At the AdWords Conference in Zurich, I gave a presentation about how to create powerful remarketing lists with Google Analytics. In the first part of the presentation, I explained what remarketing is and showed the different types of remarketing. In the second part I outlined the remarketing possibilities with Google AdWords and suggested best practice guidelines. The third part was dedicated to the targeting possibilities within Google Analytics and included a step-by-step tutorial about how to create remarketing lists in Google Analytics.
The most important takeaways of the presentation are summarized below.
AdWords or Analytics?
Whether you should use AdWords or Analytics for creating remarketing lists depends on your requirements:
- In Google AdWords you can create simple, not very complex remarketing lists.
- Google Analytics provides more advanced targeting options. You can use all data about pages, users and events to define highly targeted lists.
Process in Google Analytics
I recommend the following process for remarketing with Google Analytics:
First of all, you should define the target audience based on your offer. Therefore you should ask yourself the following questions:
- Who? Whom do you want to target?
- Where? On which channels and platforms would you like to reach your audience?
- How frequent? How long after a user has visited the website would you like to show your ads?
- How often? How often would you like to show your ads to the defined audience (can be regulated with Frequency Capping in AdWords)?
- Get inspiration from the pre-defined audiences in the Google Analytics Solutions Gallery.
- Test different target audiences with your AdWords campaigns.
- Evaluate the AdWords performance and refine your remarketing lists in Google Analytics accordingly.
In case you missed the presentation, you can find it below. Feel free to send me an email if you have any questions.