In the previous Pay Per Click post we spoke about classical remarketing scenarios for AdWords campaigns. In this post I’m going to speak about new options and possibilities in remarketing provided by Google.
Not long ago remarketing came into service in Google Analytics, and it is great for advertisers for the following reasons:
- Now it is possible to use one code for GA tracking and collecting a remarketing list;
- Google Analytics metrics is available for arranging remarketing lists.
As far as you can read about the code in the Google Analytics help, now I will tell you more about metrics below.
Google Analytics gives you 3 preset variants of a remarketing strategy:
- All of my site visitors;
- Visitors who visited a specific page/section of my site (e.g. the homepage, landing page, shopping cart);
- All visitors who completed a conversion goal.
All these variants are also possible in Google AdWords, so I don’t see much sense to make changes in the GA code only for using these three variants. The most interesting variant is the last one: Create my own remarketing type using Visitor Segments. And there we have two ways:
Strategies given below are based on Dimension & Metric Filter, because it is enough to describe the most common situation for many advertisers.
Strategy 1: Days since the last visit
Don’t let people forget about your website, target them with relevant ads and lead them to site’s news/blog or new arrivals, etc.
Strategy 2: Exit page
Use the Visitors Flow report to find out where visitors leave the website.
Look at the example: here we have the top 3 pages, through which visitors exit the website. For each page we create a remarketing list: Dimension & Metric Filter > Exit Page > Exactly matching / and so on. And then, everything depends on these pages content and on what users are supposed to do after visiting these pages.
In my example people visiting page 1 are supposed to visit page 2, but they don’t, and our goal is to show them this page and help to get there. We can do this with a text message on banners or change the text on page 1. From people visiting the main page we are expecting to register or log in, but most of them just leave the website. If we want visitors to do what we expect, we can direct them with ad texts or try to lead them to the registration page.
Strategy 3: Visitor type
There are two visitor types in Google Analytics: New and Returning; and we can use this information for creating ad texts and choosing the appropriate landing page. For returning visitors you can show new services and goods or even exclude them from targeting, if they return to the website through direct or organic source. For new visitors you can show your best and popular offers or provide new customers with special discounts.
Strategy 4: See only one page
Unfortunately it happens: a user enters a website and leaves it without further exploring, but we can filter them out. If we are not interested in what page exactly a visitor has seen, use Dimension & Metric Filter > Pageviews > Exactly matching 1. If it’s important for text massages, bids management and audience analysis in general, it will be better to distinguish top pages with 1 pageview. You can use the Visitor Flow report to find these pages.
Your audience directions depend on your business, goals and pages. We can offer them to visit pages with new content (news, blogs or new landing page) or the page with new arrivals.
There are a lot of metrics and dimensions in Google Analytics you can try for segmentation the website audience. All these features will help to arrange the website audience in separate target groups and run different online advertising campaigns.