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How To Use Remarketing In Google Analytics For Google AdWords

How To Use Remarketing In Google Analytics For Google AdWords


Hello. My name’s Anna, and today I’m going
to talk about how you can use Google Analytics to make the most of remarketing in AdWords.
What is re-marketing? Well, basically it’s a way of showing ads to people who’ve already
been to your website. It’s also known as retargeting. It depends on what definition that you want
to look at as to which word to use, but I’m going to stick to remarketing. The way that we do it with AdWords and Analytics
is you can use AdWords to show your ads on other websites. These are websites who are
opted into Google’s Display Network, so they are able to show any ads from people who are
advertising on the AdWords platform using the Display Network. The way that we show the ads to the people
who’ve already been to your site is we use Google Analytics to tag the people who’ve
been to your site, and then we can start to show ads to them. The benefits of this are that these people
have already shown an interest in your website, so you’ve got a good audience. It’s also the
fact that coming back and targeting these people can be cheaper. Research from Periscopix
showed that, on average, the cost per click is 40 pence, and this is actually quite a
bit cheaper than you might normally find on the Display Network. There’s also a much higher chance of conversion
due to people who have already seen your site, those who are then remarketed to are 70% more
likely to convert than those who haven’t been remarketed to. So this means that you’ve got
a really cheap and highly likely to convert audience. So it makes absolute sense to get
in there and start showing your ads to these people, bring them back to the site, and get
them to convert and make you some good money. How do we do it? Well, we start with using
Google Analytics on your website. I’m sure many people already have that. You’ve got
your standard piece of tracking code on every page of your site. All you need to do is change
one line in this code. The line of code that you can find, that you need to change, is
going to be found in a blog post that [you can find on Koozai.com]. I can’t really go
writing out all the code, that would just be silly. You update that one line of code
to include the reference to DoubleClick. That is the name of the Google Display Network
platform, and that allows you to then show your ads in that way. We’ve updated the list. You then need to update
your privacy policy on your website so that it actually states to your users that you
are using Google Analytics in this way, and that you’ll be using cookies to capture a
bit of their data and just to be able to show them relevant ads in the future. Have a look
over the terms of service. This is recommended just so that you know what you should and
shouldn’t be doing. Then, the next step is where it gets fun.
We’ve done all the admin, and now we start creating lists in Google Analytics. I’d recommend
to start with an Analytics profile that excludes your internal IP. That will stop it from showing
ads to the people who are actually within your office. If there are any other IPs you
need to exclude, like your web developer’s, or your mum, anyone like that, just pop their
IP addresses into the filter in the profile to exclude it. Then we go over into the admin area in Analytics,
and under Property, then see Remarketing. Click on that and you get lists. Then you
can start creating new lists. Lists come with a certain few things that you need to set
up. We’ve got things like duration, that you’ll need to think carefully about. That’s how
long you want to keep people on the list for. Once you’ve tagged somebody who’s been to
your site, you might want to keep them on that list for just 14 days or something, two
weeks, just to retarget to them in that time frame. Alternatively, you might want to keep
them on that list for a whole year. I think the maximum is about 500 days, something like
that, so it’s quite a long time, about a year and a half. If you want to keep coming back
to people and targeting them for different things throughout the year, that might be
a good list to have. But also I would recommend that, of the lists
that you create, create each list in a couple of different durations because then you can
start to gather the data. If you decide to come back to it later and you want a different
date, you will already have started collecting that. Once you’ve got your lists, they do need to
generate users and collect the people for the ads to then be shown to. Definitely start
creating the lists as soon as you can. The main thing to think about with the list
is what you’re targeting. At this stage, you need to think about what the purpose of the
campaign is going to be and why you want to advertise to these people and what you want
them to do. Once you’ve worked out what product area you
might want to look at, or whether you’re looking to have people buying a different product,
or special offers, or sales, or anything, or whether you’re going to give people vouchers,
then you can look at the lists that you’re creating. Your lists can be built similar to advanced
segments, in that you can select somebody who has visited this page, but also lives
in this location, for example. You can combine things together in the list itself, to build
a custom combination. Once you’ve got that list, you can then also combine it with different
lists in AdWords. You might only need one list that says people have converted, and
then you would use that in AdWords. Combine that with, say, a list for all visitors, and
we can see a custom combination of people who have been to the site and exclude anybody
who has converted. We’ve got the process here where we create
a list. Then we take it to AdWords, and we set up a combination. Once you’ve got your
combinations in AdWords, you then take that and you start targeting your lists in a campaign.
You can either set up each list to target per campaign, you might have one campaign
for each list, or you might have an ad group per campaign. Whichever way you do it, you’ve
got to have one campaign for remarketing or ten. I do recommend actually putting one list per
campaign because that gives you a much better control over the budget. You can say, “Let’s
give £10 per day to the sale remarketing campaign, but we only want to give £5 per
day to the remarketing campaign for anybody who bought red shoes but didn’t buy blue shoes.”
Yeah, definitely put them in a campaign. This is all done under . . . this one is under
audience, and this one is under . . . well, you set up a new campaign, and then you can
