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What Remarketing Audiences Cannot Be Defined by Default?
Remarketing is a process that involves identifying and retargeting users who have previously engaged with you through a list of mobile-ad IDs or cookies. This method works by creating a list of users that are most likely to convert based on their behavior on your site. You can then use these audiences in your ad accounts, such as Google Ads, Display, and Video 360.
Identifying Behavior for Remarketing
Behavioral criteria can be used to describe the actions that a user took on a particular site or app. Broad criteria can be used for actions such as opening a new app or simply starting a session. On the other hand, narrow criteria can be used for actions such as clicking on a specific product.
You can create various types of audiences and then engage them with various types of ads through remarketing.
| Type of Advertisement | Audience Criteria |
|---|---|
The ads will show the products that they didn't add. |
Those who visited product-detail pages but didn't add these items to their carts will get ads for these items. |
They will get ads with a discount code. |
Those who didn't complete their purchases after adding certain products to their carts. |
They will see ads for the products they added. |
Those who made a purchase using the code X and Y. |
When a user's behavior meets certain criteria, their device advertising ID or cookie will be included in the audience. Those with these IDs or cookies will be able to see ads from you if you win the auction.
Creating and Using a Remarketing Audience
Remarketing audiences can be used in Google Ads and in Display and Video 360. The latter is only available to Google Analytics 360 users. You can create a customized audience by specifying the criteria and identifying the advertising accounts that you want to use it for.
You can also customize the criteria that will be used to create a customized audience. You can define the criteria for your customized audience by selecting from predefined options or creating a new one.
You can use saved audiences in ad campaigns that you manage. They can also be found in the accounts that you indicated. In order to use a specific audience in Google ads, you have to add it to at least one ad group.
An audience can be created for up to 10 accounts, such as Google Ads Manager, Google Display & Video 360, and Google Ads Serving. Although a single account, for instance, Google Ads Manager, is counted as 1 of the 10, the audience is also available to all accounts of the account.
An audience can be created for multiple accounts, such as Analytics or Optimize. For instance, you can create up to 50 audiences for one account in Analytics.
Google Advertisement Integration
Through the integration of Google Ads and Google Analytics, users can now benefit from enhanced ad-serving capabilities.
Remarketing lists are created based on the data collected from your analytics platform. They can be created to target specific audiences and engage them in a sequence of actions. For instance, you can create a list of users who visited your site's product page and then click the "add to cart" button.
With the help of an admin setting in Google Analytics, you can easily enable the ability to manage your website's remarketing. In order to serve ads to the targeted audience, a Google Display Network's (GDN) remarketing audience needs to have at least 100 unique cookies. Similarly, for search ads, the minimum number of cookies is 1000.
Google Analytics Tracking Code vs. Ads Remarketing Tags
There are various steps involved in implementing the Google Ads and Analytics tracking codes. The former requires different implementations, while the latter allows you to import additional data.
Remarketing lists are created in Google Ads using the data collected from the "remarketing tag". In addition, you can build audiences using the collected data in Analytics. You can easily integrate the two by creating a Google Ads account linked to an Analytics account.
| Analytics | Advertisement |
|---|---|
Website − Remarketing can be enabled on websites using the existing tracking code for Analytics. App − You can modify the tracking code in your app. |
Website − Add an additional tag to your website's pages after generating one for it. App − You can create a remarketing ID for apps and add it to your app. |
Remarketing audiences can be created based on your analytics data. The default data that you can use in Analytics is collected from Google Ads accounts. You can also import data from other accounts, such as Google Marketing Platform and CRM. |
Remarketing lists can be created using the following rules & A website's visitors are broken down into four groups −those who came from a page that they haven't visited before, those who came from another page, those who came from a specific date, and those who came from both. |
When you click on an ad, the analytics software will interpret the cookie information. Without an advertising cookie, a user who visits a site that has an analytics-enabled tracking code will not be added to the list. This occurs because the ad cookie is not set. |
The advertising cookies are set by Google Ads tags. Without advertising cookies, a user who visits a site that has Google Ads will be added to the site's remarketing list. This happens after the advertising cookie has been set. |
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