Google Display Ads Remarketing (Your Data Segments) Tutorial 2023

Key Takeaways

what's up everyone welcome to the Surfside PPC YouTube channel today I'm going to be creating a Google display ads remarketing campaign and I'm going to show you how to do it from start to finish so you're here in your Google ads account and what you need to do first is you need to make sure that you have an active Google ads account and you also need a Google analytics 4 account for your website so this is where you need to start in order to have the ability to even create remarketing audiences so that you can Target them in your Google ads campaign so if we come over here here's the step-by-step process that we're going to go through today so first you need a Google ads Google analytics 4 account you need to enable Google signals data collection in Google analytics 4. so that's what we're gonna do now so we're going to come back over here to our Google analytics 4 account so I'm in here for beachfront decor and what you want to do is come to the admin screen for your Google analytics 4 account you want to go to data settings and you want to go to data collection so under data collection you're going to see Google signals data collection and you need to make sure you have this checked on so you may need to click this here if you haven't already it will come over here show the check mark then the other thing you need to do is come to the bottom and make sure you acknowledge the user data collection acknowledgment down here at the bottom I acknowledge that I have the necessary privacy disclosures and rights for my end users for the collection and processing of their data including the association of such data with visitation information Google analytics collects for my site and or app property so that's where you need to start that's going to be the first two things create your Google ads account create your Google analytics 4 account make sure you enable Google signals data collection in your Google analytics 4 account and then what you want to do is link your two accounts together so my accounts are already linked it's very easy to do especially if you're using the same exact Google account for both so if we come over here to Google ads we go to tools and settings under setup you're going to see linked accounts so you can see my linked accounts here you can see Google analytics ga4 and Firebase and I also have my YouTube channel linked as well so I'm really going to focus this Google display ads remarketing on more website remarketing but I'll show you the different options you have as far as YouTube and other things you can actually upload a customer match list so you could also incorporate an app if you want to so there's different ways to actually remarket to anybody who's interacted with your business in really any way shape or form so with YouTube here I have that linked with Google analytics four I have that linked if we come over here to manage and Link if you haven't linked already you're going to see a details link so you want to click on details and when you go into details it will automatically usually pull up whatever Google analytics account that you have so I have Google analytics the old version The Universal analytics here and because I have different Universal analytics accounts for beachfront Decor you can see these are not linked so all I really need to do to link my account is click on the link button over here so it's really that simple to link an account so if we come back over to linked accounts for ga4 we have our linked account here we come to manage and Link and you're going to see it is these both are linked together so that's all you need to do next so if we come back over here number three link your Google ads and Google analytics for account this is important because we enabled Google signals data collection in Google analytics 4. so now we can actually create audiences in Google analytics for but if we don't have our ga4 account linked to our Google ads account then they really can't communicate they don't know what audiences we've created so once you link them you're able to import those audiences directly into your Google ads account automatically every time you create one so what we can do is next create your data which remarketing has also been rebranded to your data segments so if you see your data that just means you're interacting with people who have already interacted with your business so we're going to create your data segments or audiences in Google ads or you can do it in Google analytics for so let's come back over here we're in Google ads already so let's come over to tools and settings under shared Library you're going to see audience manager so you can see some of my different segment names here so all users of beachfront Decor all visitors over the last 30 days so the all users of beachfront Decor is automatically created when we link our Google analytics for and Google ads account and we set up Google signals data collection so I'll show you that in a minute but what we can do when we're in our audience manager you're going to see segments here and what you're going to see is your data segments which essentially is just another way of saying remarketing audiences so where you see your data segments that means people who have either interacted with your YouTube channel your website we click on the plus sign here we can upload a customer list so that's another option that you have now keep in mind there are certain thresholds that you need to meet in your account in order to Target a customer list the main one being you need at least fifty thousand dollars in spend so if you don't have that then you may not even want to bother uploading a customer list but if you do have a customer list an email list or anything like that you might as well upload it here Here YouTube users so if you have an active YouTube channel you can Target