Segment your audience with Remarketing 1

A Complete Guide on How to Segment Audience with Remarketing

Remarketing is a form of online advertising that allows you to show your targeted ads to users who have already visited your website in the past.

While browsing the web, your past visitors will see your ads. This will help you to reconnect with them and entice the visitors to come back to your website for more.

Since your past visitors are already familiar with your brand and product/service, they are more likely to convert into a lead or sale on your website.

Remarketing is worthy enough to increase your conversion rate and the overall ROI. Click To Tweet

The fact that Remarketing is given so much of importance is because of its benefits.

Let us have a look at the various benefits of remarketing that it too hard to ignore.

Benefits of Remarketing

1. Connects to your Audience

With the help of remarketing, you stay connected with your audience even they are not on your website or searching for you.

Remarketing is a great tool when you are actively looking for your brand awareness and being in front of the people when they are on the verge of making a purchase or getting converted into leads.

2. Highly Targeted Ads

When you know that you have to target people who have already visited your website, you know what they are looking for.

So, to drive them back to your website to make a purchase or convert into a lead, you can create highly targeted and outstanding ads with extremely relevant images.

You can even create different ads on the basis of the pages that your visitors have visited.

For example, you are an e-commerce owner, offering a variety of footwears. However, you can create specific ads to target people who are looking for formal shoes and different ads for those looking for casual shoes.

3. Increased Conversions

As a matter of fact, it has always been observed that the campaigns that include remarketing as one of its strategies have a higher Conversion Rate.

This happens because you remind your audience of your product and services when they are on a verge of converting.

4. Higher ROI

With Remarketing, your conversion rate tends to get higher. This increased conversion rate is the reason behind an improved ROI.

 

The Basic Remarketing Setup

Basically, the advertisers start with their remarketing process with a list of the audience of all the visitors in the last 30 days.

30 Day Audience

In other words, if you create a similar list of the audience, you will be targeting the all the people who had visited your website in the past 30 days.

Basic Remarketing Set Up

This audience list is the one that is set by default when you create remarketing campaigns and most of the advertisers and marketers end up using this.

When visitors land on your website, they automatically get added to this list. You can count it as Day 1 for these visitors. After 15 days they are still on the list. Moreover, after 30 they will be still on the list.

Remarketing Set Up 30 Day Audience

But, after 31 days, they will fall off from that audience list.

Remarketing Set Up 31 Day Audience

They are no longer on the list until and unless they come back to your website because in that case they will get added to the list again and start off with Day 1.

Have you ever thought of optimizing this remarketing strategy?

If yes, well and good. But if no, then there is no problem at all because we are going to tell you how you can optimize your remarketing strategy by segmenting your audience.

Audience Segmentation by Behaviour

The very first thing to begin with remarketing is to segment your audience on the basis of their behavior that they demonstrated on your website.

According to the behavior aspect, there are 3 groups of people:

  1. Not Interested
  2. Interested
  3. Buyers/Converters

Remarketing Set Up-Behavior

1. Not Interested

They are those people that are really not interested in what you have to offer. The non-interested are ones that contribute to increasing your bounce rate. They are the immediate bouncers who might have entered your website by mistake. So, they leave immediately and never come back.

2. Interested

They are the ones that showed more than average interest in your product or service. Neither did they bounce back from your website nor did they spend few seconds on your website. They were on your website for a while and looked through a number of pages. But they did not do what you wanted them to do.

3. Buyers/Converters

They are the ones that actually did what you wanted them to do. They might have filled a form, bought a product, viewed a video or downloaded an Ebook. The possibilities are endless. If you are an e-commerce website, conversion for you could be that someone purchased your product. And if you are a lead generation website, it could be that someone read about your services or a blog post.

However, there is no need to target the first group of people that is the not interested. Since they are the ones that increase your bounce rate means that they are not at all interested in your product.

By Remarketing to the non-interested group you will only waste your ad spend. Click To Tweet

Also by not showing your ads to this group, you will increase your CTR and engagement. This will improve your Quality Score which will further reduce your Cost per Click. Hence, it is a win-win situation.

