This week, Google launched a new tool: remarketing tagging with Google Analytics. Remarketing (a.k.a. retargeting) is a very effective way to increase customer retention, cross- and upselling. This form of behavioral targeting offers advertisers the opportunity to tag visitors to their website(s). People with a tag can be targeted with highly relevant advertisements.
URL-based remarketing tagging
“Traditional” remarketing uses scripts. These scripts are usually generated in Google AdWords and placed on the pages that need to be tagged. Placing remarketing tags costs time and often has to be done by a web builder.
More advanced remarketing tagging involves a tag management tool. These tools offer advanced tagging opportunities and the advantage of only having to place one tagging script, ever. Populair tag management tools are BT Buckets (free, but limited) and Satellite (a very advanced tool, for remarketing, web analytics, and AB-testing).
Tag management tools tag users based on the URLs of the pages they visit. Within the tag management tool, users can generate rule sets. As the URLs from a visit comply with a rule set within the tag managent tool, the visitor is tagged with a cookie. Computers that contain the cookie can be targeted with specific advertisements.
Smart remarketing tagging
A smart combination of selected URLs and tagging lists allow for the creation of very specific remarketing target groups. Examples of tagging rules are:
- Visited multiple pages
These are interested visitors, that you can re-activtate with remarketing
- Viewed a demo, but did not visit the ‘Thank you’-page
These are high-potential visitors that need a little push in order to buy
- Visited a members-only page
These visitors can be excluded from campaigns in order to save costs and improve performance
- Visited a Product- and ‘Thank you’-page
These visitors can be targeted for cross- and upselling
For more ideas on remarketing tagging, read more about marketing strategy.
Remarketing tagging using Google Analytics
Google now offers similar remarketing opportunities using Google AdWords and Google Analytics. Select URL criteria in AdWords, and AdWords will tag visitors using Google Analytics. Here’s how:
Start your remarketing tagging with the creation of a new remarketing list:
- Within your AdWords-account, go to ‘Shared library’
- Select ‘remarketing lists’ and press the button ‘New remarketing list’
- Provide the (parts of) URLs that have to be in- or excluded
- Set the tagging period (max. 540 days)
As soon as the remarketing list is saved, AdWords will start tagging visitors to your website. Your new remarketing audience is ready for use as soon as 100 individual visitor tags are active.
Remarketing tagging prerequisites
Although the implementation of Google’s new remarketing tagging is easy, it does have a few prerequisites:
- The website must contain the latest version of Google Analytics
- The Google Analytics account needs to be paired with Google AdWords
- All pages that need to be tagged need to contain a remarketing script (available from your AdWords account)
Remarketing and tagging are very effective marketing tools that can be used successfully within every organisation. At the basis of remarketing success lies a comprehensive remarketing strategy. Searchify will gladly help you to define an effective strategy for you to make the most of your remarketing activities.