Google Analytics is a fantastic tool for anyone wanting to keep an eye on their own ad campaign.
It provides statistics detailing exactly how well your campaign is going, and it provides an insight into what areas your ad campaign could improve upon.
This is particularly useful when you are remarketing a product, or you are remarketing an advert through PPC.
There are obviously tons of benefits to having a boatload of information on consumers and your ad campaign, as well as your own product.
However, there are times when using Google Analytics for remarketing can be detrimental to your overall advertising campaign. In this article, we are going to explore when this is.
What Is Remarketing With Google Analytics?
When you use Google Ads to create an advertising campaign on various searches, websites, and apps over the vast world wide web, you can also create an account to something called ‘Google Analytics’.
Google Analytics is a variety of different metrics and statistical data showing you exactly how your PPC (Pay Per Click) advert campaign is faring or how certain searches appear across the web.
If you integrate it with Google Ads and since Google Ads uses a bidding system on keywords (wherein your adverts appear when the most relevant keywords are written into the search engine or when the most relevant affiliate website is used), you can see whether the keywords that you purchased are effectively translating into advertising success.
These analytics provide you with data on what keywords are working and which are not, the conversion rate of clicks to purchases, the cost per click you are paying, and many more pieces of information that you may not have known could affect your campaign.
By using Google Analytics, you can effectively remarket your campaign to target users who may not have bought anything when they clicked on your advert and were sent to your site to target them once again or other users who have shown similar interests.
This can be done by Google Analytics, due to it being able to create a list of users that went onto your site.
It then analyses cookies and mobile IDs associated with those users to see what their online behavior is like on your site and what may tempt them to buy.
The User Behavior
This is actually important for any remarketing. If you can identify a user’s behavior on your site, you can see which users are better to target with ads.
For example, if a user went on your site, looked through some things, then left 5 minutes later, then they might not respond well to adverts.
However, if a user previously added something to a shopping basket, that means they might have wanted to purchase it but forgot or simply not had the money at that time.
By filtering out these behaviors – the potential customers from the browsers – you can see who might be worth targeting with a remarket campaign.
What Is Not A Benefit Of Using Google Analytics To Remarket?
Advertising is not the same as it used to be. Before, advertising was seen as necessary and somewhat interesting, especially commercials that only lasted a minute or two in-between shows. However, that has changed.
For starters, there are adverts everywhere now for everything.
It is no longer billboards on the side of highways, but adverts on phones, computers, TV, games consoles, videos, even music.
Due to them being everywhere, they are seen as intrusive and annoying.
This is especially true on the internet, where adverts are hard to get rid of or skip.
Due to this intrusive nature, many people go out of their way to not buy the product being advertised to them.
This is kind of a problem for many small businesses, as they are not causing these problems, but are caught in the middle of them with their own campaigns.
Therefore, if you plan to run a remarket campaign, set a time limit on it and be careful.
If you keep sending the same advert to the same person, the odds are they will get sick of the advert and never want to purchase your product to begin with.
If you start driving away potential customers with your remarket strategy, then not only will your campaign fail, but your business may gain a negative reputation as well.
A negative reputation can be weathered by big companies, but smaller ones will collapse because of it.
Another problem with Google Analytics remarketing is the length of time you use it to adjust your campaign.
It can tell you past trends, but not future ones. For example, if you use it throughout the summer to sell beachwear, it will report record searches and probably help you with sales.
The moment fall comes around, your sales may plummet and Google Analytics probably wouldn’t have predicted it for you.
Now, for most people it is obvious why beachwear wouldn’t sell well after summer, and so they would prepare, but there are other products that may sell better seasonally that you wouldn’t expect.
As such, in order for your remarket campaign to work, you will have to apply your own study and work into seeing how you should proceed and not use Google Analytics for everything.
It is a great tool, but it is a tool that you need to use effectively and within its own limits.
Finally, it may be just not worth it to remarket a product.
Sometimes, it’s better to cut your ad campaign and recognize it is not working.
There are always other things to try and other products to sell.
The market is fickle, sometimes things just don’t sell well, and Google Analytics can’t help you.
There are few things that are not beneficial about Google Analytics, especially when you constantly retarget the same people with advertisements.
However, it is a tool for our use and as long as you use it right, there is no reason it should not help you.