assign the list to the campaign through the display targeting. The way that you can target the campaigns,
as well, is you can choose it to target your combination that’s built through your lists,
but you can also use the other AdWords display targeting functionality. You could look at
applying interest categories, as well, or age, or gender. All of these just filter it
down and make sure that you’re even more targeted. However, for these lists to run and the campaign
to be successful, we need to be targeting enough people. If you’ve got a really high
volume of people and your list is huge, that’s when you might want to apply some other targeting
methods in order to hone it down even more. However, if your list is pretty small, you
only get a few hundred visitors maybe or a few thousand per month, you’re going to need
to wait until you’ve got at least 100, preferably 500, people on your list before you start
advertising to them through remarketing. To then filter that small list down even further
might leave you with quite a small, restrictive target audience, so it actually might not
be very successful. Do think about your list size. We’re going
to say minimum 100 people, [but you should] aim for 500 people. You can see your list
sizes. You can get an estimate when you’re building it in Analytics, but you can also
have a look at the size as it grows in AdWords. What we’ve got is how you do it. But why are
we doing it? Let’s find some reasons. Let’s think about what you actually want to do.
Why might you run remarketing? Well, you might want to increase sales. Okay. So how are we
going to do that? Are we going to target people who have already
purchased or those who haven’t purchased? If they’ve already purchased on your website,
you might want to sell them something else. We could cross sell. If they bought red shoes,
maybe they’d like a red handbag. If they bought an iPhone case, maybe they’d like iPhone charging
gadgets, that sort of thing. You can hone this down by creating a list
based on people who viewed certain categories or people who bought certain products, and
then you can target to them. In each campaign, if you would have a different campaign for
each list, you’d then be able to have different ads in each campaign. Your campaign can be
completely custom, and you can have all your ads about iPhone products in one campaign,
but all your ads relating to shoes or a discount in another campaign. Cross selling is one
method. We can also focus on people who abandoned
the cart. Anybody who got to a certain stage in the checkout process, but then didn’t actually
manage to complete and reach the final goal, we can target those people. That’s really
good to do as quickly as possible because, if they abandoned it, they’ll still be thinking
about the product. Within that day, a day later, within the first seven days is really
a crucial time there. If you leave those people for a week and then come back and say, “Well,
maybe you should have bought our product,” they might have gone somewhere else by that
point. So, abandonment is good to have a short duration
on your list for that. You’ve got people who’ve been to the site, to the cart page within
the last seven days, but didn’t convert ever, or, in fact, didn’t convert in the last seven
days, because they may have come back, having purchased in the past. Another one that I think is quite interesting
is [the] certain value of [each] purchase. If you have people who’ve spent £20, for
example, but you want to push the average order value up, or you just want people coming
back to the site and being regular visitors and spending a little bit more over time,
maybe you want to advertise certain high value products to these people or you know whether
or not they’re high or low value. Anybody’s who’s only spent a small amount on your site
in the past may not be as beneficial in the future. So you might want to exclude people
who’ve only spent a tenner in the past, because the other people are a much better target
market. You can understand this sort of behaviour
from studying the data in Analytics, working out your average order values, creating a
few advanced segments to see what the list might look like, what those people do on the
site, whether they are repeat visitors, repeat customers, or whether they do just occasionally
buy a little thing. We’ve got value, abandonment, and cross sell.
If we were to go a little bit different, we might look at a seasonal product or even an
annual product. If you are selling iPhone insurance, for example, you might sell 6 month
or 12 month plans. What you can then do is put everybody on a list who buys a plan, and
if it’s the 12 month plan, you could start remarketing to them in 11 months to make sure
they actually renew their plan with you. Then, if we come to seasonal, somebody might
have bought flowers from you at Valentine’s Day. Well, Mother’s Day is soon after that,
and if they’re likely to spoil one woman in their life, they might spoil somebody else
as well, so you can target your Mother’s Day ads to anybody who may have bought on Valentine’s
Day. Let’s just put those on, seasonal and annual. Another one to consider is location. If you’re
a small shop in High Street, or you only ship to a small area, or you provide a service
in a particular county or state, you might want to really hone in on the local people.
You can create a list relating to people or just targeting the people in that certain
vicinity. That can then allow you to say, “Well, pop in to this store, and we’ll give
you this kind of a discount.” Or you could advertise an event and say, “We’ve got a new
store opening. Come and pop down on Tuesday,” that sort of thing. That’s a way that you
can use local. Now, [Google] Analytics has the location report,
so you’ve got where people are based on their IP address. It’s not 100% accurate, but it
can give you some good people on your list because some of it will have the right people. Another thing that Analytics is really good
for is breaking down the technology that people are using. If I put tech up here, what we
can consider is, if we’ve got a service for people who use PCs and also we sell products
for Mac users, we can then separate them out and create a campaign for each one based on
the technology that they’ve used to get to the site. Then we can show them ads that are
most relevant to them. Nobody who’s on a Mac wants to see ads for PC software and vice
versa. If we separate those out and we use that list in our remarketing, then we can
say, “Exclude or include Mac users to promote this product,” which can be quite beneficial. Other things we’ve got are just standard,
people who bought, maybe people who bought something a while ago. We’ve got the valuable
