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The Ultimate Guide to Google Ads Remarketing

Remarketing has become ubiquitous across the web, as users frequently gripe about endless ads chasing them around the web after viewing a product once.

Yet, when used correctly, remarketing continues to be an effective tool in the box for paid media marketers across the spectrum of industries.

In keeping up with increasing restrictions on tracking capabilities, ad platforms continue to roll out new options for reaching users outside of the box of traditional pixel-based remarketing.

First, let’s start with a basic definition for those who may be less familiar with the tactic.

What Is Remarketing?

Remarketing (sometimes called retargeting) is a paid marketing tactic allowing you to serve ads to individuals who have previously visited a website or engaged with your content on a social channel.

Website-based remarketing utilizes a pixel placed on the website to reach individuals who have visited specific pages or performed certain events.

Meanwhile, engagement-based remarketing allows you to reach those who have interacted with your social media content or watched a video.

Read on to discover the types of remarketing you should be considering for your campaigns.

1. Cart Abandoners

Shopping cart abandoners went through the work of finding a product they wanted and adding it to their cart without finalizing the checkout process.

Remarketing to people with these ads can encourage them to return to the site and complete their purchases.

Including an offer may also entice people to come back and finish buying. However, it would be best if you were careful that people don’t simply come to expect they can manipulate the process to receive a discount.

It can also be a time to reiterate selling points for your brand.

For instance, if you offer a two-year warranty when most competitors only offer one year, call that out in ads.

Make the case to bring people back in, which may be the nudge to shift them over the edge into a buying mood.

2. Video Viewers

Video view remarketing can capture intent from people who haven’t even visited your website.

YouTube, Meta, and LinkedIn are three popular channels allowing for the creation of view remarketing audiences.

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Within YouTube, you can segment people based on the following criteria:

• Viewed any video from a channel.
• Viewed certain videos.
• Viewed any video (as an ad) from a channel.
• Viewed certain videos (as ads).
• Channel interactions, including visits, subscriptions, and video likes.

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Within Meta, you can segment people based on the following criteria for any video or set of videos you select:

• Viewed a video for at least three, 10, or 15 seconds.
• Watched a video to 25%, 50%, 75%, or 95%.

Finally, LinkedIn allows you to segment video view audiences by 25%, 50%, 75%, or 95%.

Creating audiences of people who have committed to watching all or most of your video can segment out higher intent people who may be more likely to download an asset or want to attend a webinar.

People who watched shorter lengths of time may still be willing to view additional content in future remarketing campaigns.

3. Pricing Page Visitors

If a shopper visits a pricing page, they’re likely further along in the product research process than somebody else who sees the homepage.

They may be comparing costs versus competitors and digging into the specific features available by pricing tier.

Bucketing out pricing page visitors into their category can produce a higher intent audience than you’d get targeting all visitors as a whole.

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These individuals may be more willing to respond to a call-to-action for a product demo or a call with a salesperson.

You could also put together an asset with tips for evaluating products in your industry, which may appeal to people making product comparisons.

For example, my past client, who sold board management software, offered a worksheet for evaluating board software, serving remarketing ads on display and social to convince previous visitors to supply their email addresses.

4. Previous Purchasers

If someone bought from your site in the past, you could remarket them later to encourage them to make another purchase.

The products you promote and the timing for future remarketing depends on the type of product purchased.

For instance, if somebody just bought a new backpack, they may be open to purchasing related gear like a hiking pole.

If someone orders a printer, they likely don’t want another printer immediately but may need replacement ink cartridges six months later.

You should exercise caution not to annoy people because they form a negative perception of your brand after already completing a purchase, so don’t try this too soon.

Also include frequency caps where channels allow.

5. Industry-Specific Page Visitors

Segmenting audiences by industry can be complicated when attempting to market to people in niche industries.

If you have pages on your site dedicated to each industry, you can build separate remarketing audiences for each of those pages.

Effectively, you’ll now create buckets of people who have raised their hands saying they’re interested in services for a particular industry.

You can target unique ads tailored by industry to speak more specifically to these people based on their needs.

For instance, you might have a guide explaining how real estate developers can use your software to track prospects and target that to people who visit a real estate industry page.

6. Higher Funnel Converters

Particularly for the B2B world, converting a prospect to a sale often entails a lengthy process of multiple touchpoints.

Offering a downloadable asset like a guide, or inviting people to sign up for a webinar, can build an audience of people who are interested enough to raise their hands.

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You can then build remarketing lists based on people who download a higher funnel asset, setting up a new campaign targeting those with lower funnel call-to-action, such as a product demo.

You could target this via a website pixel (reaching people who have previously filled out a specific form) or via lead form retargeting in Meta or LinkedIn (reaching people who have filled out an in-platform form).

Think through the buying stages for your target personas and build out remarketing for people who interact at each part of the process.

7. Page Engagers

Facebook/Instagram page engagement audiences, available within the Meta Ads interface, allow for another way to capture user intent outside your site.

If a user chooses to like or comment on a Facebook post, they’re indicating some level of interest in what you have to offer.

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Currently, you can target people based on the following criteria:

• People who like or follow your page.
• Everyone who engaged with your page.
• Anyone who visited your page.
• People who engaged with any post or ad.
• People who clicked any call-to-action button.
• People who sent a message to your page.
• People who saved your page or a post.

