Developing Remarketing Audiences Using Your Adwords Campaigns and Adwords Data
how do your marketing fans and welcome back in this lecture, we're going to explore a really fun and effective way of creating audiences and google analytics based on your google. Adwords traffic as we all know traffic from PPC, whether it be google bing is some of the most engaged and relevant traffic that your website is going to get. What you're looking at here is the analytics dashboard, the live analytics dashboard of one of our clients. And um as you can see over here, they're google CPC traffic is some of their most engaged an important traffic that they get to their website and our company manages all their PPC and re marketing campaigns. If you take a look here, You see just in the last couple of months, 173, sessions from Google CPC, which is Google. Adwords traffic and what's more important obviously you see um, you know, lots of new users, a huge amount of revenue, $327,000 of revenue coming from adwords. But what's even more important is take a look at this e commerce conv...
ersion rate. Their adwords conversion rate has three is a 3.5% e commerce conversion rate, which means 3.5% of traffic coming from google is actually buying something but look at their direct and organic traffic respectively. Direct traffic accounts for 3.3% conversion rate and they're organic traffic, which it is sometimes I would even say usually Higher converting traffic than CPC has a 2.06% conversion rate. I don't mean this as a as a plug for our company. Um but our adwords campaigns for this client is generating one of their highest conversion rates across all their different mediums even higher than direct and organic. So just just based on looking at these metrics and and and chances are your average campaigns are also bringing in really good traffic that's converting that's engaged. You want to have the ability to re market to people who came from Adwords, you know and who came from specific campaigns even more importantly re marketing based on adwords campaigns is not just a way of getting Adwords users back to your site, that's not really what it's all about. You're able to re market to people who came to your site who looked for specific things. That's the beauty of linking adwords and analytics and sharing that information together. So for example this client, they happened to sell lots of different you know types of cables and cords for home theater setups and they sell anything from tv wall mounts to media consoles to HD my cables, two switches and adapters And all these different products, they all represent different levels of value to their customers. Some of their products costs it costs thousands of dollars and some of their products cost $10. So with setting up remarketing campaigns based on Adwords campaigns we have the ability to re market to people who came from specific keywords. People who search google for H. D. M. I. Cable. We could put them in a specific remarketing audience and show ads that show R. H. D. M. I. Cable specials and then also bring them back to the H. D. M. I. Cable section of our website. That's the real power and beauty here. So if we take a look at this clients Adwords campaign um you know here we see all the different campaigns we have set up for them different shopping campaign search campaigns, remarketing campaigns and just as a quick aside some of the data and some of you're going to see kind of blurred out or covered up different sections. Once I cut the video and post production and that's because we have to maintain the privacy of the client. I'm not going to give you the client's name. All this data I'm showing you is protected data. That's why I can't um divulge who the client is or too much information about their products and services but I can show you the basic setup and some of the broader concepts at play. So say we wanted to create a re marketing audience that targets people who came from a campaign a search campaign that promoted H. D. M. I. Cables and courts. So if I look here in the hours account we have this campaign HDMI cables and cords. Okay this is a search campaign and if I go into the campaign we look at our ad groups. This is a campaign that's primarily targeting people looking for HDMI cables and cords And of course not everybody who clicks on an ad is going to buy from us right away. It has a good click conversion rate 4.35%. But a lot of people meaning 90, almost 96% of people are not buying on their first time. A large contingency of those people are never going to buy from us. That's just how it is. But a good amount of those people are just comparison shopping. They didn't say no to us, they didn't necessarily decide to buy from another company. They just haven't bought from us yet. And a good remarketing campaign could be very effective at getting those people back to us. So let's go ahead and set up your marketing campaign that's based on people who came from this specific campaign. So once again note the name of the campaign, AMG whatever the date HDMI cables in court, we're going to find this campaign inside analytics and to do that. Once again, you go over to your admin section, you go under audience definitions, audiences like you know how to do, let's go ahead and create a new audience. We're gonna select the view and I'm gonna keep it selected as it is here and we're gonna select our destination adwords account and click next step and we're gonna go ahead and create new before we jump into actually creating our campaign, you might notice something pretty interesting. You're seeing a new attribute here in the audience builder called e commerce Under e commerce. We could segment our users by their transactions and their revenue, which is a really powerful way to do to set up re marketing audiences for e commerce companies. You could get as granular as a