Same is the case with the third group of people that is the buyers/converters. They have already done what you have told them to do. So asking them to do the same thing is useless. No matter how many times you remarket them, they will are going to convert all over again.

By not showing your ads to the above mentioned 2 groups, you will only attract the best prospects for your ads.

The main use of remarketing is to go after those people who have should above average levels of interest in your website. This can be the best group you can go after. By showing your ads to the interested group, you are displaying your ads in front of the most qualified and targeted group of people. Therefore, your results are going to get better if you remarket to the interested group of people.

Remarketing Set Up-Interested

There are a lot of ways by which people can show interest on your website and you can also target them separately according to their level of interest.

But generally, you should try to keep it simple to avoid further complexities.

There is one group that is not interested, there is another group of buyers and converters and in between, there is a group of interested people that you will retarget first.

Audience Segmentation by Time

After segmenting the audience according to behavior, the next step is to segment them according to time.

The time frame that you take into account while segmenting the audience totally depends on the traffic of your website.

If your website traffic is average or low, then you might take a time frame of 2-2 days. On the other hand, if your website traffic is high, you can take a time frame of 2-3 weeks.

Remarketing Set Up-Visitor Behavior

While taking the time factor in consideration, the best audience to target is generally the most recent one.

The more recent the visitor, the more are the chances of them to convert. Click To Tweet

Hence, one of the most powerful ways to segment the audience is by seeing how recently they have visited your website.

Remarketing Set Up-Bids

Suppose you own an e-commerce website. So you might have visitors that visit your website but did not purchase anything. There might be visitors who must have added your product to the cart or even viewed the checkout page but they just did not do what you wanted them to do.

In this case, if you show them an ad straight away in the first few days after leaving your website, they are more likely to buy your product as compared to the ones that visited your website or  2-3 months ago.

There are a couple of benefits of segmenting the audience by time.

1. You can change the ads that you want to show to people

For example, You can send a

  • Normal remarketing ad to the visitors in the 0-7 day audience.
  • Special discount or offer ad to the visitors in the 8-14 day audience.
  • The value based ad that contains a social proof or testimonial to the visitors in the 15-21 day audience.
  • A deeper discount or a better offer to the visitors in the 22-30 day audience.

Remarketing Set Up-Preference

2. You can bid differently over time

As you know that the most recent visitors are the most profitable group of people to show your ads to, then it is obvious that you should spend more of your budget precisely to the most recent group.

For example, you can have the highest bid for the most recent group and decrease the bid as the recency decreases.

Remarketing Set Up-Bidding

Don’t forget the Buyers/Converters

It is not a wise decision to totally forget the Buyers/Customers. Although they are not your first choice to start with remarketing but then you can certainly cross sell your product or service to your existing buyers.

Moreover, you can go ahead and create Similar Audience which is also called “lookalike audience” on Facebook.

Remarketing Set Up-Similar Audience

To create a list of the Similar audience, Google helps you out. It compares all the information like their email address, IP address or the age and interest that they know about the people and then builds a list of people for you.

A Similar Audience looks like this in AdWords.

Similar Audience

Show Ads Occasionally

This means showing your ads for a period of time and then turning them off for another period of time.

You can show your ads for a period of 30 days and then stop your ads. At day 50 you can start showing your ads for 10 days and then stop again. Then show you ads at day 90 for another 10 days.

Remarketing Set Up-Interested Visitors

The prominent reason for showing your ads occasionally is that it is quite effective. Because when you continuously show your ads to the visitors, they get annoyed and increases your threat of losing potential leads and customers.

When you show your ads occasionally, the visitors don’t really get to know when the ads went away but they do notice when your ads are popped back again.

This helps you to get over banner fatigue and you are no longer under a threat to lose your potential leads and customers.

Generally, people tend to forget about your ads but they do remember your domain name, logo, image and because it makes it easy for them to recognize your ads when they are popped back.

Segment the INTERESTED audience

By now it must have been clear to you that you have to only target the INTERESTED audience.

