Audience characteristics are the foundation of your segments and understanding which characteristics give off the most amount of user intent is essential to creating effective marketing campaigns.
Google ads remarketing audience is one of the best targeting segment and digital marketing strategy that will maximize campaign performance and increase conversion rate.
It is a well known fact that most customers don’t buy from a new brand the first time they click on an ad or visit a website through organic channel.
An average buyer needs to interact with a brand at least 5 to 7 times before he/she is ready to make a purchase decision.
By running a remarketing campaign, you are able to expose your brand continiously in a timely manner, build trust and credibility with your lead and increase the chances of conversion.
This graphics from retargeter is a good explaination of how remarketing works:
Here are 10 fantastic ways to build Google ads remarketing audience:
Time Spent on Page – Users who have spent more than 1 minute on your website
“Dwell Time” is an important SEO ranking factor. If users spend more than a minute, it is a clear indication that they liked your content and the chances of them taking an action is much higher.
To create this list, go to the admin section and click on “audience definitions”
Now select create new audience-> all users.
Under the behaviour tab, set the session duration > 60
You have now created a remarketing list containing users who have spent more than 60 seconds on your website.
People Who Visit Your Website From a Specific Location
There are situations where you would want to target users from a certain geographic location because you got the most sales, conversions or leads.
You can create a remarketing list of all visitors from a particular geographic location, import that list in Google ads, increase the bid for that particular audience and increase conversion rate.
Here is how you can create this list:
Create a new audience —> choose demographics tab —> select locations —> city/country/region and then enter the value.
Users who have visited specific pages on your website
This is one of the most widely used remarketing list as it gives you an audience based on their browsing history/specific pages they visit on your website.
You can create an audience based on users who visited products or services page, added product to cart, contact us page, and similar high user-intent sections of your website.
Here is how to create a remarketing list based on people who visited certain pages on your webiste:
Select create new audience —> under audience definition, select “users who visited specific section of my site”
Select page —> contains —> enter page path(exclude the domain name)
Remarketing campaigns has the potential to increase your repeat visitors by 50% and increase conversion rate by 51%
By selecting the right remarketing list, you can bring down the cost per click, reach warm audience, improve campaign performance, and decrease your cost per acquistion.
E-commerce cart abandoments remarketing list:
If you have an e-commerce store, then you should start creating remarketing lists based on shopping activites.
Here are some examples of e-commerce cart abondonments remarketing lists
- Users who started checkout process but did not complete the transaction
- Users who added products to the shopping cart but did not start the checkout process
- Users who visited your e-commerce store but did not add any product to their shopping cart.
Based on where your customers are in their buyers journey, you might want to determine which of the above audiences are most likely to convert if you show them a remarketing ad.
Remarketing audience based on Events and Goals in Google Analytics
Setup event and goal tracking on your website to target these users with a remarketing ad.
You can create a list of users based on clicks to important links on your website, clicks on Call-To-Action buttons, form submit buttons and any other interactive element on your site.
Remarketing List Based on Frequency of Visits
We have already discussed how to create a remarketing list based on page visits, time spent on page, and behavior.
Another cool feature, is creating a remarketing audience based on frequency of visit.
This feature allows you to filter audience based on how many times they have visited your page and build an audience out of it.
Remarketing Audience for New E-commerce Website
Google analytics provide exceptional ways to create audience based on shopping activity on your e-commerce website.
Here are few creative ways to build an audience for your e-commerce website
- Viewed a specific product page
- Initiated check out i.e. added product to the shopping cart
- Abandoned shopping cart
- Watched a product promotion video
- Repeat customers And new customers
- Remarketing audience based on customer lifetime value(LTV)
Conclusion:
Brands need to advertise to stay competitive, increase awareness, and drive conversion.
As more an more brands try to compete on advertising platforms(Google Ads / Bing etc), it is critical to refine advertising strategies and incorporate remarketing
Google analytics provides fantastic ways to build remarketing audiences that will entice previous website visitors back to your site And complete the conversions.
