This article shows, how you can add users to the Google Remarketing list with the help of Mapp Marketing Automation. You can download this training chapter as PDF file here.
- Function Description
- Create Remarketing Lists in Google AdWords
- Create Campaigns in Marketing Automation
A remarketing list is a collection of visitors of ones website. With that Google AdWords gives you the opportunity to show ads to targeted visitors.
Mapp Marketing Automation uses customer‘s behaviour on the website in real-time to built up those lists.
Example for use cases with trigger:
- Bid more money for users, who are likely to generate a high revenue.
Trigger: Product with an order value greater than 100€ in the shopping cart.
- Bid less money for users, who have often returned products.
Trigger: Return rate greater than 50%.
- Show appropriate ads of product categories, from which users have already bought something on your website.
Trigger: Purchased product category = Shoes.
With the usage of Mapp 2 advantages over the direct integration of the Google Remarketing Tag amount:
- For target groups not only in-session-behaviour can be used, also all historical data is available (e.g. RFM/RFE-groups, Information about returns)
- Data sovereignty is assured: As the Google Remarketing Tag is not integrated, only necessary data is passed to Google.
In this article, we are going to set up a remarketing list for "High Potential Buyers". The trigger in Mapp Marketing Automation is activated when a product has been added to the shopping cart. All appropriate users will be added to the remarketing list.
Creating Remarketing Lists in Google AdWords
At first it is necessary, that a remarketing list is being created in Google AdWords.
In a Google AdWords account you can create a new remarketing list through "Shared library > Audiences > + Remarketing List".
Choose a suitable list name, e.g. "High Potential Buyers", select "Websites" as a type and "Visitors of a page with a specific tag" in order to track all users from your website.
Click "+ New Tag" for the creation of a new tag.
The tag can be found in "Audiences". There you can see and copy the remarketing code (e.g. into a text file). This code is necessary for the campaign creation in Mapp Marketing Automation.
Creating Campaigns in Marketing Automation
The campaign creation takes place in: Marketing > Campaigns > Create a new campaign
- Use an informative name. This simplifies the later analysis.
For our campaign, we have to create a Real-time Behaviour for all users.
Define for the custom trigger following rule: All customers, who have put at least 1 product into the shopping cart, shall be added to the remarketing list.
Filter: "Number of products in basket".
Select "Create a new Audience stream".
Use an informative name and add the code copied from Google AdWords.
The configuration in Marketing Automation is now complete. Now you can use this information in Google AdWords for a campaign.
How often has the campaign been triggered?
In Mapp Marketing Automation the metric "Clicks" is available. This shows you, how often the trigger has activated the campaign.
Hint: When a visitor has put several products into his basket, he will be counted multiple times into "Clicks".
How many users have been added to the remarketing list?
If you want to find out, how many unique users have been added to the list, you have to use Mapp Intelligence. For this, click on the button "Explore in Analytics".
Add the metric "Visitors" into the Teaser Performance analysis.