Do you ever get the feeling that you are being followed online? Well, this may be the case, but it’s friendlier than it sounds.
AdWords Remarketing list creation is the latest innovation to be added to Google Analytics – this gives website owners the ability to select individuals who have visited their website, and then to serve these people with relevant ads when they visit other websites.
While this technology has been around for some time on other platforms, Google has just released an update that makes Remarketing more powerful than ever before. The latest update integrates AdWords’ Remarketing with Google Analytics, allowing website owners more opportunities to target site visitors. In the past, a unique code had to be inserted on each page that was to be targeted for remarketing. Now, with Google Analytics, when you update your Analytics code, you can create targeting based on three different criteria, and you don’t need to insert any additional code.
The following graphic gives you an idea of how easy it is to create a new Remarketing list:
The three areas that you can target with Google’s Remarketing List Analytics integration are:
- All of the visitors to your website
- Visitors who visited a specific page/section of your website, such as your home page, a landing page or a shopping cart
- All visitors who completed a conversion goal, such as signing up for a newsletter or making a purchase
These different targeting methods open up a wide variety of marketing scenarios that can be used to reach customers throughout the sales process. Some examples of scenarios for each targeting method:
- If your site is news- or media-based and you want to build return visitors to increase engagement, then choosing the “All site visitors” targeting method would be appropriate. Everyone who visits your site would then be exposed to your ads on other pages throughout the Internet. To entice return visits, it is best practice to update the featured ads regularly to reflect new media content.
- If your site has very unique divisions in products and services, then the second targeting method, “Visitors who visited a specific page/section”, is ideal. This tactic is best executed with multiple campaigns that focus on each segment/business focus. You would target each of those segments by delivering a focused campaign for each one. This means that people who looked at Product A on your site would then only see ads for Product A elsewhere on the Internet. This increases the relevancy of the ads that are being featured, and will increase the conversion rates for those Remarketing campaigns.
- An appropriate scenario for the third targeting method, “All visitors who completed a conversion goal”, is sales follow-up. In order to manage client/buyer’s remorse, it is possible to associate a campaign with post-sale events. In this case, there would be a campaign that only launches when a sale is made, and focuses on the confidence-building aspects of the product/service, which would then make the purchaser more satisfied with their purchasing decision.
These scenarios are only scratching the surface of the opportunities that are available with Google’s New Analytics Remarketing List Creation.
Have you had success with remarketing? What targeting scenarios did you create?