▷ Analytics Audience Lists: A Must Have Solution to Boost Your Performance on Adwords

If the RLSA or Remarketing become unavoidable campaigns on Adwords, many advertisers use only the remarketing tag for building audience lists, without suspecting the potential offered by their traffic tracking tool, Google Analytics.

This article was written by Marc Royère of the Moov'Up agency

Job & Co'm

A little reminder for the less familiar with the subject, remarketing lists / audience lists are built with Internet users who have visited the website, using cookies placed on their browser. This allows the advertiser to target them later on the Display or Search Network of Google Adwords, to encourage them to perform a new action on the site, end an order for example.

At the heart of the targeting of this type of campaign, the relevance of the audience / remarketing lists determines the success of the operation. The objective, to propose the right ad to the right visitor at the right moment to encourage him to come back and make the hoped-for conversion. And to achieve this end, Google Analytics can be one of the strategic levers to boost your Adwords campaigns.


Adwords VS remarketing lists Analytics audience list

Sample Audience Lists Strategic Analytics

Creating Analytics Audience Lists: Implementation

  1. Enable the Remarketing feature on Analytics.
  2. Create Audience Lists on Analytics
  3. Use Audience Lists on Adwords: Auctions Only VS Auction and Targeting

With the Remarketing tag, Adwords, you can identify visitors to your site according to several criteria: pages or groups of pages visited by the user (according to URL), pages not visited, sessions during specific dates …

A set of tools based on the URLs and date of the visitor's visit mainly, with the possibility of combining lists for more precision. This is enough to boost the performance of your remarketing campaign by segmenting certain users: cart dropouts, old buyers, or users who have viewed a particular topic or group of products on the site.

With Analytics, we change dimension with access to an infinite number of functionalities since we access all the data of the statistical monitoring tool. If the Universal Analytics tracking code is already present on the site for tracking its traffic, then it is usable for data collection. This gives you access to an infinite number of very precise targeting scenarios, based on all Google Analytics data:

  • Demographic data: age, gender, language, geographical area …
  • Technology: operating system, browser, device category, mobile device brand …
  • Behavior: number of sessions of the user, number of days since the last session, duration of sessions …
  • Date of the 1era session: targeting between 2 dates.
  • Traffic sources: target a campaign, a support, a source, a keyword …
  • + Electronic Commerce if configured on the site: target users according to their transactions and the turnover they generate.

+ more advanced tools to combine several types of data:

  • Conditions: build a personalized audience with all the functionalities available, include or exclude certain criteria, it leads to tailor-made filters.
  • sequences : group users who perform a succession of criteria defined in stages.

Sample Audience Lists Strategic Analytics

From the set of Analytics data available, it remains the most important strategic part: to build coherent scenarios according to the user's commitment to favor conversions. Here are some examples of targeting issues:

– Target a product category You can build an audience of people who have viewed a range of your particular products without converting. You can offer them targeted banners on this range of products.

– Target people who have added a product to the cart but have not made a transaction : Indicate who viewed the basket page URL but did not convert, submit a banner or text ad with a promotion or business opportunity to encourage them to finalize their transaction.

Target buyers to offer complementary products. The "E-Commerce" settings allow you to target the buyers of a product or product category, in order to offer them an associated product as an accessory.

Trial period completed If your site offers a solution with a trial period of 10 days for example, you can build a scenario to encourage users to upgrade to the paid version. For this, it is sufficient for example to target those who have subscribed to the trial offer excluding those who have converted in the last 10 days and those who have already subscribed to the paid offer. You will be able to re-target them via a text or Display campaign with an offer for the paid subscription.

Target buyers after a delay: some purchases are recurring, so it may be useful to encourage the buyer to return to the site to make his subsequent purchase. For example, for a user who buys a bag of kibble for his pet for a feeding time of about 30 days, it is advisable to offer him a banner to the range of croquettes of the same brand 20 days after he made the transaction.

Creating Analytics Audience Lists: Implementation

Audition list creation is fast on Analytics if the Analytics Universal tracking code is already installed:

1. Enable the Remarketing feature on Analytics.

1era step, you need to enable data collection for use on Search and Display networks.

Simply go to the "Administration" tab> "Properties" column in the middle> In "Tracking information" click on "Data collection"> You then have to tick to activate the button under the Remarketing paragraph.

2. Create Audience Lists on Analytics

To create an audience, simply go to Administration, Properties Column> in "Audience Definition", select "Audiences".

Just click on the red button + new audience type:

Included in the box are "Recommended Audiences" automatically created as "All Users", "New Users", "Users who have made a transaction" … These audiences can be useful for easily setting up your first lists. In order to become familiar with how audiences set up, it's useful to look at how these audiences are configured. For example, "New Users" is the rule "Conditions> User Type" exactly matches "New Visitor".

Otherwise, just click on "Create" for a custom configuration.

Finally, the button "import from the gallery" in "Audiences" gives access to lists of audience recorded by other advertisers, it is a very rich database to find examples of preconfigured lists.

3. Use Audience Lists on Adwords: Auctions Only VS Auction and Targeting

If your analytics and adwords accounts are well associated, the saved analytics audience lists will automatically be available in your Adwords remarketing lists. In this way, the evolution of the size of the list can be monitored. To be used on the search network, an audience list must list at least 1000 cookies, only 100 for use on the Display Network.

Once your lists are functional, all you have to do is add them to the targeting of your Adwords campaigns with 2 possibilities:

– bidding and targeting: In this configuration, audience lists are the primary targeting criteria for your campaign, targeting only users who have visited your site, who are segmented into your dynamic remarketing / remarketing lists (Display Network). It is this targeting that is used for a dynamic Remarketing / Remarketing campaign (Display Network) or for a Remarketing Lists for Search Ads (RLSA) campaign that targets audiences in a text campaign.

Auctions only: You can add your audience lists to your existing campaigns whether they are classic text (Search), Shopping or Display. For each ad group, simply go to the "Audiences" tab> "+ Targeting" button> Add to "Ad group"> Points of interest and remarketing lists> Select audiences by checking " auctions only "and save. All you need to do is adjust the bids on your audiences.

With this option, you can add audiences to your existing campaigns without targeting only your audience lists. It's just a matter of encouraging bidding on your audience lists so that your ads, textual or display, appear more with these more qualified Internet users who have already come to the site.

Once your campaigns are in place, you still have to control the quality of the audience lists, check that they contain enough cookies to be used, you can increase the duration to get more cookies if needed. Of course, ads, textuals or banners must be healed by multiplying the tests and controlling the CTRs (clickthrough rate). Finally, for Display campaigns, you must think in the settings to limit the number of daily exposure to prevent a user feels harassed by your banners.

Good news since May 2017, Analytics audience lists are now able to account for cross-device conversions, as long as the user is signed in to their Google Account. The user can now switch from his smartphone to his tablet or computer, Analytics is able to establish that it is the same user. This is very useful for better conversion tracking and to harmonize the frequency of ad serving to a single user.