- In this video, I am gonna show you
how you can set up Google AdWords Remarketing Audiences
with the help of the custom segments feature
of Google Analytics.
All and more coming up, so let's dive in.
(lively dance music)
Hi there, and welcome to another video of measureschool.com,
where we teach you the data-driven way of digital marketing.
So in this video, we are gonna explore how we can set up
such a remarketing list via Google Analytics.
Now the normal steps of setting up
a Google AdWords remarketing list are basically
building a new remarketing list through the
Audiences Tab in the Shared Libraries,
and implementing a remarketing tag on your website
through a tool, for example, like Google Tag Manager.
So this is all pretty straight forward,
and one of the easy ways of installing
remarketing on your web property.
But in the last years, Google made a effort
to consolidate all these different tracking scripts into one
unified tag, which is the Google Analytics tracking tag.
So now with Google Analytics, you don't have to install
an extra remarketing tag on your website.
You can build remarketing list right from Google Analytics.
There's some preparation steps that we need to take.
Under the Admin section, you will need to connect
your Google Analytics account to Google AdWords.
So there's, under the Properties settings,
a Product Linking tab for AdWords,
and you need to link that up to your Google AdWords account.
For that to work, both of your Google logins need
to have access to the AdWords account.
Once that is done, another important configuration
is under the tracking information and data collection.
You want to turn on the Remarketing feature,
and the Advertising Reporting Features.
So Google Analytics then can use the data that is
inside of GA to remarket to your users.
But please be aware that you need to adjust
your privacy policy to reflect that change,
and make people aware of this data
also being shared to Google AdWords.
Once this is all set up,
you are ready go to build your first remarketing audience
through Google Analytics,
and this has been really simplified.
You don't have to add any extra code.
You just go to your reporting tab,
and you can now build a custom audience
via the Custom Segments tab up here.
Now if you want to find out more about custom segments,
check out our intro video where we explain how you can use
custom segments within Google Analytics.
Now you can choose any of these segments,
or build your own custom segment,
and then remarket to these users that you have defined
in the segment, by clicking this little arrow up here,
and you see Build Audiences.
You can click on that,
and you'll be taken back into the Admin menu
where you can select the View and the Account
that should be used to define this audience.
You can click on Next Step.
You can then define a member duration,
and give the audience a name.
Saved as audience.
And now, this has been sent over to Google AdWords,
and we'll be able to use it in our account.
So let's check that out.
Under our Campaign menu, we have Shared Libraries,
and can look at our audiences here.
And we have now the custom audience
All Measureschool Visitors,
which I just created in our Google Analytics account.
We can use that to build our
Google AdWords remarketing campaign.
We won't go through the actual steps
of setting up a remarketing campaign,
but now you can use this audience
to target visitors who visited your website.
Please notice that right now the list size
is not displayed yet because only going forward
Google AdWords will start adding people based
on the segment to your list.
Now it's obvious that this segment is not really
a very targeted segment because we choose all the visitors
that visited our website, if they converted or not.
But, with the custom segments feature,
we can actually build very sophisticated audiences
that it would be hard to replicate
with just the Google AdWords remarketing tag
that you install on your page.
So what can we do?
For example, we can use all the data
that is available within Google Analytics
to target and segment our users to the group
that we want to remarket to.
So we have demographic data available,
we have technology data available,
behavior, and so on, and so on.
But if we think of retargeting specific user groups,
it makes sense to look at the stages
of engagement towards our outcome, our goal,
that we want our users to reach.
So, for example, for MeasureSchool,
I would build a segment for everybody
who hasn't reached my signup goal.
We'd go under Conditions, and can find our goals in here.
And, just scroll down here and see
we have here our e-mail signup goal.
Number four.
And we will just say the e-mail signup goal,
completion per user.
Let's go on a user basis here,
is lower than one.
We're updating our segment and we see that we have
a sizable chunk of users who have not reached a score.
But there's actually another way
to sign up, which is the membership,
so we can stack this up in our conditions.
Let's click this All button here,
and find our member signup goal,
which per user, also should be one.
Whoops, this actually should be an and condition.
And here we see our potential target group
who has not signed up and not left an e-mail yet.
So that's a good target audience to remarket to.
Let's give this a name.
There's are my non-leads, so to say.
Let's save this.
And I can go ahead and build an audience from this.
Select my account.
Let's go back 30 days to look back,
and 30 days of membership duration.
Call this non-leads and save this audience.
And now we can create our campaign.
So custom segments within Google Analytics
are really powerful, and now make your data
really actionable, because you can send an audience right
onto Google AdWords and remarket to the users
that you have defined in your segment.
Now just to give you some ideas
what actual remarketing audiences would be useful.
For example, if somebody looks at a product page
and doesn't convert, you'll be able to define this
in a segment, and send it on to Google AdWords right away,
and remarket to these users so you can win them back
and get them to convert on your website.
For me, the Audiences Feature and the integration
between Google Analytics and Google AdWords,
makes the data that we gather within Google AdWords
super-actionable, and the speed of implementation
of such segments, is way faster than going through
a remarketing pixel that you install on your webpage,
and trying to figure out all the triggers that need to
turn true in order for the right audience to be targeted.
So this is made way easier with the help
of the Google Analytics Audiences Feature
that you can send on right to Google AdWords.
(lively dance music)
And that's already it for this week's video
of measureschool.com.
If you wanna learn more Google Analytics tricks,
head over to measureschool.com/gaemailcourse,
where we have a free course for you prepared,
which will introduce you to more features
of Google Analytics.
If you like this video, please subscribe to this channel,
so we can bring you more videos every Thursday.
My name is Julian, 'til next time.
(upbeat music)