What Is Not a Benefit of Google Analytics Remarketing?

19 mins read
google remarketing tag

No matter what business kind you are in, promoting it is the #1 task for those who want to succeed. Beginners and big players do their best to study the newest marketing strategies. Making it online is always the right step. The modern Internet is full of various niche-oriented websites showcasing products and services in all their glory. Making it SEO-friendly and customer-oriented is key to business popularity. However, it is never too much when it comes to business prosperity. 

How to make it visible and attract the first prospects right now? Today’s technologies offer many ways to promote online, and Google Analytics remarketing is the most popular of them. You can see Google ads everywhere. They are catchy and do not interrupt the search or viewing process which makes this opportunity perfect for all kinds of campaigns. It keeps the company or brand top-of-mind and entices shoppers to come back for more. 

What Is Google Remarketing?

Proficient users can hear this phrase pretty often. So what is so special about Google Ads making business owners and startups choose the tool? Basically, Google remarketing is a modern form of online advertising. It allows websites to show targeted ads to those people who have already visited the particular online page(s). It is completely viewer-oriented and makes it easier to promote a deal, campaign, or service, as you can be sure the person seeing your ads is interested in the covered topic.

Google Ads remarketing shows your advertisement to past visitors. People would see your banners or videos in different situations, like when they are searching through the web space, checking the news websites, or watching the latest videos from YouTube. Since the viewers are already familiar with the brand or company, they are more likely to become secondary customers or perform other valuable on-site actions.

Wise website owners also use Google remarketing to generate leads for their current or future projects. Also known as retargeting, Google remarketing promises to visibly increase conversion rates and ROI (Return on Investment).

How Does Google Remarketing Work?

So, the technology enables the company’s advertising to follow the potential customers as they move across the Internet. Google ads add the prospect to a remarketing list once they visit the required website. People would see your promo when they visit other websites using Google ads remarketing tags, and these are almost all popular online places.

Most people have advertised on Google at least once. Are you one of them? In this case, using the technique would be super-easy. There is a piece of Google remarketing code (also known as Google ads remarketing tag or pixel) you need to add to the website. It would automatically add potential customers and first-time visitors to the retargeting audience through browser cookies.

The best thing about Google remarketing is that it allows code customization for different products and pages to correspond to more defined categories. It is essential for eCommerce where you need to promote multiple items at the same time. Let’s imagine you own a women’s accessories shop. It might have various collections for bags, glasses, belts, watches, etc. It would be smart to craft a ‘glasses’ retargeting audience based on the visitors who have already been on the site pages where you promote glasses. With it, the site owner can be sure these prospects are in-market for glasses, which gives you multiple possibilities to interest them with various special offers, discounts, and free services, like shipping.

Due to Google recommendations, the first remarketing campaigns often target all users that have ever viewed your homepage. It is good to study the auditory and try yourself in advertising. However, the price depends on how many people are included in the campaign. That is why most people prefer using ads per click.

Starting Google Remarketing

Everything begins with creating a Google Ads account. You can skip it if you already used google AdWords – the older version of Google remarketing. Once you complete the sign-in process, Google assigns you a personal tag to add to the site pages. It collects visitor data for perfect advertising.

Do you already know your remarketing audience? Google remarketing tag allows viewing information about a particular visitor action to target different audiences, including searching for specific items or making list sign-up. The results allow the simple creation of lists for particular campaigns.

What Are the Advantages of Remarketing through Google?

Almost 97% of web users visiting the website for the first time leave the pages without making a purchase. The main reason for such a sad situation is that they just don’t know your services. The dynamic remarketing Google offers is what makes the brand more recognizable. It reminds prospects about the existence of your company and brings the previous visitors back.

The option makes advertising simple and available for anyone. It is cost-effective since you can customize the settings to choose people who see your remarketed ads by various features or prioritize new and returning customers.

Among the main advantages of making it Google ads-ready, there are the following.

  1. Ability to customize the remarketing campaign to viewers’ interests.
  2. Placing the ads to the related websites with the same or similar topic.
  3. Using demographic data for better results. One can advertise based on entire countries, certain areas, languages, and names of the locations used in Google searches.
  4. Working with different devices and mobile apps.
  5. 2 million websites allow Google ads for their content.
  6. Allow staying connected with the target audience and makes the brand easy to remember.
  7. Google ads are available for anyone and don’t need any special skills.
  8. Creating the lists without making changes to the existing Analytics snippet is also time-saving.

Displaying more personalized ads is always a good move to the company’s or shop’s popularity. It raises trust and makes it easy to combine remarketing campaigns with other targeting methods.

How to install remarketing tag on the website?

Remarketing is a very useful tool for modern digital marketing to attract customers in certain niches. Google Ads remarketing or Facebook retargeting allows advertisers to collect data of web page visitors with the help of the special tag launched on the page. The main aim is to establish direct communication with web page visitors through those ads.

Remarketing is a must-have of modern marketing

Publishers often ask us to help them with the installation of the remarketing tag of their customers on their own websites. It raises a number of questions: how to do it right and do no harm to the website and how to ensure that the data collected is correct. We have prepared a small guide that will be useful not only for site owners but also for beginners in marketing.

What do you need to install:

1. Code of the remarketing tag from the client

We use a tag from Google Ads, as an example, but there can be any other remarketing tags. Most likely, the tag will be provided by the client himself. Read more about where and how you can make a tag next time.