people have interacted with your YouTube channel or videos so for example for Surfside PPC I could Target anybody who watches this video with advertisements I can Target anybody who subscribes to my channel I can Target anybody who views any video so you can Target all of these different visitors and viewers as they are either going to your website as they are giving you some of their information or as they're watching your videos on YouTube so the other thing is app users so people who have downloaded your mobile app you can Target them with your advertisements but what I'm really going to focus on today are website visitors people who visited your website or landing pages so if we click on the plus sign here what we could do is create a new audience segment website visitors you can name your segment here and segment members will be visitors of a page or you could do visitors of a page who've also visited another page visitors of a page who did not visit another page and visitors of a page with specific tags so you have different options here as far as your segment so what we could do is a visitors of a page that where the page URL contains and enter any word here that would be useful for your business so I'm starting to get more towards Christmas with beachfront Decor so people who are actively looking up Beach Christmas decorations so what I can say is if my page URL contains Christmas or I could say page URL contains ornaments or page URL contains and come up with every single Christmas word I can possibly think of related to the different types of products that I'm selling so it may be Christmas trees so since I already have Christmas here that would account for that we have ornaments here I could do something like garlands I can do or and we could do something like wreaths could also just keep it as wreath and Garland and ornament and we could do ore we could do a holiday so we can create this audience and what it's going to allow me to do is actually Target people who visit my Christmas pages with a specific Christmas message so I can take the page URL contains and use all these different words here try to find more and more words as well I know there's I could do stockings and tree topper and all sorts of different things but for right now we'll just keep these different page URL contains and a word now if we click here you could also see refer URL we could do page URL equals starts with ends with does not contain does not equal does not start with so you have a ton of different options now the more traffic you drive to your website over honestly the better your audiences are going to be I worked with a client that got millions and millions of visitors a month and we were able to create all sorts of different data segments based on the website visitors because they're visiting so many different pages and categories of pages you're able to put people in all these different buckets kits and that's ultimately what you want to do to understand what people are looking at on your website so we have these different page URL contains different holiday words let's just add stockings why not we'll just do stocking because it'll match both of them we'll do Garland because it'll match both we'll do ornament okay with Christmas ornament garland wreath holiday stocking okay pre-fill options we can pre-fill the segment with people who match rules within the past 30 days I generally keep them pre-filled because we might as well start getting people in our audience immediately people stay in this segment and let's just say for 90 days so anybody who's looking up Beach Christmas decorations over you know in the past 30 days over the next 30 days over the next 60 days the next 90 days I want to Target them with my ads so we're going to give it a longer membership duration of 90 days and then we can enter a description here if we want to let's make sure I name my segment [Music] okay so Christmas pages and we could do page URL okay so we'll scroll down here and we will click on create segment so that's one option as far as creating an audience and now you can see Christmas Pages page URL this is populating now it's a website visitors rule-based audience so they're able to use the data that I've given them from my Google analytics 4 account to create this audience now let's come back over here to Google analytics 4 and the one thing I want to go over now and if you come to configure and you go to audiences this is where you can create your audiences and these audiences will automatically go into your Google ads account so you can see here I have all users and I have purchasers so two different audiences here they're both created on October 28 2020 so as soon as I enabled Google signals data collection those audiences were created now if we come over here to my audience manager you're going to see all visitors Google ads purchasers of beachfront Decor but the other one is actually all users of beachfront Decor so this is my Google Analytics for property users right now on search display I have a nine thousand people or search in YouTube I have 9000 display at 5900 so it's a large enough audience that I can start targeting them with my ads and the other thing that's going to happen once you have eligible audiences so right here my YouTube viewers too small to serve because I don't really get a lot of YouTube views on my beachfront Decor channel so my website visitors audience once you have an eligible audience here we scroll down you're going to see similar to all users of beachfront Decor on display one million to 2 million people that are similar to the people in my audience and this is going to automatically update over time so it's your similar segments are automatically created based on your data segments so this website visitors segment that we have right here the similar audiences or similar segments are automatically going to be created once those are eligible and