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Increase Online Ad Performance with Google Analytics Remarketing

Ellie Gunville
by Ellie Gunville on Oct 3, 2012 10:37:00 AM

Remarketing is a powerful advertising method that allows businesses to effectively increase ROI by capturing lost leads and turning them into profitable buyers. Remarketing campaigns let you target people who have previously visited your site and shown interest in your products or services, but had not completed an action step such as a purchase. Relevant ads are then displayed to these individuals across the Google Display Network, enticing them to return to your Website and take action.

One of the most recent Google Analytics updates allows you to create and manage remarketing lists within the Google Analytics dashboard, making re-connecting with your Website visitors easier than ever.

In the past, remarketing lists were created in Google AdWords and required you to add an additional tag to your Website. Google's recent remarketing changes make building remarketing lists simpler than ever. If you already have Google Analytics installed on your Website and your profile is linked to a Google AdWords account, most of the work is already done. Only a minor modification to your Google Analytics code is needed to get started. The one time code update allows you to easily create multiple lists right in Analytics at any time.

Remarketing in Google Analytics gives advertisers many new opportunities for segmenting visitors and creating effective remarketing campaigns. A few of the segmenting options include:

  • All Website visitors
  • Visitors who visited a specific page on your site
  • Visitors who arrived via a particular traffic source
  • Visitors who spend an X amount of dollars on your Website

Different remarketing lists can be created for different segments of visitors. For example, you might create a list of visitors who visited specific product pages on your site but did not make a purchase; or add a list of visitors who spent at least $100 on your Website. By creating separate lists, you're able to develop tailored ad message points for each group of individuals.

When a remarketing list is created in Google Analytics, that list is automatically synced with your Google AdWords account, allowing you to quickly and easily launch remarketing campaigns. If you need to make changes to the program after it has launched, you can make updates and modifications within Google Analytics at any time, with no need to update your code again!

What are your thoughts on the new remarketing integration with Google Analytics? Are you finding the new segmenting options useful when creating remarketing lists?

Leave a comment

Ellie Gunville
Written by Ellie Gunville
As the Manager of Online Advertising at E-Power Marketing, Ellie focuses on developing targeted advertising campaigns to boost sales, increase trade show and event registrations drive leads and strengthen brand recognition. She has become an expert in all things online advertising, and expanded her focus to also include Google Analytics and conversion optimization.

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