Remarketing Strategies with Google Ads and Analytics

1h 1mIntermediate2021-05-17

Authors

Amy Bishop

Digital Marketing Consultant, Paid Search and Paid Social Speaker

Course details

Turn the people who have already interacted with your brand into paying customers with the power of remarketing. In this course, Amy Bishop teaches the fundamentals of remarketing with Google Ads and Analytics. She shows you how to design a remarketing strategy that works for your business by diving deep into your audience and aligning ads with their interests. Discover key remarketing strategies for common business use cases—like lead generation and ecommerce. Then learn how to segment and create your audiences and measure the ongoing effectiveness of your remarketing efforts all using the intelligent, industry-standard Google Marketing Platform. Plus, get tips for avoiding traffic cannibalization, performing risk-free audience testing, and identifying micro-conversion opportunities.

Skills covered

Google AdsPay-Per-Click MarketingGoogle AnalyticsSmall Business MarketingMarketing StrategySmall Business and EntrepreneurshipGoogleMarketingDeep Dive (X:Y)

Concepts

0. Introduction

01 - Intro to remarketing for Google Ads and Analytics
02 - What you should know

1. How Remarketing Works and Audience Sources

03 - How remarketing works
04 - Best candidates for remarketing
05 - Popular remarketing audience sources

2. Strategies for Defining Audiences

06 - Strategies for ecommerce audiences
07 - Strategies for audiences to drive lead generation
08 - Remarketing strategies to support long sales cycles
09 - Audience segmentation strategies
10 - Using analytics to identify audiences

3. Set Your Campaigns Up for Success

11 - Risk-free audience testing (search)
12 - Determining micro-conversions to support the customer journey
13 - Align ads and content

4. Create Your Remarketing Audiences

14 - How to create custom audiences
15 - Create web-based audiences with Google Ads
16 - Create sudiences in Google Analytics

5. Measure Long-Term Performance

17 - Review campaign level data
18 - Use your audience report
19 - Get the most from your Google Analytics audience report

Conclusion

20 - Learn more about remarketing