August 20, 2019
Leveraging CRM Data to Dictate SEM Investment
Remarketing allows an advertiser to reach customers who have shown interest in their product or service with a previous site visit. Google Analytics Remarketing, more specifically, is beginning to pick-up speed as a powerful way to supplement the widely-found success of AdWords Remarketing.
Google Analytics Remarketing provides an advertiser with the ability to target previous site visitors without having to place an additional tracking code on their site. This allows for quickly implementing new campaigns that can drive additional revenue or leads.
In order to begin using this feature, only a few simple steps will need to be completed:
Step 1: Make sure you have Edit permission in Google Analytics.
Step 2: Enable advertising features in the Admin section of GA.
Step 3: Ensure that the desired Google AdWords account is linked.
Step 4: All Remarketing Audiences using Google Analytics segmentation will need to be created within the Google Analytics UI. Navigate to the Admin tab in GA, and create those at the Property level.
Google Analytics provides 7 recommended audiences that advertisers may choose from:
In addition to the recommended audiences, you can create a number of custom audiences using specific data from GA:
In addition to specifying that GA audiences must contain 1,000+ users for RLSA, Google has also restricted the following segments from being used with RLSA:
These GA audiences can still be used for Display remarketing campaigns.
Lastly, there is one audience that is not yet available for remarketing. Days Since Last Session can’t be used at this time: