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DV360/GA360 Remarketing and Setup

 

► GETTING STARTED WITH GOOGLE ANALYTICS
► DBM/GA REMARKETING AND SETUP
► ONE OF THE MOST POWERFUL BENEFITS OF THE INTEGRATION
► IS THE ABILITY TO REMARKET IN BID MANAGER
► WITH AUDIENCE LISTS BASED ON ANALYTICS DATA.
► TO DO THIS, YOU OR YOUR MARKETING TEAM
► WOULD USE THE “AUDIENCES” FEATURE IN ANALYTICS.
► FROM THE ADMIN INTERFACE, UNDER PROPERTY,
► CLICK AUDIENCE DEFINITIONS AND THEN AUDIENCES.
► YOUR ORGANIZATION MAY ALREADY BE USING THE AUDIENCES FEATURE
► TO CREATE REMARKETING LISTS FOR ADWORDS
► OR FOR PERSONALIZATION IN OPTIMIZE .
► FROM HERE, YOU CAN EDIT AN EXISTING AUDIENCE
► OR CREATE A NEW ONE.
► A QUICK WAY TO GET STARTED
► IS TO SELECT FROM
► THE LIST OF RECOMMENDED AUDIENCES.
► THE FINAL STEP IN CREATING AN AUDIENCE IS
► TO SELECT DESTINATIONS
► WHERE YOU’D LIKE TO PUBLISH YOUR AUDIENCE,
► FOR EXAMPLE: ADWORDS,
► DOUBLECLICK BID MANAGER, OR OPTIMIZE .
► CLICKING PUBLISH MAKES THE AUDIENCE AVAILABLE
► TO USE
► IN THE ACCOUNTS YOU’VE SELECTED.
► THERE ARE SEVERAL OTHER WAYS TO CREATE AN
► AUDIENCE IN ANALYTICS.
► CREATING AN AUDIENCE IS SIMILAR TO CREATING
► A CUSTOM SEGMENT.
► CLICKING “CREATE NEW” BRINGS YOU TO THE
► AUDIENCE BUILDER
► WHICH LOOKS JUST LIKE THE SEGMENT BUILDER.
► ANOTHER OPTION
► IS TO IMPORT A CUSTOM SEGMENT
► YOU’VE ALREADY CREATED IN ANALYTICS.
► YOU CAN ALSO DEFINE A SEGMENT
► DIRECTLY FROM
► AN ENHANCED ECOMMERCE FUNNEL REPORT.
► LET’S WALK THROUGH AN EXAMPLE.
► REACHING PEOPLE WHO PLACED ITEMS IN THEIR CART
► BUT DID NOT COMPLETE THEIR PURCHASE
► IS A GREAT REMARKETING OPPORTUNITY.
► IF YOU HAVE ENHANCED ECOMMERCE IMPLEMENTED,
► YOU CAN USE THE SHOPPING BEHAVIOR REPORT
► TO CREATE A SEGMENT BASED ON THIS BEHAVIOR
► AND THEN TARGET THOSE USERS IN AN AUDIENCE.
► IN THE SHOPPING BEHAVIOR REPORT,
► CLICK ON THE STEP YOU WANT TO BASE YOUR AUDIENCE ON
► TO CREATE A SEGMENT.
► IN THIS CASE, WE WANT TO CREATE A SEGMENT
► WHERE PRODUCTS HAVE BEEN ADDED TO THE CART,
► BUT THEN THE CART WAS ABANDONED,
► SO WE’LL CLICK CART ABANDONMENT.
► WHEN YOU CLICK,
► GOOGLE ANALYTICS OPENS A SEGMENT CREATION INPUT BOX.
► ONCE THE SEGMENT IS SAVED
► IT CAN BE USED TO
► CREATE AN AUDIENCE FOR TARGETING IN BID MANAGER.
► ADDITIONALLY, YOU CAN MAKE MODIFICATIONS TO
► THE AUDIENCE
► SUCH AS EXCLUDING USERS WHO HAVE ALREADY MADE A PURCHASE.
► YOU CAN ALSO CREATE AN AUDIENCE IN THE SAME
► WAY FROM A CUSTOM FUNNEL.
► WE RECOMMEND USING “GA” IN THE AUDIENCE NAME.
► THIS HELPS DISTINGUISH IT FROM NON GA AUDIENCES
► IN BID MANAGER.
► AS YOU CAN SEE,
► NOT ONLY DOES THE BID MANAGER INTEGRATION
► ALLOW FOR INCREASED INSIGHT INTO DISPLAY TRAFFIC,
► IT ALSO ENABLES USERS TO
► CREATE BEHAVIOR BASED AUDIENCES
