Google Remarketing

google Tutorial

Use Oribi’s Events to Create Better Remarketing Campaigns

Use Oribi’s Events to Create Better Remarketing Campaigns
When a potential customer visits your site, a lot can happen between ‘just browsing’ and the conversion you aim for. With Google Remarketing, you can target people who have left your site and bring them back when they’re ready to convert.
It’s an online advertising technique that tends to be cost-effective, while also driving better results. With Oribi’s events, you gain access to any action on your site to build segmented, highly targeted campaigns for each customer group. This is because previous visitors who are already familiar with your brand are much more likely to become customers or perform other valuable actions on your site.

Create Remarketing Campaigns With Oribi’s Events

Step 1:
Define your main business events in Oribi.
Start by creating the Magic Events you’d like to retarget your visitors with. Which actions represent more ‘valuable’ prospects? This could be, for example, people who have started your main funnel (such as by adding items to their cart), people who showed interest (e.g. by viewing your pricing), or customers who have already purchased and may buy again.
Tip:
Make sure that you have enough visitors performing the events you’re selecting. If you have less than a few hundred visitors in the ad group it will be almost impossible to draw any conclusion.

Step 2:
Export your events to Google Ads.
Every event exported from Oribi to Google Analytics can also be easily added to your Google Ads account. If you haven’t exported events to Google Ads yet, read more here.
Step 3:
Build a Remarketing audience with your exported events.
To build any Remarketing audience, you can upload a list of existing customers to Google Ads. This is usually tough to create and rather hard to scale. With Oribi’s events, you can create Remarketing audiences based on any meaningful visitor action in Google Analytics and add it to Google Ads. Make sure your Google Analytics and Google Ads accounts are linked. If not, here’s how to do it.
1. In Google Analytics, go to Admin > Property > Audience Definitions and choose Audiences.
Google Remarketing - Audience
2. Click to create +New Audience.
Google Remarketing - New Audience
3. Select the Audience Source. Most likely, it will be the default view of your Google Analytics account.
4. Select the Oribi event that you want to target. In order to use exported events in Google Analytics, you need to turn them into goals. If you haven’t done so yet, read here how to do it.
5. Name your audience and Publish it to your Google Ads and Google Analytics accounts.
Step 4:
Create Remarketing campaigns for YouTube, Display Ads, and Search Ads.
1. Once Google has captured a sufficient number of visitors for your new audience, you can start using it for Remarketing campaigns. In your Google Ads account, choose to create a new campaign and select the goal.
2. Select the Campaign type. Choose between Display, Youtube, and Search ads.
Google Remarketing - Campaign Type
There are a few powerful ways to use Google’s remarketing campaigns:
  • YouTube Ads: Unlike display ads and search ads, where the amount of content is very limited, YouTube enables you to create longer messages. True, the ‘punch line’ needs to be in the first 5 seconds; but previous visitors to your website who are already familiar with your brand will be much more attentive when it comes to watching the full video.

    Remarketing on YouTube works best in combination with other channels: the first interaction with your brand happens on a different channel and on YouTube you can tell your visitors more about the value you provide and convert them into customers.

    Try using different bids and different messaging according to the event you have defined. For example, if you reach out to visitors who have previously requested a demo for your product, you’ll want to get more into detail by highlighting different features, explaining about the value, mentioning use cases, etc.
  • Display Ads: The advantage of display ads is the high probability of reaching many of your former visitors. While search ads are limited to the defined terms and YouTube does not offer a very wide reach, display ads appear on multiple websites all around the web.

    Much like with YouTube, we recommend creating different ad groups based on events exported from Oribi. Try using different bids and different banners for each audience.
  • Search Ads: Search ads, together with Remarketing, can be a bit tricky. You will only reach visitors who search for a specific keyword. However, even if it’s a small number of leads, they are usually high-quality, likely to convert, and worth the effort. You can retarget visitors who performed certain events by including all the keywords you usually target, by defining specific keywords, or by DSA.

    Dynamic Search Ads (DSA) is a feature that selects the most relevant keywords in your website to automatically use them in your ad targeting and ad copy. Combining remarketing and DSA will help you to target the right audience. Unlike YouTube and display ads where you’ll need to work harder to produce ads with different messaging (creating videos and banners), on search ads all you need to do is change the ad text.

    We recommend changing the ad according to the event you’re targeting.
3. Set the parameters for your campaign - campaign name, location and language settings, bid strategy, and budget.
4. In the People section, look for Audiences, and select the audience you’ve created for your Remarketing campaign.
Google Remarketing - choose campaign audience
5. Click Create Campaign.