Google Adwords is one of the go-to tools for remarketing. But you should also consider using and integrating Google Analytics for remarketing purposes, too. Emil is going to tell us how and why.
“When remarketing you should use all the tools at your disposal to get the best chance of getting your ads in front of the right people. Using Google Analytics, and integrating with Adwords, can help you do this.
Google Analytics remarketing offers some slightly different options than just using Adwords. GA can only be used for display ads, but by using the data from GA itself you can get much more detailed information on site visitors and use this to create segments and target users with your remarketing ads.
Adwords has some great pre-set information on how to define criteria, but GA will allow much more detail and functionality when it comes segmenting the data. You can create additional custom segments, which can be based on visitor information as well as ecommerce data and traffic sources – GA can also target to those visitors who have arrived at your site via organic traffic – something Adwords can’t do.
Once you’ve integrated Adwords and GA, you’ll get some additional options to augment the standard Adwords remarketing. You’ll be able to build your lists from GA metrics and dimensions, and even those visitors who have performed certain actions on the site or who have gone through a certain sequence of actions. You also won’t need any additional code changes or tags – you can enable remarketing via the Admin settings in GA.”