Maybe a customer has visited your retail toy site six times in the Christmas season, but has yet to make a purchase. Or, nearly bought, but abandoned the purchase. Remarketing can get them back with targeted ads. Google has announced what it promises are simpler, more powerful tools to recapture those prospects, called "Remarketing With Google Analytics."
Google already has Analytics tools to create remarketing lists based on certain audiences who visit users' websites and show interest in their products. The idea was to help Google Analytics users more easily create remarketing campaigns to show ads across the Google Display Network (GDN). But users told Google the process was rather laborious.
Google is rolling out Remarketing with Google Analytics with three key improvements:
- A Single Remarketing Tag: Google has promised that it has made remarketing easier in both AdWords and Analytics. Google has upgraded the AdWords remarketing tag so you only need to place it once across your entire site. You can then define as many lists as you like in AdWords—for example, for pages where the URL contains the word "electronics." For Google Analytics clients, remarketing today involves multiple tags. The company is simplifying this so that an edit to your Analytics tag will soon enable you to create remarketing lists from your Analytics interface. Like lists created with the AdWords remarketing tag, these lists can be used to run campaigns on the Google Display Network.
- Reaching an untapped audience: In the coming weeks, Google will gradually add a new option to enable you to show ads to audiences similar to those on your remarketing lists, but who may not have visited your site yet.
- Reaching the right audience with search ads: Google is running a beta test with search ads which allows marketers to customize search campaigns based on AdWords remarketing lists. It is being made available to clients who have a managed account.
Google will roll out these beta features by the end of the summer to all Google Analytics users who are account administrators with at least one linked Google AdWords account. Once the feature is available to you, you can learn about the steps to enable it in your account by clicking on the "Admin" tab in the upper right corner of Google Analytics, then look for the tab for "Remarketing Lists."