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Setting Up Google Adwords Remarketing Audiences with Google Analytics

Setting Up Google Adwords Remarketing Audiences with Google Analytics


– In this video, I am gonna show you how you can set up Google
AdWords Remarketing Audiences with the help of the
custom segments feature of Google Analytics. All and more coming up, so let’s dive in. (lively dance music) Hi there, and welcome to another
video of measureschool.com, where we teach you the data-driven
way of digital marketing. So in this video, we are gonna
explore how we can set up such a remarketing list
via Google Analytics. Now the normal steps of setting up a Google AdWords remarketing
list are basically building a new remarketing
list through the Audiences Tab in the Shared Libraries, and implementing a remarketing
tag on your website through a tool, for example,
like Google Tag Manager. So this is all pretty straight forward, and one of the easy ways of installing remarketing on your web property. But in the last years,
Google made a effort to consolidate all these different
tracking scripts into one unified tag, which is the
Google Analytics tracking tag. So now with Google Analytics,
you don’t have to install an extra remarketing tag on your website. You can build remarketing list
right from Google Analytics. There’s some preparation
steps that we need to take. Under the Admin section,
you will need to connect your Google Analytics
account to Google AdWords. So there’s, under the Properties settings, a Product Linking tab for AdWords, and you need to link that up
to your Google AdWords account. For that to work, both of
your Google logins need to have access to the AdWords account. Once that is done, another
important configuration is under the tracking
information and data collection. You want to turn on the
Remarketing feature, and the Advertising Reporting Features. So Google Analytics then
can use the data that is inside of GA to remarket to your users. But please be aware
that you need to adjust your privacy policy to
reflect that change, and make people aware of this data also being shared to Google AdWords. Once this is all set up, you are ready go to build your
first remarketing audience through Google Analytics, and this has been really simplified. You don’t have to add any extra code. You just go to your reporting tab, and you can now build a custom audience via the Custom Segments tab up here. Now if you want to find out
more about custom segments, check out our intro video where
we explain how you can use custom segments within Google Analytics. Now you can choose any of these segments, or build your own custom segment, and then remarket to these
users that you have defined in the segment, by clicking
this little arrow up here, and you see Build Audiences. You can click on that, and you’ll be taken
back into the Admin menu where you can select
the View and the Account that should be used to
define this audience. You can click on Next Step. You can then define a member duration, and give the audience a name. Saved as audience. And now, this has been sent
over to Google AdWords, and we’ll be able to
use it in our account. So let’s check that out. Under our Campaign menu,
we have Shared Libraries, and can look at our audiences here. And we have now the custom audience All Measureschool Visitors, which I just created in our
Google Analytics account. We can use that to build our Google AdWords remarketing campaign. We won’t go through the actual steps of setting up a remarketing campaign, but now you can use this audience to target visitors who
visited your website. Please notice that right now the list size is not displayed yet
because only going forward Google AdWords will
start adding people based on the segment to your list. Now it’s obvious that
this segment is not really a very targeted segment because
we choose all the visitors that visited our website,
if they converted or not. But, with the custom segments feature, we can actually build very
sophisticated audiences that it would be hard to replicate with just the Google
AdWords remarketing tag that you install on your page. So what can we do? For example, we can use all the data that is available within Google Analytics to target and segment
our users to the group that we want to remarket to. So we have demographic data available, we have technology data available, behavior, and so on, and so on. But if we think of retargeting
specific user groups, it makes sense to look at the stages of engagement towards
our outcome, our goal, that we want our users to reach. So, for example, for MeasureSchool, I would build a segment for everybody who hasn’t reached my signup goal. We’d go under Conditions, and
can find our goals in here. And, just scroll down here and see we have here our e-mail signup goal. Number four. And we will just say
the e-mail signup goal, completion per user. Let’s go on a user basis here, is lower than one. We’re updating our segment
and we see that we have a sizable chunk of users who
have not reached a score. But there’s actually another way to sign up, which is the membership, so we can stack this up in our conditions. Let’s click this All button here, and find our member signup goal, which per user, also should be one. Whoops, this actually
should be an and condition. And here we see our potential target group who has not signed up and
not left an e-mail yet. So that’s a good target
audience to remarket to. Let’s give this a name. There’s are my non-leads, so to say. Let’s save this. And I can go ahead and
build an audience from this. Select my account. Let’s go back 30 days to look back, and 30 days of membership duration. Call this non-leads
and save this audience. And now we can create our campaign. So custom segments within Google Analytics are really powerful,
and now make your data really actionable, because
you can send an audience right onto Google AdWords and
remarket to the users that you have defined in your segment. Now just to give you some ideas what actual remarketing
audiences would be useful. For example, if somebody
looks at a product page and doesn’t convert, you’ll
be able to define this in a segment, and send it on
to Google AdWords right away, and remarket to these users
so you can win them back and get them to convert on your website. For me, the Audiences
Feature and the integration between Google Analytics
and Google AdWords, makes the data that we
gather within Google AdWords super-actionable, and the
speed of implementation of such segments, is way
faster than going through a remarketing pixel that
you install on your webpage, and trying to figure out all
the triggers that need to turn true in order for the
right audience to be targeted. So this is made way easier with the help of the Google Analytics Audiences Feature that you can send on
right to Google AdWords. (lively dance music) And that’s already it
for this week’s video of measureschool.com. If you wanna learn more
Google Analytics tricks, head over to
measureschool.com/gaemailcourse, where we have a free
course for you prepared, which will introduce you to more features of Google Analytics. If you like this video, please
subscribe to this channel, so we can bring you more
videos every Thursday. My name is Julian, ’til next time. (upbeat music)

23 thoughts on “Setting Up Google Adwords Remarketing Audiences with Google Analytics

  1. Hi Julian. Thanks for the video. I have a question about google analytics and adwords. After connecting those two tools you can create audiences and goals either in analytics or adwords. Is there a difference or benefits to choose which service to use? Thanks in advance

  2. 2:10 "But please be aware that you need to adjust your privacy policy to reflect that change and make people aware of this data also being share to google adwords…" Hi, I did not understand how I make sure that I follow the privacy policy in my google accounts. Would you please enlighten me?

