Remarketing Lists With Google Analytics
Remarketing with Google Analytics helps advertisers improve their campaign performance by enabling them to reach audiences who have already been to their site with the right message. Remarketing lists are easy to use and efficient. The purpose of using remarketing lists is to increase conversions by reaching interested audiences across the web. Remarketing works by by sharing those lists created in Google Analytics with AdWords which allows advertisers to target their remarketing audiences across the Google Display Network with unique messages specifically designed for them.
Examples of Remarketing Lists
Remarketing lists with Google Analytics allows advertisers to easily create and edit remarketing segments to organize viewers that have taken specific actions like viewed a specific number of pages, performed a specific activity on the website, or previously completed a goal. Building remarketing lists in Google Analytics is easy. Advertisers can start by choosing to build either sophisticated custom lists or predefined lists in just seconds. A few examples of remarketing lists are:
- Visitors who have already been to your site
- Visitors from certain locations
- Visitors who have placed items in the shopping carts but never checked out
- Visitors that have not yet converted
- Visitors who have completed a prior conversion
The Google Display Network is the largest global display ad network which allows advertisers to reach 90% of all internet users worldwide. To make the most of Google AdWords Display campaigns, marketers are increasingly relying upon programmatic advertising which uses automation and data to deliver the most relevant ads and efficient results by targeting the right people at the right moments, in the right context.
Programmatic advertising involves 3 objectives:
- Reaching targeted audiences at the right moment
- Matching the moment with the most appropriate message
- Optimizing strategies for best performance
This guide will help you understand the Display Network campaign best practices
- Test conversion tracking by generating conversions which should register across AdWords, Google Analytics and third party platforms, or you can confirm the tag is on the right page by viewing the page source of the conversion page.
- The Search Network and Display Network differ in how each identifies targets for marketers. The Search Network uses keywords to capture explicit intention, while the Display Network uses signals to influence.
- Because of the differences, each is used separately for better control over bids, ads and targeting.
- If there isn’t enough time or resources to manage separate search and display campaigns, Google does offer the Search Network With Display Select option.
- Assigning credit for sales and conversions to touchpoints in a conversion path is very important. Attribution modeling refers to the rule or set of rules that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. Using only last-click attribution puts advertisers at risk of underinvesting in display because their models may not account for the upper funnel conversions that a Google Display Network campaign may generate.
- It’s possible where viewers will see an advertiser’s display ad and don’t click on it but may remember the advertiser’s brand instead and search for the product or service at a later time, perhaps when they need it. View-through conversions can be added to placement reports so that a conversion may be measured for a display ad which a viewer saw and didn’t click, but later caused a conversion. The view-through conversion metric can be used to optimize Display performance to identify high-performing placements.
- To gain a better perspective of how many conversions each channel initiated, assisted and completed, review the Assisted Conversion report in Google Analytics.
- A/B split testing allows you to split users into two groups: those that were shown your display advertisements versus people who were not shown the display advertisements. A/B split testing can be used to understand how many more visits or conversions occurred as a result of the display advertisements.
- Tip: Ensure all cross-device conversions are counted by making the AdWords conversion tracking tag fire unconditionally.
- Tip: Smart Goals in Google Analytics is an easy way to allow you to use your best visits as conversions.
- On average, consumers will visit mobile websites 6 times in the purchase process. It’s important to re-engage with them when a user is most likely to buy. Remarketing keeps advertisements in front of people who have previously visited your site or app in order to accomplish this goal.
- The most common sources for building a remarketing list consist of desktop and mobile website visitors. The top lists include all site visitors, category page viewers, cart abandoners, product page viewers and past converters.
- There are two main use cases for mobile app remarketing. The first is to drive app re-engagement, the second is to drive mobile app conversions. Re-engagement remarketing should focus on targeting lapsed or inactive users. To target conversions for mobile apps, advertisers should include product viewers or abandoners in their remarketing lists.
- Creating video remarketing lists based off the YouTube viewers and specific actions they’ve taken on your YouTube channel is another way marketers can re-engage past site visitors and audiences. In order to re-engage with YouTube video viewers, the AdWords account and YouTube channel must be linked.
- Dynamic remarketing is best for businesses with a large, diverse portfolio of products. Dynamic remarketing provides viewers the most tailored advertisement possible, which is most likely to perform best based on a business’s product inventory,
- The similar audiences feature allows advertisers the ability to find people who share similar characteristics with their site’s current visitors. Using similar audiences can grow remarketing conversions by up to 38% compared to using remarketing alone.
- To find additional customers, advertisers can use contextual targeting to show ads to viewers based on the content they are currently or recently viewed. Contextual targeting involves the use of keyword targeting and or in-market audiences. To choose keywords to use on the Google Display Network, advertisers can use top performing keywords from their Search campaigns, they can also use their keyword taxonomy to guide campaign structure, or add keywords based on more broad concepts and structure them into tighter themed ad groups.