You can also combine these criteria to include/exclude people from a group to target.

For instance, you could reach people who have visited your page but do not currently like or follow it.

Additionally, LinkedIn allows you to retarget people who have engaged with your single image ads.

You can choose from any engagement (people who reacted or commented, as well as clicked) or limit it to only chargeable clicks.

For more information and to gain better results via Search Engine Optimization (SEO), Hire SEO Expert from us as we give you a high-quality SEO Service by utilizing all the latest tools and advanced methodology. E-mail us any clock at – hello@hkinfosoft.com or Skype us: “hkinfosoft”.

To gain better results in the search engine, please visit our technology page.

Content Source:

• searchenginejournal.com

How to check if Google Analytics is working on your website

Google Analytics is a marketer’s lifeline in understanding performance and making decisions based on website or app usage data.

Typical issues stem from duplicate tag implementation, tag manager setup, cross-domain tracking and so much more.

Whether you are launching a new site, redesigning an old one, or merging multiple websites, here are the top four ways to check whether Google Analytics is working.

1. Check real-time tracking data

With Google Analytics’ real-time view, you can run tests on your site to determine how many people are on there this very second.

If you’re unsure of whether your Google Analytics code is working properly, go to GA’s main page.

Click on Realtime in the left navigation and browse through the location and content reports to test tracking on different sections of your site.

Given tracking, issues tend to happen when going to specific sub-domains or going across domains, use GA’s real-time reporting functionality to see if you can identify your individual user activity on site.

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2. Google Tag Manager

Tag managers allow marketers to manage the firing of all their tracking scripts from one place.

One of the biggest benefits of using a tag manager is that if your tag management code is placed on every page on your site, then you can easily insert tracking scripts without the need to constantly bring in IT or a developer.

Google Tag Manager is the most common solution and is a free tool for all webmasters.

Another issue that marketers often face happens when they are using a combination of a tag management system in addition to manually inserting scripts onto individual pages or sections on site.

This is common because tag management systems are often introduced after a site has been implementing tags manually for some period.

This creates redundancy in tracking scripts and requires a thorough audit to move everything to a single, organized tag management system.

If you are using Google Tag Manager, here are the steps to “preview” which scripts are firing on your site.

Step 1: Log in to Google Tag Manager and click on Preview.

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Step 2: Type in the page on the site you’d like to test.

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Step 3: See which tags are and are not firing on that specific URL.

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Within this “preview” mode, Google can also track scrolling and clicks.

So, if you are looking to use event tracking on button clicks, then this will allow you to see if clicks are triggering event tracking scripts on site.

3. Use Google Analytics Debugger Tool in Chrome

One common mistake marketers make is inadvertently deploying tracking code across the site multiple times.

It often happens during CMS (content management system) migrations, domain consolidations, or redesigns due to a lack of documentation of existing legacy analytics requirements.

The GTM/GA debug chrome browser tool allows us to quickly see the GA and GTM tags that fire on a page as we navigate from page to page.

Here is how you can use the GTM/GA debug tool to see if there is a duplicative tracking code.

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As you test this on your site, make sure that you are only seeing a single pageview from a single GA account that fires when you go to each page.

If you are seeing multiple pageviews fire when you load a single page, you’ll know that you are at least double-counting analytics data and likely throwing off all the other metrics you’re tracking in GA.

4. Check your tracking status in the Google Analytics Admin panel

What are the accounts, properties, and views that your Google Analytics needs to flow into?

What GA tracking tags need to be used on all pages? Do certain GA tags need to be used for certain parts of the site (i.e., blog, microsite, internal knowledge base section)?

How are the tags deployed across the site? Through manual insertion within global CMS modules or through a 3rd party tag manager?

What events (i.e., button clicks or form submissions) are tracked on site that need accurate tracking?

Going through this exercise allows us to identify the pages where the Google Analytics tracking code is firing vs. not being there at all.

Screaming Frog and other crawling tools allow us to identify these issues at scale.

Here are the steps to take in Screaming Frog to run this type of crawl to identify which pages of your site that Google Analytics tracking code may be missing from:

Step 1: Click on Configuration > Custom > Search.

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Step 2: Depending on if you are running Google Analytics tracking through tag manager or through direct script insertion, you’ll add in the unique identifier from the respective system (e.g. GTM-######, UA-#########-#, G-##########) here so that Screaming Frog will spider all sub-domains on-site to see where it is unable to find that identifier within the source code.

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Step 3: Put in your domain and click start.

This will crawl sub-domains on your site that are linked from your root URL.

If you do have micro-sites that are not linked from your main site, then Screaming Frog likely won’t crawl those pages.

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The outcome of this crawl will show you the percentage of pages on site that don’t have your tracking code on it.

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For more information and to gain better results via Search Engine Optimization (SEO), Hire SEO Expert from us as we give you a high-quality SEO Service by utilizing all the latest tools and advanced methodology. E-mail us any clock at – hello@hkinfosoft.com or Skype us: “hkinfosoft”.

To gain better results in the search engine, please visit our technology page.

Content Source:

• searchenginejournal.com