For anyone familiar with paid search you will no doubt know the capabilities of Google Analytics and AdWords. Google AdWords is a marketing tool which allows users to choose keywords relevant to their business and create ads accordingly. These will then appear on Google’s search engine, next to the search results of your keywords with the utmost relevance as the audience is specifically targeted.
The purpose of the Google Analytics tool is to help you better understand your website visitors and improve their experience. The software includes an internet-based advertising feature which also involved a remarketing element. Although this feature of Analytics has been successful and has produced great results for its users (better ROI and sales etc), Google is always striving to improve its products, which is why they are unveiling a series of updates to the tool.
Google will be releasing a series of beta tests around its Analytics and AdWords programs in an effort to help simplify the remarketing process.
What To Expect
In response to its users’ feedback, Google will be changing the Analytics tool to make it easier to set up and run remarketing campaigns. This will be done in two ways: the first will be a trial to be more flexible and smart about managing remarketing.
Google will be upgrading its AdWords remarketing tag so users will only need to place it on their site once. They will then be able to create unlimited remarketing lists in AdWords for individual pages and assign certain ads to certain visitors (depending on the way in which their lists have been set up).
Currently Google Analytics users, when developing a remarketing campaign, have to choose multiple tags. This will be simplified so that a small edit to the code of your Analytics tag will soon mean you can create relevant remarketing lists directly from the Analytics interface.
The second part of the updates will focus on reaching the right audience when remarketing. Google are also trying to help widen the audience of its users’ remarketing campaigns. This will be introduced in two ways:
Capturing similar audiences- there will be a new option which will enable you to show your ads to audiences similar to those on your remarketing lists who have not yet visited your website.
Capturing the right audience with search adverts- this will enable you to customise your search campaigns, based on your AdWords remarketing lists.