Hi everyone, I'm Krista Seiden,
Analytics Advocate at Google, and today I'm joined
by Jon Mesh, who is a Product Manager on
Google Optimize. In this Quick Tip video
Jon and I are going to walk through three
examples of using Google Analytics
Audiences in Optimize to help you
target those experiences.
So with that, I'm going to go ahead and hand it over to Jon.
Great. So Google Analytics Audiences
being used and Optimize is one of my
favorite features in one of our most
powerful features that's included with Optimize 360.
So we're going to just talk to a couple of use
cases today about some ways that you might be able
to use those audiences to change your
site for a test or personalized experience.
So let's go ahead and look at this first one.
So a travel brand,
maybe if you're running an airline, or if you
have some type of place where you have
different spin levels of travelers, or
different loyalty status of travelers
you can use audiences and trigger those
off particular hits, or page views, or
maybe attributes about a particular hit
or custom dimension to create an
audience that you can use to target
those users with more relevant homepage
promotions when they return.
So that's one case for a travel grant.
Another might be for an online retailer,
and obviously when people are looking at
products something that happens quite
often, is they'll look at a product for
a few minutes and they're trying to
decide, maybe I should buy this, maybe I
shouldn't, the shipping is kind of expensive.
So maybe what you want to do
is show a particular insensitive.
Free shipping for example to a high dwell
time user that hasn't converted after
coming from multiple sessions and maybe
is staying for a long time.
So you can use our audience builder in
Google Analytics to create just that
kind of audience and serve those users a
particular offer about trying to get
them to convert and to buy that thing
they were looking at.
This last example let's consider that you might be an
online retailer, and you have people
coming to your website, and looking for
different products. In this case
searching for a digital camera.
As an analyst I want to know what that
drop-off pattern looks like.
So I can actually use a report in Google
Analytics 360 called a
Custom Funnel. And I created one here where
I'm looking at website visits, to digital
camera views, to cart adds, to checking out.
And as you can see there's actually
a significant drop off between adding to
cart and checking out.
And one of the cool things about this report is if you
press that red arrow you'll actually get
a pop-up box which says in this case
back 2346 people fell out of this tunnel
from adding to cart to checking out.
And the thing that makes this really cool is
that there's a button there that says
Create new segment and remarket.
So this allows you right from this report to
create an audience in Google Analytics
to include these high-value users who
have dropped off that you want to bring back,
and you go ahead and remarket to
those people with an ad saying
something like, get free shipping on your
next order, but because we're good
marketers, and we're using Google
Optimize, we actually can tailor that
experience even more when they actually
land on our website using that same
Google Analytics Audience that we're remarketing with.
So in this case when
somebody comes to the website from that
ad I'm actually going to go ahead and
add a little pop-up box with the text of,
Welcome back! Get FREE shipping on your next order!
So as you can see that's a
really creative way to power more
personalized experiences by pulling
together a marketing and targeting in
Google Optimize with Google Analytics Audiences.
Thank you very much.