What is Google Analytics Remarketing?

Google Analytics Remarketing is becoming very popular with small businesses wanting to target their customers website behaviour using the Google Display Network. There are 3 easy steps to create Google Analytics Remarketing:

  1. In Google Analytics, segment website visitors based on behaviour ie users looking at a page on the site to buying a certain product.
  2. In Google Adwords, create a remarketing list based on the segment that you created.
  3. Create and run campaigns for users that are on the remarketing list using Google AdWords.

Step 1: Set Up Google Analytics Remarketing

Ensure Google AdWords account is linked to your Google Analytics account to have your remarketing list added to your Google AdWords account. You need to change the JavaScript library in your Google Analytics page tag. Below is the Google Analytics page tag, notice the part in BOLD, this is the ga.js library that holds all of the functionality for the tracking:

< script type=”text/javascript” >

var _gaq = _gaq || [];
_gaq.push([‘_setAccount’, ‘UA-91817-11’]);
_gaq.push([‘_trackPageview’]);

(function() {
var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js‘;
var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);
})();

< /script >

 

Below is how the code should look after it’s been changed for remarketing, notice that the JavaScript library has changed from ga.js to dc.js and is served by a different domain.

< script type=”text/javascript” >

var _gaq = _gaq || [];
_gaq.push([‘_setAccount’, ‘UA-91817-11’]);
_gaq.push([‘_trackPageview’]);

(function() {
var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;
ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) + ‘stats.g.doubleclick.net/dc.js‘;
var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);
})();

< /script >

 

The dc.js library holds all of the logic of ga.js, but include remarketing functionality. The only difference is you enable Google Analytics to collect its normal information as well as the DoubleClick cookie.

Remember to update the privacy policy requirement for Remarketing on your site, as we all need to keep users updated to how the web works and how we use it as a business. You must change your privacy policy to include:

  • How you’re using remarketing to advertise across the web
  • How third-party vendors, like Google, show your ads online
  • How you and third-party vendors, like Google, use first-party cookies (like the Google Analytics cookie) and third-party cookies (like the DoubleClick cookie) together to inform, optimize, and serve ads based on someone’s past visits to your website

Step 2: Create A Google Analytics Remarketing List

Step 1: Navigate to the Rearketing List tab of the Admin Section and click New Remarketing List.

Google Analytics Remarketing

 

Google Analytics Remarketing

Step 2: Select your profile. You’ll notice that there are some default marketing list types to get you started. You could choose to create a list of user that saw a specific page (by specifying a page URL), a list of users that completed an existing goal (by choosing the goal from a drop down) or you can create your own custom list.

To create a remarketing list based on users viewing a page, just click the correct radio button and enter a page URL. You’ll also need to specify how long a user will be part of this list. The default is 30 days, but you should adjust this based on the activity you expect from the user. You can specify how long a user remains part of a remarketing list. Make sure it aligns with your campaign objectives.

Once you’ve set your condition it time to view how many users meet the criteria. Click the Get Estimate number and Google Analytics will return the number of users that meet your condition.

Optional: Creating a Custom Google Analytics Remarketing List

Let’s look at how to create a custom list based on our own user segment. There are two types of Google Analytics Remarketing Filters:

1. Dimension & Metrics filters, filter conditions apply to each user no matter when they happen, applied at the user level, regardless of time. So if you create a segment based on Revenue, it would be Revenue for the user over all time.

2. Sequence Filters, filter conditions must happen in a certain order. This is the type of filter to use if you want to create a remarketing list of people who abandoned your shopping cart. It’s really important to understand that the Sequence Filters apply to user actions that occurred any time in the 7 days prior to the current visit. It’s not applied to any time in the past.

Remarketing Sequence

 

 

Ideas To Create Remarketing Lists

So what remarketing lists should you create?

Publishers:

  • User who view a certain category of content: Create campaigns based on the same content or similar content.
  • Interested in Membership: Does your site offer membership? Create a list of users that looked at membership benefits page but did not sign up for membership.
  • High-value users: Create a segment of users that spend a lot of time on your site and

Ecommerce:

  • High-value customers: Create a segment based on the customer’s total lifetime revenue.
  • Product buyers: Create a segment based on the customers that purchased a certain product and market accessories for that product to them.
  • Brick & Mortar Visitors: Create a list of people who view information about your store(s) and create campaigns around incentives to visit the store.

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