The next step is to break down your INTERESTED audience even further to target a more qualified audience.

So, now the INTERESTED audience breaks down in breaks down in 3 different segments i.e.

  • Add Product
  • Cart
  • Checkout

Remarketing Set Up-Interested Behavior

You can think of this as the typical funnel from top to bottom through the various stages of interest. Whether they added the product, viewed the cart or the checkout page.

To maximize your reach to the desired audience segment, you should bid differently for different audience segment under the interested people.

Bid more for the people who are closest to buying and the people who have made through the last stage of your buying funnel.

Visualize your Remarketing into practice

Earlier, we talked about the concept of Remarketing List. But now we will put this concept into practice.

Creating Remarketing with AdWords

The very first thing that you need to do is to determine the audience size to make each list.

As a matter of fact, Google requires a minimum of 100 people on your list. However, you will have to expand the data range of your audience if your audience size is less than 1000 because audience size that is less than 1000 is too small worth an effort.

On the other hand, you will have to reduce the date range of your audience if your audience size is more than 10,000 to target a smaller portion of your audience.

Remarketing by Behaviour

After your lists have substantial audience volume, segment each of the lists by behavior.

As explained above, there are 3 groups of people when you segment your audience according to behavior i.e.

(i) Not Interested

(ii) Interested

(iii) Buyers/Converters

(i) Visualizing Remarketing for Buyers/Converters

The easiest way to build an audience list your buyers or converters are from the THANK YOU page. This THANK YOU PAGE is basically the page that the people see after purchasing the product or entering the details. This page ensures that the people have done what you wanted them to do.

(ii) Visualizing Remarketing for Interested

Interested people are an essential component of a Remarketing. Because this is the audience that is going to get you maximum conversions.

Therefore, it becomes really important for you to understand the interest and behavior of these people on your website.

If you are an e-commerce website and have huge traffic volume, you can easily figure out the interested people. You can keep a check on those visitors that went to the cart and even the checkout page but somehow stopped there and then.

On the other hand, although you are an e-commerce website but have low traffic volume, then you need to take a step back and create a list of interested people who went to your product or category pages.

Well, the lead generation websites do not get such clear clues, but then if you are one of them, you can keep a check on those people who view another page of your website apart from the homepage.

(iii) Visualizing Remarketing for Not Interested

This list is easiest to create out of all. When you identify the interested and the buyers or converters of your website, you have simultaneously created a list for those who are not interested in your product/service.

Remarketing by Time

There may be times when you want to target only a specific group of people on the basis of time while excluding another group that comes within the previous group.

This seems a little-complicated process but can be easily resolved with the help of Custom Combination List.

The Custom Combination List is a list that allows you to create advanced lists out of existing remarketing list.

Target a custom audience by combining remarketing list in an OR, AND or NOT relationship. Click To Tweet

For example, if you want to offer a special price to those who purchase three products a set like a DSLR camera, Camera Shoulder Bag, and a Camera Tripod Stand.

But the problem is that these three products are in three different URLs.

So, in order to create a Remarketing List of people who visited the three products, you can create a list of people who visited the DSLR Camera Page, second list of people who visited the Camera Shoulder Page and a third of people who visited Camera Tripod Stand.

After this, you can create a custom combination to reach the people who viewed your DSLR Camera page AND Camera Shoulder Bag AND Camera Tripod Stand page.

The next step is to add these custom combination list to your Ad Groups.

But then of you have multiple AdWords Accounts, then these Custom Combinations can become little confusing.

Hence, to clear all your confusion, Remarketing comes into action.

Moreover, to get the best results, ensure that you test the interested audience rather than all site visitors.

For example, say that you have 3 lists i.e.

All visitors in the

  • 7 days
  • 15 days
  • 30 days

Now, you want to show different ads to each of the categories and also want to bid differently for each of the above-mentioned categories. Hence, you can create custom combinations like this:

People on your

  1. 7-day list.
  2. 15-day list but not on your 7-day list.
  3. 30-day list but not on your 15-day list.

Creating custom combinations for smaller groups is fine but as your audience increases, these custom combinations can become very tricky and confusing.

