Using analytics to create remarketing lists is a fantastic way to really narrow down the audience you want to hit. Let’s not waste any time — here is how you can prep. your website and activate your campaign.
1. Ensure you have the latest Google Analytics code with remarketing support on your site and auto-verify your work with Google Tag Assistant plugin for Chrome. Your tag should be noted as “Working” with no errors.
You’ll be replacing
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;
ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) + ‘stats.g.doubleclick.net/dc.js’;
View page source to make sure you’ve got it, then onto the races.
2. Open GA and head to the Admin tab, then remarketing lists. From here we have a few options.
Remarket to all visitors
Remarketing to all your site visitors can be a powerful tool if you are solely seeking awareness, or you have a varied e-commerce store. You can target all your visitors with display ads to keep your brand in front of them for longer, or you can use a promotion, like a coupon, to bring them back to your site for more conversions.
In most cases, however, you’re going to want to be a bit more selective of your audience.
Create Exclusion Lists
The most simple form of an “exclusionary” list would be one that contains all website converters, whether that means a completed lead form, or a purchase of a product. Simply select the second option “visitor who visited a specific page/section of my site” and enter the URL for your “thank you” page. Once you have your “all visitors” list and your converters exclusionary list, you can create a custom combination inside of AdWords and get started.
Now that we’ve got the basics down, let’s look at some cool ways we can use remarketing to hit a specific audience.
Target Brand Newbies
If you’ve got a limited budget, consider targeting only those who just recently learned about you, rather than those who already are familiar with your brand. Let’s say your biz is called “Joe’s Bakery” — people searching for Joe’s Bakery already know about your quality products, like muffin-tops and caramel flan.
Select the fourth option to use visitor segments and add a dimension/metrics filter to target keywords. From here I recommend creating a filter with your top keywords that don’t include your brand term. For Joe’s Bakery, I might suggest using muffin tops and flan. Any time a visitor comes in on these keywords, they’ll be added to our remarketing list and we know they came in searching for pastry terms, rather than brand ones.
Target By Count of Visits
Here is where we can start to get really specific – we can leverage this filter to target people that have hit our site more than once. If somebody comes back multiple times, we can assume they are very interested in our product if they have not yet converted. We can target these users with specific ads like promotions to push them over the conversion line.
I recommend browsing the list of filters and experimenting. I guarantee you will find one filter that will be advantageous to your specific campaign if you are a little creative.