Remarketing made easier: Advice from a PPC professional
For those of you that don’t know, Remarketing helps you to reach people who have already shown interest in your brand. Whether they have already visited your website, or used your app, Remarketing allows you to specifically target these users with highly targeted adverts, based on their previous visit behaviour.
Over the last few years, Remarketing has been one of the most used tools for any PPC marketer. Traditionally, setting up remarketing as an agency typically has involved sending the AdWords remarketing code, together with detailed instructions on how to implement the code on the client’s website. For the not so tech-savvy clients this is not always a straight forward process, and often results in delays getting Remarketing activity up and running, which isn’t ideal for either the agency, or the client.
This is all changing, thanks to new functionality in Google Analytics. Remarketing can be enabled with a simple push of a button. The only prerequisite is that the client’s Google Analytics account is linked to the AdWords account. This is great news, as it limits the time that the client has to spend being involved in the actual setup of the PPC account, which ultimately reduces friction. Here’s a simple step-by-step guide for setting up Remarketing.
Once your AdWords account is linked to Analytics you need to enable remarketing in Analytics. Go to Admin > Tracking info (in the property column) > Data collection. If you can’t see this option it is likely that you do not have sufficient rights as a user in Analytics. If this is the case you’ll need to speak to an administrator of that particular Analytics account or ask the client to update your user level. You will see the below screen, where you have the option to enable Remarketing.
After enabling Remarketing you should be able to see it as an option in the property level.
Create an audience
Click on Remarketing > Audiences. When you choose to create a new audience you will be asked to pick your linked AdWords account. Once this is done you can create your custom audiences (all of which will appear in the AdWords interface once created).
Template custom audiences
One other advantage of this new Analytics functionality is that creating audience lists is made even easier by the introduction of pre-existing templates. Below is the screen that you’ll see when you go to create a new audience.
As you can see a few of the most obvious audience lists are already pre-set and available (some of them without even having to define any additional information). There are also “smart lists”, these lists use historical conversion data from similar businesses to estimate which users that are most likely to convert and targets these users specifically.
If you click on “create new” this will open an “audience builder” screen. Using this really allows you to take advantage of all the data that Analytics has to offer in order to create highly customised audience lists. There is also an option to take advantage of audience lists that other PPC advertisers have already created by clicking on “import from gallery”. Why do the work when someone else has done the work for you!
This is a great resource, and also a great way of learning more about how to create advanced audience lists. You can choose to download bundles of lists that will appear in your AdWords interface and be ready for use. A word of warning if you’re using an imported list, remember to check the setup of the list before you use it as these lists have been intended for other accounts and so will need to be redefined for your account.
This is yet another example of AdWords functionality blending more into Analytics and vice versa, but one that the PPC team at Attacat are really excited about!
As an agency we will start to generate smart lists as part of the setup for our new clients, in addition to setting up standard Remarketing. It is another useful tool to have in the PPC toolbox, and as an agency we value every new tool that we are able to offer to our clients, and we are sure that our clients feel the same.