How remarketing campaigns bring potential customers back to your website.
Users who have already visited your website are likely to be more engaged with your brand messaging and offering after their first visit. Typically, returning visitors browse more pages and convert more often when coming back to a website after their first time. Remarketing campaigns leverage this by targeting people who have visited a business's website (or watched one of their videos -- action must be "cookie-able") and left, by showing them ads on other websites across the web.
Remarketing campaigns are often cost effective and help lift the ROI of your entire account.
Even if you're not ready to build a remarketing campaign today, it is helpful to set up your remarketing lists so that the day you do decide to launch a campaign, you can start serving ads right away without waiting for your lists to populate.
How Opteo helps you with your remarketing campaign
Opteo checks for display campaigns with audiences associated with them. If it can't find any, it will flag up a task explaining how to create a remarketing campaign.
Creating a remarketing campaign is a multi-step process, that, unfortunately, we can't do for you. We'll give you detailed, step by step instructions -- it's a little tedious, but you only have to do it once -- and analyse the data once it's set up.
Note: We won't be able to detect your remarketing campaigns until they have accumulated a few impressions. If you've set up a remarketing campaign and Opteo is still pestering you about it, just dismiss the task for a week, and if everything has been set up right, that improvement task won't come back :)
Creating a remarketing campaign (step by step).
For reference, these are the steps required to set up your first remarketing campaign.
If you are unsure about any of the steps listed here, visit our KnowledgeBase article for more detail as well as and the theory behind remarketing campaigns.
To create one now, follow these steps:
1. Check Privileges
Ensure your email has Administrative (or account manager) access to both AdWords and Google Analytics.
2. Link Analytics to AdWords
In Analytics, under the "Admin" tab, navigate to "AdWords Linking" (at the "Property" level) and create a link group for your AdWords account.
3. Link AdWords to Analytics
In Adwords, click the "Settings" icon, navigate to Linked Accounts > Google Analytics in the left-hand sidebar. Link the "View" for which you just created a link group in Google Analytics.
4. Enable Remarketing in Analytics
In Analytics, under the "Admin" tab, navigate to "Remarketing" (at the "Property" level), select your AdWords account and click "Enable".
5. Modify Analytics Tracking Code
Now we just need to make a small change to the Universal Analytics tracking code. To enable Advertiser Features for Universal Analytics, insert ga('require', 'displayfeatures'); into your existing tracking code between the 'create' and 'send' commands, as seen in this example:
6. Start Building Lists
Finally, the fun part! In Analytics, under the "Admin" tab, navigate to "Property" > "Remarketing" > "Audiences" - you can now create a new audience. From this point your options are limitless. For examples and ideas on which audience(s) to target, take a look at our in-depth KnowledgeBase article.
7. Check AdWords Audiences
Now that you have created your audiences, you should do a quick check inside AdWords to see if they show up. Navigate to "Shared Library" > "Audiences" - you should see each of the audiences that you created in Google Analytics (these should be labeled "tag-based").