Presented at SMX East in New York City on October 25, 2017. Joe went over how you can utilize Google Tag Manager to create action audiences in Google Analytics. These audiences can later be used to build hyper-targeted, intent-based remarketing campaigns.

1. #SMX #23B @MilwaukeePPC
Using Event Tracking to Create Intent-Based Remarketing Audiences
PUSH THOSE
PAGE-VISIT
AUDIENCES OFF
TO THE SIDE

2. #SMX #23B @MilwaukeePPC
WHEN ARE REMARKETING ADS
NOT ANNOYING?

3. #SMX #23B @MilwaukeePPC

4. #SMX #23B @MilwaukeePPC
Page
visits do
not equal
intent!

5. #SMX #23B @MilwaukeePPC
Hi. I’m Joe Martinez
- PPC Hero

6. #SMX #23B @MilwaukeePPC

7. #SMX #23B @MilwaukeePPC
Fun Joe Fact

8. #SMX #23B @MilwaukeePPC
Meet Your New Best Friend…Google Tag Manager

9. #SMX #23B @MilwaukeePPC
Track As Many User Interactions As You Can

10. #SMX #23B @MilwaukeePPC
Take Those User Interactions Over to Google Analytics

11. #SMX #23B @MilwaukeePPC
Every event you track
can be created as a
remarketing audience!

12. #SMX #23B @MilwaukeePPC
Intent Audience #1:
Outbound Link Clicks
Thanks to Simo Ahava!
bit.ly/track-outbound-link-clicks

13. #SMX #23B @MilwaukeePPC
Outbound Link GTM Set Up

14. #SMX #23B @MilwaukeePPC
Users Leaving Your Site to Download Your Apps?

15. #SMX #23B @MilwaukeePPC
Or maybe
remarket
with videos
of app
benefits

16. #SMX #23B @MilwaukeePPC
Bonus Simo Ahava Tag! Drop Down Selection Tracking!
bit.ly/form-drop-down

17. #SMX #23B @MilwaukeePPC
Intent Audience #2:
Form Abandonment
Thanks to LunaMetrics!
bit.ly/form-engagement-tracking

18. #SMX #23B @MilwaukeePPC
Was Your Form Completed or Skipped?

19. #SMX #23B @MilwaukeePPC
Also Find Out Where Users Dropped Off

20. #SMX #23B @MilwaukeePPC
Create Audience for Users Who Never Completed a Form
Add additional
Category layer to
differentiate forms.

21. #SMX #23B @MilwaukeePPC
Who do you
think is
more likely
to come
back and
complete
the form?

22. #SMX #23B @MilwaukeePPC
Intent Audience #3:
Mobile Click-to-Call
Thanks to me!

23. #SMX #23B @MilwaukeePPC
Let’s track
when
someone
calls from
mobile
devices

24. #SMX #23B @MilwaukeePPC
One Example of a Click-to-Call Trigger

25. #SMX #23B @MilwaukeePPC
Example of a Click-to-Call Tag

26. #SMX #23B @MilwaukeePPC
Create One Audience for Morning Off Hours

27. #SMX #23B @MilwaukeePPC
Create a Second Audience for Evening Off Hours

28. #SMX #23B @MilwaukeePPC
Add Both Off Hour Audiences to Your Ad Group

29. #SMX #23B @MilwaukeePPC
Change the Message & Speak to User’s Exact Pain Points

30. #SMX #23B @MilwaukeePPC
This Also Can Work on Chat Tools Too!

31. #SMX #23B @MilwaukeePPC
You’ve Been Called Out on This Before Joe
Remarketing
on GDN
requires a
minimum of
100 active
users within
the last 30
days

32. #SMX #23B @MilwaukeePPC
Shouldn’t You Improve Customer Service First?
YES!
But how long
will it take your
boss or client
to implement?

33. #SMX #23B @MilwaukeePPC
Remember Remarketing Exists on Search Too

34. #SMX #23B @MilwaukeePPC
Add Intent Audiences to Search As Bid Only First

35. #SMX #23B @MilwaukeePPC
If You Keep RLSA in Its Own Campaign…

36. #SMX #23B @MilwaukeePPC
Change Your Message for Each Audience

37. #SMX #23B @MilwaukeePPC

38. #SMX #23B @MilwaukeePPC
Let Me Summarize This in Three Points
1. Start tracking user behavior with GTM
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

39. #SMX #23B @MilwaukeePPC
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX