Remarketing with Google Analytics Beta; Coming Up More Flexibility in Managing Remarketing Lists, New Ways to Connect Target Audience in AdWords

Google Analytics until today required a second tag for remarketing, in addition to existing Analytics Javascript. Now Google upgraded the AdWords remarketing tag and rolling out "Remarketing with Google Analytics" in beta, so you only need to place it once across your entire site.You can then define as many lists as you like in AdWords--for […]

Remarketing with Google Analytics Beta

Google Analytics until today required a second tag for remarketing, in addition to existing Analytics Javascript. Now Google upgraded the AdWords remarketing tag and rolling out "Remarketing with Google Analytics" in beta, so you only need to place it once across your entire site.

You can then define as many lists as you like in AdWords--for example, for pages where the URL contains the word "electronics." For Google Analytics clients, "remarketing today involves multiple tags. We are simplifying this, so that a small edit to your Analytics tag will soon enable you to create remarketing lists right from your Analytics interface. Like lists created with the AdWords remarketing tag, these lists can be used to run campaigns on the Google Display Network," Google stated.

""Remarketing with Google Analytics" helps you create remarketing lists based on certain audiences who visit your website and show interest in your products, without having to tag your site twice. This can help you more easily create remarketing campaigns to show ads across the Google Display Network (GDN)," explains Google.

Remarketing can help improve the relevancy of the ads that users see online.

Once the feature is available in you account, you can learn about the steps to enable the feature in your account by clicking on the "Admin" tab in the upper right corner of Google Analytics, then look for the tab for "Remarketing Lists."

Google says, it will be rolling this beta feature in waves by the end of the summer to all Google Analytics users who are account administrators with at least one linked Google AdWords account.

Check here for the new AdWords remarketing tag and here for Google Analytics.

Google also providing users increased control over the ads across the web with tools like Mute This Ad, the Ads Preferences Manager, and the Google Analytics Opt-out.

Google says, it is also working to make these solutions even better by "simplifying the process of getting started with remarketing, giving you more flexibility in managing your remarketing lists and adding new ways to connect with your target audience," Google said.

Some specific improvements that are starting to roll out:

  • "Reaching similar audiences: Google says in the coming weeks, they will gradually adding a new option "to enable you to show ads to audiences that are similar to those on your remarketing lists, but who may not have visited your site yet."
  • Reaching the right audience with search ads: Google is also expanding a test running for search ads (described here) -- "this beta allows you to customize your search campaigns, based on your AdWords remarketing lists," explains Google.

    It's being made available to clients who have a managed account; reach out to your representative if you're interested," Google informed.