Advanced Google Dynamic Remarketing strategies
2018-09-04 ONE NET WIKI
To get you started, here are five insider tips for your next Google Dynamic Remarketing campaign.
1. Change Member Duration on Google Remarketing
Member Duration in Google Remarketing means how long a Google cookie tracks a user while he or she searches, or how long you set your Google retargeting campaign to display ads for that user (or user list).
Google Dynamic Retargeting Member Duration can be set up to 180 days following a user’s initial visit (For any longer than that, Google automatically removes the cookie).
You should test ad duration, and set length based on the user list you are using to find the best Member Duration.
Once you’ve set your duration after the list has already been running for some time (its collecting cookies), its going to only affect the cookies added following those initial visits.
For example, if you set your ad duration for 180 days, and 20 user cookies are collected, THEN you change your duration to 30 days, the 30-day duration is only going to apply to visitors after that initial 20.
You can change membership duration for your Google Retargeting campaign in AdWords under Shared Library> Audiences> Membership Duration:
2. Change Frequency Capping on Google Remarketing
Frequency Capping in Google Remarketing means how many times Google will display your ads to visitors who have seen your site over a certain time.
What you sell and who shops for your items is going to affect how long they are going to be receptive to ads, and how effective those ads will be over time.
3. Include images on Google Remarketing Ads
You can retarget with text ads only, but you’re going to see better conversion rates if you use image display ads.
You can use the display ad builder in Google Remarketing to create retargeting ads using images you already have in your data feed.
4. Create user groups on Google Remarketing Ads
You need to compromize Ad spend for each of these groups of visitors:
Overall Site Visitors
Obviously, you should bid most for Cart Abandoners, moderate for Product Viewers, and least for Overall Site Visitors.
You should create different user groups using Google Remarketing Ads:
5. Adjust bids for Visitor Attributes
You can add these user variables in AdWords under Display Network> Gender, Age:
6. Use Customer Match to target ads to your email list
With Customer Match, advertisers can target ads against customer-owned data through Google AdWords. It allows advertisers to upload their customer and promotional email address lists into AdWords. From these email lists, retailers can build campaigns and ads specifically designed to reach their audience.
With Google Customer Match, retailers can:
Generate awareness with customers that are likely to be interested in a product based off of past purchases
Utilize valuable customer data to tailor messaging in marketing campaigns (ex: target shopping cart abandoners)
Drive purchases through upselling or cross-selling strategies
Leverage customer relationship management (CRM) data to promote repeat purchases and increase loyalty
Upload Email Addresses – Google Customer Match allows advertisers to upload a list of email addresses in AdWords under the ‘Audiences’ tab. Google currently requires the customer email lists to have a minimum of 1000 email addresses.
Verify Emails with Google – For each list uploaded, Google will match the email addresses with users’ primary Google account email address.
Generate Similar Audiences – Corresponding Google accounts are generated into an audience list, which is ready for targeting like any other remarketing list. Retailers can generate similar audience lists to reach new customers on YouTube and Gmail who are likely to be interested in their products and services.
Hashed Emails – It is not required that advertisers use hashed emails. All email addresses – hashed or otherwise – will be uploaded via SSL. Emails that do not match to Google account email addresses, as well as duplicates, are ignored, and the file is deleted after matching and compliance checks.
7. Use remarketing audiences to reach consumers without tagging
Retailers can also use “audiences” (previously called remarketing lists) within Google Analytics to reach their consumers on Google Search Ads, with no tagging required.
They can also use those audiences to re-engage shoppers with a “consistent message across both Google Search and Display”.
They may use the Audience builder feature to segment “behavior” and “conditions” to filter data.
According to Google, when a user’s activity on your site or app meets criteria you’ve specified for an audience, the cookie or ad ID associated with that activity is added to the appropriate Remarketing Audience (unless it has been already been added).
Any of these users who later visit a site on the Google Display Network or use Google Search may be shown one of your remarketing ads (depending on whether you win the ad auction).
Retailers should keep in mind there are some limitations including:
Limit of 2000 Remarketing Audiences per Analytics account.
Remarketing Audiences are currently not supported for User-ID views. You can create an audience, but it will not populate.
The In-Market Segment dimension is not available for Remarketing Audiences.
The Days Since Last Visit metric is not available for Remarketing Audiences.