Using Event Tracking to Create Intent-Based Remarketing Audiences
- 1. Using Event Tracking to Create Intent- Based Remarketing Audiences Joe Martinez Director, Paid Media & Community
- 3. You Can Target Everyone! @MilwaukeePPC
- 4. Okay. This Is A Little Better @MilwaukeePPC
- 5. BUT DO PAGE VISITS EQUAL INTENT? @MilwaukeePPC
- 6. Let’s Go Back to School @MilwaukeePPC
- 7. • Does the visitor want to enroll? • Did the visitor want recent news? • Was the visitor looking for contact info? • Did the visitor just need directions? • Was the visitor looking for just your social media accounts? • Did the user land on the wrong page?
- 8. WE CAN DO A LOT BETTER THAN PAGE VISIT AUDIENCES @MilwaukeePPC
- 11. Fun Joe Fact I like collecting baseball autographs @MilwaukeePPC
- 12. @MilwaukeePPC
- 13. Intent is easier on the Search Network @MilwaukeePPC
- 14. For Remarketing, We Need Help @MilwaukeePPC
- 15. What Is Tag Manager? @MilwaukeePPC
- 17. @MilwaukeePPC Create Event Behavior Audiences
- 18. INTENT-BASED REMARKETING FOR VARIOUS STAGES OF THE FUNNEL @MilwaukeePPC
- 19. @MilwaukeePPC Outbound Link Clicks from Simo Ahava bit.ly/track-outbound-link-clicks
- 20. Track Outbound Link Hostnames @MilwaukeePPC
- 21. Export your top- clicked URLs. See if those URLs have placements in Display Planner. @MilwaukeePPC
- 22. Are Users Leaving to Check Out Your App? @MilwaukeePPC
- 23. Consider remarketing with videos of why the user should use your app. @MilwaukeePPC
- 24. ON-PAGE ELEMENT CLICK ACTIONS SHOULD ALSO BE TRACKED @MilwaukeePPC
- 25. We can record whenever someone taps the click-to-call link @MilwaukeePPC
- 26. One Example of Click-to-Call Trigger @MilwaukeePPC
- 27. Example of a Click-to-Call Tag @MilwaukeePPC
- 28. Create an Audience for Morning Off-Hours @MilwaukeePPC
- 29. Create an Audience for Evening Off-Hours @MilwaukeePPC
- 30. Add Both Audiences to Your Ad Group @MilwaukeePPC
- 31. This Also Works with Chat Tools! @MilwaukeePPC
- 32. Create Ads Speaking to Those Users @MilwaukeePPC
- 33. It’s 100% fair to criticize this strategy @MilwaukeePPC
- 34. @MilwaukeePPC YouTube Video Trigger from Simo Ahava bit.ly/youtube-trigger
- 35. Google Tag Manager now has custom YouTube variables. @MilwaukeePPC
- 36. Custom Triggers tell Google when to fire the tag. @MilwaukeePPC
- 37. @MilwaukeePPC Custom Triggers tell Google when to fire the tag.
- 38. See How Long People Are Watching @MilwaukeePPC
- 39. THIS WORKS FOR ALL YOUTUBE EMBEDS. NOT JUST THE VIDEOS YOU OWN. @MilwaukeePPC
- 40. Create Audiences of Only Engaged Viewers @MilwaukeePPC
- 41. Using IF Statements for RLSA @MilwaukeePPC
- 42. Speak to the User & Actions They Took @MilwaukeePPC Ad for users who watched a YouTube video on my site. Same ad, but changes headline for non-video viewers
- 44. Did the User Complete Your Form? @MilwaukeePPC
- 45. Where Did Users Drop Off in the Form? @MilwaukeePPC
- 46. Create Audience for Users Who Didn’t Finish Form @MilwaukeePPC Add additional conditions if you want to differentiate forms.
- 47. @MilwaukeePPC Which audience do you think will have a higher conversion rate and lower CPA?
- 48. DON’T FORGET ABOUT USING EVENTS AS EXCLUSIONS @MilwaukeePPC
- 49. Find Events Not Growing Business @MilwaukeePPC
- 50. Add These to Audience Exclusions @MilwaukeePPC
- 52. Important to Remember @MilwaukeePPC Display Audiences – Must have at least 100 users in the last 30 days RLSA Audiences – Number increases to at least 1,000 users
- 53. @MilwaukeePPC Recap • Start tracking as much as you can with Google Tag Manager • Create remarketing audiences based on user engagement • Remarket with ads that speak to the actions users performed on your site or landing pages • Don’t forget remarketing exists in search
- 54. Thank You Austin! Joe Martinez Director, Paid Media & Community