2. Google Tag Manager (Tag Manager)

There is a special tool Google Tag Manager, that makes the installation and configuration of tags more convenient. The work with this tool may seem complicated from the first sight, but our instructions will make it easier for you to deal with it.

3. Access to the code of your site or technical assistance

You need access to the code of the website or one-time technical assistance to install the Google Tag Manager.

If you can’t use Tag Manager on your website, you can manage without it. Only one condition must be met: make sure that the engine of your website allows you to install javascript codes on individual pages of the website, for example, in the body of an article.

Step 1. Signing up to Google Tag Manager

If you already have Tag Manager installed, skip these steps and go to step 3.

1.1 Registration or Authorization

  • Go to the “Tag Manager.”
  • If you don’t have a Google account (Gmail), click on the “Register” button and then create an account.
  • If you already have an account, click on the “Sign in account” link in the top right corner and sign in.

1.2 Create Your Account

  • Click the button “Create an account”.
  • Specify the name of the account (we recommend using your company’s name) and country.
  • Give the container’s name (we recommend using your site’s address).
  • Choose where the container will be used. In our case, the “website.”
  • Click the button “Create” and accept the “Terms of Use Agreement.”

On the next screen after registration, you will see the Tag Manager code for your site. That is what we need.

Step 2. Install and configure Tag Manager on your site

Even if all the other codes, such as Google Analytics or Yandex Metrics, are installed without a tag manager, you can safely use the Tool to place client remarketing tags only. It won’t have an impact on other tags.

If you already have Tag Manager installed on the site, go to Step 3.

2.1 Install the Tag Manager code on the site

Following the on-screen instructions, copy and install 2 fragments of tag manager code into your website template.

If you are not a specialist in web technologies, we recommend you contact your website developer or find a freelance webmaster. This is a simple job, which takes about 20 minutes.

Some common content management systems (CMS) already have special plug-ins for installing Tag Manager. Try to find them in the stores of these CMS or Google by asking for the “name of your CMS + Tag Manager.”

Note: Basically, the first part of the code is enough for Tag Manager to work in modern browsers, so the easiest option is to install only that one.

Tip: If you have closed the Tag Manager snippet code window, you can find it in “Administration > Container Block > Install Google Tag Manager.”

Step 3: Setting up the Tag Manager

To collect the right data for future retargeting and remarketing, you should place remarketing tag for each client ONLY on the page of his article. This way you will create the audience of readers of the particular article. Therefore, we recommend using Tag Manager. This tool provides the necessary functionality and at the same time allows you not to get confused working with a large number of clients/tags.

3.1 Add a remarketing tag

  • In the “Browse” menu on the “Workspace” tab click on the “Add new tag” link.
  • Or in the “Tags” menu on the same tab, click on the “Create” button.

3.2 Set the tag name

We recommend using the same tag naming method, so you don’t get confused in the future.

3.3 Select the tag configuration

  • Click on the “Tag Configuration” to open the dialog.
  • Choose the “Custom HTML” type. In our case, we use it to provide the versatility of the method, no matter what kind of remarketing tag you have.

3.4 Insert remarketing code

3.5 Add a trigger

To do this, scroll down the tag adding a window and click on the “Triggers” block – the trigger addition window will open.

3.6 Create and set up a new trigger

  • Click on the “+” icon in the top right corner.
  • Set the name of the trigger. We recommend naming the triggers by client’s name + article name + date.
  • Set the trigger setting. To do this, click on the “Trigger Setup” block, and in the opened window select the “Page View” trigger type.
  • Customize the trigger. Select “Some page views” in the conditions of activation. Select in the block “Activate trigger when events occur …”:
    • In the first drop-down list – “Page URL.”
    • The second list – leave unchanged “contains.”
    • In the third list, we indicate the address of the client’s publication page without specifying the site’s domain.
  • Save the trigger and save the tag by clicking on the “Save” button in the top right corner.

Step 4. Check the work and publish the remarketing tag

If you have done everything correctly in the previous steps, you can check and publish the remarketing tag you have configured for the client.

4.1 Checking work

  • Go to the test mode. Click on the “Preview” button and wait for the window with the notification of the preview mode activity to be loaded.
  • Let’s open the site in the same browser in a separate tab on the page of the desired material. If everything is done, at the bottom of the page we will see a preview window from Tag Manager. It should display the newly created and configured tag. By clicking on it you can check what exactly launched the tag and on what trigger.
  • Go to the other pages of the site and make sure that the remarketing tag doesn’t run on them. In the preview tool, it will be in the list of “not running tags.”

On this step, the checking can be considered complete.

4.2 Publish the tag

  • Return to the tab with the tag manager.
  • Exit preview mode.
  • Post the tag.
  • Let’s give a description of the version. We recommend adding a brief explanation for all changes in tags and triggers. This may protect you from future confusion when you publish it.
  • Publish the changes. If everything is done correctly, we will go to the page with confirmation of changes and version information.

Final Thought

The right advertising is the one shown to the right audience. The Google display network reaches 92% of Internet users worldwide. It allows collecting user data and creating customizable ads introduced to those who are already interested in the promoted products and services. A simple interface and flexible settings make online promotion a quick and simple process for anyone, and target customization also makes it cost-effective. Why would you think of the lost money with people who don’t need your goods when it is a chance to locate the target audience are work with them directly?   

Illya Skrypka

Marketing manager at PRNEWS.IO
A marketer with more than a decade of experience in online projects. Passionate about analytics and technology.
Joined the PRNEWS.IO team in 2020.
The price of a mistake is less than the price of inaction!

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