Julien cornet on gauc: Act on your data with Remarketing & create Advanced Audiences

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Julien cornet on gauc: Act on your data with Remarketing & create Advanced Audiences

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Julien cornet on gauc: Act on your data with Remarketing & create Advanced Audiences

  1. 1. Julien Cornet Senior eBusiness Consultant @ Semetis Google Analytics User Conference 26 August 2014 Diamant Business Center – Brussels RemarketingRe-engage your audience with Google Analytics
  2. 2. Audiences and segmentation Remarketing with Google Analytics Tips Takeaways Remarketing today
  3. 3. Remarketing today Remarketing is a powerful way to re-engage with users who have already demonstrated an affinity for a site. Dan Stone New powerful tools Always ON Win-Win for customer & advertiser “   „  
  4. 4. Remarketing today
  5. 5. Remarketing today
  6. 6. Remarketing today
  7. 7. Remarketing today Customer behavior is getting more complex. Customer Multi-device Online Offline
  8. 8. Remarketing today Customers are expecting relevancy. à  Provide a custom/relevant experience Relevancy
  9. 9. Remarketing today Timing is everything with remarketing. àHow quickly does my remarketing strategy needs to start? àHow long before the user no longer needs my product or service? Timing Urgency Buying Cycle
  10. 10. Remarketing with Google Analytics Google Analytics can help you implement a relevant, qualitative remarketing strategy.
  11. 11. Remarketing with Google Analytics Setup <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-9999999-1']); _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>
  12. 12. Remarketing with Google Analytics Setup
  13. 13. Remarketing with Google Analytics Setup
  14. 14. Remarketing with Google Analytics Setup Link with AdWords account that will require access to the newly created list.
  15. 15. Remarketing with Google Analytics Setup in AdWords •  Create a Separate campaign for your remarketing. •  Create an ad group for each audience. •  Add the GA audiences as targeting.
  16. 16. Remarketing with Google Analytics Setup in AdWords + Targeting àInterests & Remarketing àRemarketing lists
  17. 17. Audiences and segmentation Create audiences within remarketing menu
  18. 18. Audiences and segmentation New segmentation model: basic segment
  19. 19. Audiences and segmentation New segmentation model: (users | sessions) Note: Using two or more users filters will be multi-session.
  20. 20. Audiences and segmentation New segmentation model: tips When multiple conditions in a filter, consider the impact of choosing sessions vs. users.
  21. 21. Audiences and segmentation New segmentation model: tips Order when user and session filters are used together: àUser filters applied first, then session filters
  22. 22. Audiences and segmentation New segmentation model: tips Sequencing: Add Step
  23. 23. Audiences and segmentation Strategy Identify objectives à  Sales? à  User engagement? à  Retention? à  Recurrence? Then, identify the matching audiences. Example audiences: àEcommerce site (sale or lead generation objective) àPublisher (user engagement objective)
  24. 24. Audiences and segmentation Example: Ecommerce/lead site1.  Users who have visited step X|Y|Z of the funnel and have not made a transaction (repeat with all steps). 2.  Users who have abandonned the conversion funnel at step X|Y|Z (use ‘exit page contains’). 3.  Users who have visited the site several times but have not converted. 4.  Users who have visited the site several times and have converted (only if relevant) + add higher than average basket. 5.  Users who have spent longer than average, who have visited a product section and who have not converted. 6.  Users who have used a particular device. Tip 1: Use Ecommerce tracking. Tip 2: Duplicate your lists and change the cookie duration for more accuracy and bidding flexibility (membership duration of 1 day, 7 days, 30 days, …).
  25. 25. Audiences and segmentation Example: Publisher 1.  New heavy users: first time users who have visited more than the average pages/session. 2.  Loyal heavy users: return users who have visited more than the average pages/session. 3.  All site visitors (use this one with caution). 4.  Visitors who have visited pages of a particular category (use specific creative). 5.  Social users: users who came to the site via a social medium, they may be likely to share your content with others. 6.  Specific sets of users based on socio demo. Tip 1: Create several lists in order to maximise bidding control. Tip 2: Use ‘Page Depth’ as indicator of pages/session.
  26. 26. Audiences and segmentation What’s next ? •  Accurate dynamic remarketing (with Enhanced Ecommerce & Merchant Center). •  Offline lists (exclusion or upsell) with measurement protocol. •  Accurate cross device targeting (UA). •  Enhanced Ecommerce will allow most accurate lists for sales objectives.
  27. 27. Tips Frequency Capping Use high frequency delivery as long as it is relevant with your user’s buying cycle and/or your objective. à Use ‘days to transaction’ report to understand buying cycle. Message Message/creative àCustomize as much as possible. àGeneric is better than inappropriate.
  28. 28. Tips Smart Lists Based  on  your  historical  conversion  data,  Analy(cs  can  es(mate   which  users  are  most  likely  to  convert  during  subsequent  visits.   Remarke(ng  to  this  audience  lets  you  op(mize  your  marke(ng   budget  based  on  the  users  who  are  closest  to  conver(ng.   “   „  
  29. 29. Tips Testing Remarketing is complex and it won’t be getting any simpler. The best way to find out which audience works best for your objectives is to test. Deeplinking Whenever possible, deeplink to where users back to where they were to complete the action. Especially if you are using custom messages or product based remarketing.
  30. 30. Tips Invest in appropriate creatives Your remarketing audiences are also your most qualitative ones. Show them your best creatives, and customise the message. Test button & time range To save time when testing out segments, use test button and short time range.
  31. 31. Tips User bucket dimension Way to segment user randomly.
  32. 32. Takeaways 1.  Remarketing is always on 2.  Use data •  Understand your business & product cycle •  Understand user’s buying cycle 3.  Deliver a positive user experience •  Frequency capping, •  Deeplinking 4.  Use technology •  Use advanced segmentation •  Use Smart Lists 5.  Always be testing !

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