Nowadays, SEO and Digital Marketing practices are getting more advanced than ever and marketers are exploring more techniques to market products and services to the targeted audience and this brings down to a very critical Digital Marketing technique i.e. Re-Marketing.
A concept which includes reaching out to your targeted audience for the products they have been looking for or checked out online for any purpose.
To help you with all your re-Marketing analytics tracking Google also offers the option for configuring Re-marketing tracking for your targeted audiences in Google Analytics, and here I am going to explore all the things you need to know in configuring the re-Marketing setting in Google Analytics. But, before sharing that, let’s have a quick look at the definition of re-Marketing.
Re-Marketing is an intelligent stroke to connect with the visitor / audience to your website who may not have made an immediate purchase or inquiry after visiting the product page. Re-Marketing allows you to point targeted ads to the head of a defined audience that had previously stepped in your website. Under re-marketing, there is an audience list of cookies or mobile-advertising IDs that represents a group of users you want to re-engage because of their likelihood to convert. You create remarketing audiences based on user behavior on your site or app, and then use those audiences as the basis for re-marketing campaigns in your ad accounts like AdWords and DoubleClick Bid Manager.
How to Configure re-Marketing Settings in Google Analytics – So Let’s Get Started!!
To configure, re-Marketing in your Google analytics, you may need to follow below-mentioned steps, so that analytics can start tracking the audience ID’s and cookies that will help you in re-promoting your products and services to a targeted audience.
Step – 1
Login to your Google Analytics account and open the administration section, after that, select the property for which you want to configure re-marketing. Under Property Section, click Audiences which you will find under Audience Definition panel.
Step – 2
Before proceeding to Step – 2, it’s important to understand the user behavior with broad behavioral criteria, because there are some criteria to identify the user’s session on your site or open your app, or you can use more narrow criteria like interacting with specific products.
Below table shows different kinds of ads that you might create for Remarketing audiences and engage the users that you can use to target ads to custom lists of customers and users.
Proceeding forward, after clicking the Audiences section, you will see a +NEW AUDIENCE
After clicking, you will get the options for Link Configurations under which you need to choose the View Type “where you can select the data that you want as the basis for the audience” and the Destination Account ”with which you’d like to share with your audience”.
After selecting the options, click on Next Step.
Step – 3
After performing settings for Link Configuration, you will get the option for Define Audience where you can define the type of audience that you want to target for the remarketing advertisements. You can either create a new audience type by choosing targeted audience’s Demographics, Technology, Behaviours, Date of First Session, Traffic Sources, as shown in the image below or you can also use Advance Sections to set a more defined target audience for re-marketing configuration in analytics.
Else, you can go with the Recommended Audiences where you will get several options to choose from for quick and easy targeted audience selection:
The options you will get are:
- Smart List: That will be based on historical conversion data from businesses like yours, Analytics can estimate which users are most likely to convert during subsequent sessions.
- All Users: Includes all types of users.
- New Users: Includes, those targeted users who have conducted only a single session on your site. This can be a powerful way to segment new prospective customers from others who are already on the path to conversion.
- Returning Users: Target users who have visited your site or app already. This can be an effective way to re-engage with users who are already familiar with your brand but haven’t yet purchased.
- Users who visited a specific section of my site (e.g. /index.html, shirts, /cart/): This option uses contains match type. If the URI of a page, screen, or directory contains the text you enter here, then that is considered a match.
- Users who completed a goal conversion: Here, you can target users who have completed a micro-conversion like an email registration or a contact request.
- Users who completed a transaction: Here, you can target those users who have previously made purchases. This requires that you’ve set up eCommerce transaction tracking.
Alright! For an example, I am going to choose “All Users” under “Recommended Audiences” and then you will get the box displaying All Users with an edit option to choose a defined Demographics, Technology, Behaviours, Date of First Session, Traffic Sources etc. Here, you can choose different segments of your users by demographic information.
Please refer below example image where I have shown the selection of my audience demographic type and you can select the required technology and another audience type as per the requirement.
After all, done, click Apply and re-check everything you have selected from a small box containing the information for your targeted audience.
After that, set the audience name for the Remarketing campaign, Here I have selected “All Users – Re-Marketing” you can choose whatever you like because this is the name by which your audience appears in Analytics and other products.
Click on Save, And you are all set for Re-marketing your audiences in Analytics.
Anubhav Garg is a leading Digital Marketer and Online Marketing Professional who has been a part of the Online Marketing industry since 2011 & has been ever since contributing to the achievement of companies worldwide. With having advanced knowledge of search engines and a columnist in his profession, he loves all the things related to Content, Search, Web, Link Building, Paid Marketing and Social.