Utilizing Re-marketing Lists to Target Website Visitors
It's a common complain among websites that they are not able to convert a number of visitors to buyers or are not able to bring the customers back on their website after a number of purchases. It is well known fact that to bring in a new visitor or buyer is in itself a costly affair and above that to retain them is altogether different ball game.
What we are going to try is how at low cost, we can convert our buyers into visitors and constantly get them back on website. Remarketing lists, properly implemented, gives good ROI, low ERS (Effective Revenue Share).
Remarketing lists comes to our rescue here. In layman language, it means getting the visitors back on website by targeting them on the basis of a number of factors. Remarketing lists can be made both on Adwords front as well as Google Analytics front. I find more flexibility in Google Analytics remarketing lists. Though the first condition is AdWords account & Analytics account needs to be connected with each other.
So, the first condition is identify the areas on website which are most visited or which has good conversion rate from the historical data. Make a list of such pages and head over to Google Analytics account.
In there, under property- go to Admin tab > Audience Definitions > Audiences. Click on the red box: + New Audience. Select appropriate view, your linked Google Adwords account in destination account and proceed to next step. Here one has option now to either create wholetogether new list or one can import certain segments too. Create new will give ample of options and here is which the list you prepared earlier of good visited pages or having high converted areas on website, will be of use. Create such lists in here and that's all.
One you are finished with remarketing lists, head back to your AdWords account where these lists will get populated on the basis of how big is your customer segment, how often your website is visited and how well you made your remarketing lists. You can see the the lists size by moving to Shared Library > Audiences.
As soon as list size increases, you can make display campaigns or can use them with search campaigns as well. I assure you, these lists will change your AdWords account look and will prove to be very effective.
P.S. One can always use Google Smart list in AdWords, very effective way to target website users. Here in , Google automatically makes the list on the basis of past visitors and conversion data. Try and see the difference.
Thank you & let me know if like such articles, will write in more detail from next time.