- There are two targeting options to automate targeting with display targeting optimization, conservative targeting and aggressive targeting. Conservative targeting is used when advertisers want to drive additional conversions based on their business goals or Target CPA. Conservative targeting is the default setting. The other option is the use aggressive targeting which will allow advertisers to drive more conversions with some flexibility on the cost of the Target CPA. Aggressive targeting tends to perform best when an ad group has a significant and consistent amount of volume of conversions.
- Tip: Consider creating similar audiences based on past purchasers or best-selling products and services.
- Tip: Set up a separate campaign for similar audiences. It will allow for better management of bids, ads and targeting.
- Tip: Avoid stacking multiple targeting methods for audience lists. The ads will not serve due to the restrictions of too many audience lists overlapping one another.
- Use both text and image ads in multiple sizes and formats. Advertisers who have actively used both text and image ads, on average see 40% more conversions without increasing cost-per-acquisition.
- Upload image ads in high-definition (HD) sizes. HD sizes are typically double sized so a 300*250 ad may be double sized to a 600*500 ad.
- Google will automatically resize the five most popular image sizes to fit on 95% of the placements on the Google Display Network. The five most popular ad sizes are:
- Google recommends creating a separate display campaign focused on Gmail advertisements. Gmail advertisements can be found by selecting the specific placement for Gmail, mail.google.com. Gmail ads are created specifically for Gmail inboxes.
- Optimize campaign bids using Target CPA or ROAS for increased performance. Automated bidding saves time, allowing advertisers to focus more on strategic optimization strategies. Automated bidding also allows advertisers to deliver better, more informed bids based on the user’s context as close to auction-time as possible.
- Automated bidding will automatically optimize placements for advertisers.
- Use exclusions to avoid content that target customers may not find appealing.
- The first step in excluding underperforming site categories and placements is to audit the site categories. Most brands will desire to exclude sensitive content, error pages, parked domains, or forums.
- Optimize placements by identifying irrelevant and underperforming placements. Use statistically significant data to base decisions.
Best Practices From The Google Shopping Team
Members of the Google Shopping team, Education Manager Nicole Premo and Product Specialist Chris Azalde, put together their second Google+ hangout for the North American Google Partner Shopping Community.
The topics covered included a recap of the hangout aired in June, which touched upon shopping campaign optimization feed best practices, new features available in the AdWords editor 10.5 release, and what new attributes the updated 2014 data feed has in store.
The Recap from June’s Hangout On Air highlights the benefits of using Shopping campaigns for Product Listing Advertisements.
1) Retail Centric Campaign Management
- Browse products in AdWords
- Merchandise Products into product groups
- Promote Sales with campaign priorities
The idea behind retail centric reporting is that it allows advertisers to browse product inventories from AdWords and create groups of items, setting individual bids for each group. The example used on the Google Shopping Support page, is women’s shoes. In AdWords, advertisers would be able to view all types of women’s shoes from the data feed, but we could simply create campaigns within AdWords for particular types or classes of shoes that we want to promote.
2) Advanced Reporting
- View Performance data by product attribute
- Analyze item-level performance regardless of structure
Google has allowed advertisers to easily sort historical performance data from within AdWords. We are able to compare all of our products from within the AdWords interface. We can easily determine which brands or items lead to more conversions and why.
3) Competitive Landscape
- Track against your competitors with benchmark CTR and CPC
- Get insights into your competitive landscape with impression share
- Estimate your impression and click opportunity with bid simulator
AdWords provides powerful insight with impression share and bid simulator. These views allow advertisers to clearly determine what percentage or share an advertiser has on a particular group or item and even calculates how much it might cost to maximize growth in that market.
After recapping on the benefits of Google Shopping campaigns, Nicole & Chris jumped into Product Data feed best practices. These are a few pointers that we grabbed that advertisers should keep in mind when designing successful Shopping Campaigns.
Remember that the Product data feed contains all of the information that Google has about your products. With that in mind, the Product Data Feed must be complete, fresh and accurate. It was recommended that the data feed be updated on a daily basis. That will ensure your online inventory is up to date with your physical inventory. It is also important to make sure that the data feed’s titles and descriptions plus all of the product images are user friendly and relevant. We recommend aligning the feed with information contained on your website about the product. A few helpful features that were recommended from the hangout are the Search Terms report and bid optimizer. With the search terms report we can better understand which terms and phrases are converting well or receiving high volume. Google encourages advertisers to integrate these terms into the product description or title to benefit better results but doing this in a way so that it, “speaks to you.”
