I think you’ll agree with me when I say:
It’s REALLY hard to Improve Conversion Rates.
Well, while not as easy as it used to be, you can still improve your conversion rate using Google Remarketing Campaigns.
1. Target Website Visitors With Google Analytics Remarketing Code
This is a very simple form of remarketing that allows you to target previous visitors to your site.
Those visitors can be based on certain behavior, based upon a list, or lists, that you build.
For eg- You might want to target certain visitors to your site who were from a certain location. And spent at least two minutes on your site.
To enable Google Analytics Remarketing, you need to add a Tracking Code to your website:-a. Go to https://analytics.google.com/
b. Sign in with your Google account, if prompted
c. Click on the “Start Measuring” button.
d. Write your “Account name” of your choice and scroll down to click on “Next”.
e. Select the “Web” option for website and scroll down to click on Next.
f. Fill the “Website Name”, “Website URL”, “Industry Category” and “Reporting Time Zone”, and click on the “Create” button.
g. Tick both the checkbox and click on “I Accept”.
h. Now, you will be redirected to “Tracking Code”. There are 2 ways to install tracking code into your website:-
I. By copying “Tracking ID” into the backend of your website. Or if you are using WordPress then copy that “Tracking ID” into a plugin.
II. Or, ask your web developer to the “Global Site Tag” to the <HEAD> section of your website.
2. Target Specific Page Visitors With Google Ads Remarketing Code in Google Display Network
Unlike Google Analytics, the Google Ads remarketing code allows you to target visitors to the specific page of your site and target them based on criteria you set on lists you build.
Through this, you can target people only in the Google Display Network.
For Example, if you only want to target the visitor who added a product to the cart but then bounced from your site, the Google Ads remarketing code would be best for you to hone in on those visitors.
- Go to https://ads.google.com/and click on the “Start Now” button. Sign in, if prompted.
- Click on the “Tool & Settings” at the top.
i. Now, wait for the Status to change to “Receiving traffic in past 48 hours.”.
Now, to activate Remarketing in Google analytics:-
1. Go to the “Admin” section.
3. Click on the “Next Step” button.
4. Now, click on “Add Destination” -> YOUR WEBSITE, then click on the “Enable” button.
5. Now, you can create an audience list from your website visitors and remarket them by clicking on the “New Audience” button.
3. Then click on “Audience Manager” under “Shared Library”.
4. On the left, click Audience sources. This opens a group of sources from which you can create remarketing lists.
5. Click on “Google Ads tag” -> “SET UP TAG”.
6. For now, select “Only collect general website visit data to show ads to your website visitors.” option and click on the “Save And Continue” button.
7. Now, if you handle multiple tags from other google products (like google analytics), then “Use Google Tag Manager”. Else, ask your web developer to copy the code to the <HEAD> section of your website.
8. Now, after completing all the steps, click on the “Audience lists” -> “Plus Icon” to add the audiences to remarket.
3. Target Specific Page Visitors With Google Remarketing Lists for Search Ads (RLSA)
The only difference with the Google Ads feature above is that it targets website visitors through Google Search Network instead of the Google Display Network.
It helps you connect with those potential customers when they continue looking for what they need using Google Search.
For example, you could show a different ad in the Google Search, to site visitors who have placed items in a shopping cart but have not purchased them.
Steps to add an audience to an AdGroup to use any type of remarketing list:-
- First complete the steps of adding the “Global Site Tag” on your website, given above.
- Then after creating an audience, go to your campaign dashboard and click on the “Audiences” on the left and then click on the edit icon.
3. Select the ad group where you want to add your audience.
4. Now, go to the “BROWSE” section and select “How they’ve interacted with your business”.
5. Then select your audience from the “Website visitors” section and click on the “SAVE” button.
4. Target Youtube Channel Visitors With Google Video Remarketing
This feature allows you to take advantage of one of the mediums with the best ROI – video.
Google Ads will allow you to serve ads to people who have visited your YouTube channel or other videos you have.
In turn, you can target these previous visitors by serving them remarketing video ads on YouTube or through the Google Display Network videos.