  3. Hi Measureschool, thank you for your instruction, I have a little bit confuse about the audience size, it displays as 0, as well as the search audience size. What does these criteria mean? I'm a fresh user on google analytics

  4. do the new lists take into consideration your past traffic or will they start accruing users from the day they are created? If you build an audience from existing goals that you have set up already, will the audience list start from 0 as well? thanks for your informative videos they are superb

  5. So if you only need the analytics tracking on your site for remarketing. what do you do if you need to prevent remarketing tags from firing on certain pages to avoid policy violations https://support.google.com/adwordspolicy/answer/143465?hl=en
    (cant remarket to people persal hardships, identity and belief sexual interests) I work for a school and our remarketing list were turned off by google all because of our student wellness section.

  6. IT and EN languages, I am italian 🙂

    EN:
    Hello everyone. For the first time, I'm starting to use AdWords audience segments. A few days ago, I generated a test segment from Analytics, so I do not remember the reference data, for example:
    1) the date when I generated that segment
    2) what view of analytics refers to, which web site.
    3) which analytics data is collected, such as return visitors, or traffic from mobile etc.
    4) various
    All of this useful data is not given after I've created the audience from Analytics and try to retrieve it from Adwords Public Segments. Only the name of the segment and a code at the top called "List ID" appear.
    So let me know where I can find these info, how do I save them, and how a professional should then organize their own segments.
    Thanks so much.

    IT: Salve a tutti. Per la prima volta sto iniziando ad usare i segmenti di pubblico di AdWords. Qualche giorno fa, ho generato un segmento di prova da Analytics, quindi non ricordo i dati di riferimento, esempio:
    1) la data di quando ho generato quel segmento
    2) a quale vista di analytics fa riferimento, quindi quale sito web.
    3) quali dati di analytics vengono raccolti, esempio visitatori di ritorno, oppure traffico proveniente da mobile ecc.
    4) varie
    Tutti questi dati utilissimi non vengono dati dopo che ho creato il pubblico da Analytics e cerco di reperirlo da Adwords Segmenti di Pubblico. Appare solo il nome del segmento ed un codice in alto chiamato "ID elenco".
    Vorrei quindi sapere dove posso reperire queste info, come faccio a salvarle, e come un professionista dovrebbe quindi organizzare i propri segmenti.
    Grazie mille.

  7. Julian hi,

    Could you help me understand what's the best way to build audiences based on "check in" date they were interested in and adjust as time passes?

    Example:
    Travel things to do site.
    Visitor 1 comes to the site and checks available activities for Mar 31st 2018
    Visitor 2 comes to the site and checks available activities for Apr 5nd 2018
    Visitor 3 comes to the site and checks available activities for Apr 27th 2018.
    etc

    If today is Mar 31st 2018, than we have only 0 days for Visitor 1, 5 days for Visitor 2 and 27 days for Visitor 3.
    I mean Visitor 1 is not good candidate for remarketing, Visitor 2 should be kept in remarketing list for 5 days, Visitor 3 for 27 days, etc.

    What's the best way to do it?
    I've created check availability event in GTM
    passing timestamp of date they searched for, and days left (example 0, 5, 27, etc)
    I can create audience for those who has daysLeft > 0.
    But how to remove Visitor 2 after 5 days?

  8. Hi Julian…..
    I'm having trouble, my AdWords audience destination is not updating.

    If I open an audience… when I see

    For analytics i have "Display size: 10200"
    but in adwords…" Display size: 0" and "Search size: 0"

    Is there a way to fix this ? (I've selected both destinations since I created the audience, and it's happening with all of my audiences)

  9. Can you kindly help me set up Google shopping dynamic retargetring ads please. I've set up the campaign using the audience I've built on analytic but I'm seeing a error message in my AdWords account which says to set up custom parameters for business type: "Retail" in your Google analytics tag. I've looked at every settings on my analytics admin area but couldn't find any options to set up tag.

    Also on the ad creative section I was required to enter text headline, description etc.. but it also asked me to enter destination url which I've entered (my url home page). I'm a little confused here as I've created a dynamics retargeting shopping ads, why is it asking me to enter my url, have I done this incorrectly?

    Is there any video guide I can follow?

    **I'm running a shopify ecom store.

    Many thanks.

  10. HI Julian, this is super helpful. Can you please explain the difference between lookback days and membership duration.

  11. I have a question on this if you could clarify pls.
    We are a resort and booking is done through Sabra, an international booking engine.
    We want to segment audience based on different pages. Sabra has a unified page https://gc.synxis.com/rez.aspx but different parameters passed into for inside pages.
    When i am trying to create goals for inside pages, its showing zero conversion rate. I dont understand why this is happening ?

  12. Julian, you rock man! Best instructor on the planet! I wish however you would do a video that shows us how to cover the errors "Your Google Ads tag is missing "product ID" and "Your Google Analytics tag is missing product ID". Nobody has one and no one teaches like you! Thanks for all you do!

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