specific transaction I. D. Which means you could re market the people who made specific purchases purchases on your site. It's crazy. You can re market to people who generated a certain amount of revenue how long it took them to get to a specific transaction, which product they bought, they bought under which product category. So you could really set up for e commerce. You can set up some some incredible re marketing campaigns over here. So let's go over to traffic sources and we're going to filter our sessions, we're gonna start filling out these attributes to match up with how we want this remarketing audience to work. So remember we wanted to create a campaign that targets anybody who came from that. HD my cables and cords adwords campaign. So under campaign we're going to say um exactly matches and right when we enter in our cursor into the field, we have a drop down of our most popular campaigns and I happened to have found it right here. This was the campaign we wanted to target. I could also just start typing right I can start typing in cables and chords and I'll find it. So I'm gonna select that when we get to medium I can leave it blank because all the traffic coming from this campaign is CPC traffic. There's no need to add the medium qualifier. There are times where you are going to use the medium qualifier for example, let's say you have a campaign setup that's targeting HD my cables and courts. Right? So you might have a campaign HDMI cables and courts and it might not necessarily be an Adwords campaign. It's a campaign that your company is running and you might run that campaign through different mediums, right? You might have that campaign that same title running through facebook, you might have it running through google, you might have it running through email and you might have used the same campaign title. HDMI cables and cords for all three different mediums. And that's when you would use medium, you might create one campaign. HDMI cables and cords with a medium of facebook. Another one with a medium of CPC another one with a medium of email. It all depends on how you set up your campaign structure. Tagging your your U. R. L. S. We haven't talked about tagging your U. R. L. S yet but we will but in our particular case, especially with adwords, your campaign names are typically going to be unique and that's the easiest way to do it. So we can leave medium blank. And for the same reason we could leave medium blank we could leave source blank. But now let's take a look at keyword right? We have multiple different keywords in this campaign and to simplify things. I created a very simple structure in this campaign. Just for the purposes of this lecture we have just a short list of basic keywords running in this campaign right now. Now let's say for example I wanted to have a remarketing audience very very specific, very narrow. Right? I wanted to target just people who searched for H. D. M. I. Cable. Nothing else. For example I might know that this specific keyword always brings in the best traffic. It always brings in the highest converting traffic. So I'm just gonna create an audience for people from this campaign who search for the specific keyword. Let's go back over to google analytics and I'll do keyword exactly matches and I'll start typing HDMI cable and hit enter when I find it. And that's that. I now have set up an audience that is only targeting people from a specific adwords campaign that came from a specific keyword if I didn't want or didn't need this keyword qualifier. I could simply click the X. And just revert to this audience including any session that came from this specific campaign. Now let's do it in reverse. Let's say I have the key word. H. D. M. I. Cable in multiple campaigns in my account right? I might have different campaigns that are targeting different locations and there's duplicate keywords across those campaigns. I might have campaigns that there's overlapping products and and we have that same keyword across multiple campaigns which is okay which is fine. So instead of doing a campaign exactly matches AMG what I can do is the medium right? Exactly matches CPC which means anything from Adwords. It'll also be anything from being I could I could say it has to come from adwords if I do source contains google right? So that my sources google my medium and CPC. So that's anything coming from adwords and my keywords is simply H. D. M. I. Cable. This will this setup where you're using medium source and keyword but not campaign will add any user or any session that came from Adwords meaning adwords means the sources google in the medium cBc and the keyword that user searched for that led them to click on. One of my ads that came to my website was H. D. M. I. Cable. This is another way of matching it up. And just to show you we could you know let's say I clicked out of these and I went into adwords and I wanted to target anybody who came from one of my shopping campaigns. We know that shopping campaigns could be a very effective way of bringing in high quality traffic. In fact the highest spending campaigns for this client or all shopping campaigns will take a look at these first five campaigns they spent, you know 2040 50 55 60 $65,000 in the last couple of months. We can take a look at through the different conversion rates of different R. Oi however you decide you want to set up your remarketing audiences. So let's say we see um network cables two point oh catch right. I'm not gonna we're not gonna get into why we named it that way. That's for another time. Let's say I wanted to set up another re marketing audience for this campaign specifically for users who came through this shopping campaign. So I'd simply go back to google analytics and under campaign type in The name. Network cables 2.0 catch and that's that and I can just click apply, I can make my membership