Share on facebook
Share on twitter
Share on linkedin
Share on email

5 Retail Remarketing Audiences for your Holiday Campaigns

Holiday campaigns are top-of-mind for most marketers this time of year, and tying results to business objectives is key to success. Each customer interaction with your site can provide insights into their needs and expectations. Understanding and acting on these insights can help to drive immense value for your business—all while improving the customer experience.

Typically, the use of website data is geared towards lower-funnel activity, but you can find connections to upper- and middle-funnel activity, such as cross-selling new products to existing customers and creating general brand awareness to reach new prospects, as well. Activate these insights by utilizing data from Google Analytics 360 and create audiences around their interactions with your site. Then, show them targeted ads through Google Ads and Google Marketing Platform. 

To find connections between marketing funnels and your data (to build retail remarketing audiences), map each stage of the customer journey to an audience within your analytics data.

  • Awareness: Raise awareness and visibility using recommended audiences in analytics
  • Acquisition: Convert users from browsers to customers with machine-learning-based audiences, event tracking, and enhanced eCommerce reporting.
  • Loyalty: Keep customers engaged with audiences around your custom dimensions (like registering for an e-newsletter) or utilize a data import from your CRM.

The examples below are shown in Google Analytics 360, but all can be executed in other platforms, as the concepts still apply.

5 Retail Remarketing Audiences for the Holidays

The 5 audiences for retail businesses can help give your campaigns that extra boost for holiday sales:

1)  New Visitors Audience: Create segments based on your users by defining a custom segment, and then import them into Audiences. One possible audience segment of interest for holiday campaigns this year is “new visitors” who found you during the first few months of the COVID-19 pandemic.

2)  Shopping Abandoners Audience: Create custom segments from the shopping stages report, focusing on those that abandoned items in the shopping cart. These customers were close to purchasing; why not create a reminder of your holiday sales and encourage them to complete the transaction? This segment can be automatically created by clicking on cart abandoners. Here is an example from the Google Merchandise Store:

3)  User Map Audience: Use the custom report below (copy the link) to identify the highest revenue cities from September and October, then create an audience geared to those that visit your site from the surrounding area. Below is again an example from the Google Merchandise Store):

4)  Cross-Sell Audience: Did you know which product on your site is most popular (in terms of sales)? Which product categories are gaining the most revenue? Product performance reports can give you deeper insight into product categories that are performing well. Build an audience with this product category/product type and create a campaign for them around related products users might be interested in purchasing.

5)  Smart List Audience: New users that come to your site, or those that are just browsing, provide a good addition to brand awareness or visibility remarketing campaigns. Create this audience using the GA Smart list. Smart lists automatically identify those likely to convert by harnessing the power of machine learning. Create this audience by selecting Smart List under the recommended audiences. We recommended A/B testing with this audience list on your advertising campaigns.

Google Analytics 4 (the newest version of GA) allows standard audiences, like Smart Lists, to be leveraged even more than before, as there is more machine learning baked into the reporting and data collection model.

Integrating with DV360, Google Ads and Display Network

After creating your audiences in Google Analytics 360, the final step is to integrate them with your advertising platforms. This can be done in the admin panel of Google Analytics 360 (within the audience model). More information on this can be found in our previous blog post.

Integrating these remarketing audiences into your advertising platform will likely result in:

  • Improved targeting
  • Enhanced behavior metrics
  • More robust reporting

For further information on building audiences in Google Display & Video 360, check out this previous InfoTrust post. Campaign Manager is also a great tool for building audiences; if you’re using CM, have a look here.

In conclusion, if you’re already taking advantage of website analytics/visits data—why not use this to your advantage by building holiday remarketing audiences? Using Google Analytics 360 reporting and audience builder can create operational efficiencies and help you achieve business objectives.

Questions about Your Audience-Building Strategy?

Reach out to the experienced web analytics consultants at InfoTrust today!
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on email
Email

Other Articles You Will Enjoy

3 Digital Analytics Trends for News and Media Companies to Follow in 2021

3 Digital Analytics Trends for News and Media Companies to Follow in 2021

With 2020 now behind us, I hope that 2021 brings you and your loved ones better luck and joy. Last year around this time,…

5 Google Optimize Tests to Personalize and Target Regional and Cultural Differences

5 Google Optimize Tests to Personalize and Target Regional and Cultural Differences

If you’re a global organization, you understand the need to personalize your search strategy and keywords to account for regional differences. You probably do…

Bullet Charts for Conversion Funnels in Google Data Studio

Bullet Charts for Conversion Funnels in Google Data Studio

It’s not uncommon to look through the list of Google Data Studio chart options and wonder “How would I even use that?” Which translates…

Introduction to Google Analytics 4

Introduction to Google Analytics 4

Google Analytics 4 (formerly App + Web properties) is the newest iteration of Google’s popular web analytics service, billed by many as the “future…

Evaluate Your Machine Learning Model for Audience-Building with Precision and Recall

Evaluate Your Machine Learning Model for Audience-Building with Precision and Recall

Marketers are increasingly using machine learning to predict user behavior. This blog post provides a quick guide as to why precision and recall are important metrics for marketers…

5 Reasons Why Direct-to-Consumer Organizations Need Google Analytics 360

5 Reasons Why Direct-to-Consumer Organizations Need Google Analytics 360

It’s 2020 and the Direct-to-Consumer (D2C) market continues to grow, despite recent events. With a sales forecast of $17.75 billion for total eCommerce sales…

Google Analytics 4 Resources for Marketers and Analytics Pros

Google Analytics 4 Resources for Marketers and Analytics Pros

With the Oct. 14 announcement of Google Analytics 4, it’s time to understand how user-centric analytics can help your organization progress it’s digital maturity….

Facebook Pixels: Deploying at Scale for CPG Organizations

Facebook Pixels: Deploying at Scale for CPG Organizations

Multi-brand & consumer packaged goods organizations face a unique challenge in developing a digital analytics strategy – deploying their analytics and marketing technology at…

Which Analytics, TMS, and A/B Testing Platforms are Used by the Top 100 Digital News Outlets?

Which Analytics, TMS, and A/B Testing Platforms are Used by the Top 100 Digital News Outlets?

As the marketing technology landscape continues to grow beyond 8,000 martech solutions (up 13.6% YoY), the team at InfoTrust is taking a deep-dive look…

Talk To Us

Receive Book Updates

Fill out this form to receive email announcements about Crawl, Walk, Run: Advancing Analytics Maturity with Google Marketing Platform. This includes pre-sale dates, official publishing dates, and more.

Our website uses cookies and may collect user information to provide a good experience. Read our Privacy Policy here.

Leave Us A Review

Leave a review and let us know how we’re doing. Only actual clients, please.