How To Improve Your eCommerce Remarketing

Most eCommerce marketing techniques focus on generating new traffic.

However, being able to remarket to lost visitors who have already showed an interest in your business is a highly effective way to boost your ROI on marketing spend.

A great approach to remarketing is using the Audience feature in Google Analytics together with your Google Ads account. This allows you to build successful strategies based on your visitors' data.

What is remarketing?

Remarketing is a type of online strategy a business can use to improve their conversions. When a visitor has made their way to your site, they are tagged with a specific cookie which then allows you to re-advertise to them online.

Using this tactic refreshes your brand and image to a past visitor of your site. This becomes powerful. For lost visitors, a customised advert might be the final convincing they needed to convert.

How do Audience reports help?

Using the Audience feature in Google Analytics allows you to build strategies to target the right users again (and even helps you avoid audiences who you do not want to spend more money advertising to).

The Audience report within Google Analytics is a sophisticated way of segmenting your audience into groups, allowing you to build a remarketing approach to that group in your Google Ads account.

Where should I start?

To get the most out of the Audiences report, you will need to enable the demographics and interests reporting in your Google Analytics account (make sure you enable privacy settings on your website first).

Use and build your Audience reports within Google Analytics to compare different segments of your customers head to head. For instance, which type of visitor based on their demographics, geo-location, channel, or way they behaved on your site is more likely to convert. This can help you understand which groups are better engaged and who have the highest ROI for your marketing spend.

Once you build audiences based on lost visitors within Google Analytics, you can pull these in to your Google Ads account and develop finely tuned remarketing strategies towards each group.