Remarketing Lists for Search Ads, Powered by Google Analytics

Thursday, June 25, 2015 | 8:33 AM

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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

Learn to optimize your tag implementation with Google Tag Manager Fundamentals

Wednesday, June 24, 2015 | 9:00 AM

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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

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

Tuesday, June 02, 2015 | 8:00 AM

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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

Daily Data-Informed Decisions With Google Analytics Premium and Google BigQuery

Friday, May 29, 2015 | 7:45 AM

The American Precious Metals Exchange (APMEX) is the leading purveyor of precious metals, serving millions of customers worldwide. The company partnered with E-Nor, a Google Analytics Premium Authorized Reseller, to better understand the customer journey and gain insights to improve marketing initiatives.

The first challenge they tackled was to integrate various data assets by exporting Google Analytics Premium data to Google BigQuery. This was accomplished using both the BigQuery export and the User ID features to connect website behavioral data to the company internal customer profiles. This enabled APMEX to use data more effectively to interact with different types of customers.

In addition, by bringing Google Analytics data into the company’s Customer Relationship Management (CRM) system, they empowered their internal teams to make data-informed decisions on a daily basis. For example, when customers call, site usage information is now available to the customer representative talking them. 
“We have found BigQuery data to be immediately actionable. It focuses our marketing efforts, personalizes our onsite experiences, and improves the effectiveness of our sales department. When used in conjunction with our current data systems, there is seemingly no question about our customers that cannot be answered. It’s that powerful.”Andrew Duffle, Director FP&A, Analytics & Optimization, APMEX, Inc.
As a result of the work mentioned above, APMEX has decreased the average cost per acquisition (CPA) by more than 20% while maintaining the same level of new customer orders. 

They have also used Google Analytics Premium data to build a statistical model to target valuable customers earlier in their life cycle. For customers identified in the model, the company has increased email open rates by 58%, email conversion rates by 62%, and revenue per email by 163% as compared to the overall business. 

To read more about how APMEX and E-Nor used Google Analytics Premium along with BigQuery in order to make more informed decisions, download the full case study.

Posted by Daniel Waisberg, Analytics Advocate.

New media partnerships and ad solutions for mobile app promotion

Thursday, May 28, 2015 | 11:00 AM

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As complexity increases in the app ecosystem, successful developers are looking for new ways to measure, manage, and optimize across multiple ad networks and operating systems.  This morning, at our annual I/O conference, we announced via Livestream a new set of media partnerships and ads offerings designed to meet the unique needs of mobile app marketers.  

Transparent, open and reliable measurement solutions

For app developers looking to drive installs and engagement, it’s critical to understand the effectiveness of various media partners and placements. That’s why we have been investing in solutions to help developers apply consistent measures across a fragmented ecosystem of ad networks, and understand the quality of users that each delivers.  

Google Analytics for Apps provides an industry-leading solution for in-app analytics that is increasingly benefiting advertisers as they seek more transparency into ad effectiveness across networks.  You can already use Google Analytics to track the performance of your mobile app install campaigns and understand the lifetime value of your users on both Android and iOS. As of today, we’ve built partnerships with 20+ ad networks including InMobi and Millennial Media since launching iOS conversion tracking late last year. Data integration with these partners provides a comprehensive view of app value across networks based on the metrics developers care about (i.e., LTV and retention), helping you make better decisions on where to spend your advertising dollars. In the next few months, you’ll be able to “postback” your conversions to referring networks in order to optimize your traffic -- all made possible with a single SDK. 

And it's not just about our measurement solutions.  We recognize that developers should have choices when it comes to attribution vendors, and are committed to open solutions for the industry.  That’s why we also announced the ability to integrate app install and event data from key third party measurement partners into AdWords. Working with third parties, including Adjust, Appsflyer, Apsalar, Kochava, and Tune, we are able to increase measurement accuracy between different trackers in AdWords, ensuring your data is accurate and  reliable.

By partnering with these leading ad platforms and tracking systems, we believe we can make the entire mobile apps ecosystem stronger and more connected -- all with the goal of making developers more successful.

But we didn’t stop there. 

It’s easier than ever to promote your apps across Google 

For developers looking to promote their app, we offer a variety of placements across Google Search, the AdMob network, mobile sites, and YouTube.  And earlier this year, we announced Search Ads on Google Play. By showing ads alongside app search results, you can reach consumers right when they’re looking for a new app, at the moment they are ready to install
Click for full-sized image

Today we announced Universal App Campaigns, a new campaign type that allows advertisers to reach consumers across Google media more efficiently and effectively.  Universal App Campaigns offers a simple way to set up install ads for your Android apps in AdWords or directly from the Google Play Developer Console

Click for full-sized image

With a single campaign, you can scale your reach across Google Search, the AdMob network, mobile sites, YouTube and Google Play. Just provide us with a few inputs about your app what your ad creative will say, the audience you wish to reach, and how much you want to spend we’ll do the rest for you. Behind the scenes, our ad creation and bidding engines will help maximize performance for your campaigns so you can spend more time building and enhancing your apps.  Search Ads on Google Play and Universal App Campaigns will be rolled out to developers and advertisers in the coming months.

