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Creating Quality Remarketing Lists - #SFGettingSmarter

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This weeks #SFGetting Smarter is about creating quality remarketing lists. Remarketing shouldn't just be limited to just targeting all users. Remarketing can enable advertisers to re-engage visitors who didn't convert, up--sell or cross-sell to current customers and even reach customers within a certain time period after their initial purchase. Creating quality, data driven remarketing lists is one of the keys to a successful remarketing campaign. Creating remarketing lists isn’t just limited to AdWords. We can use Remarketing Audiences in Google Analytics to create highly targeted lists of users segmented by user behaviour and performance through Google Analytics metrics and dimensions. Here is a look into how we can create quality remarketing lists and five examples of the types of analysis' we should be using to do so.

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Creating Quality Remarketing Lists - #SFGettingSmarter

  1. 1. Getting Smarter Session Creating Quality Remarketing Lists by Milos Mrkaja SEM Manager
  2. 2. The Agenda. 1. What is Remarketing? 2. Uses for Remarketing. 4. How we can create Remarketing Lists. 2 3. What are Remarketing Lists? 5. 5 Types ofAnalysis To Use For Quality Remarketing Lists.
  3. 3. 3 What is Remarketing?
  4. 4. 4 Remarketing Explained. • Remarketing allows us to target users who have visited a website by showing them tailored ads as they browse across the Google Display Network in a bid to re-engage with them and complete a desire action. • To use remarketing, a small snippet of tracking code is implemented across all pages on a website. • Once applied, this code places cookies in the computer of the users visiting a website allowing advertisers to serve them targeted ads. • Remarketing ads can consist of image ads, animations, videos and text ads.
  5. 5. The Agenda. 5 1. What is Remarketing? 2. Uses for for Remarketing. 4. How we can create Remarketing Lists. 3. What are Remarketing Lists? 5. 5 Types ofAnalysis To Use For Quality Remarketing Lists.
  6. 6. 6 How can we use Remarketing?
  7. 7. 7 Typical Examples of Remarketing Strategies. 1. Reach all the visitors to your website through a paid search ad. 1. Showcase different product categories. 2. Appeal to visitors who didn't convert. 3. Re-engage visitors with abandoned shopping baskets. 4. Up-sell or cross-sell to existing customers. 5. Reach customers within a certain time period after they completed a purchase.
  8. 8. The Agenda. 8 1. What is Remarketing? 2. Uses for Remarketing. 4. How we can create Remarketing Lists. 3. What are Remarketing Lists? 5. 5 Types ofAnalysis To Use For Quality Remarketing Lists.
  9. 9. 9 What are Remarketing Lists? If you want to run a remarketing campaign to show ads to people who have previously visited your site, you'll need a remarketing list. • A remarketing list is a collection of cookies from people who visited your site. • Creating the list is one of the most important steps in setting up a remarketing campaign because you'd use this list to target your ads. • You can start creating lists at anytime, but they'll only start getting visitors after you've placed the remarketing tag on the website.
  10. 10. The Agenda. 10 1. What is Remarketing? 2. Uses for Remarketing. 4. How we can create Remarketing Lists. 3. What are Remarketing Lists? 5. 5 Types ofAnalysis To Use For Quality Remarketing Lists.
  11. 11. 11 How We Can Create Remarketing Lists Google AdWords – Standard AdWords Remarketing Tag users who come to your website • To begin, you’ll need a collection of cookies from people who visited your site, also called a remarketing list. • Your remarketing list can include people who visited a certain page on your site, and you can also create more advanced lists using various rules. • At first, your list might not have any cookie IDs associated with it. Once you've added the remarketing tag to your website, as visitors come to your website, your list will begin to populate. • For the Display Network, ads will show to your list when there are at least 100 cookie IDs within the last 30 days. For Google search, ads will show to your list when there are at least 1000 cookie IDs.
  12. 12. 12 How We Can Create Remarketing Lists Google Analytics – Remarketing Audience Create highly targeted lists of users segmented by user behaviour and performance through Google Analytics Remarketing • Remarketing with Google Analytics you can create remarketing lists based on Google Analytics data. • Build audiences from Google Analytics metrics and dimensions (e.g. Session Duration, City, and Goal Completions). • Target users who perform a specific sequence of actions on a website. • A Remarketing Audience is a list of cookies that represent a set of users to which you want to show one or more targeted ads. • You create Remarketing Audiences in Google Analytics based on user behaviour, and then use those audiences as the basis for remarketing campaigns in your other ad accounts like AdWords.
  13. 13. 13 What’s The Difference? The big differences between placing the code from your Analytics account versus your AdWords account are: • How you place the code and where you manage it • Analytics code requires you to change a snippet of your existing Analytics code • AdWords code requires you to place a code, in addition to your Analytics tracking code (if you have one) across all pages that you want included with your remarketing audience. You can use your Google Analytics tracking code instead of the AdWords remarketing tag to create your remarketing lists. Doing so provides the following benefits: • Maintain a single tag on your site. • Create lists based on over 250 Google Analytics metrics like time on site and total transactions. • Import your Google Analytics custom segment definitions.
  14. 14. The Agenda. 14 1. What is Remarketing? 2. Uses for Remarketing. 4. How we can create Remarketing Lists. 3. What are Remarketing Lists? 5. 5 Types ofAnalysis To Use For QualityRemarketing Lists.
  15. 15. 15 Tips for Creating Quality Remarketing Lists 1. Landing page bounce rate analysis 2. Return users low bounce rate pages 3. Return users high converting landing pages 4. Time lag to determine cookie length 5. Page depth analysis
  16. 16. Recap 16 1. What is Remarketing? 2. Uses for Remarketing. 4. How we can create Remarketing Lists. 3. What are Remarketing Lists? 5. 5 Types ofAnalysis To Use For Quality Remarketing Lists.
  17. 17. searchfactory.com.au THANK YOU!

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