campaign? tell us in the comment section below. we will not just give you the solution but also the PRO tip to succeed in your remarketing campaign. These tricks are tried and tested, so unlock the tactic soon.
Digital Marketer with experience of working with brands across the globe. She is a data-obsessed digital marketer who makes the most by analyzing data and intersecting it with her creativity. Passionate about creating content strategies that drive traffic and conversion rate too.