duration, you know, let's say 180 days if I wanted to, I have my users over the last seven days is 330. This is accurately updating over here. Let's go ahead and name are new audience. And just for simplicity sake, we could name it. Adwords network cables and then go ahead and click safe. And now we have set up our basic audience for this specific adwords campaign. We now have the ability to set up a new re marketing campaign in adwords targeting ads to people who came initially from this campaign but we can get a little bit more sophisticated let's say I wanted to go ahead and edit this. So you know, we hover over the gray box. We edit we click on the pencil icon to edit our parameters and let's say we only wanted to target people who came through a specific device. We could do that by opening up the technology menu and we're now presented with things like operating system, the version, the browser. There's all these different types of granular parameters that we could get involved with and use to qualify who gets added to this audience. So if we wanted to just set up a simple device category qualifier we could just simply come down to the device category attribute. Keep it at contains and you'll see once you put your cursor into the field you have three options desktop mobile and tablet. So for example let's say I only wanted to target people who came through Adwords on a desktop and then we see once we select the desktop on our nice right hand side over here we could see all the different parameters we have set up. So our technology contains desktop and our traffic sources this campaign and I like this right hand menu over here because as you continue to go down and you add more and more parameters you could easily have an overview. Have have a simple overview of everything you've done over here and you could actually remove specific parameters from this right hand menu itself. So if I went ahead and clicked the X that would remove it over here. Let's go back and add desktop. Another cool feature of the audience builders. You get this little gray icon over here that shows you how many attributes you have set up for this audience in any given category. So that's why we went to traffic sources and we added that had to be a specific keyword for this campaign. So let's say we did H. D. M. I. Cable. Okay. This traffic source indicator changed from 1- because we have two different parameters under this category that we're using to qualify the audience and we free remove it. It goes back down to one. Very very cool. The reason why device category is so important is because almost every business that we've encountered across hundreds of our clients, they've all had different results based on device. Some of our clients have more effective campaigns and their traffic converts better on mobile. It depends on the nature of your business. If you're a local jet ski rental then you might do better on mobile because people are searching for you on mobile more often, if you're a sophisticated e commerce company, if you're an industrial supply store, you're gonna do better on desktop every single time, which doesn't mean that mobile traffic is bad. Mobile traffic could be very good to bring people in and get a lot of brand awareness but you might not be selling as much on mobile so it all depends on your re marketing campaign strategy for some of you you you're gonna want to qualify a remarketing audience by by device type. Some of you are not going to want to qualify your remarketing audience by device type. It's totally up to you. I'm just showing you some general ideas that will matter that will make a difference depending on your specific goals on your specific marketing objectives. We could do device category contains um mobile and now we're only adding people or cookies to this audience who came from this specific adwords campaign and also came to the site on mobile. Now let's say we wanted to target tablet and desktop just not mobile so easily we could just do instead of contains we say does not contain so now it does not contain mobile which basically means by the by very simple tenants of of conditional logic that desktop and tablet are included but mobile is knocked out so you can play around with it that way as well. Now say you wanted to use one audience in google analytics that targets anybody who came from any of two or three or four different adwords campaigns. How would you do that? Because over here you only have the option of adding one campaign. Right. You see that one campaign, I don't have the option to add another campaign. Think for a second, how we might do that if you said to navigate to the conditions menu under the advanced section, you were correct. Let's go ahead and knock out this traffic source over here and go down to conditions. The conditions section is a place where you're going to always be able to do multiple things of what you're doing up here and get more advanced. That's why it's called advanced. So under add content, we're gonna keep filtering sessions that include under add content instead of instead of looking for a page like we've looked for in the past, we're going to start typing in campaign and we see after we type in the first three letters we have under the advertising section, we have campaign. So we could do campaign exactly what we did last time contained campaign. Exactly matches and we once again have our drop down. So that's the first one we did was that search campaign, search number, campaign, HDMI cables and cords or right, if we did and we would have nobody because you're a little too. We would almost have nobody on our list because it would mean that the person that has had to have come through both campaigns. So do campaign exactly matches this or campaign Exactly matches the network cables. And we can add or campaign exactly matches um, you know, branding, the