The Benefits of Google Remarketing Campaigns and How to Make Them

By January 17, 2019 No Comments

When it comes to Google Advertising, Remarketing is the bomb.

But few know just how powerful remarketing can be and what you can do with Google Analytics.

You’re in for a treat.

We’re going to show you how to set it up, and then we’ll show you some of the cool stuff you can do.

STEP 1: Check Privileges

To avoid frustration, make sure your email address has Administrative (or Account Manager) access to both Google Ads and Google Analytics.

Edit privileges under the Tools icon in Google Ads, in Account Access:

Or in Analytics, under Admin > User Management:

STEP 2: Link Google Analytics to Google Ads

In Analytics, under the Admin tab, navigate to Google Ads Linking in the Property column. Create a new link group, select the Google Ads account to link, give it a title and be sure to switch on at least one View.

STEP 3: Link Google Ads back to Google Analytics

In Google Ads, click the Tools icon and head to Linked Accounts > Google Analytics. Link the Analytics property you just created.

If you get stuck and can’t link the property, double check that you have Admin access for both Google Ads and Google Analytics, and that the link group has been created successfully in Analytics.

STEP 4: Enable Remarketing in Analytics

In Analytics, under the Admin tab, look for the Property column. Hit Tracking Info, then Data Collection. Slide both Remarketing and Advertising Reporting Features to On.

STEP 5: Build Lists

In Analytics, under Admin > Property > Audience Definitions > Audiences you can now create a new audience. Hit + New Audience and then the pen icon in the top right of the Conditions box.

From here the options are limitless.

Let us give you some examples of our favourite audiences to target.

People who have visited a specific section of your site:

People who have spent more than 2 minutes on your site:

People who have bought twice or more:

People who have spent more than $50 with you:

STEP 6: Check Google Ads Audiences

Now you’ve created your audiences, you can do a quick check inside Google Ads to see if they show up. They’re under Tools > Shared Library > Audience Manager. You should see audiences that are tagged “Website visitors” from Google Analytics.

STEP 7: Custom Combinations

Take it one step further by making custom combinations of the lists you just created. Hit the blue + button to create a Custom Combination.

A classic is: “anyone who has viewed /shopping-cart-ul” and none of “anyone who has transactions > 0” to create an audience of shopping cart abandoners.

Or “all users” and none of “anyone who has seen landing page” to remarket to organic visitors or Facebook traffic that hasn’t been shown your landing page.

BONUS: The Gallery

There’s another option in Step 6 (Building Remarketing Lists). Instead of clicking + New Audience, click Import from Gallery to see packs of ready-made remarketing lists you can import. A great way to find new ideas or help with a brainstorm!

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