Monthly Archives: June 2015

Remarketing Lists for Search Ads, Powered by Google Analytics

Today we’re excited to announce you can use audiences (previously remarketing lists) created in Google Analytics to reach your customers on Google Search, with no tagging changes required. 
Remarketing Lists for Search Ads (RLSA) allows you to tailor your search ads and based on your visitors’ past activity on your website. Now you can leverage more than 200 Google Analytics dimensions and metrics to create and activate your audiences for remarketing, then use those audiences to reach and re-engage your customers with a consistent message across both Google Search and Display.
TransUnion cuts CPA in half with RLSA
In order to find more customers while reducing waste in their search campaigns, TransUnion, a leading financial services provider, used the audience creation capabilities in Google Analytics to spend more efficiently on Google Search.
TransUnion started by creating two audiences. The first was for new customers―those who had visited the site and started, but not completed a credit application. The other included customers who had already converted. Splitting the audience between new and existing customers allowed TransUnion to bid higher on Google search ads for new customers and spend less on converted customers.
The new RLSA capabilities in Google Analytics yielded impressive conversion rates and cost efficiencies for TransUnion’s search campaigns. RLSA visitors had a lower bounce rate and viewed twice as many pages per session compared with regular visitors. 
By using more tailored text with their remarketing lists, TransUnion increased their conversion rate by 65% and average transaction value by 58%. Meanwhile, CPCs for existing customers dropped 50%, resulting in a roughly 50% drop in their cost per transaction. Read the full case study here
How to get started
Getting started with RLSA is easier than ever before thanks to Instant Activation. Within the Admin tab, simply click Property, then Tracking Info, and finally Data Collection. Ensure that Remarketing is set to ‘ON.’


Once you’ve enabled this setting, all your eligible audiences will begin to populate for RLSA.

Building Audiences
If you’d like to create new audiences, there are three ways to get started. 
First, you can create a new audience using the Audience builder in the remarketing section of the Admin tab. Make sure you select the relevant AdWords account to share your audience with for remarketing.

Admin Remarketing.png

If you have an existing segment you’d like to turn into an audience, simply click on the segment options and select “Build Audience” right from within reporting. This option will take you directly to the audience builder as above.  

Segment Remarketing.png

Finally, you can get started quickly and easily by importing audiences from the Google Analytics Solutions Gallery.
Activating audiences in AdWords
Once you have shared an audience with AdWords, it will appear instantly in your AdWords Shared Library and will show eligible users in the column List size (Google search).  Keep in mind that an audience must accumulate a minimum of 1,000 users before you can use it for remarketing on Google Search. To get started, follow the instructions in the AdWords Help Center

Support for RLSA with Google Analytics is part of an ongoing investment to provide powerful ways to activate your customer insights in Google Analytics, along with recent features like Cohort Analysis, Lifetime Value Analysis, and Active User Reporting. Stay tuned for more announcements!
Happy Analyzing,
Lan Huang, Technical Lead, Google Analytics,
Xiaorui Gan, Technical Lead, Google Search Ads

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Posted in AdWords, Announcements, Case Study, Google Integrations | Comments Off

Learn to optimize your tag implementation with Google Tag Manager Fundamentals

We’re excited to announce that our next Analytics Academy course, Google Tag Manager Fundamentals, is now open for participation. Whether you’re a marketer, analyst, or developer, this course will teach you how Google Tag Manager can simplify the tag implementation and management process.

You’ll join instructor Krista Seiden to explore topics through the lens of a fictional online retailer, The Great Outdoors and their Travel Adventures website. Using practical examples, she’ll show you how to use tools like Google Analytics and Google AdWords tags to improve your data collection process and advertising strategies.

By participating in the course, you’ll explore:

  • the core concepts and principles of tag management using Google Tag Manager
  • how to create website tags and manage firing triggers
  • how to enhance your Google Analytics implementation
  • the importance of using the Data Layer to collect valuable data for analysis
  • how to configure other marketing tags, like AdWords Conversion Tracking and Dynamic Remarketing

We’re looking forward to your participation in this course!

Sign up for Google Tag Manager Fundamentals and start learning today.

Happy tagging!

Post By: Lizzie Pace & The Google Analytics Education Team

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BT Increases Sales Volume and Efficiency Using DoubleClick Bid Manager With Google Analytics Premium

Cross-posted on the DoubleClick Advertiser Blog
Modern marketers live in a world that’s dominated by data. Advancements in programmatic buying enable marketers to leverage data and analytics to connect precisely, in real time. Advertisers who are smart about organizing, segmenting, and acting on this data are realizing the benefits of more personalized marketing. BT, a leading telecommunications firm in the UK, did just that and saw fantastic results.  

BT wanted to increase the relevance of their remarketing campaigns by creating more precise audience lists. With the help of their media agency Maxus, BT found that using Google Analytics Premium with DoubleClick Bid Manager offered the ideal solution. 
Google Analytics Premium gave BT the ability to create granular audience segments based on site behavior metrics such as recency, frequency, referral source, and stage of cart abandonment. Once these audience lists were created, the native integration between Google Analytics Premium and DoubleClick Bid Manager meant they could be shared with the platform to make more precise media buys in just a few clicks.

Using Google Analytics Premium with DoubleClick Bid Manager put Maxus and BT in the driver’s seat of their media campaigns. They not only gleaned full transparency with a single customer view and de-duplicated metrics across all channels, but also saw better measurement through unified reporting, and the ability to optimize based on the results.




”Our goals were to build up ‘best practices’ of programmatic display remarketing techniques with a focus on driving post-click sales,” says Alison Thorburn, Head of Digital DR Media at BT. “The DoubleClick suite of products enabled us to do this quickly and efficiently as audience data can be easily organized and utilized.” 

The new analytics-driven approach produced a 69% increase in post-click sales and an 87% reduction in post-click cost per acquisition compared to the previous year’s remarketing activity. It also compared favorably to the remarketing activity that ran simultaneously outside of DoubleClick Bid Manager; post-click sales were 30% higher and post-click cost per acquisition was 42% lower. BT has now consolidated its display remarketing through DoubleClick BidManager.
Read the full case study here.
Posted by-
Kelley Sternhagen, Product Marketing, Google Analytics

Kelly Cox, Product Marketing, DoubleClick

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Posted in Case Study, Google Analytics Premium, Google Integrations | Comments Off