How To Target Similar Customers in AdWords

Posted by on Apr 25, 2014 in Advertising, How-Tos | 20 Comments
How To Target Similar Customers in AdWords






Savvy marketers utilize Facebook’s Lookalike audience targeting to reach new users who are similar to fans or lead lists. But, did you know you could do this in Google AdWords? Google has recently rolled out Remarketing using Smart Lists – allowing you to target potential customers similar to converting visitors.

Use Smart Lists to Drive New Conversions

Within Google Analytics you can create lists that are used for Google Remarketing targeting.

D: Remarketing (aka Retargeting) -

The ability to target people who have previously visited your site, and show them relevant ads across websites or Google search.

Google Analytics Remarketing have many list types:

  • Smart Lists

  • All of my site users

  • Users who visited a specific page/section of my site

  • All users who completed a conversion goal

  • Create your own with segments (custom)

Smart lists target a focused group of users who are most likely to convert on your website, based on previous visitors’ conversion patterns. This list is created by Google, requiring no heavy lifting by the user.

Before you can create a Smart List, ensure two things are already in place:

1. Display Advertising is enabled for Website Tracking

Google Analytics Display Tracking

2. Your Google Analytics Code is appended to support Display Advertising tracking

Find this snippet within your Google Analytics code:

ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) +
‘.google-analytics.com/ga.js’;

Ensure it’s replaced with:

ga.src = (‘https:’ == document.location.protocol ? ‘https://’ : ‘http://’) +
‘stats.g.doubleclick.net/dc.js’

How to Create a Smart List in Analytics

Once logged into Google Analytics:

1. Click the Admin tab

2. Under the Property column click on the “Remarketing” button, then select “Lists”.

Google Analytics Remarking Lists

3. Create a “New Remarketing List”

Google Analytics New Remarketing List

4. Select your list type as “Smart List”

Google Remarketing Smart List

5. Give your Smart List a name

6. Select your AdWords account

Google Analytics Product Account

7. Save your audience

Finally, create a new display campaign in Google AdWords and select your new Smart List as the targeting set. Google Remarketing Lists

You are now are advertising to a very fine-tuned audience who has a high likelihood of converting.

Michael McEuen

Michael is the Director of Customer Success at AdStage. Previously, he was chosen as one of the first employees at G/O Digital, a division of Gannett. Founding the Paid Media department, he grew the team to 19 specialists, and was directly responsible for thousands of campaigns and $MM in yearly revenue.