Complete solutions for your entire business

Today at I/O we also announced solutions to help you develop apps, engage users organically, and earn more money from your app.  Our innovations in analytics and ads are designed to complement these offerings, and allow you to grow your business with measurement solutions that are open and reliable, and promotion tools that make ad buying easier and more effective.  Thank you to all the developers out there who are building these experiences. We look forward to engaging with your apps and supporting your ongoing innovation by working closely with you and your partners in the ecosystem.

Posted by: Jonathan Alferness, Vice President, Product Management

Marketo Scores 10X Higher Conversion Rate With Google Analytics

Monday, May 18, 2015 | 10:30 AM

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"Google Analytics has helped us increase the effectiveness of our AdWords remarketing campaigns by improving the targeting of our audiences and allowing us to present more relevant ads." 
Mike Telem, VP of Product Marketing at Marketo 

Marketo, a leading marketing automation company, is a strategic partner for thousands of companies. To take their own marketing to the next level, Marketo needed an analytics platform that was flexible enough to combine external data with user site behavior. They wanted to seamlessly leverage that data to improve the relevance of their marketing.

Marketo used a two-step approach for their marketing: first they used Marketo's Real-Time Personalization (RTP) product to identify characteristics—such as product interest and industry type—of Marketo's website visitors. Then they passed this data to Google Analytics in the form of events. This allowed Marketo to see Google Analytics visitor demographics and behavior information next to Marketo's RTP-identified characteristics for a more holistic picture of their user base in Google Analytics.

Using Google Analytics as the single source for customer data, Marketo segmented audiences in Analytics based on conversion stage or business vertical. With native integrations between Google Analytics and AdWords, Marketo was able to pass these specialized remarketing lists to AdWords and serve more personalized remarketing ads to its users in just a few, easy clicks.

These tailored ads had a huge impact and Marketo saw a jump in both engagement and conversions. Across the board, remarketing with Google Analytics drove a 10X higher conversion rate compared to traditional display marketing campaigns. Marketo also saw 200% more conversions in its B2C segment and an increase of 150% in conversions for its enterprise visitors.

To read the full case study, click here

Posted by: Kelley Sternhagen, Google Analytics Marketing 

Google Analytics Hackathon in London - Retrospective

Wednesday, May 13, 2015 | 3:00 AM


On March 25th, the Google Analytics Premium team hosted the first Google Analytics Hackathon in London. 18 developers from several agencies worked on the Google offices for a full day session of ‘hacking’. They connected devices like motion sensors, cameras, Raspberry Pi mini computers and even helicopters to send data to Universal Analytics using the Measurement Protocol - using “simple” technology to simulate real world applications.

The goal of the event was to help agencies innovate and think out of the box about how to use the Google Analytics Measurement Protocol with to collect valuable data from other sources than just websites and apps. Each group received a hackathon kit’, consisting of Raspberry Pis, motion detectors, cameras, Google Glass, smart watches, barcode scanners, credit card readers, Smart Things home automation sets, beacons, some basic python scripts, documentation and one Android controlled helicopter.

The teams were free to build what they wanted and came up with great solutions. Here are the most innovative ideas:
  1. A helicopter enthusiast racetrack: Hobby pilots swipe their member cards to log to the system and fly a remote controlled helicopter along a racetrack - Google Analytics successfully measures lap times and stores them with the pilot customer ID.
  2. The burglar alarm: Detects a burglary using real time events in Google Analytics with a motion detector and a camera.
  3. Healthy cat: Decides how much you feed your cat at night based on how many times the cat entered and left the house as measured by Google Analytics.

Here are some of the feedback we received from developers.

“It was an inspirational session and we already started experimenting with measurement protocol more and come up with some innovative ideas tailored to our clients” - BadriNarayanan Srinivasan, iProspect UK

“Something to highlight about the event was the chance to work with new and interesting technologies (bar code and card scanners, Android watches, Google Glass) and to integrate these with Google Analytics. Learning about new applications to help integrate GA/the use of the Measurement Protocol with Android and iOS apps was also awesome” - Jeff Lukey, Periscopix

“The day was brilliant and organised very well. It was great to be given such a wide range of technologies to try and use” - David Nwosu, DBi