Google Announces Remarketing with Google Analytics

- August 2, 2012

Google has just announced that it has enhanced its Remarketing options for advertisers by rolling out a new feature called Remarketing with Google Analytics. Google says the new product helps you create remarketing lists based on certain audiences who visit your web site and show interest in your products or services, without having to tag your site twice. This new product, currently in beta, will help advertisers more easily create remarketing campaigns to be shown across the Google Display Network in AdWords.

The search engine has upgraded the AdWords remarketing pixel so advertisers will only need to create one tag to be placed across an entire web site. In the past, advertisers had to create a remarketing pixel for each page that they wanted to implement remarketing for. Advertisers will then be able to create as many audience lists as they wish.

The new beta is being rolled out to Google Analytics users who are account administrators with at least one linked Google AdWords account by the end of the summer. Advertisers will see a tab in the Admin tab of Google Analytics called “Remarketing Lists.”

Advertisers can define very specific audience lists by using segments from Google Analytics to target the most qualified customer. For example, if you are a sports equipment ecommerce site and are interested in targeting softball players during softball season, you can create audience lists to target users who came to your site and viewed a page with “softball” in the page title, but did not place a transaction on site. From here, you would be able to show this audience list softball specific banner ads and engage the user to return to your site to place a transaction.

As an original beta tester of Remarketing with Google Analytics, I have seen campaign performance succeed through both increasing conversions and revenue and would recommend all applicable advertisers to test out this new program.

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