To solve this confusion, Remarketing introduces the concept of “Excluding Traffic”

To reach a highly specific audience with your ads, you can exclude or block the irrelevant traffic. This will, in turn, reduce your costs and increase the probability of attracting quality clicks and conversions.

So, to target the people between day 7 and day 15, you can simply target everyone on the 15-day list and exclude on the 7-day list.

Remarketing at practice in AdWords

To put the concept of Remarketing into practice in AdWords, let us take an example.

Suppose that you have to target people who have viewed your cart page in the last 15 days but not anyone that went to the checkout page and also not those people who viewed your cart in the last 7 days.

This is because you are segmenting your audience to show them different ads bid differently.

Remarketing Set Up- Cart and Checkout

Therefore, to target this group, you can create custom combinations in the following way:

Create Custom Combinations of

  1. Cart 15 but not Cart 7 (Cart 15-7).
  2. Checkout 15 but not Cart 7 (Checkout 15-7).
  3. The two, Cart 15-7 but not Checkout 15-7.

You can also create an audience targeting visitors to the cart in the past 15 days.

Remarketing part 1

Then add this audience to your Ad Group.

Remarketing Part 2

Then scroll down to add exclusions (Checkout 15 and Cart 7).

Remarketing Part 3

In addition to all of this, you should experiment with different segments and time frames. Have a constant check on the number of people that you reach.

Creating Remarketing with Facebook

To create a Remarketing on Facebook, you need to make a custom audience.

Facebook Ads Manager

In spite of getting ahead with the audience on Facebook, it is important to remember that in Facebook your audience size is going to dominate the time frame and the budget that you use.

There are a lot of people out there who are very particular about their Facebook newsfeed.

If you show your ads to them occasionally, they would not mind that but if you keep showing you’re to them every now and then, they might not like it and as a result, you might get some harsh treatment.

So, you have to be highly aware of how often you show your ads and you also need to take precautions to avoid ad fatigue because this really happens fast on Facebook.

You also need to have a standard size of the audience in Facebook that suits your time frame and budget.

Remarketing by Behaviour

Just like AdWords you have 3 groups of people when you segment your audience according to behavior i.e.

(i) Not Interested

(ii) Interested

(iii) Buyers/Converters

(i) Visualizing Remarketing for Buyers/Converters

Similar to AdWords, you can create a list of people who have purchased any product from your website or have converted into a lead.

For this, you will need the URL of the Thank You page and create a custom audience of 180 days to that specific traffic.

Custom Audience 1

(ii) Visualizing Remarketing for Interested

This is also similar to AdWords where you need to identify the traffic that is showing interest in your product/service.

As mentioned above, the e-commerce websites are going to get clear and evident signals of people who are interested in your product/service. Like the people who viewed your cart or the checkout page.

And for lead generation websites, you can use the feature of Custom Combination, where you can create an audience for those people who viewed 2 or more pages of your website.

In this example, if the person has been to your sales page and the homepage, then only he will show up as an audience.

Custom Audience 2

(iii) Visualizing Remarketing for Not Interested

The concept to create a list for the Not Interested in Facebook is same as it was in the case of AdWords.

Identify the interested and the buyers or converters of your website, and the rest are the ones that are not interested in your product/service.

Remarketing by Time

Segmenting your audience on the basis of time is the easiest way on Facebook.

The default time frame is of 30 days when you create a custom audience for your website.

But as RECENCY is the key to segmenting the audience on the basis of time, the default time setting ignores the fact the nonrecent visitors are less likely to take an action than the recent visitors.

Here, you can have a similar setup of the audience like:

All visitors in the

  • 7 days
  • 15 days
  • 30 days

If you have low traffic volume, you can expand the time frame. On the other hand, if you have high traffic volume, you can shorten the time frame.

In Facebook also, you can exclude the irrelevant traffic. The exclusion takes place at the Ad Set level.

Remarketing at practice in Facebook

Let’s take an example here, you are an e-commerce website owner dealing in footwears.

One of the categories on your website is the shoes, so you can make an audience that is comprised of people that have been to those pages.

