Brett Middleton is a Paid Media expert, with 3 years of experience. Currently leading ad strategy at Leadpages and consulting with small businesses, Brett also writes for Search Engine Land and can be found at www.brett-middleton.com, or on Twitter as @MarketerBrett.
Often it can feel like the most difficult part of online marketing can be getting people to your website just once; once you accomplish that it feels like you’re gaining ground. However, your end goal isn’t traffic; it’s conversions. Simply getting someone to visit your site once often isn’t enough to create a customer, or even a lead. We need to be more strategic and remind the visitor of our offering with a calculated effort. In this article we will dive in the technical setup of Google Display and Facebook Ads Remarketing, as well as sample tactics for Remarketing strategy.
Google Display Setup
We begin in Google by enabling remarketing inside Google Analytics, under the Property column we click through Tracking -> Data Collection and checking the box to enable Remarketing. From here we navigate back to our admin screen and open up Audiences (again, under the Property column). At this point, after enabling Remarketing and starting to use the audience section we will have an initial audience of All Users created for us.
Google Display Tactics
If your website traffic is under 5000 users per month or your marketing funnel isn’t complex, consider this enough in terms of segmentation for now. If you have high website traffic numbers, or have multiple assets for lead gen or several products and need to create multiple remarketing funnels we can create different segments. Say you are selling real estate and have visitors hitting your MLS listings, creating a remarketing audience for each particular property page that get’s visited would be a great step. If you have a guide for First Time Homebuyers we would create an Audience like this.
Create New Audience
“Page” contains first-time-homebuyers-guide (insert the thank-you page url here for lead gen)
If we don’t have a thank you page, and are simply looking for sales and have a valuable page, like pricing, we would remarket to users who visited our /pricing page.
Creating a Remarketing funnel that shows ads related to the specific page or lead gen asset someone was interested in should ultimately be your goal, as it creates a better user experience and will increase your click-through-rate and likelihood for conversion.
Facebook Ads Remarketing Setup
In Facebook Ads the setup is a little bit easier, we are simply going to open up Facebook Ads Manager, and click on the upper left hand menu, then select Audiences. Once on the Audiences page we will create a custom audience of website visitors, and follow the same steps we did above. Create an audience of all website visitors, or select website visitors by URL where URL contains first-time-homebuyers-guide (insert the thank-you page url here for lead gen). Simple!
Facebook Ads Tactics
You’re going to be using the same strategies in Facebook that you do in Google, ultimately the reason to do both is so you have a wider sphere of influence and more potential touch points. However, I do have one suggestion for Facebook that is a little more advanced. When creating a Facebook ad for remarketing utilize the URL parameters section on the bottom left hand side of the ad-creation page, and use UTM tags to make sure that each ad has it’s data showing up correctly in Google Analytics. Let’s say we have two ads for remarketing to the people who visited our pricing page, but didn’t buy. We are testing the image to see what creates the most sales
Ad 1: Image of the product – Use the following tag: utm_source=facebook&utm_medium=cpc&utm_campaign=(insertnameofcampaign/product)&utm_content=productimage
Ad 2: Video of a child playing with the product – Use the following tag: utm_source=facebook&utm_medium=cpc&utm_campaign=(insertnameofcampaign/product)&utm_content=videoad
When trying to evaluate success of each ad in Google Analytics, this tagging is crucial. Without it Facebook ad traffic doesn’t always show up as paid traffic, it may be called Facebook / Referral. Now we can select Facebook / CPC traffic in Google analytics and choose Ad Content as a secondary dimension to show sales results for each specific ad and make good decisions about which ad to keep spending on.
That’s it for now! You have an understanding of the technical setup, and are exploring segmenting and audience creation. This is easy to setup, but difficult to master. If you need help setting up remarketing for your business, or getting started in other types of online advertising contact firstname.lastname@example.org and let’s talk!