Setting Up Advanced Remarketing Audiences Inside Google Analytics

Written by onlineacademy

April 12, 2022

Advanced Remarketing Setup Guide

In this training we have a detailed guide for setting up basic to advanced remarketing audiences inside Google Analytics. These audiences can then be used for advanced remarketing campaigns inside Google Ads (formerly Google Adwords.)


Read Video Transcript Here:

Okay in this next training for google analytics we’re going to go through setting up remarketing uh if you’ve already done this in the display uh campaigns this is going to be the same video if you haven’t set this up this one’s going to walk you through the google analytics part that way uh if you’re doing google display ads or google search ads or whatever you want to set up or marketing for uh we also cover the exact same setup in this google analytics section

so this is going to go through setting up remarketing audiences inside of google analytics we highly recommend to set everything up inside google analytics just as your hub for remarketing for tracking uh for monitoring website traffic goals sales everything should be set up inside this hub even though other platforms can set it up most of it can be set up and tracked inside of google analytics we’ll also teach how to do advanced remarketing audiences to go beyond the basic website visitors in the last 30 days and start breaking down much more advanced remarketing audiences for a better roi so this training video is actually going to be a sample from our actual training program so you can get a better idea of what’s in here uh what we offer some of these are more uh beginner lessons and they’ll go into more advanced so if you need more advanced training we do have a link below in the description that will give you access to discounts and different things like that from our advanced training and all of our different programs that’s going to be a link down in the description below

so first let’s go into setting up remarketing audiences inside of google analytics so there’s a couple of ones you’ll want to do i mean there’s a 30-day default audience uh that one’s fine people that have been to your website within 30 days we also recommend doing a 10-day audience if you have a if you have larger website traffic getting people that have recently been to the website usually seven to ten days to get them to come back and fill out the form call you or make their purchase something like that doing a much smaller window can help you can even do a 90 day if it’s a much longer sales cycle and a very expensive product or service or something that people think about for a while this often works with travel people will look more than 30 days in advance or if they’re shopping for a cruise or a bigger trip or something like that it’s not uncommon or even selling your house just very big decisions can go longer than 30 days and you can follow them a little bit longer next ones are a little bit more unique you can do 180 day 365 or 540 which is the max it’s not so much that you’re going to follow people for six months or a year or roughly a year and a half these are good to set up these audiences to use for other purposes not for following them with the banner ad for 540 days these are good for setting up a similar audiences it pulls from a bigger audience which makes for a better similar audience for targeting or if you wanted to block people that have made a purchase in the last 365 days maybe you have a lot of current customers or people that have already subscribed to your newsletter or downloaded something like that there could be different reasons besides targeting the audience you could exclude the audience or you could set up a a display audience or you can set it up as a delay option you can set up people that have been to your site within the last 10 days but not uh 350 days or something like that so it’ll be people within a certain gap it’ll be it’ll be more recent if you stack the two up with an exclusion and then a smaller inclusion on the targeting some other good options would be a certain amount of time on site if they’ve been on the site for at least 30 seconds or two minutes or something like that it’s more advanced it shows more interest than just website visitors because that would include someone that’s been on the website for one second and then left whereas two minutes or something like that would be a much much more interested audience same thing with visited multiple pages you know they’ve visited at least two pages or at least three pages to be in this remarketing audience that’s a good option based on user behavior you can separate it by source if you have a lot of promotional sources maybe you do a lot on facebook you have a podcast you do an email newsletter you have a youtube channel traffic that comes from that could be separated into a different source to know okay on facebook here’s all of our promos or giveaways or different organic posts or something like that so you can put that into a different remarketing audience you can also separate the audiences based on pages they visit if you have a key page maybe something about a demo or it’s uh the pricing page or comparison page testimonials something that shows they’ve done more research about your product or service and they’ve been on a a page that shows higher interest or they’ve been on a particular section of the website viewing certain products but not the entire website you can also set up a converting audience that just means someone that’s that’s made a conversion being a purchase or they’ve signed up or they’ve filled out a form or they called you they completed a goal their converted audience that’s actually the biggest mistake a lot of people do with remarketing they continue to follow people even after they’ve made a purchase or they’ve become a customer or they’ve called you or they’ve filled out your form they keep seeing your remarketing ads regardless so you definitely want to set up that audience of current customers or or converted audience one to block them from remarketing uh ads to keep showing to people to try to get them to come back and two you can create a much larger audience to to maybe do a 365 day to set that up as a similar audience which we have more of that in the similar audience training but definitely completed a goal or converting audience is a good one as well as new visitors people that have not been to your website before rather than people keep going back into the remarketing pool even though they were they were on the site five days ago 20 days ago yesterday it still puts them in maybe a 30-day audience whereas new visitors that’s people have only been to the site uh once so they’re completely new that’s that’s another good audience to target as well just the point is go beyond the basic 30 day website visitors to to get a much better roi so we’ll go ahead and jump into google analytics to show you how to set all of these up so we do have a separate training on how to set up a google google analytics account from the start if you don’t have one at all so you’d want to go through that training or just a simple google search it’s very easy to set one of these up from scratch so you need to have a google analytics account already set up this is our test one let’s zoom in a little bit so it normally would have data and users and all this other info this is just a test account with the test website but once you log in to create a remarketing campaign and to set all that up you go the bottom left corner and click on admin this is going to pull up a lot of other account settings it’s actually going to be right here in the middle you scroll down to audience definitions and dynamic attributes that will be for setting up e-commerce uh we have different training on how to set that up inside google analytics your e-commerce settings enable all that make sure the code’s on your site or link it to shopify different things like that and dynamic attributes will be for dynamic remarketing only for e-commerce for uh just standard remarketing you’ll go in here to click on audiences and if you don’t if you’ve never set this up it’ll first ask you to enable it so go ahead and click on next step

and it will pull up it just automatically creates a 30-day audience anyone that’s been to your website so just calls it all users and then click on add destinations and this is just a generic test website you’ll click on that and it will add it to analytics so then we can click enable it’ll put it inside of this account so it’ll start doing remarketing and we can uh create audiences and it’ll start putting people in these audiences so then once it’s it’s done and it reloads it’ll put all users which is just your basic 30 day audience it’ll put it right in here as the default uh i mean if you want to start with the basics you can do that this is website all website visitors within the last 30 days not a bad remarketing audience you can just get started with that keep it basic and also before you start creating all the different audiences you want to make sure you take care of the google ads linking which is right here on the left uh or if you haven’t done this before it’s under the admin settings it will go back to here it’s google ads linking

so you can click on that it’ll pop up as long as you’re logged into the same account for your google ads account and your google analytics account it should just pop up right here and you can click continue and then it’ll ask you for the group name so we’ll just add in our website name to make it easy to identify and then we want to check all website data so everything goes over to there if you click on the advanced settings it’s just showing that it enables auto tagging which is fine just leave that on there and unless for some reason you need that off your third-party tracking software something says to turn it off just leave auto tagging on there and then click link link accounts

so now that will be enabled you can import goals e-commerce analytics remarketing list everything can be passed over to google ads and click done so now we have that linked account in there let’s go back over to audience definitions and then audiences

so go back to audiences here i have it zoomed in a little bit so you can see we’ll click on that and make sure we go back in here and edit this and then get the google ads linked back to it here’s your google ads you linked to whatever title you gave it and you could double check the id number there that way it it’s sending the remarketing audience over to google ads as well as analytics and then click publish so you want to make sure moving forward you add it to analytics and google ads every time you create a new audience so let’s go ahead and go back here and you’ll also see it over there so now it’s included in both it’ll be tracking there now the all users is the default audience this is going to be a 30 day website visitor so they went to any page in the last 30 days which that’s not a bad starting point that’s a very basic audience if you just want to start with that if the rest of this is kind of overwhelming uh if you’re a more advanced user and you want to set up some more audiences i will go ahead and go through that now to show everything there also is a import from gallery sometimes these have good settings if it’s exactly the way you want it to be you can just import it some of their defaults so it’ll load some different options you’ve got engagement you’ve got all devices you can just scroll through here i mean some of these are from google analytics teams or other people uh if they make sense i mean you can you can throw them in here uh if if not i mean set them up from scratch this isn’t necessarily a perfect import thing if these audiences and these lists don’t make any sense to what you’re trying to do so we’ll go ahead and create a new audience uh we’ll do the second most common one you want to have in place this is going to be for someone that has converted in some way they’ve completed a goal so have completed a transaction meaning they’ve purchased something if you want to block them after that you don’t necessarily have to i mean people make multiple purchases you don’t just want to block someone just because they bought something it has to make sense so if you did that users who completed a transaction you’d need an e-commerce website but that’s just an auto one transactions is greater than zero and last 30 days or 90 days or you can do 540 days if you not for remarketing but if you want to make a similar audience off of that you do a very large list to pull from so go back here if you don’t have e-commerce set up then a transaction won’t make any sense so we’ll have to do a different one like if if you have someone completed a phone call if you have call tracking set up that type of goal or if someone filled out a form downloaded a case study or white paper or signed up for newsletter something that has to do with a form and you have that goal set up in analytics which we have other training on how to set up goals and track everything if you’re doing lead generation but that would be under create new and that’s actually going to be a condition there’s a lot of different options you can have here don’t get too bogged down by this this particular one would be a condition and click on here there’s a lot of different ones in here just search for it honestly just do goal and if they completed a specific goal we’re not wanting to do that we’re actually just wanting to do any goal so we’re going to scroll through here goal completions so goal completions per session meaning times they came to the site so we’re going to do greater than or equal to one so goal completions which is filling out a form uh calling if you have call tracking metrics uh imported to to google analytics or something like that filled out a form uh booked a demo book to strategy call whatever it is the goals you have set up in analytics if goal completions per session is greater than or equal to one that will be an audience so we’d click apply you can do it for 30 days which is a common one you can do it for 90 days if you want to do a little bit longer or if you’re going to build out all those uh similar audiences you do 540 maybe 365 if you don’t want to be too large of an audience that’s not so much you’re going to follow people for that long necessarily but you want a really large audience to make a similar audience off of that one the most common one’s 30 days we’ll just do 30 days if they’ve completed a goal uh in the last 30 days so go completions uh do 30 day that way you know what set what um how long it is so go completions in the last 30 days click next and add destinations we’re going to add it to google ads that we have linked and we’re going to add it to analytics and then click publish

and uh don’t close the audience it’s very rare that you want a specific audience to not keep uh building up so most almost always you’re gonna hit back to audiences and then you have goal completion so this is the most common one this is very basic uh remarketing you have all users which everyone that’s been to your website in the last 30 days and then you have goal completions anyone that’s completed a goal or transaction or however you set it have it set up so maybe somebody booked a demo uh or called you or they filled out your form for whatever reason you have set up this would be you’d put this in as an exclusion you’d block them so we’re marketing unless they completed a goal which is the most common thing people miss even if you already bought something or already booked an appointment or purchased the remarketing uh ad will still follow you so that’s that’s what a lot of people don’t set up pretty basic in there to set up for marketing and then goal completions as an exclusion that’s the easiest way to get remarketing going in the beginning so next i’ll show you some different audiences if you want to go beyond the basics which you definitely should as long as you’re not overwhelmed if it’s too advanced just start with this block people that have already converted and all website visitors in the last 30 days get you up and running with a basic audience let’s go and click new audience though we’ll show you some more advanced ones uh we’ll just do all users and if you have a large amount of traffic uh you could do a seven-day audience or maybe a 10-day audience so that’s right around a week and you just give it a basic one all website visitors and we’ll do 10 day then you could do all website visitors 90 days if you have a much longer sales cycle you want to follow people that long and then of course 180 or 540 or 365. that’s really just for doing uh similar audiences off of this one you really don’t follow people that long but um you should as we said in the notes before if you have a large website with a lot of traffic you should test different audiences even if you have a huge website with a lot of traffic you can even do a three day if you have hundreds of if not thousands of visitors per day you can test a different ad something like that to get them to come back a lot of times people forget or something comes up they didn’t fill out the form they didn’t complete their purchase so you could test a very small window if you have a lot of website traffic if not maybe just set up a 10 day for something a little closer you already have 30 day you can also do a 90 day these are kind of the more common ones maybe even a 60 day i i mean you know your industry and your business better than anybody else so you know do people usually think about it for a month or two is it a 90 day sales cycle is it a very short sales cycle maybe you do 10 days 20 days something like that just test different audiences because 10 day it’s fresh in their mind they just didn’t come back 90 day uh you know maybe they’re looking at a very large purchase that that takes a lot of time or people sometimes they come back to later after a month or two maybe they’re house shopping or something like that it’s not a quick decision so you could have a much larger audience but it’s recommended to test more than the 30 days try and you can just put all these in here we’ll just in this case we’ll do a 90 day and you can just save that add destination add it here and here and publish it and you’ll just keep stacking these up so you’ll have go back to audiences page so have a 90 day this is a 30 day maybe a 10 day 60 day something like that and just test how long do people does it take them to come back you know can you do a 10 day to get them to come back immediately can you do a 90 day on a longer sales cycle and it’s it’s still relevant or do you want to stack up on a 180 day a 540 day to test out these larger similar audiences so you could just keep adding these in here uh different time frames is a very common one to test out and then uh different audiences depending on how engaged and how interested they work which we’ll go ahead and show you those now

so we’ll do um we’ll do time on site next

so this one will be under behavior uh there’s lots of different options on here you can do days since last session maybe they haven’t been to your site in the last 90 days or it’s been over six months but they came back later uh so days since last session is a good one uh sessions if they come back constantly you know maybe it’s their third session or their fifth session they keep coming back that’s a different remarketing audience there’s transactions again this one’s going to be session duration per user so uh not equals two we’re not looking for five seconds exactly maybe it’s greater than or equal to uh maybe just 30 seconds something like that so i mean with landing pages and different things like that they’re not always on the site for a couple of minutes anyway especially when they click on an ad but this will block out people that have been there for one second they accidentally clicked on the ad and they left it was something they thought it wasn’t so after three or four seconds they realized that it’s not the product or service they thought it was so they quickly left maybe e-commerce or a longer site remember these are in seconds so uh you can do see 180 would be three minutes so three minutes they were on the site for a long time they looked at a lot of different products they re they read a lot of things that one’s actually pretty long you know a minute maybe two minutes is enough because that’s a very long time for the internet and people clicking on ads but um 30 seconds is the most common one that way you get rid of people that accidentally clicked on the ad you could even do 60 seconds if there’s a lot of content so people at least read the page or watch the video or did some some basic research when they clicked on your ad so they’re in a better remarketing audience than people that were on it for one second and then left so that’s a common one to do um in the last 30 days this even has a look back on option most of these don’t but you can go backwards which most of the time you can’t but if you do have a look look back audience you could set kind of go backwards for everyone that did this in the last 30 days not just from this day forward which is how it usually is so just self-explanatory uh session duration 60 seconds and then uh make it this one’s a 30 day so people that the session duration is at least 60 seconds and it’s an audience pool of the last uh 30 days so you could throw that in there uh to just get someone more qualified they were on the site a little bit longer and just hit next add in the audiences and click publish then hit back to audiences so now we have that session duration is at least 60 seconds in the last last 30 days so we’ll go ahead and create another audience i mean there’s no perfect audience for everybody you’ll have to see kind of what makes sense for your industry for your customers the average time on site maybe it’s 10 or 20 seconds maybe it’s several minutes it kind of depends on your business and your service as to how long website visitors usually end up on your site so another option you can do traffic sources and this one this would be set up from your utm parameter so if you have a campaign this is from an email campaign a source medium keyword things like that so if you do a lot of promotional traffic maybe you do a lot of facebook organic you have a large following on on twitter or facebook or youtube uh just organic or a podcast or something like that the source where that’s coming from you know you need a little bit of technical knowledge of utm parameters because that’s what it’s it’s pulling from but the source facebook that’s not pay-per-click traffic just organic traffic this would just be facebook you can you can separate it here it shows more options of kind of what this is is it organic is it uh pay-per-click or what keyword is it is it coming from facebook just organic traffic not actual campaigns you can filter it this way so if you do a huge promotion on your facebook page or you have a large youtube channel or something like that you’re separating that into its own audience if it’s completely different audience with different behavior or they just came in for the promo or the free giveaways or or email campaigns they fill in all of this for you for different campaigns medium and source they’ll auto fill that in if you’re using third party email software so you can match it with that if you have a very large email list so there’s different options to separate it per source this is if you have a very large site with a lot of different traffic if you have a very small facebook page and you get about 20 website visitors a day something like this wouldn’t work this would be a large promo maybe you have a couple hundred visitors a day from your facebook page and you do all kinds of promotions that’s when you would separate it otherwise just uh just leave it to all traffic if different sources aren’t really that different of an audience go ahead and cancel out of that another audience you could test jump back here a new audience and then it’ll just be in the main list who visited sections of the website or specific pages if you click on that it automatically defaults to just forward slash which is the entire website so the page contains now this could be anything it could be your running shoes section and then maybe you know forward slash you have red and then you have blue and then you have uh all these other things but just if it contains running shoes in some way or you could even not do the forward slashes just running shoes if they looked at any different types of running shoes follow them with an ad about running shoes or you can do a very specific website if they went to this exact pair of running shoes that’s currently half off you put in more specific url options so different sections is good you can also do pricing or a demo maybe inventory something that indicated they looked at a key page or key section of your website a particular product not just the home page not something like that or if your local shop maybe they looked at directions or they looked at a map so they had interest in going there they they went to the contact us page uh they they viewed your menu something like that to where it’s a particular page that shows a much higher interest rather than just all website traffic you have no idea where they went to maybe they were just on a home page and they left you can make this much more specific page contains something something more specific some particular you know maybe collections or maybe clearance that particular section or you could block clearance if you want to do that i mean these audiences you can make them exclusions or you can target them kind of whatever makes sense it speaking of exclusions you could do careers or jobs something like that if a page contains jobs or career postings or something like that you could make that a different audience so that someone is just looking at job postings at your company they don’t get a remarketing banner ad that keeps following them about your products or services that you sell if they went to the job section they’re not interested in buying your product or service they’re just wondering if you’re hiring right now so that that would be a page contains i guess career something like that and then you’d make that an exclusion that’s of course if you have a larger page with a lot of website and you want to make sure you’re not wasting any of your remarketing dollars so page contains there’s so many different options that would be exclusions or targeting different sections or they went to the pricing page or the quote or the free demo free trial something like that that makes them it shows more their intent and their interest level so that’s a great option that’s another really common one let’s look at some different options new visitors can be a good one as well it’s someone they’ve been to the website for the very first time not someone it’s their 10th time coming to the website so new visitors uh and then also you just do new visitors 30 days or 10 days or something like that it’s brand new people that have never been to the website before so they’re a good option for remarketing uh rather than website visitors we’ll just pull in people that go that have been 20 times and people that have only been once it’s the very first time so new visitors is a quick default uh to get a little more specific on your audiences so another option would be uh how many pages they’ve viewed so you go up to create new and this would be under conditions and click on here we’re just going to search for it makes it a lot faster if you type it in so we’ve got page views here and then is equal or greater than 2. so that means a user has they viewed at least two pages or more that way they didn’t just go to one page especially have a larger site e-commerce something like that this makes sure that they show a higher level of interest they didn’t just go to one page and then leave your website or you can do at least three pages or something like that if there’s a lot of content particularly e-commerce or a large product catalog or a lot of different services you can use it to filter people that looked at several different pages so it’s it’s more interest to it if you’re running something with a landing page or a squeeze page or different things like that this won’t work because there’s only one page and there’s not really links to go anywhere else but on a bigger site and if you’re not running it to something like clickfunnels or a landing page builder then you can run this option particularly with e-commerce that’s this means they viewed a couple of different products and they have a little more interest than just one page and then leaving

so there’s a lot of different audiences if you’re not sure just start with a 30-day audience that’s the easiest one to do 90 days or 10 days or three days you just have to know your audience and particularly you need a lot of website traffic if you’re going to do a very short audience like three days or 10 days something like that and then different promotional traffic kind of where they came from did they view more than one page or were they on the website a certain amount of time things like that these are a lot more advanced uh if you have that type of website traffic and if you can segment it again the default just do 30 days if you’re not sure if all of this is is overwhelming just do the default all website visitors and it defaults to 30 days and then make sure to block goal completions so we have different training on setting up goal completions to to track leads or purchases or people filling out the form or booking a demo whatever your goal is if they completed any of those you’ll block them so just target people in the last 30 days unless they’ve completed a goal that’s the most basic easy way to set up uh remarketing these other ones are ones you can add if you’re comfortable you’re a more advanced user and you want to expand it and test different audiences and and see how well they perform next to just the default 30-day website visitors all right everyone thanks so much for watching our ppc ads training video uh if you want more videos go ahead and hit the subscribe button like this video if you found it useful and any questions post them in the comments down below we also have additional training uh promos links things like that in the description as well as any other tools for ppc tools or software that we referenced in our videos so thanks so much for watching and we’ll see you in the next video

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