Steps to create video remarketing audience:-
1. Click on “Tools & Settings” -> “Audience manager” (under “Shared Library”).
2. Click on the “Plus” icon and then click on the “YouTube users” to add the youtube audience.
3. Write “Audience name” of your choice, select your youtube channel and then the Membership duration.
Membership duration is the number of days, a visitor may stay in your audience list before getting removed automatically.
The number of days is counted from the last visit of your channel or last video watched.
4. After clicking on the “CREATE” button, you need to add the audience list to a specific ad group, as mentioned in the steps above.
5. Target Your Customer’s Emails With Google Email List Remarketing
By uploading your customer’s email lists to Google Ads as a custom audience, you can serve those potential customers ads when they are signed into their Google Search, Gmail, or YouTube accounts. Make sure to exclude your previous converters!
Steps to create email remarketing audience:-
- Follow the first 2 steps of creating a video remarketing audience above.
- But instead of clicking on “YouTube users” click on the “Customer list” option.
Although you have to furnish some requirements to be eligible for this feature. This includes USD 50,000 total lifetime spend from your Google Ads Account.
6. Target Your Website Visitors With Google Dynamic Remarketing Based On Product They Viewed
Dynamic Remarketing uses machine learning and takes remarketing to a whole new level.
You can use this feature to show previous visitors ads based on what products and services they viewed on your site.
Let’s say I have visited a website to find shoes for gym but ended up not purchasing it.
When I then start browsing other websites, Dynamic Remarketing will show a collection of products to me again and again in the same style as regular Product.
Steps to start Dynamic Ads. Brace yourself, it’s a bit long process:-
- First, create a new campaign by clicking on that “Plus” sign. Then click on “New campaign”.
2. Select the campaign goal – “Sales” or “Create a campaign without a goal’s guidance” then click on the “CONTINUE”.
3. Then click on the “Display” option in the campaign and then click “CONTINUE”.
4. Then click on the “Standard display campaign” and scroll down to click “CONTINUE” again.
5. Now, write a proper campaign name like “Furniture Sales” for a furniture store.
6. Set your budget for each day.
7. Now, write a proper name for your ad group, like “Table” for a “Furniture Store” campaign. And click on “Switch to manual targeting (for advanced users)”.
8. Then go to “BROWSE” -> “How they’ve interacted with your business” -> “Website visitors” and select your audience. To know how to create an audience, check the points above.
9. Then scroll down and check “Use a data feed for personalised ads (campaign setting)”.
10. Select your Business type. Here, I chose “Retail”.
11. Then click on the “NEW AD” -> “Responsive Ad”.
12. Then fill all the details to create your first ad for your campaign and add images.
13. Now, at last click on the “CREATE CAMPAIGN” button.
14. Now, you need to upload your product data into Google ads. For that, go to “Tools & Settings” -> “Business data” (under “Setup”).
If you are in Retail space, use the Google Merchant Center to upload your product feed.
15. Click on “Data feeds” -> “Plus” icon.
16. Now, click on “Page feed” to upload product data.
17. Then click on “page feed data template (download CSV)” to download the CSV file to fill.
18. Fill the CSV file with your product details and save it. It may differ according to your business sector. Don’t use all capital letters, otherwise ads may get disapproved.
19. Now, go back to the “Data feed” page and click on “Select a file from your computer” to upload that CSV file. Then click on the “APPLY” button.
- Lastly, add Google Ads Global tagin your website using the steps given in the above points.
7. Target Potential New Visitors Using Google Dynamic Prospecting
Dynamic Prospecting takes Dynamic Remarketing one step further.
Instead of targeting previous visitors to your site, Google’s AI technology targets potential new visitors to your site, based on what they are looking for in general.
Google’s Dynamic Prospecting tool analyzes the products in your feed and evaluates them based on performance and relevance to determine which ads would resonate most with each prospective customer.
Follow the steps under “Google Dynamic Remarketing” point, above. It will then automatically set up Dynamic Prospecting also.
I hope today’s post showed you how to Improve Conversion Rate.
Now I want to turn it over to you:
Which of the 7 Remarketing Campaigns from today’s post are you going to try first?
Are you going to try Dynamic Remarketing?
Or maybe you want to start simple and try Google Analytics Remarketing first.
Either way, let me know by leaving a comment below right now.