► FOR SHARING WITH BID MANAGER.
► ANYONE WITH FULL ADMINISTRATIVE PERMISSIONS
► TO BOTH YOUR ANALYTICS AND DOUBLECLICK BID MANAGER ACCOUNTS
► CAN COMPLETE THE SELF SERVE INTEGRATION.
► FULL ADMINISTRATIVE PERMISSIONS
► MEANS THAT
► ONE PERSON HAS BOTH “EDIT” PERMISSION
► FOR THE GOOGLE ANALYTICS PROPERTY YOU WISH TO LINK
► AND “READ & WRITE” PERMISSION
► FOR THE DBM PARTNER ACCOUNT THAT CONTAINS
► THE ADVERTISER ID YOU WANT TO LINK.
► IF YOU HAVE “EDIT” PERMISSION FOR YOUR
► ANALYTICS PROPERTY
► BUT YOU DON’T HAVE “READ & WRITE” PERMISSION FOR BID MANAGER,
► YOU CAN SEND AN AUTOMATED LINK APPROVAL REQUEST
► TO A “READ & WRITE” ADMIN ON THE BID MANAGER
► PARTNER ACCOUNT.
► REVIEW THE RESPECTIVE ONLINE HELP ARTICLE
► INCLUDED AT THE END OF THIS LESSON
► FOR INSTRUCTIONS AND OTHER IMPORTANT DETAILS.
► WHEN YOU CREATE THE LINKS, YOU WILL ENCOUNTER A FEW OPTIONS;
► WE’LL USE THE REMAINDER OF THIS LESSON
► TO SHARE RECOMMENDATIONS ON THESE OPTIONS.
► WHEN YOU LINK AN ANALYTICS PROPERTY
► WITH A BID MANAGER ADVERTISER,
► DESTINATION URL AUTO TAGGING IS AUTOMATICALLY IMPLEMENTED.
► WE ALSO HIGHLY ENCOURAGE AUTO TAGGING
► AS IT OFFERS MORE DIMENSIONS THAN MANUAL TAGGING
► AND REQUIRES LESS MAINTENANCE.
► HOWEVER, IF YOU STRONGLY PREFER MANUAL TAGS
► SO THAT YOU CAN CUSTOMIZE CAMPAIGN, SOURCE,
► AND MEDIUM VALUES
► FOR SESSIONS ATTRIBUTED TO BID MANAGER,
► DON’T LET THIS REQUIREMENT DETER YOU
► FROM TAKING ADVANTAGE OF THE INTEGRATION.
► YOU CAN USE THE DCM/DBM AUTO TAGGING OVERRIDE
► FEATURE.
► TO MINIMIZE DISRUPTION TO YOUR DATA,
► ENABLE THE OVERRIDE IMMEDIATELY AFTER
► ENABLING THE INTEGRATION.
► ALSO, IF YOU CHOOSE TO USE MANUAL TAGGING,
► BE SURE TO CHECK YOUR CHANNEL DEFINITIONS IN ANALYTICS
► TO MAKE SURE THAT THE DISPLAY
► CHANNEL IS DEFINED THE WAY YOU WANT IT.
► FIND OUT MORE IN THE “READ FURTHER” SECTION.
► YOU WILL SEE A CHECKBOX
► FOR THE “EXPORT REMARKETING LISTS” OPTION.
► WE HIGHLY RECOMMEND ENABLING THIS OPTION
► TO GET THE FULL POWER OF INTEGRATION
► AS WE’VE COVERED IN THIS LESSON.
► LASTLY, KEEP IN MIND
► THAT WE HIGHLY ENCOURAGE
► YOU TO IMPORT BID MANAGER COST DATA
► ONLY AGGREGATE COST DATA WILL BE SHARED WITH ANALYTICS;
► NO BREAKDOWN OF THIS AGGREGATE DATA
► WILL BE AVAILABLE IN YOUR ANALYTICS ACCOUNT.
► IF YOU DON’T SHARE COST DATA, YOU WON’T
► RECEIVE CLICK DATA EITHER
► AND WILL MISS OUT ON THIS POWERFUL BENEFIT OF INTEGRATION.
► YOU SHOULD NOW UNDERSTAND THE BENEFITS
► OF THE BID MANAGER INTEGRATION
► AND BE FAMILIAR WITH WHERE TO FIND YOUR DBM DATA
► WITHIN ANALYTICS .
► YOU’VE ALSO SEEN HOW YOU MIGHT LEVERAGE
► THIS DATA
► TO CREATE AUDIENCE LISTS FOR REMARKETING
► AND TO GAIN MORE VISIBILITY INTO YOUR CUSTOMER’S
► JOURNEY.

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