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- [Instructor] All right, let's say
you want to test remarketing,
but you don't have all the money in the world.
So you want to start with a small test.
The best way to get the most bang for your buck
is by focusing on the highest intent audiences,
not by remarketing to just anybody and everybody,
but how do you find those?
So in this module,
we're going to discuss how to use Google Analytics,
to identify high intent audiences.
To do this we're going to create
a few different custom reports to look at things
like average session duration and page depth
to try to get a sense of whether
there are any demarcation points
in which a person is more likely to convert.
For example, if a person spends 10 seconds onsite,
are they more likely to convert than somebody
that spends two seconds on site?
Or is there a certain behavior
that has a corresponding increase in conversion rate
that would indicate that folks engaging in that behavior
were more likely to convert than just your average visitor.
That's what we're going to look for today.
So let's get started.
First thing that I like to do is create a customer report,
and it's really quick and simple.
We'll just create some basic filters here.
So we'll name this Audience Segmentation Discovery.
And so let's say that we want to look at sign-ups and see
which audiences seem to be most likely to sign up.
So we'll grab completions there.
Then we also want to look at conversion rate
because conversion rate sometimes
is actually even a little bit more telling.
So here we go, Conversion Rate.
Let's also describe sessions here as well.
Okay, now we're going to decide what's the basis
that we want to look at this information on.
So how do we want to break it down?
So let's look at session duration as a starting point.
So essentially what we're going to look for is,
is there a certain demarcation
where a higher session duration seems
to have more intent than a lower session duration.
Sometimes the answer may be no, but if the answer is yes,
that might help define how we put together our audiences.
So we'll just click save,
and then it's going to take us to the report.
It's loading.
All right, here we go.
So let's filter this in order.
So if we were looking at creating an audience,
would there be a certain point
that we should start out
to try to weed out anybody that's potentially uninterested?
So you can see as we're kind of scanning through here,
it bounces around quite a bit.
These are relatively low conversion rates.
And keep in mind, this is looking at all site data.
So conversion rates often are going to be a little bit lower
than average of what you would see
with your paid search campaigns.
So let's just scroll down and see if they ever
become consistently higher.
So I would say right around here,
they're starting to become consistently higher.
You see them over 1%
which not to say that that's a super high conversion rate,
but compared to the average,
it does seem to be above average.
And I would say that kind of starts probably around the 26
or 27 second mark, maybe 27, second mark.
As we scroll down, we start to see that they're over 1%.
Sometimes even over two and 3%.
If we wanted to have a really high intent audience,
we may even want to start our demarcation
more around like 45 seconds.
So it just kind of depends on how much data that you have.
If you can afford to do that for some people,
if you started your audience at 45 seconds,
it may not leave a big enough pool to actually remark it to.
In this case,
they're still getting a pretty consistent flow of visitors,
even at these high time on site ranges.
So for them,
we may want to actually start even a little higher
up here around 45 seconds.
If you didn't have a lot of data,
even still potentially starting here around like
the 27, 28 second mark could still be valuable
as you can see that these conversion rates
are consistently higher than what we see up here
which makes sense, right?
Because if somebody is only on your site
for three or four seconds,
it makes sense that they may not have a lot of intent.
They may have come to your site and realize
it wasn't what they were looking for so they left quickly.
So that's one of the ways that we might look
for high intent audience
to be able to create some different segmentation strategies
around that custom report
and see if we can find any others as well.
In our customer report,
and all that we're going to do is just change this to look
at something different.
So let's look at, let's look at page depth.
So essentially what we're going to look at this time is
the more pages that people view does that indicate
that they're potentially a higher intent audience.
And when you say that out loud,
it makes it sound obvious that it should be right,
but what demarcation does that actually change?
So what would we actually want to filter for?
We won't really know that without running the report.
So please click save and let's just take a look here.
And again, let's sort these,
so that we're actually looking in order.
All right, so as page depth increases,
do we see conversion rate increases?
And pretty clearly we do see a nice increase
as we see page depth increase.
So let's see if we expand this.
If it goes even further, and yeah, it definitely does.
So what I would say here is
we can easily rule out probably a zero to three,
maybe even zero to four page depth and start with a five
or more page depth.
For pretty high intent audience you could even go further
and look at nine or 10
as you can see conversion rates jump up into double digits
at that point.
The only thing that I would be a little bit hesitant about
is that we're getting into some smaller audience sizes.
The majority of our audience is right up here.
So depending on how much traffic that you have,
depending on how big of an audience pool
that you want to create and how much budget
you're planning to put behind it.
If I were going to put a fairly big budget behind this,
I would want to be careful not to make
the audience too small,
but you can see where there's a fairly clear line of sight.
And the other flip side of that is I would say
most of our audiences right here in the one to two,
one to three maybe even four range,
but I really wouldn't worry about cutting these folks out
as they're pretty clearly fairly low intent.
And so it's okay to have a smaller audience if it means that
that audience has higher intent,
it's just sort of a balance of how high of an intent
are you looking for versus the benefits,
the pros and cons of
having a larger audience versus a smaller audience.
So in conclusion,
if you want to identify the highest intent audiences,
you can use Google Analytics, identify behaviors
that indicate higher likelihood of conversion.
And then you can focus your marketing efforts
on just those folks to ensure
that you're using your budget in the wisest way possible.
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