then you can start targeting them across search YouTube display and discover campaigns so if we come back over here let's come back over to Google analytics for what you can do here is you can create audiences directly in Google analytics 4 and what they're going to do is they're automatically going to go into your Google ads account but let's just come back over to Google analytics they have some suggested audiences so purchasers seven day lapse purchasers they have little descriptions here for each of them non-purchasers recently active seven day lapsed users we come over here to templates they have demographics technology acquisition so if we click on demographics I can say include users where and just say age is one of and let's just say we do 35 Plus audience so I can say Okay I want to make sure I'm targeting oh I didn't include it but we'll make sure we include it age is 35 Plus let's say membership duration will just set to maximum limit so is one of and we'll click on apply okay so now age they need to be 35 and up so what we're doing is we're saying anybody who is 35 and up we want them to add them to this audience we click on Save and now this audience will automatically go into our Google ads account again not immediately so it's going to take a little bit so we're not going to Target this one right away but let's click on new audience and show some different ideas as well so if we click on create a custom audience it's going to say include users when you can name your audience up here you can add a description you can add conditions and you can add sequences so again this does work the best for websites that get a ton of traffic because you can really add a bunch of different conditions to create the perfect audience depending on who you want to Target so if we do include users when and we can do events so anytime a user completes a specific event maybe they watch a video on our website you can set that as an event and you can Target people who have watched a video on your website we can come over here to custom they have link URL outbound clicks demographics so you can pick by several different demographics here e-commerce category product ID order coupon transaction ID so I'm not going to go through each of these but you can see there's a ton of different options that you have as far as who the user is whether they watched a video what type of device that they're using what pages they visited so if we do page and screen and we already did what we could do is Page title here and say page title contains and we could do the same thing that we did before you're going to see it's going to pull up some of our different pages here but we could do the same thing we did before where you see 25 plus Beach Christmas tree ideas so if we do page title contains and let's just say we do Christmas okay so we have 1.2 000 users in this audience a page title that contains Christmas now what we can do is create two different audiences so we have our one over here where the page URL contains all those different words in Google analytics 4 we could say page your page title contains Christmas or let's say again we'll go to page screen page title and we'll do the same thing contains and we'll just do ornament and it's going to pull up some different pages here that do contain that word so if we do ornament we can click on apply so we can keep doing this over and over again so let's create the same basic audience okay so if page title contains Christmas or ornament or tree or a wreath or Garland or stocking now you can also do end here so I could do page title contains Christmas and something else so I could also add holiday I could add a bunch of different titles here but we have 2K users in this audience let's just set our membership duration to the maximum limit we could Target this audience every single Christmas so we're just gonna say Christmas page titles okay and one thing you can do when you're making Google analytics for audiences just so you know the source of your audience is you could always do ga4 and then when it's imported here into Google ads you're going to have a little ga4 at the end of it so just one option to kind of keep things a little bit organized you can add a description here we can add exclusions so there's a lot that you can do with all of these different audiences so going through them I mean I can go through this for hours and hours but hopefully this makes sense some different audiences that you can create basically any action anyone takes on your website you can Target them with ads so right now we have ages 35 Plus all users purchasers so I don't actually have a purchase on my website so I don't have any users in this audience and then I have Christmas page titles so once this populates it's going to go into our Google ads account we can start targeting it but for now let's come back over to Google ads and what we can do is come here to our campaigns and we can create a new campaign okay let's make sure we're in our beachfront Decor account I'm in a manager account that has two different accounts in it so we're in beachfront decor we're going to create a new campaign now what you want to do is first choose your campaign objective now if you're running remarketing campaigns you really want to be doing sales or leads depending on what goal category you have so I have purchases here so we're going to remove our book appointments goal I just have purchases as my conversion but it's basically an affiliate click every time someone clicks out to an affiliate link so we have purchases we're going to run a display campaign we can enter our website here beachfront decor.com and we can also enter our Christmas landing page so if you want to enter your landing page here you can I'm just going to enter my home page for right now then you want to name your campaign so let's just say beachfront Decor Christmas sale okay so campaign settings you