Furthermore, you also want to make your audience targeting more precise and exclude the recent buyers because the probability that they are going to make a purchase again is quite less, so you can exclude buyers from the past 7 days.

Hence, in terms of the Remarketing, you will only show your ads to those who have generated a recent interest in your product/service and will exclude the recent buyers.

Remarketing and Google Analytics

To get an in-depth detail of the interests and behavior of your website visitors, you can combine the effects of Remarketing and Google Analytics.

However, remarketing the visitors on Google AdWords and Facebook has one flaw that is both of them used certain rules to build a remarketing list.

Hence, with Google Analytics, you can create remarketing lists based on a huge variety of the behavior and interest of the visitors.

Who are the Interested Visitors on Google Analytics?

The absolute sign of interested visitor is when they buy anything from you or convert into a lead.

There are a lot of behavior options that makes someone more likely to convert. Click To Tweet

The behavior of the visitors also depends on your business, the product that you sell, the frequency of your buyers and of course the selling process.

The Time Spent on the website

It is a wide known fact that the longer the visitors spend time on your website, the more pages they will view and the probability of them to convert increases.

The visitors who leave your website after visiting just one page of your website are less likely to convert.

(i) You will need the Session Duration Report to find out for how long did the visitors spend time on your website.

You will find this report in Audience > Behaviour > Engagement.

Session Duration

(ii) There is another option to look at the amount of time that the visitors spent on your website. That is the Page Depth Report.

Page Depth

However, the two reports are quite easy to generate but they are not convincing and useful.

To solve this issue, you can create a Custom Report.

Custom Report Creation

1: Sign in to Google Analytics

2: Navigate to your view

3: Click Customization and then select Reports from the drop down menu.

Custom Report 1

4: Click Customization > + New Custom Report

Custom Report 2

5: Enter a Title

6: Click +Add a Report Tab (Optional)

7: Select a report type: Explorer, Flat Table or Map Overlay

8: Define your dimensions and metrics

Custom Report 3

9: Click +Filter to limit the report to specific dimensions (Optional)

10: Select where the report should appear. Use the drop down menu to select specific views, or select All views associated with this account to allow this report on all views you have access to.

11: Click Save

Custom Report 4

 

Analytics Remarketing List

Create the Audience in Google Analytics after you have identified the group of people you want to remarket to.

And after this, you can add this to your AdWords Campaigns.

1. Go to the Admin panel of your Google Analytics account.

Admin Panel

2. Go to the Property column in the middle and then in the Audience Definitions section, click on the Audience.

Analytics Remarketing

3. Choose the AdWords account where you want to send the remarketing audience to.

4. Click “Next Step”. When you are opting for this option for the first time, you will get a message. You need to click “Enable” then. With this Google create a list of “All Users” automatically. But you can still use a better option.

5. Click on the big red “+ new audience” sign and define the audience that you want to create.

Analytics new audience

analytics audience

6. Now you have 2 choices. Either use one of the recommended audience or create a one from the scratch.

7. To create a new audience, you will have to go to the “Audience Builder” panel.

8. Click on the Conditions on the bottom right corner. And set the condition that meets your criteria.

Analytics audience 2

For example, if you have set the condition that the page depth should be greater than 10, then you can set the condition like this.

Analytics audience 3

9. Click Apply

The User Behaviour

For this, you will have to go to Audience > Behaviour > New vs Returning.

Depending on what type of audience you are tracking, you can change the drop down menu from the Conversions range.

Spending Budget

By segmenting the audience according to the recency and level of interest, you can bid differently for each of the categories.

The more the recent visitor or the more the interested the visitor, the higher bid and vice versa.

Final Thoughts

This was all about the Remarketing. How it can use with Google AdWords, Facebook and Google Analytics.

It covers all aspects of your visitors, whether it is the level of interest, behavior on your website or recency.

These are just factors that form the basis of your remarketing strategy. However, you need to keep coming up with new ideas on which behaviors might indicate more conversions.

So, just go ahead and apply this concept into practice.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

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