Statistics tell us that the average visitor to your website, needs to be exposed to your business an average of 10.1 times prior to making a purchase, subscribing, or requesting more information.
Is this powerful information to know …you bet it is! Even if 10.1 is high, and it’s only say 3 or even 6 times – without considering this need to have your potential future customer exposed to your message multiple times could crush your marketing efforts.
Now just to be clear in my opinion, I do believe that a purchase likely tilts the scale over subscribing or a free opt-in and likely requesting more information or completing a contact us form. The latter probably falls in the middle somewhere to the quantity of messages required to to be exposed to, but whether it’s even 2 or 10 times, one thing is clear, multiple touches are necessary in todays abundance of information driving for your customers attention.
What got me thinking about this, was an article written by ROCCO BALDASSARRE on Entrepreneur.com about “10 Innovative Ways to Analyze Google Analytics to Increase Sales”.
Frankly at first glance the article kind of turned me off, not because it was badly written (because I’m certainly not a writing critic), but because I felt the heading was kind of misleading. But then I got to thinking that 8 out of 10 of the ways listed were the same in essence. They were a marketing strategy …remarket, remarket, remarket …or retarget if you prefer. Really it’s all the same strategy and although it’s not a “way to analyze” as much as a “way to market”, the repetitive nature of the article does emphasize the importance of this strategy.
In fact not only is it important, but it solves a real problem for most businesses’ marketing. How do you get in front of a potential customer, affordably who has shown an interest in your product or service. The answer is retargeting, and while Rocco mentioned several ways to slice and dice the segmenting of your target, I thought it would be good to show how this actually works in Google Analytics.
The Science of Google Analytics Remarketing
The first step to being able to set up a retargeting campaign is to determine who you want to repetitively remarket to, and how you can identify them.
Who Should you Retarget
I like to use an example that most people can resonate with – automobiles. Let’s say you visit the Ford site, and have a look at a few pickup trucks (this is totally my daughter). However, you’re at the early stages of purchasing (she’s in the dreaming stage) and eventually go on your merry way.
This visit could identify you as a potential future customer (I can assure you she is). However, to further pre-qualify this visitor, you might add additional conditions; such as the time they spent on the page or in the category, to really cement the person’s level of interest.
And this is where things get very interesting. You have a visitor land on a page and say spends 5 minutes, reading, watching videos, clicking on options, and as a result, you “tag” them for retargeting. But if you start feeding that potential customer with say Mustang convertible advertisements trying to motivate them to the the next step in the purchasing process, you’ll likely be falling on deaf ears.
So while spending time on the pickup trucks, definitely made the visitor a potential candidate (raising their hand in interest) of someone ideal for targeting, the next step is equally important…
What should you Retarget
Rocco’s article does a pretty good job at giving some strategies of retargeting options. And this is a key step. If you raised your hand in interest of a particular product or service, the ideal marketing to that person will be laser focussed on that product or service.
Unless you have a big branding budget you just have to spend (yeah right), you definitely want to get this part right. A retargeting campaign is essentially a 2-step process of; building the list (audience) of who to remarket to, and running a campaign (in this example adwords) matching the focus of the audience.
How to setup a Retargeting Campaign
Building the Audience
- Within your Google Analytics account, select the Admin tab at the top. Then proceed under the property column to Remarketing > Audiences
- 2. From here you want to select a new audience. Note that you should have already decided the criteria around who this audience will be.
3. Select the View – ideally please tell me you have multiple views setup within your analytics 🙂 and sharing account. In order for the sharing to have an option, you will have had to have linked your Google Adwords account with your Google Analytics Account. Then select next step.
4. In the define Audience section, this is where we apply the conditions of the audience we will be creating. In our example we’re going to “Tag” anyone who has visited our Google Analytics course sales page. Note that you could also import a previously defined segment from your Google Analytics if you’ve already created segments. So to accomplish this, I’ll select “Users who have visited a specific section of my site”.
- 5. I then name the Audience and select save. A word of advice – name the audience appropriately and with some specifics. Once you start adding several of these audiences, it can get rather confusing when it comes to the campaign creation as to what an audience represented, if you’re not specific with your naming strategy.
Building the Campaign
Now that you’ve created the audience you want to have “tagged” for remarketing, it’s time to head over to Adwords and create a campaign specifically targeting this audience.
You’ll find your audience in the Shared Library in the subsection Audiences again as long as you have properly linked your Analytics and your Adwords account. We cover all of this in our Google Adwords course.
The next step is to create a Google Adwords campaign that specifically targets this audience only, and build the advertisements that will speak to them. As this audience (that is always building from the audience you created in Analytics) travel the internet, they will be served ads (on Google Partner Sites) that keep your product or service that they showed interest in, at the front and centre of their minds.
Fine Tuning your Adwords Retargeting Campaigns
The Audience Membership Duration condition in the audience creation stage is the length of time a visitor will remain “tagged” and therefore a member of the defined audience. This is financially important, because there is likely no value promoting to a visitor 1-year after visiting your site, if your typical conversion cycle is say 30 days. Keep this in mind in order to maximize your return on advertising spend investment.
Note: there is a minimum audience size requirement of 100 active visitors in the last 30 days before Google will begin serving your advertisements to your audience. But remember the audience is always building as visitors meet the conditions of the defined audience.
OK… Now its your turn, do you use remarketing as a business building strategy? Does it seem a little creepy, you know on the stalking kind of side (lol). Let me know your thoughts below.