If the RLSA or Remarketing become essential campaigns on Adwords, many advertisers use exclusively the Remarketing tag for the construction of audience lists, without suspecting the potential offered by their traffic tracking tool, Google Analytics.

This article was written by Marc Royère of Moov’Up agency

Training & Co'm

Little reminder for those less familiar with the subject, remarketing lists / audience lists are built with Internet users who have visited the website, using cookies placed on their browser. This allows the advertiser to target them later on the Display or Search network of Google Adwords, to encourage them to take a new action on the site, complete an order for example.

At the heart of targeting this type of campaign, the relevance of audience / remarketing lists determines the success of the operation. The goal is to offer the right ad to the right visitor at the right time to encourage them to return and perform the expected conversion. And to achieve this end, Google Analytics can be one of the strategic levers to boost your Adwords campaigns.

Summary:

Adwords remarketing lists VS Analytics audience list

Examples of Strategic Analytics Audience Lists

Creation of audience lists on Analytics: implementation

  1. Activate the Remarketing feature on Analytics.
  2. Create audience lists on Analytics
  3. Use audience lists on Adwords: auctions only VS auctions and targeting

With the Remarketing tag, Adwords, you can identify visitors to your site according to several criteria: pages or groups of pages visited by the user (according to URL), pages not visited, sessions during specific dates …

A set of tools based mainly on URLs and the date of the visitor’s visit, with the possibility of combining lists for greater precision. This is enough to encourage performance for your Remarketing campaign by segmenting certain Internet users: cart abandonment, former buyers or Internet users who have visited a particular section or group of products on the site.

With Analytics, we change dimension with access to an infinity of features since we access all the data of the statistical tracking tool. If the Universal Analytics tracking code is already present on the site for tracking its traffic, then it can be used for data collection. We thus have access to an infinity of very precise targeting scenarios, starting from all of the Google Analytics data:

  • Demographic data: age, gender, language, geographic area…
  • Technology: operating system, browser, device category, mobile device brand, etc.
  • Behaviour: number of user sessions, number of days since the last session, duration of sessions, etc.
  • Date of 1time session: targeting between 2 dates.
  • Traffic sources: target a campaign, a medium, a source, a keyword …
  • + Electronic commerce if configured on the site: target users according to their transactions and the turnover they generate.

+ more advanced tools to combine several types of data:

  • Conditions: build a personalized audience with all the features available, include or exclude certain criteria, we end up with tailor-made filters.
  • sequences : group Internet users performing a succession of criteria defined in stages.

Examples of Strategic Analytics Audience Lists

From all the available Analytics data, it remains the most important strategic part: building coherent scenarios according to user engagement to encourage conversions. Here are some examples of targeting issues:

– Target a product category : You can build an audience of people who have viewed a particular range of your products, without converting. You can therefore offer them targeted banners on this range of products.

– Target people who added a product to the cart but did not carry out a transaction : Indicate people who have viewed the URL of the shopping cart page but have not made any conversion, submit a banner or text ad with a promotion or a sales argument to encourage them to finalize their transaction.

Target buyers to offer them complementary complementary products. The “Electronic Commerce” parameters allow you to target the buyers of a product or product category, in order to offer them an associated product as an accessory.

Trial period ended : If your site offers a solution with a trial period of 10 days for example, you can build a scenario to encourage users to switch to the paid version. To do this, it is enough for example to target the people who subscribed to the trial offer by excluding those who converted in the last 10 days and those who have already subscribed to the paid offer. You will be able to re-target them via a text or Display campaign with an offer for the paid subscription.

Target buyers after a delay: some purchases are recurring, it may then be useful to encourage the buyer to return to the site to make their subsequent purchase. For example, for a surfer who buys a bag of kibble for his pet for a feeding period of around 30 days, it is wise to offer him a banner towards the kibble range of the same brand 20 days after ‘he made the transaction.

Creation of audience lists on Analytics: implementation

Audience list creation is quick on Analytics if the Analytics Universal tracking code is already installed:

1. Activate the Remarketing feature on Analytics.

1time step, you must activate the data collection for use on the Search and Display networks.

Just go to the “Administration” tab> “Properties” column in the middle> In “Monitoring information” click on “Data collection”> You must then check click to activate the button under the Remarketing paragraph.

2. Create audience lists on Analytics

To create an audience, simply go to Administration, Properties column> in “Audience definition”, select “Audiences”.

Just click on the red button + new audience type:

We find in the insert “Audiences recommended” automatically created as “All Users”, “New Users”, “Users who have made a transaction” … These audiences can be useful to easily configure their first lists. In order to familiarize yourself with how audience settings work, it is useful to look at how these audiences are configured. For example, “New Users” matches the rule “Conditions> User Type> exactly matches” New Visitor “.

Otherwise, just click on “Create” for a custom configuration.

Finally, the “import from gallery” button in “Audiences” gives access to audience lists recorded by other advertisers, it is a very rich database to find examples of preconfigured lists.

3. Use audience lists on Adwords: auctions only VS auctions and targeting

If your analytics and adwords accounts are properly linked, the saved analytics audience lists will then be automatically available in your Adwords remarketing lists. We can thus monitor the evolution of the size of the list. To be used on the search network, an audience list must collect at least 1000 cookies, only 100 are needed for use on the Display network.

Once your lists are functional, it only remains to add them to the targeting of your Adwords campaigns with 2 possibilities:

– auctions and targeting: In this configuration, audience lists are the main targeting criteria for your campaign, you exclusively target users who have visited your site, segmented in your remarketing / dynamic remarketing lists (Display network). This targeting is used for a dynamic remarketing / remarketing campaign (Display network) or for a Remarketing Lists for Search Ads (RLSA) campaign where we target audiences in a text campaign.

Bidding only: You can add your audience lists to your existing campaigns whether classic text (Search), Shopping or Display. For each ad group, simply go to the “Audiences” tab> “+ Targeting” button> Add to “Ad group”> Interests and remarketing lists> Select the audiences by checking ” auctions only “and save. Then just adjust the bids on your audiences.

With this option, you can add audiences to your existing campaigns, without exclusively targeting your audience lists. It’s simply a matter of encouraging bids on your audience lists so that your ads, text or display, appear more to these more qualified Internet users, who have already come to the site.

Once your campaigns are in place, you just have to control the quality of the audience lists, check that they contain enough cookies to be used, you can increase their duration to obtain more cookies if necessary. Obviously care must be taken over the ads, text or banners by multiplying the tests and controlling the CTR (click-through rate). Finally, for Display campaigns, you must think in the settings to limit the number of daily exposures to avoid a user feeling harassed by your banners.

Good news since May 2017, the audience lists on Analytics are now able to take into account cross-device conversions, provided that the user is connected to their Google account. The user can now switch from his smartphone to his tablet or computer, Analytics is able to establish that it is the same user. This is very useful for better conversion tracking and to harmonize the frequency with which ads are displayed to a single user.