If you only remarket to users based on the pages they visit on your site, you are missing out. Since I’ve only touched on remarketing in my recent series of blog posts about how you can put your customer data to work, let’s look at how you can remarket more successfully than ever before by leveraging customer data.
WHAT YOU NEED
Remarketing Campaigns (Google, Facebook, Twitter)
Customer Lifetime Value
- Behavioral Valuing Process or Customer Data Platform
HOW YOU DO IT
You probably already track web behaviors via events, Google Analytics or some other mechanism (if not, get that set up first). You need to know what actions customers are taking on your site and remarket to users based on what they do on your site.
Now if you do track web activities, you need to start tracking how their behaviors affect their likelihood to convert, and ultimately their lifetime value as a customer. To do this, open your Customer Data Platform and navigate to segments. You should be able to segment groups of customers based on the actions they take. Since your CDP is already set up to calculate LTV for customer records from my first blog post, this should be simple. You can create segments for collections of web behaviors to see how they impact value.
So let’s take another example. Let’s assume your CDP tells you customers who subscribed to your newsletter, watched two videos and read your product page are 10 times more likely to convert and generate more value over time. How do you take action with that data? You have a few options.
A segment of customers attached to won deals. Used to understand the characteristics and touchpoints that most often result in conversion.
Create remarketing lists inside Google Analytics based on web behaviors and import them to Google Adwords. This allows you to use all of the segmentation options in Google Analytics and leverage the events you already send.
Create remarketing lists in Facebook, Adwords or Twitter by firing conversion/audience codes/tags/ pixels when users take certain actions. This method is more dev-intensive, but required for Facebook and Twitter. You must trigger conversion pixels (Twitter) or custom audience pixels (Facebook) when users take certain actions on your site.
You can then create custom combinations that say “include users in audience X, but exclude users in audience Y.” Our recommendation here is to investigate a tag management solution, such as Google Tag Manager (free). Google Tag Manager will allow you to place one code across your entire site, and then empower your marketing team to manage which events get tracked, without involving Dev. It will also help reduce bloated page load times caused by overloading your pages with conversion codes.
Import emails as outlined here. To export emails for users who took certain web actions, fire up your CDP and segment by web behaviors, then export. This method is fairly simple with the caveat that Facebook and Twitter must be able to match the email addresses to their users. So if you have a customer’s business email, and the customer you want to target uses their personal email for Facebook, you can’t target them.
A combination of the three options will probably be necessary, but the easiest method is to start with Google Adwords using Google Analytics to build your lists, and use the email import option for Facebook and Twitter until your Dev team can get the audience pixels in place. Once you have this up and running, you should see a quick boost in conversion rates by targeting the customers who take the web actions you know for a fact impact lifetime value and conversion rates.
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