Since many conversions occur after continuous exposure, remarketing is an essential piece to online sales. Google Ads is the home for many marketing managers, as it has proved to be an effective tool for remarketing initiatives. However, like everything, it has its limitations. Traditionally, marketing managers create a remarketing audience in Google Ads based on the pages users have or have not visited. This can certainly be impactful, but are there users bunched in these audiences that are more valuable or have different needs than others? Based on a user’s in-page behavior and a plethora of other features, Google Analytics can help you segment your remarketing audiences more accurately.
Put Google Analytics to Work
Scenario #1: Mobile conversions rates for a remarketing campaign are 43% less than desktop.
Traditional Approach: Continue to use the same remarketing audience, but set a 15% – 30% bid reduction on mobile devices in Google Ads.
Food for Thought: While mobile devices seldom convert higher than desktops, mobile has become a vital step in the sales journey for many users. Do you really want to value all mobile users by 15% – 30% less?
Alternative Approach: Create a custom remarketing segment for the engaged mobile users in Google Analytics. Measure engagement by the length of time spent on a page and/or the amount of times a page was visited within a set time frame.
Why? By nature of mobile, we have all unintentionally clicked on an ad and joined a remarketing audience for a product or service we do not want. Conversely, maybe we have intentionally clicked on an ad, but knew within seconds of visiting the website that the product or service was not a fit for our situation.
Mobile Remarketing Ideas
Use one or several of the following to create a custom remarketing segment:
A: Mobile users with a session greater than 30 seconds.
B: Mobile users with 2 or more sessions (visits) within the last 7 days.
C: Mobile users without a transaction in the last 30 days.
Scenario #2: Through a search query report, a marketing manager notices that organic traffic is arriving to the homepage from search terms including the word “promo.” After reaching the homepage, only 35% of the traffic found the site’s actual promotion page.
Traditional Approach: Create a remarketing audience for users who have visited the homepage in Google Ads. Serve display banners to these users, linking back to the promotion page.
Food for Thought: Does the traffic that arrived to the homepage using the word “promo” have the same intention as the rest of the homepage traffic?
Alternative Approach: Create a custom remarketing segement for traffic that arrived to the site using the keyword “promo” in Google Analytics.
Why? A tighter segment means more control and more efficient spending.
>Learn how to make remarketing segments<
Jerry Sommerville, II on August 7th, 2018
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