A little while ago Google already introduced “remarketing”, which makes it possible to identify users who have already visited a website and to address them again. They now want to gradually simplify this service and increase its efficiency. In the following article we will show you which features are affected by the changes.
So far you could create target groups by installing a remarketing tag (code snippet) on the respective page. It automatically assigned visitors of a website to a certain target group. You could logically combine these target groups but the allocation was always based on the remarketing tag. This caused great effort since for every target group, no matter how small, you needed an agreement between the AdWords and the website operator. In the future, by having only one single remarketing tag for the entire website, this process should become much simpler. With this one code snippet you will still be able to create and combine as many target group lists as you please, just as it was possible in Google. These lists will mainly be based on URL criteria and could also be logically linked to each other. This way, users can be categorized based on URL elements. In addition, Google is planning to introduce another option that allows placing ads for certain user groups, which are similar to the users in your target group lists but have not yet visited the website.
Target groups in Google Analytics
In the coming weeks you will start having the possibility to create remarketing lists in Google Analytics. Therefore, you will need to adjust the tracking code, though only once. You will then have the lists from your Analytics and your AdWords accounts available and can use them as usual. They can contain significantly more criteria, such as the meeting of fixed targets (e.g. the user has visited the website at least three times), or a specific series of actions (e.g. entry via Google search, then accessed a product detail page etc.).
However, integrating doubleclick.net into the remarketing code for Analytics as well as into the new AdWords’ remarketing tag appears to be problematic, this is also when the respective cookies go into action. As a result, ad blockers, or even doubleclick.net itself, might block the URL of the respective tracking scripts. This may lead users with ad blockers to not be detected by Google Analytics anymore.
Remarketing and Google search
Usually remarketing ads are only placed in the display network. Google is planning to partly integrate them into the search, and to encourage advertisers to activate this feature. However, will placing personalized ads not backfire for Google? It might, since in various European countries data protection laws are quite rigid. Nevertheless, it enables advertisers to more effectively target users by placing individually adapted display texts in the search query, or to determine the bids for this target group separately.
The simplified implementation, the more detailed segmentation, as well as the extended forms of addressing your target groups provide advertisers with new opportunities in the search sector. Advertisers can look forward to these updates, because with the right strategy the performance of a remarketing campaign can increase significantly.