Presented on 7/18/18 at Utah DMC in Salt Lake City. Joe Martinez from Granular goes through how we can track events with Google Tag Manager and remarket to users based on actions instead of page visits.

2. @MilwaukeePPC
LET’S REMEMBER
THE BASICS
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3. YOU CAN TARGET EVERYONE!
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4. OKAY, THIS IS A LITTLE BETTER…
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5. BUT DO PAGE
VISITS EQUAL
INTENT?
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6. LET’S GO BACK TO SCHOOL
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7. • Does the visitor want to enroll?
• Did the visitor want recent news?
• Was the visitor looking for contact
info?
• Did the visitor just need directions?
• Was the visitor looking for just your
social media accounts?
• Did the user land on the wrong
page?
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8. WE CAN DO A LOT
BETTER THAN PAGE
VISIT AUDIENCES
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9. @MilwaukeePPC#UtahDMC

10. @MilwaukeePPC#UtahDMC

11. @MilwaukeePPC#UtahDMC

12. @MilwaukeePPC#UtahDMC

13. Intent is a lot
easier on the
Search Network
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14. FOR REMARKETING, WE NEED HELP
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15. WHAT IS TAG MANAGER?
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16. CAPTURE USER INTERACTIONS
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17. CREATE EVENT BEHAVIOR AUDIENCES
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18. INTENT-BASED
REMARKETING FOR
VARIOUS STAGES
OF THE FUNNEL
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19. Outbound Link
Clicks from Simo
Ahava
bit.ly/track-outbound-link-clicks
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20. TRACK OUTBOUND LINK HOSTNAMES
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21. Export your top-
clicked URLs.
See if those URLs
have placements
in Display Planner
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22. ARE USERS LEAVING TO CHECK OUT YOUR APP?
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23. Consider
remarketing with
videos of why the
user should use
your app.
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24. ON-PAGE ELEMENT
CLICK ACTIONS
SHOULD ALSO BE
TRACKED
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25. We can record
whenever
someone taps the
click-to-call link.
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26. ONE EXAMPLE OF CLICK-TO-CALL TRIGGER
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27. ONE EXAMPLE OF CLICK-TO-CALL TAG
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28. CREATE AN AUDIENCE FOR MORNING OFF-HOURS
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29. CREATE AN AUDIENCE FOR EVENING OFF-HOURS
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30. ADD BOTH AUDIENCES TO YOUR AD GROUP
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31. THIS ALSO WORKS FOR CHAT TOOLS!
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32. CREATE ADS SPEAKING TO THOSE USERS
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33. It’s 100% fair to
criticize this
strategy.
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34. YouTube Video
Trigger from Simo
Ahava
bit.ly/youtube-trigger
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35. Google Tag
Manager now has
custom YouTube
variables.
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36. Custom Triggers
tell Google when
to fire the tag.
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37. Custom Triggers
tell Google when
to fire the tag.
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38. SEE HOW LONG PEOPLE ARE WATCHING
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39. THIS WORKS FOR ALL
YOUTUBE EMBEDS.
NOT JUST THE
VIDEOS YOU OWN.
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40. CREATE AUDIENCES OF ONLY ENGAGED VIEWERS
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41. USING IF STATEMENTS FOR RLSA
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42. SPEAK TO THE USER & ACTIONS THEY TOOK
Ad for users who
watched a YouTube
video on my site.
Same ad, but changes
headline for non-video
viewers
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43. Form
Abandonment
from LunaMetrics
bit.ly/form-engagement-tracking
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44. DID THE USER COMPLETE YOUR FORM?
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45. WHERE DID USERS DROP OFF IN THE FORM?
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46. CREATE AUDIENCE FOR USERS WHO DIDN’T FINISH
FORM
Add additional conditions if you
want to differentiate the forms.
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47. Which audience do you think will most likely have a higher
conversion rate and the lower CPA?
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48. DON’T FORGET
ABOUT USING
EVENTS AS
EXCLUSIONS
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49. FIND EVENTS NOT GROWING BUSINESS
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50. ADD THESE TO AUDIENCE EXCLUSIONS
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51. @MilwaukeePPC#UtahDMC

52. IMPORTANT TO REMEMBER
Display Audiences – Must have at least 100 users in the
last 30 days.
RLSA Audiences – Number increases to at least 1,000
users.
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53. RECAP
• Start tracking as much as you can with Google Tag Manager
• Create remarketing audiences based on user engagement
• Remarket with ads that speak to the actions users performed on
your site or landing pages
• Don’t forget remarketing exists in search
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54. @MilwaukeePPC#UtahDMC

55. IF YOU LIKED WHAT YOU HEARD…
Check out our course coming soon at conversionxl.com/institute/live-courses/
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56. THANK YOU!
linkedin.com/in/joemartinezppc/
@MilwaukeePPC
joe@granularmarketing.com
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