June 14, 2016

Segment Remarketing Lists & Google Analytics

For those that don’t know what remarketing is, it’s a way you can reach people that have already visited your website via advertising as they browse the web. For example, if an individual visited Amazon, browsed various products, and then left, they would be the perfect candidate for remarketing advertisements. Many companies use this strategy as an incredibly powerful way to drive more sales and leads. Over the years Google has pioneered innovative ways of utilizing this tactic to gather data at a granular level using a process known as segmentation. By removing a lot of noise from standard reports, marketers can take deep-dive into remarketing metrics to discover the best ways they continually market customers.

Over a couple ago Google rolled out with an updated that enabled marketers to use segments to create remarketing lists. The ability to use segments opened the targeting flood gates. Using segments, remarketing lists could be based on:

  • Traffic Sources: (Campaign, Medium, Source, Keyword)
  • Technology Options: (Operating System, Browser, Device Category, etc.)
  • Demographics: (Age, Gender, Language, Location, etc.)

While these options pertain to major categories of segments, remarketing lists can also be based on conditions. Using conditions allows you to leverage many of the metrics available in Google Analytics to build advanced remarketing lists with a focus on the granular level. There are eight major categories you can choose from and each category has a number of dimensions you can select for customization.


So how can segments be used to build remarketing lists in the real world? Let’s look at a couple of examples so that you can get a better idea.

1. Reach a certain demographic that has visited your website:

Let’s say you launched a new product targeting a specific age group and wanted to remarket to users who already visited your website and fit this category. Since you already know they showed interest you can reach them through display advertising as they browse the web. Using segments you could create a remarketing list based on age using the demographics category. To get even more target you could include gender or geographic location as well.


2. Target users of specific campaigns, ad groups, or keywords: 

If you are already using AdWords to drive targeted users to your website, the next step would be to build a remarketing list. Using segments in Google Analytics a list could be built based on specific campaigns, ad groups, or keywords. A great example would be if you have an ad group targeting a specific category or product, then you would create a list containing the users that already searched Google and clicked through your ads related to that category. If you combine targeting with e-commerce conditions like the number of transactions or revenue generated, you could create a very advanced remarketing list that targets very specific types of users at a granular level.

Traffic Sources

Hopefully, this post t has shown you the advantage of utilizing segments and conditions to create remarketing lists. The fact that you can keep advertising to individuals on the internet after they have interacted with a product is huge. It’s also even crazier to think that you can narrow your focus on who you want to target or remarket to. Mastering the functionality of this practice can lead to another chance at converting leads and in turn make more revenue.