want to choose your location targeting so I'll just set mine to United States and Canada set your language targeting you can go into more settings if you want I'm not going to change any of the more settings so we have our location and language targeting we'll click on next is going to be your budget and your bidding strategy so since we're using the sales objective then what we want to do is we want to set our daily budget let's just say I want to spend 25 a day on this campaign we want to focus on conversions we want to automatically maximize conversions you can set a Target cost per action so obviously if every conversion is worth ten dollars for you then you want your target cost per action to be less than ten dollars so this here says three dollars and sixty cents a typical Target CPA for a display campaign let's just set hours at three dollars so we want to drive conversions at three dollars per conversion we'll click on next okay so first things first optimized targeting is set up for you so that's automatically set up it's going to use information like our landing page and all of our assets and it's also going to incorporate our targeting as well so when we come in here to add targeting what you want to do is go into audience segments this is where your remarketing audience is or your data segments will appear so if we come over here to browse we scroll down and we come to how they have interacted with your business your data and similar segments so we click you can see website visitors there's custom combination segments so you can combine people who have watched YouTube videos you can combine people who have visited your website I can say anybody who's watched my Beach Christmas videos and who's also been to my Beach Christmas pages and just create this massive Christmas audience of anybody who's interested in Christmas at the beach whatsoever and I can Target them with my ads so if we come here to website visitors so you could see ages 35 Plus so they actually have these already created and imported so that's much quicker than it's happened for me in the past but what we can do here so we have two different options I can say Christmas page titles and I can say Christmas pages so this was the page titles we just created in Google analytics for so the size is still zero so may take a few days to actually show up in our audience manager let's see if it's in there already usually when I create an audience in Google analytics 4 it's not there instantly but maybe they change that and then we have the one we just created so our Christmas Pages page URL let's come over here to our audience manager real quick and okay so we have these here instantly actually so ages 35 Plus and we have our Christmas page titles ga4 so these were the two audiences that we just created in Google analytics for so generally in the past when I've done this I don't these don't appear here immediately so they must have uh they must have these come in quicker but they aren't populated yet if you look they're both size zero so it will take a little bit time to start getting people in these audiences but if we're targeting both of these then once these audience start to populate and they become eligible then we can actually start serving them our advertisements so we can select these two website visitor audiences those are our two targeted segments and we have optimized targeting set to on now you can turn optimize targeting off it it's gonna Target people who are not actually part of your your data segments if you're using optimized targeting it's going to go out and find other people based on all the information that Google has has about your campaign to try to Target other people who they believe are going to be as likely to convert as people in your data segments so it's up to you if you want to use optimized targeting I generally use it it's going to expand your audience who you're targeting and it's generally to improve your performance but if we just want to Target people who are visiting our Christmas pages on our website then we'll turn it off and we'll click on next so next what you want to do is create your responsive display ads now I just created a video where where I went over responsive display ads how to create them best practices so what I'm going to do is I'm going to actually recommend that video to you I put the link in the video description so that you can easily find it but this is how you create a remarketing Google display ads campaign from start to finish so coming back over here how to set up remarketing so one you need a Google ads account and a Google analytics 4 account now if you see ga4 that means Google analytics 4 you need to enable Google signals data collection in your Google analytics 4 account then link your two accounts create your data segments in Google ads or Google analytics 4 and then you want to Target your data segments with your Google display campaigns now keep in mind if you do turn display expansion on then that means that it's going to expand Beyond people in your remarketing audiences But ultimately what Google ads is trying to tell you is we're going to try to reach people who we think will convert at the same rate as people in those audiences so you could turn off optimize targeting especially if you have large audiences and you you don't want to expand them anymore now for me with smaller audiences where it said only about 2 000 people then what you might want to do is expand it to make sure that you're actually spending and reaching people with people who are going to be more likely to convert on our website so if you have any questions about how to set up remarketing how to set up your your data segments how to set up campaigns and Google ads how to get it set up in Google analytics for you can leave them in the comments section thanks for watching my video today and make sure you subscribe to the Surfside PPC YouTube channel