people. But if we want to take it outside of that, what we could also do is we could
put the Analytics code with the remarketing on it. We could put that elsewhere. We could actually target our social users.
Anybody who visits our Facebook page, for example, we could have an Analytics profile
set up for the Facebook page where we tag the page with the Analytics data, so we can
start tagging those Facebook users and adding those to a list. Now, then we can start adding
advertising to anybody who’s liked us on a social platform, but may not have been to
the site and may not have converted. We can say, “Well, you liked us on Facebook, come
over and check out the website.” We could give them offers. We could promote
things, because we can have a look at what sort of people that we get on Facebook and
see also what they do on the site. We can have a look at that. For that, it’s also quite
good to have a look at what people are actually doing before you go tagging these pages. Check
whether or not people coming from there can be valuable, and there are social reports
in Analytics that can really help with that. That’s a lot of the . . . well, that’s just
a few ideas really. That’s not too many. The next step, once you’ve set these up, so
you’ve got your list, you’ve put your combination together in AdWords, you’ve built your campaign.
Next we need to optimise it and make sure it does really well. Now comes the tips. How do we know if it’s
doing well? Well, the click-through rate on Display Network, on the Display Network in
general is often much, much, much lower than it is on the search network. You’re probably
looking under one percent quite often. Depending on your targeting settings, it will be really
quite low. Don’t panic when it’s ridiculously low, but there’s a few things that you can
keep an eye on in order to just check that it’s going the right way. The big one, really, is
display lost impression share. Impression
share is how many of the impressions that you’re eligible for you’ve actually been able
to get. If you’re able to target a set number of ads, but actually you’ve missed out in
the auctions, your ad is going to get a lower percentage of impression share. This is, then,
specific to the Display Network so that you can see how much of the impression share of
those ads you’ve lost. If you look at this relating to rank, this
can tell you whether or not you might need to up your bids. Each list or each placement
or each ad could have a different cost per click bid. Your bid is what you will pay when
somebody clicks it. I wouldn’t recommend using cost per thousand impressions, which is CPM,
unless you’re doing . . . well, no, I really wouldn’t recommend it for much really. Cost
per click, you only pay when somebody clicks your ad. So they’ve clicked your ad, but were they
relevant? We also want to keep an eye on conversion rate. What we can also do is look at the one
per click and the many per click conversions. One per click just counts whether or not that
click led to a conversion. Many per click will count additional conversions that came
from that first click. Then there’s another metric that comes into
play on the Display Network, and that is view through conversions. View through conversions
are when somebody has seen your ad, they’ve had an impression of your ad on a website,
but they didn’t click it, but they’ve still converted on your site through another means.
They might have come to your site via a different ad or a search at a later stage, but we know
that they saw the impression, so we got a view through conversion. There are some statistics that you want to
keep on top of. Try and keep your lost impression share [low], try and get as much of the impression
share of the market as you can. Click through will often be low. Conversion rate is often
interesting to look at based on an ad by ad basis. Some ads and some landing pages, also,
will have different conversion rates, so it’s good to work out which ones. Another one to look at is the placement report,
because this is where your ads are actually shown. Which websites have shown your ads?
You might find that your ads are being shown within mobile apps that are completely irrelevant,
or it might be that they’re being shown on some really competitive websites, and it’s
costing quite a bit for those sites. What you can do, anything that’s irrelevant or
that you don’t want to be shown on, you review this report, and then you can just add them
as exclusions if you don’t want to be shown there. If, for example, you want to stop your ads
from being shown from the whole category, then what you can do is go all the way to
the bottom of the placement report or your display targeting report. There’s a button
that says exclusions, so you can manage exclusions under your targeting methods. You can exclude
categories, such as crime, dangerous, explicit material, any content that you don’t want.
You could also exclude your ads from below the fold or apps. That’s quite a good area
to have a look at, is where to exclude your ads from showing. If you keep an eye on those metrics and you
keep split testing your landing pages and your ad text, and also make sure that you
use all ad sizes, so if you want to show on a particular website, but it only allows three
different sizes of ads on that and you haven’t got all three, then you might not be able
to show in one of those slots on the site. If you cover your back and put every size
that you could possibly have in every ad variation, then you’ve got a much higher chance of actually
being shown. Also, it’s not all about just images. You
can have flash ads. You can also have video ads and also text ads. They don’t just work
on the search network, they could also work quite well on the Display Network. There you have it. There’s loads of things
that you can do to optimise your campaign. There were some ideas beforehand, and also
just a basic introduction. Hopefully, you can take all of this knowledge now and start
making the most of the people who’ve already been to your website. Remarketing can be really beneficial, so I
definitely recommend setting up some lists, waiting until you get enough people on them,
then set up your campaigns and see how you get on. I hope this has been really helpful. If you
liked what you’ve heard, then there’s some sharing buttons here. Thank you very much
for watching.

2 thoughts on “How To Use Remarketing In Google Analytics For Google AdWords

  1. Not bad, a little more experience and she'll be golden. I will say, English accents go a long way, if this was an American woman I don't think it would have played as well. I could listen to her talk all day…

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