Remarketing based on Google Analytics data VS AdWords smart pixel – Knockout
As you’ve probably assumed, I saved the best scenarios for the Knock Out Stage.
This article will focus on the benefits of using GA for remarketing
Of course, none of these 5 scenarios are possible to implement directly in AdWords (without creating the segments in Google Analytics)
Contrarily to the first part of this article – Remarketing based on Google Analytics data VS AdWords smart pixel – Round 1, in order to build these segments there’s no need for advanced GA (Google Analytics) implementation.
6. Visited at least X times in the last 7/14/30 days
We would like to segment customers that visited at least 5 times in the last 14 days but didn’t place an order.
This is actually a combination of a simple segment and the look back window. In order to exclude the customers who placed an order, we’ll need to execute it in AdWords as detailed in the article Advanced remarketing lists Excluding Audiences
7. Spent more than $X online or offline
Let’s split this one into two, online and offline.
Online is quite simple, whoever spent more than $100 user level/session level (to understand the difference please see the article Session scope vs User scope Remarketing lists).
If you only use AdWords, you can segment customers who committed a transaction, yet you can’t differentiate between those who spent $5 vs $500.
We can also segment customers that placed their final order offline. A customer visited the site, downloaded a coupon, and bought the product in an offline store. In my next article, I’ll examine it in detail.
8. Viewed a specific page (or category page) at least X times
This is a very unique, thinking outside of the box, having the ability to “count” how many times the customer viewed a page (same for triggering an event).
As you can see, this is a manual segment. Therefore, if you exceed 5 times, I’d recommend that you use a custom metric on a session/user level being fired every time those specific pages were viewed/ events were triggered.
9. Traffic source
Analyzing a traffic source is great, but why should we build a remarketing list based on it?
After committing a very big and expensive campaign that drove very high volume of traffic, analyzing the data indicates that these are the red velvet customers that you desire. A conversion rate of %10, extremely high AOV (Average Order Value), low refunds etc.
Your CMO wants more of these customers.
Option 1: spend another fortune on a similar campaign and hope it does the same
Option 2: consider targeting the %90 that didn’t convert, this might come out much cheaper. Remember, these are customers that visited your site, they are aware of you offers.
10. Smart list
Expanding your customers
Business is doing well, everyone is satisfied with the marketing results.
This doesn’t matter, we always want more.
If Google keeps so much data about us, our customers, our competitor’s customers, why don’t we leverage that?
As Google says:
“Based on historical conversion data from businesses like yours, Analytics can estimate which users are most likely to convert during subsequent sessions. Remarketing to this audience allows you to optimize your marketing budget based on the users closest to converting.”