Remarketing Analytics: acquire new customers with audiences

Remarketing Analytics : how to acquire new customers by setting up audiences.

The analysis of a website's performance is essential to improve the performance of a communication strategy: a careful interpretation of the data allows us to acquire new customers and retain the old ones, but also to convert those who are potential buyers into customers.

Although a site can be visited by several thousand users per month, only a small part becomes customers: the others, for one reason or another, do not make the purchase. Many visitors are simply looking for information, others are really interested in the article (or service) so as to read all the details or even add it to the cart but then, for the most varied reasons, they do not complete the purchase.

Well, there is a way not to lose this slice of possible customers, and it's called remarketing .

Remarketing Analytics: what it is

Remarketing Analytics : is a marketing technique that allows you to set up campaigns that target users of a website who have not made a conversion.

Moving into offline marketing, let's imagine seeing a dress we like in a shop window. We go in to try it and we fall in love with it, but we decide not to buy it for N reasons. We leave the shop hoping to be able to buy it soon.

Now, if that shop window is located on a road that we practice daily, we will probably not forget that dress because we will often find it in sight, and therefore at some point we will probably come back to buy it.

This same situation can be recreated online with remarketing, which is an advertising system through which it is possible to reach users who have already interacted with our site while they are browsing other sites (including social networks).

Through remarketing it is possible to differentiate the target and decide which advertising message to show to the different groups of users, and then customize the advertising based on the user who has performed specific actions on our site.

That's why we happen to display within other sites just that article that we were viewing until recently: this way of doing remarketing takes advantage of the Google Analytics tracking code and the segmentation of the audience that Analytics does.

We have two possible remarketing activities:

Audiences : create lists based on web traffic behavior (users who have visited a page, users who have stayed on the site for a period of time, users who have generated a conversion)

Dynamic remarketing : users who viewed a given product on the Ecommerce site or who stopped at a certain point in its channeling

Remarketing Analytics: how to do it

Activating advertisements requires AdWords, so first you need to create an account on AdWords and link it to Google Analytics. This step is essential because it allows the exchange of information between the two products.

To connect them you need to access Analytics and then to the administration panel (gear icon) and choose the "AdWords connection" item that you find in the properties section.

Then you need to create your audiences.

How to create remarketing audiences

As we said, we can customize our ads, and create different ads based on the audience we target. To create audiences you need to access the administration panel, on the properties tab, and click on the item Definition of audiences → Audience segments → New audiences.

Here are some segments from which to start:

1. Audience segment: all site visitors

If we want our messages to be addressed to all the people who have visited our site, then we will create an audience that includes all users, and this is therefore the first segment to be created. You will need to click on:

Audience source, Vista : All website data.

Audience definition : All users . We can also go into detail and filter between: Demographics, Technology, Behavior, Date of the first session, Traffic sources, which allows us to customize the target audience to the maximum.

2. Audience segment: already customers

If we want our messages to be addressed to those people who have already purchased on our site, you will have to select, for example, the users who have visited the "Thank You Page" or in any case a purchase confirmation page, which must be unique and used only to respond to a purchase. This page usually matches the same page we selected as the target (link to the other article).

To create this audience segment, select the item " Users who have visited a specific section of my site (eg index.html, shirts, / cart /)" from 2. Definitions of the audience and set the final part of the url of the purchase confirmation page (e.g. / thanks /).

3. Audience segment: users who have performed a specific action on the site

Another useful segment could be that relating to those users who have converted on our site, or those who have activated a goal that we have previously set (for example a specific download, the consultation of a specific page, an article added to the cart, the viewing a video). To create this audience to select 2. Definitions of the public voice " Users who completed a goal conversion "

4. Audience segment: smart list

This function is useful when we have a new site (and therefore few visits, few purchases and few conversions that would make campaigns with previous segmentations unprofitable) or to make A / B tests (i.e. comparisons between different campaigns). In fact, by creating this segment, Analytics applies machine learning technology, and analyzes both the site conversion data (if any) and the conversion data from similar sites that have chosen to share anonymous conversion data with Analytics.

Analyzing dozens of signals (for example session duration and page depth, locations, devices, etc.), Analytics determines which users are most likely to give rise to a conversion.

To activate this segment click on2. Audience definitions → Smart list

5. Audience segment: recovering cart abandonments

This is probably one of the most interesting segments, as it allows us to recover some users who have carried out strong actions on our site, such as an "Add to cart", an internal search, a refinement of the search, a fixed time within the site or a specific product sheet, etc.

Certainly the most incisive action is to add an object to the cart, however 87% of consumers abandon the cart  before completing the purchase (source: Forrester Research). However, a recovery of these users is possible, certainly through email marketing, but with remarketing we can also convert customers whose email we do not have.

To create this segment we must follow this path:

Audience definitions → All users → Conditions → Behavior → E-commerce → Product additions to cart, Product removals from cart, etc.

And if we want we can be even more specific and exactly show the article that the user has visited (even if he has not added it to the cart but, for example, has spent a certain amount of time on the product page or has scrolled the page for a specific percentage. To create this profile we need to intersect two filters:

The first is a filter on the page: Audience definitions → All users → Conditions → Behavior → Page → select the URL of interest.

The second is a Behavior filter, where we can select "Screen depth" or "Time variable"

If we have many articles, it is not appropriate to create an audience for each item on sale, but we can check from Analytics which are the articles that receive the most visits and that convert best (from the side menu consult the Behavior → Site content → Site pages destination)

 

How to use audiences on AdWords

After creating our audiences we can use them for our CPC campaigns: we will find the segments during the campaign creation phase (in the case of AdWords).

In the AdWords settings we have to tick the option "Use the Google Analytics tracking code instead of the AdWords remarketing tag", while in Analytics the item "Allow manual tagging (UTM values) to override the encoding must be checked. automatic (GCLID values) for the integration of AdWords and DoubleClick Search ”, following the path Administration → Property Settings → Advanced Settings.