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Remarketing using Lists in Google Analytics, and AdWords: now a viable and effective way to expand the paid marketing arsenal. With remarketing lists in G/A, demographic information, and some tricks in effectively capturing clicks and impressions in ads & affiliate links, remarketing has a brand new lease on life and is showing some remarkable possibilities. Discussion includes mechanics needed for analytics tracking, back end, and configuration of the G/A remarketing lists to make effective use of this capability.
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REMARKETING IN GAGA + REMARKETING LISTS = REWARDS
Chris Bridges [email protected] 2
CONTENTS
What is GA Remarketing? Why do it? What do you
need? Getting going
Anatomy of GA
Remarketing Lists
Remarketing Approach
Adwords Campaigns
with RMSuccess! Conclusion /
Tips
Chris Bridges [email protected] 3
WHAT IS GA REMARKETING?
Remarketing ListsAdWordsDisplay
Campaigns
Visitors who Convert
Age Ranges [45 – 64]
Audience (age, geo, interests)
Behavior (convert, pages,
p/v, events)
Acquisition
(source, medium, landings)
New RM Campaign
Audience: Top Converting Visitors
Google Analytics
• A set of capabilities for hypertargeting AdWords Display campaigns• Applies ANY of your GA data to create Lists to target any type of user, behavior, or source• Metrics / Dimensions all are available; in combination; in steps
Chris Bridges [email protected] 4
WHY DO IT?
• NEW SOURCE OF TARGETED CUSTOMERS
• PERFORMANCE IMPROVES EASILY WITH CHANGES TO RM LISTS, ANALYTICS ENHANCEMENTS, OPTIMIZATION OF CAMPAIGNS
• QUICK TO SET UP, EASY TO EXPERIMENT
• DELTA (+) MARGIN: VERY COST EFFECTIVE: USES EXISTING CHANNEL
• NO DOWNSIDE: AIM SMALL, MISS SMALL
• GREAT POTENTIAL!
Chris Bridges [email protected] 5
WHAT DO YOU NEED?
• GOOGLE ANALYTICS (IMPLEMENTED, ACTIVE)
• INBOUND CAMPAIGN TAGGING AND TRACKING (PAID AND NON-PAID)
• ADWORDS (ACTIVE)
• BI, REPORTING, OR MANUAL MARGIN CALCULATION
• GA REMARKETING LISTS (~ MONTH)
• EXPERIMENTATION SUCCESS
Chris Bridges [email protected] 6
HOW TO GET GOING
1. LINK ADWORDS ACCOUNT(S) TO YOUR GOOGLE ANALYTICS PROFILE (1 OR >)
2. CREATE REMARKETING LIST(S) IN GOOGLE ANALYTICS PROFILE
3. CREATE 1 OR > CAMPAIGNS IN ADWORDS FOR DISPLAY, USING REMARKETING LIST(S) FOR TARGETING
4. MONITOR “LIFT” AFTER 1 OR > WEEKS
5. RINSE AND REPEAT 2 - 4
Chris Bridges [email protected] 10
GA RM LISTS: DIMENSION/METRIC AND SEQUENCE FILTERS
• All dimensions and/or metrics available as filters. • Similar to Advanced Segments, and Filters
Chris Bridges [email protected] 11
REMARKETING APPROACH
• AIM SMALL, MISS SMALL
• ADJUST SPEND LOW INITIALLY (MAX BID)
• TIGHTLY COUPLED TARGET
• CHOOSE ONE REMARKETING LIST FROM GA
• NAME CAMPAIGNS FOR “REMARKETING” TO EASILY TRACK (E.G. “WOMENS_SHIRTS_011_ RM”)
• MONITOR MARGIN OVER > 1 WK
• BIGGER TARGETS (TOPICS, AGES, PLACEMENTS)
• IF MARGIN POSITIVE: EXPAND SCOPE BY BROADENING REACH IN CHOSEN TARGETS
• TRY OTHER REMARKETING LISTS, NEW CAMPAIGNS (ONE FOR EACH)
• BROADEN REACH IN DISPLAY TARGETS
• INCREASE SPEND (MAX BID)
Chris Bridges [email protected] 12
ADWORDS REMARKETING CAMPAIGNS
• CREATE A MIRRORED DISPLAY CAMPAIGN FROM EXISTING (OR ADD NEW)
• ASSIGN GA REMARKETING LIST TO CAMPAIGN (INCLUDES ALL AGROUPS)
• CHOOSE TARGETING
• TIGHT TARGETING FIRST
• BROADEN TARGETING (AFTER SUCCESS)
• GROW MORE CAMPAIGNS TO USE OTHER LISTS
Chris Bridges [email protected] 16
CONCLUSIONS, TIPS AND TRICKS
• ALL VISITORS LISTS “SIMILAR TO” LISTS CREATED IN ADWORDS AUTO-MAGICALLY
• CREATE LOTS OF LISTS IN GA. EXPERIMENT
• USE OTHER WEBSITES + RM LISTS TRAFFIC IN ADWORDS TO OTHER WEBSITES
• NEW GA DEMOGRAPHICS MAKE THIS AWESOME (AGE, INTERESTS, GENDER)
• GET CREATIVE (E.G. PEOPLE WHO CONVERT, BY GEO, AGE, SOURCE = GREAT LIST)
• CTR SHOULD BE BETTER THAN AVERAGE: YOU’RE HYPERTARGETING
• GIVE EACH CHANGE A WEEK
• CONTACT ME
