Almost every online advertiser nowadays uses remarketing. A common remarketing strategy is that visitors who have visited the website or have placed something in the shopping basket and have not been converted are reset. Since the advent of remarketing in Google Analytics (GA), we can go much further than such basic remarketing strategies that can be deployed within the Google Display Network.
Get started with GA remarketing
Before the remarketing lists can be used, the following must be taken into account:
Google Analytics code must be adjusted
Privacy policy regarding cookies must be adjusted
Analytics account must be linked to the Adwords account
The remarketing lists must contain 100 unique cookies before they can be used via the Google Display network.
There are four options for building remarketing lists within Google Analytics. Read how you can set up remarketing lists within Google Analytics. This article discusses remarketing lists that relate to remarketing type “Create my own remarketing type with visitor segments”.
Why use remarketing?
Remarketing is a brilliant form of online marketing where the degree of personalization and relevance is much higher than with most other online advertising opportunities. If it is used properly, it can be very successful for both brand recognition and the number of conversions. It is not intrusive for visitors because of the carefully selected frequency caps, this sets the maximum number of impressions per visitor.
The chance to make a purchase is 70% higher with the targeted users, so if the focus is on increasing your conversions, then remarketing is definitely a good way to achieve this.
When can you use remarketing?
If you want to show ads to people who have visited your website, place a remarketing tag on your website. The remarketing tag is a code snippet with which the website adds visitors to your remarketing lists. You can then target these lists with the advertisements. If the website contains a Google Analytics tag, you can use it and you do not have to add the AdWords remarketing tag.
Keep in mind that there must be a minimum number of visitors on a remarketing list before your ads are shown. For the Google Display network, your website must have had at least 100 visitors in the last 30 days and for the Google Search Network at least 1000 visitors.
This blog contains a number of useful tips for optimizing your remarketing campaigns
