My presentation for Confluence Conference 2017. Originally presented live on 9/14/17 at the Chevy Bricktown Events Center in Oklahoma City, OK. Users learned how they can use Google Tag Manager and event tracking to create intent-based remarketing audiences that will convert higher than page visit audiences.

2. Intent. What Does It Mean?
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3. Search Is Typically Linked with Intent the Most
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4. @MilwaukeePPC #ConfluenceCon
FIGURING OUT INTENT
FOR REMARKETING IS NOT
AS EASY

5. Page
Visits Do
Not Equal
Intent
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6. SO HOW CAN WE USE
INTENT FOR OUR
REMARKETING
CAMPAIGNS?
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7. Hi. I’m Joe Martinez
– PPC Hero

8. @MilwaukeePPC #ConfluenceCon

9. Fun Joe
Fact: I’ve
Hung Out
with
Hanson
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10. Before We Begin, Meet Your New Best Friend
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11. Learn, Use and Love Google Tag Manager
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12. Start Tracking User Interactions
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13. Head Over to Google Analytics Audiences
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14. Every event you track
can be created as an
audience!
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15. Intent Audience #1:
Outbound Link
Clicks
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Thanks to Simo Ahava!
bit.ly/track-outbound-link-clicks

16. Outbound Link GTM Tag Set Up
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17. Users Leaving to Go to Specific Sites?
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18. Use Those Sites As Direct Placements for Ads
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19. Users Leaving to Download an App?
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20. Remarket with Videos of App Benefits
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21. Intent Audience #2:
Form
Abandonment
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Thanks LunaMetrics!
bit.ly/form-engagement-tracking

22. Was Your Form Completed or Skipped?
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23. You Can Even Find Out Where Users Dropped Off
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24. Create Audience of Users Who Never Completed a Form
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Add optional
Category layer to
differentiate forms

25. @MilwaukeePPC #ConfluenceCon
Who Do You
Think Is
More Likely
to Come
Back and
Convert on
Your Site?

26. Intent Audience #3:
Mobile
Click-to-Call
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Thanks Joe!

27. Let’s Track
When
Someone
Calls You
from Mobile
Devices
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28. Mobile Click-to-Call Trigger
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29. Mobile Click-to-Call Tag
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30. Create One Audience for Morning Off Hours
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31. Create a Second Audience for Evening Off-Hours
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32. Add Off-Hours Audiences to Your Ad Group
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33. Change the Ad Message to What the User Did
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34. PSST…
THIS ALSO WORKS REALLY
WELL ON CHAT TOOLS
WHEN OFF HOURS
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35. You’ve Been Called Out on This Before Joe
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Remarketing on
GDN requires a
minimum of 100
active users within
the last 30 days.

36. Shouldn’t You Focus on Fixing Customer Service First?
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YES! But it my
experience it’s
easier said than
done.

37. Always Remember
Remarketing Exists
on the Search
Network too!
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38. Add Intent Audiences to Your Search Campaigns
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39. If You Don’t Break Out RLSA in Its Own Campaign…
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40. Change Your Message for Different Audiences
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41. @MilwaukeePPC #ConfluenceCon

42. @MilwaukeePPC #ConfluenceCon
1. START TRACKING USER BEHAVIOR WITH GTM
Let’s Close This Out
2. REMARKET TO HIGH-INTENT USERS FIRST.
THEN EXPAND REACH.
3. CHANGE YOUR AD MESSAGE TO CONNECT
WITH THE USER AND THE ACTIONS THEY TOOK

43. Here Are the Slides. Thank You Confluence!
granularmarketing.com/confluence-2017
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