Creating Quality Remarketing Lists – #SFGettingSmarter
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Digital Marketing
February 19,2015

Creating Quality Remarketing Lists – #SFGettingSmarter

In this weeks #SFGettingSmarter session, Milos discusses creating quality remarketing lists. Milos stresses that remarketing shouldn’t be limited to just targeting all users. Remarketing can enable advertisers to achieve a variety of goals including re-engaging visitors who didn’t convert, up-selling or cross-selling to current customers and even reaching customers within a certain time period after their initial purchase. In this post we’ve summarised the main points for you, but do make sure you watch the video below for the full session:

Creating a quality remarketing campaign doesn’t just end at implementing a snippet of code on your website. Once applied, advertisers are given an opportunity to develop data driven strategies based on remarketing lists. A remarketing list is a collection of cookies (not the edible kind) from the users who have visited your website.

Creating quality, data driven remarketing lists is one of the keys to a successful remarketing campaign. Creating remarketing lists isn’t just limited to AdWords. Advertisers can use Remarketing Audiences in Google Analytics to create highly targeted lists of users segmented by user behaviour and performance through Google Analytics metrics and dimensions. Advertisers can use these lists to form the basis of remarketing campaigns in AdWords.

There are a number of different analyses we can perform to create a quality remarketing list. These include:

  1. Landing page bounce rate analysis
  • Determining which pages users return to (excluding home page of course).


  1. Low bounce rate pages of returning visitors
  •  Determining which pages have the highest engagement amongst returning visitors.


  1. High converting pages of returning visitors
  •  Determining which pages attracted the highest amount of website conversions amongst returning visitors.


  1. Time lag analysis
  • A look into the time lag between a user’s first visit and conversion and determining opportunities to capture additional conversions through extending the remarketing cookie window to 90 days.


  1. Page depth analysis
  • A look into how many pages a user engages with. The page depth will vary depending on the industry. For example, with e-Commerce, the more pages a user visits, generally the closer they are to the end of the purchase cycle. In other industries which focus on lead generation, sometimes a single page visit is sufficient.


Advertisers can use the findings from these analyses to create quality remarketing lists to create effective, data driven remarketing campaigns. We hope you’ve enjoyed the latest #SFGettingSmarter session. If you would like to download the slides, they can be seen below:


Digital Marketing
February 19,2015
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