Photos are very important. Your product listing advertisement’s photo is more than likely what a potential buyer will see first, so having an attractive photo could be your best asset. Google recommends submitting images of high quality and to avoid watermarks, logos, obscure backgrounds and multiple products in a single photo. It is also not a bad idea to take images at multiple angles and include them in the additional images attribute. We are allowed to submit up to 10 additional photos.
Below is a snapshot of Shopping Triangle Bid methodology.
It suggests to bid based on your product group’s relative value. At the base of the triangle, we have all of our products, which are bidding at a uniform level. As we move up the triangle, we segment our inventory into product lines, bestsellers, and unique ID’s. Under the bidding triangle best practice, it is better to manually bid more aggressively on particular product lines, bestsellers, and ID’s that are leading to more conversions, or that are more profitable.
We should bid based on two objectives.
1) We should bid to maximize the shopping campaign as a whole.
2) We should also bid to maximize potential of important or lucrative products.
Setting up the pyramid structure is based on organizing your inventory with the product_type attribute. As illustrated in the hangout, products can be defined by product categories, gender, year of the model, and sizes. It’s important to differentiate product type attribute from the product category attribute. The Google’s product category is limited specific product categories provided in the Google Product Taxonomy. However, with the product type attribute, we can provide our own classification and we can include more than one ‘product type’ attribute value if our products apply to more than one category. Essentially, the more product_type variables that we use, the more variables our product will have to bid on.
Another useful attribute covered in the hangout is the Custom Labels attribute. The custom labels attribute allows advertisers the opportunity to group products based on sales and bestsellers. For instance we can define items for a special spring sale, or a holiday like the 4th of July or Halloween. We can also group our items based on margins or volume of sales. If we have an item that has a very high return, we can place a “high margin” label to it, or classify a bestseller with a best seller label. This is helpful for setting unique bids on these custom labels.
After covering the tips listed above, Chris went on to discuss the 2014 Data Specification Updated attributes. He classified the slides into new and updated features, apparel changes, policy data and data quality updates.
The Updated Features slide contains:
Provides links to mobile optimized versions of landing pages for products
Improves user experience for shoppers on mobile devices
Groups of products sold together for a single price
Distinguishes from multipacks and single products
Mobile phones with a contract must use this
The “available for order” attribute is now replaced with “in stock”, “out of stock”, “preorder”, options instead.
The Apparel Changes slide contains:
1) age group
Now has 5 values for age groups.
Newborn, Infant, Toddler, Kids, & Adult
2) Size System
Indicates the country’s sizing system for different countries.
Accepted values are US, UK, EU, DE, FR, JP, CN, IT, BR, MEX, & AU
3) Size type
indication of the cut of your item
Accepted values are Regular, Petite, Plus, Big & Tall, & Maternity
The Policy and Data Quality Updates included
2)Image quality recommendations
Additional articles in the help center with best practices on creating better product images
3) Attribute Character Limits
To display products in the most effective way, we now clearly state how many characters can be used for most attributes
For reference, we’ve included a link for policies regarding Local Product Listing Ads.
The next important factor that Nicole & Chris covered is the updated AdWords editor, (version 10.5), which is more suited to manage shopping campaigns.
The updated AdWords editor allows for:
Offline campaign management
Bulk Edits to URL’s and product groups
Updating promotional text across multiple ad groups
Negative Keyword management
As a side note, the AdWords editor will not be able to delete Shopping campaigns or product groups.
The final portion of the hangout consisted of a Q&A bit. Chris & Nicole went on to colorfully provide valuable answers to questions about managing a data feed, shipping and tax information, configuring the Google Merchant Center, and general product listing advertisement best strategies.
The full featured Hangout can be viewed from the Google Partner YouTube channel.
What is Google Express?
Google Express serves as a one-stop online shopping network for ordering groceries, health & beauty items, products for the home, baby goods, toys, apparel and other related household goods, from trusted Google stores like Target, Walgreens, Costco, Smart & Final, Whole, Foods Market & more. Shoppers can choose which items they would like to add to their cart, and choose when they would like their items to delivered from each store. Orders can be processed using Google Payments and a driver then brings the items to the shopper. Members of Google Express receive free delivery for eligible orders. Non-members fees start at $4.99 per store for eligible orders.
Why use Google Express?
The main benefit of the Google Express network is having same day delivery options, made right to your doorstep. Shoppers can choose from the morning delivery option (9AM-1PM), afternoon deliveries,(1PM-5PM), and evening deliveries (6PM-9PM). Items purchased overnight will be delivered the next day. Same day delivery is now available in San Francisco, West Los Angeles, Peninsula & San Jose, Manhattan, Chicago, Boston, and Washington DC. Overnight deliver is available in
Where is Google Express available?
Google Express same day delivery is now available in San Francisco, West Los Angeles, Peninsula & San Jose, Manhattan, Chicago, Boston, and Washington DC. Overnight delivery is available in Northern California, Southern California, Nevada, Midwestern US covering parts of Wisconsin, Michigan, Illinois, Indiana, Ohio, Iowa, Minnesota, Missouri, and Kentucky.