branding general campaign. Right? And once again we see all these conditions being updated here in our right hand menu. So if I remove that branded campaign were now targeting anybody who came through any of these two campaigns, this conditions area will work really, really well when there's not that much of a difference between the traffic coming from any to specific campaigns. The messaging in your ads will want to be the same, remember every ad group is going to have its own set of ads. So if you want to target the same set of ads to both of these segments to people who came through either one of these two campaigns, then using the conditions area of the audience builder is a very effective way to do that. Now let's just cover one more cool and advanced technique, let's say for example this client understands their conversion path to a sale. Okay. They happen to know that somebody will typically search for a specific product. Let's just say H. D. M. I. Cable for example that person will click on H. D. M. I. Cable add one of their search ads or one of their shopping ads but before a customer typically buys they will go back and they'll do another google search for the name of the brand, they'll click on the brand name, they're gonna want to learn a little bit more about the company to build that trust factor. And then after coming through that second adwords campaign which was the branded campaign they're going to actually convert on that third or they'll be likely to convert on that third visit. So you want to set up a marketing campaign that targets people who went through both those steps already that went first through the search campaign and then went through a branded campaign. That's a super, super high level of engagement. And you happen to know that 70 or 75% of the time if a user first comes through a regular search or shopping campaign and then does another search for the brand and clicks on a branded ad, they're very, very likely to convert their third time. So you want to set up a campaign that targets people who did who took both those steps already to do that. Let's get rid of these two qualifications over here. And we're gonna go down to sequences. This is the first time we've been in sequences but sequences allows you to set up audience segments based on sequential conditions, based on what happened in a timeline. It's really, really cool. So let's go ahead and simply set this up. First of all, we want to set up our filter conditions, so we want to include sessions and we're gonna use any user interaction. Our first step is once again campaign, let's say it contains that HDMI cables and cords search campaign and we could also set up a an oar in that first step of the sequence. So be or the campaign contains that two point Oh, catch for network cables, That's a shopping campaign. Now, let's go ahead and click add step. That is followed by once again campaign contains or you know, exactly matches. We can switch these two exactly matches. Doesn't make a difference for this specific example campaign. Exactly matches. Let's look for branded branding or brand in general. Let's say this is the branding campaign that we want to target for Step two. So once we have this set up, this is exactly the sequence that we discussed in the example that we wanted to create. People who first came through a shopping, a specific shopping or search campaign and then is followed by somebody who came through the branded campaign, which means they went back to google and they searched for the brand name and this would be now my audience. So this is so using the sequences is a really cool way to set up very, very specific re marketing audiences based on a predetermined funnel that you create, that you tell google to follow. As you can see sequences could get really, really um complicated and really, really nuanced because you could use any of these attributes that you've used in the past. So you could do, you know, they first came through a campaign or their initial page contains um V G A T H D my converted with audio, right? You might be saying anybody who comes through this campaign or anybody who first viewed this page and then went to do a branded, did a branded search. So you can really set up lots of advanced sequences based on your data and that's the key, it's all based on what you see, what you uncover inside your analytics accounts. So just as a quick recap, you could use the traffic sources menu to set up audiences based on one campaign with keyword qualifiers, medium and source. If you want to set it up that way, you can come down to conditions to create audiences that will target multiple campaigns and exclude campaigns using the and or or conditions to get more advanced and segment your users sequentially. You come down into the sequences and and you can set up the sequences with however many steps and in whatever way you want to set them up. Just keep in mind the more steps you add, the more conditions you add, the more qualifiers you add, the fewer cookies you're gonna have available, so make sure you have enough website traffic that's filtering down through these steps and through these conditions in order to have a good re marketing audience of you want to really be at least 100 cookies. So that's a basic overview of setting up remarketing audiences based on adwords campaigns. We talked about using sequences, we talked about using conditions, we talked about briefly about the e commerce section over here but we'll talk about that more in future chapters. I hope this is really exciting for you because this is super cool. Once again, this tool is very, very important to really understand well, so you could build out your remarketing audiences effectively. Thank you very much for sticking with me through this one. I'm looking forward to speaking to you guys soon in a few minutes in the next lecture.