How to Further Refine Your Remarketing Lists

By Sarah Wells | @Hanapin | Previous Account Manager at Hanapin Marketing

Remarketing can be an effective tool to use when wanting to target a more qualified audience. By focusing on users who have already visited your site, you should be reaching those that have more of an interest in what you have to offer. Currently, there are ways to refine the audience even more by specifying certain pages the user visited, or certain actions they completed. The more refined the audience, the better chances of reaching people who are likely to convert.

While there were ways you could refine the audience before, Google has recently announced updates to allow you to further customize who you remarket to. Last year, Google introduced an update to Analytics’ enhanced segmentation. The update allowed you to more easily segment your data in Analytics to get a better understanding of the visitors and behavior on your site. The update also created new categories that could be used for segmentation such as information about the user (demographics, behaviors, etc). Enhanced segmentation can now be used in Remarketing.

What Has Changed

You’ve always been able to refine your Remarketing list, but this new enhancement allows you to become even more specific. The change should be introduced to your account in the following weeks, if it hasn’t already.

Among the new options for segmentation are origins, behavior, and demographics. In origins, for example, you can specify the date of the user’s first visit, or even what campaign/medium/source/keyword the user came in on.  Here’s a look at the new interface:

Screen shot 2014-02-10 at 6.00.07 PM

If you have already created lists of segmentation in Analytics, you can import those and use them in Remarketing, including custom ones you created.

What You Need to Do

The update should be happening in the next few weeks, if it hasn’t already occurred. To get started, you can download the Remarketing Starter pack, if you haven’t done so already.

What This Means for You

This update will further enhance your ability to refine and select the most qualified audience to remarket to. When Remarketing to visitors of your page, there has always been a chance that you were targeting traffic that is no longer interested in your product, or accessed your page by mistake. By being able to weed out people based on how they arrived to your site, their demographics, or how they behave on your site, you will be left with a more refined and applicable audience.

PPC is constantly improving and changing. In order to get the most out of your account, you need to make sure you are up to date with the latest enhancements and changes. This new update in Remarketing is sure to be one that will aid you in creating a smarter, and more profitable, Remarketing campaign.

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