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Remaking Marketing With Remarketing

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In the post Making the Most of Dynamic Tag Managers, I shared how tag managers address dynamic campaigns, a refining element for better analytics. One benefit from that refinement is enabling a better response to website visitor segments that can appear.

Certainly one segment that appears is the casual customer who browses a number of websites. That customer needs a reminder of why your site is worth a conversion — a purchase, a download or what action that you are undertaking.

The usual string around the finger is digital advertising. But the best string to use is a remarketing campaign.

By using remarketing features in Google Analytics, you can reinvigorate paid search campaigns and cross-device strategy.

Jogging Customers' Memories

Remarketing is one of the promising new paid search techniques. A remarketing strategy involves triggering an ad to appear while browsing, the trigger being a website visit. It is meant to remind a site visitor to come back to the trigger site and take action -purchase an online product, register for an event, or to sign up on the website.

Currently Google offers remarketing as part of its AdWords product, as well as for its display ad network.

To create a remarketing campaign within Google Analytics, the main analytic script receives a one-line modification to add display advertising support. This means loading the analytics script from DoubleClick rather than the standard Google Analytics source. Thus this standard line in the analytics tag:

ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';

is updated with the following line:

ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') +  'stats.g.doubleclick.net/dc.js';

In additional to a text editor or IDE, you can use Google Tag Manager to make modifications.

This next step is critically important: indicating your privacy policy that remarketing tags are being used. A privacy policy ensures that customers understand and decide the impact remarketing ads have on their online experience. The disclosure provides an opt-out choice for visitors who are sensitive to being tracked. Google provides guidance for what a policy contains, particularly in respect to display ad campaigns (you can read more detail on the Google Analytics site).

Your First Remarketing Lists

With the settings adjusted and the privacy policy in place, the next step is to form remarketing lists for the webpages involved in a remarketing campaign. Lists are created with website "triggers" — the events that will display an ad to a visitor who triggered the event.

The events are based on the objective you have set for your website. The lists can be created in the admin section of a Google Analytics account. Lists can be created for a number of configurations, such as all your visitors, visitors who visited a subsection of your site, and visitors who completed a goal.

Once a remarketing list has been created, your team can craft a new ad campaign and add a remarketing list to an ad group. Multiple remarketing lists can be added to an ad group, so an ad group will run an ad according to the triggers of all the included lists. Lists can be viewed within the account manager of a linked AdWords account.

Remarketing has brought forth a renewed purpose for digital media marketing. From raising conversion rates to strengthening brand message, remarketing offers a number of benefits that raises the value of marketing campaign for customers and businesses.

Of most value Is the possibilities for cross device tactics. Because ads can appear on a number of digital device screens, remarketing can address sending a marketing message to a fragmented customer attention span.

More intriguing is that a terrific opportunity for a cross device remarketing strategy exists even today. In January eMarketer reported a Kenshoo study that noted that majority of paid search dollars remain aimed for PC screens, despite the rise of mobile platforms.

A remarketing plan that incorporate some mobile would certainly make that terrific opportunity a terrific rise in conversion … and campaign success.

Title image by Stocksnapper / Shutterstock.

 
 
 
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