3 Google Analytics Target Groups For Personalization 038 Remarketing
Management Summary
Interaction for personalization & remarketing
Optimize 360(formerly Google Optimize 360) alone already hasmany strengths.
Butuniquethis testing tool doesClose connection with Analytics 360(formerly Google Analytics 360), resulting in an incomparable interaction ofWeb analytics(analytics),Testing/personalization(Optimize) and also thatRemarketing(with the Google Marketing Platform (formerly DoubleClick) and Google Ads (formerly Google AdWords)).
This not only benefits your testing and personalization culture, but gives you the opportunity to improve yoursEvaluate marketing campaigns across their performance.
Analytics 360 provides you with many extras:
Dimensions
Goals
Custom dimensions
Metrics
How can the advantages of this interaction be used?
It always isimpressiveto hear what is happening through thisCollaborateof the tools in theGoogle Marketing Platform(formerlyGoogle Analytics 360 Suiteas well as DoubleClick and Google Adwords) all the possibilities arise.
But how do you actually use these functions? How can one reallyTo usebe drawn from it?
3 cases and a concrete example
We have for you3 casesand aconcrete examplecompiled to show how youAudiences in Analytics 360define and these can be used for personalization in Optimize 360.
Short introduction – What is a target group?
A target group is defined as a group of people that a company wants to reach with its marketing measures.
They are defined by demographic, socioeconomic and psychographic data as well as their purchasing behavior.
Target group 1 – premium customers
Customers who have already carried out a transaction more than 3 times should receive a special offer the next time they visit the website.
To use a target group, you must set it up in Analyticssegmentcreate.
Danger!Name the segment clearly (“Premium Customers, Transactions > 3”) so that you can clearly identify it later and then save it. You should also proceed in this way with the following target groups.
Example of personalization
Customers are often lured with offers for new customersRegular customers neglected. If you also show these customers that you value them, you won’t just reach onecloser customer loyalty, but often alsoRecommendationsof these customers to potential new customers.
Target group 2 – Download a white paper
A user downloaded a white paper. In order to offer him the best possible service, we then show him a subsequent service and/or information.
It must be noted here: If you go for thissegmentIf you want to use “download” as a condition, you must do so beforehandrecorded as an eventbe.
Example of onsite personalization
If a user has already downloaded a specific white paper, you have onereceive important information.
you knowwhat the user is interested inand can engage him with more information on this topic or similar topics. Services that you offer in this subject area could also be of interest to this user and should therefore not be missed.
By downloading the white paper, the user falls into the desired target group. In Optimize 360, this determines that this user will no longer see the white paper displayed.
Instead of the white paper, the user now receives advertisements that are related to the topic and might therefore interest him.
Example of a Google Ads campaign
However, with our target groups you can not only create display remarketing campaigns, but also use them for Google Ads remarketing campaigns.
After the download, the user will receive a suitable Adwords ad on this topic the next time they search in Google Search (White paper: Testing Tools → Ad: A/B testing).
You can also refer directly to the white paper in the ad (e.g. below: “…from the author of our popular white paper on the subject of testing tools!”)
Target group 3 – shopping cart abandoners
We want these usersRemarketingwith the products that you already had in your shopping cartPurchase but not completedhave.
Example of remarketing with display advertising
The user had these two products in his shopping cart and then left the page.
The product “Tent Set” that the user had in their shopping cart will now appear as a banner the next time they visit a website.
Of course, the product does not have to appear as an offer. You can do thatAwarenessalso with other methods, such as Ex.Shortage(“Back up now..”).
Concrete example: buying a smartphone
We want to reach users who have put a smartphone in their shopping cart but have not purchased it.
Example of personalization
If a user already had a smartphone in their shopping cart, that’s itInterest is already very high. By giving the user this smartphone backbring to mindand thatIncrease purchase desire even more, you increase the possibility of a purchase many times over.
The smartphone that the user had in the shopping cart appears as a highlight on the homepage the next time they visit.
Integrate Analytics 360 audiences with Optimize 360
As mentioned, this feature is only available on Optimize 360. In the free version, the option is only displayed grayed out:
With Optimize 360, this function is available when you click on“Rule”available. You specify these when configuring“alignment”firmly.
UnderAnalytics Audiencesthen create your desired target group.
Conclusion
Through thatUsing audiences for personalizationYou can greatly benefit your conversion rate as well as the campaigns for display remarketing and Google Ads remarketingachieve a lot.
Andpersonalizationis a measure that will not only be important in the future, but nowimmensely importantis. Pioneers like Amazon are already perfecting this process down to the last detail. But of course it is also possible to start small – the most important thing is: START!
If you are not perfecting yet, but justget into this topic areaor are already there but onereach new levelIf you want, we are happy to answer your inquiries.
Testing and personalization are processes that cannot be executed immediately at the highest level.