How can we get started with a Google Shopping Express account?
Getting started with Google Express begins with creating an account. Google is currently offering a join now promotion where shoppers receive the first 3 months free and are able to cancel at anytime. Membership fees are $10/month or $95/year.
Google has recently launched Google My Business, a free tool available to all types of businesses. The newly designed platform makes it easier for business owners and managers to utilize the valuable insight that Google+ provides for local businesses. The interface is convenient for managers to easily gather view, click, and new follower insights, manage reviews, share updates, and get started with Google services like AdWords Express, and Google Analytics, from a central location. Businesses previously using Google Places for Business or the Google+ Pages Dashboard to manage their business information, will automatically be upgraded to Google My Business.
Google My Business has added a new virtual tour feature. This feature enables businesses to exhibit a premium 360 degree interactive virtual tour of their establishment powered by Google’s street view technology. The virtual tour is part of Google’s long term goal to capture inside spaces with Indoor Maps. Businesses interested in using this feature can contact a Google certified Photographer or Trusted Agency and schedule a photo shoot.
YouTube Tips, Tricks & Best Practices
Crafting a YouTube channel is fun! We get to share with the world what we know, who we are, what products we carry, and what it’s like to live on the internet. YouTube videos span time. You can use YouTube to gain followers from all over the globe, interested in an array of subject matter, during all times of day. Creating a YouTube channel is easy, available to everyone, and free. However, many YouTube channels could use a tune-up. YouTube has many opportunities and features which can be used which is why we have created a list of helpful tips and tricks to aid in the formation of a solid YouTube channel that will reflect the company’s brand.
The first step in creating your YouTube channel, is to declare your channel’s name. In order to do that, start with “All my channels,” create a new channel, and name the channel in accordance with the business name or department.
Our channel art is most likely what the viewer will appraise when making a first glance of our YouTube channel. When we first create our YouTube channel, it’s what we are most prompted to edit. We should strive to accurately reflect our brand with company colors, logos, and a relevant backdrop image.
Now, let’s focus on those icons at the bottom right of the channel art space. Those are channel links. We can add and edit “channel links” by hovering over the right side of our YouTube channel and clicking edit links.
We will be brought to a page which allows us to insert our custom link, (to serve as our main landing page) as well as social links, to link out to our Google+, Facebook, Twitter, and LinkedIn accounts.
Now that we’ve established the look of our Channel Homepage, let’s get into the channel settings menu. As you may notice, the first section of our channel settings that we are brought to is the Advanced Channel Settings. From this panel, we can:
- Select the Country of our YouTube channel
- Select YouTube channel keywords
- Choose whether or not to allow advertisements to be displayed alongside videos
- Choose whether or not to allow for channel to appear in other channels’ recommendations
- Associate the YouTube Channel with the company’s official website.
- Create a redirect URL
- Link to an AdWords for video account which allows for call-to-action overlay, remarketing, and vital engagement metrics.
- Add a Google Analytics account ID for YouTube Analytics metrics to be linked to our Google Analytics account.
The next place we recommend going to in the YouTube channel settings menu, is the status and features section.
From the Status and Features section we can:
- check the standing of our YouTube channel
- enable Live Events
- enable longer videos, (videos longer than 15 minutes)
- enable external annotations for external site linking and merch. partners
- enable custom thumbnails
- enable monetization through paid subscriptions
One of the best channel features is the InVideo programming section. This section holds features that enable us to embed a chosen video or a channel logo across all of the videos of our channel. The featured video is displayed in the bottom left corner. It includes a label with the video information when a viewer hovers on the bottom left corner where the featured video is located. What I really like about the InVideo Programming section, is the custom watermark. The watermark is an opaque logo to be placed across all of video uploads. The best part about the watermark is that it serves to promote channel subscriptions. It allows viewers to directly subscribe to the channel via a click on the watermark.
Another professional YouTube feature to enable is the browse view. Browse view welcomes visitors to your page with the customized content (channel trailer sections) that you have chosen to appear by default, instead of a standard view of all videos on your channel feed.
It’s sometimes challenging to draw a clear distinction between the many Google Accounts that manage a single Google+ page, a Google+ profile that is specific to just one Google Account, and a single Google Account that can manage multiple Google+ pages. It’s a bit difficult to keep track of at times! This bit from Google’s YouTube support page would help explain.
If a channel is linked to a Google+ page, then multiple people can manage the channel without sharing passwords. Managers of the Youtube channel must be listed as a manager of the linked Google+ page. Follow these instructions add or remove managers of YouTube page.
There we are. That’s the short and skinny of readying a YouTube channel to be a little bit more suitable for the big leagues. If you have any questions, feel free to email or reply to this post!