Of the two forms of remarketing that retailers are using most today in AdWords, Dynamic Remarketing & RLSA, it is RLSA that stands out as not only quite unique but also easily manageable. It also happens to be super easy to set up as well.
Unlike GDN (Google Display Network) RLSA for Google Shopping does not utilize other websites to display its ads. Instead, previous visitors to your website can be retargeted and Shopping ads are delivered to them right within Google’s search pages. Depending on how you segment your audiences you are also able to manage unique bidding strategies per each such that, for example, you could increase bids for ads delivered to previous visitors who you believe would have a higher purchase intent or higher conversion probability.
Dynamic Remarketing can also be an important part of one’s retail advertising strategy. Though setting up is a bit more involved, we provided some great directions to get started not too long ago.
And guess what you may have completely missed? There is now a function in Google Analytics that enabled data collection for Display & Search Remarketing.
Where To Find It
Do note that for each RLSA audience you utilize, a minimum of 1000 cookies must be captured before that list can begin serving ads. Also note that Data Collection for remarketing is still very new to the game. It’s something we are testing internally but we do recommend that you still utilize standard AdWords Remarketing codes. Once we know more, we will share!
Pro Tip: Of the two types of Conversion Tracking for Google Shopping, Analytics-based tracking is often considered the one to use as far as best practices go. Most ecommerce platforms and cart providers make it very easy to add your Analytics tracking snippet and, unlike AdWords conversion tracking, Analytics requires no configuration of transaction-specific values. It is highly recommended you take advantage of Analytics based conversion tracking (and you’ll see why below).
When you log into Google Analytics, navigate to the Admin section and then, using the middle column for Property Settings, click on .js Tracking Info.
Then, scroll down and select Data Collection (and if you haven’t already, you may want to enable Advertising Reporting Features as well).
Now in this window, turn Remarketing from OFF to On and that’s it! Since we are still in the early stages of testing this feature out, we are not completely sure on how accurate it is or what we should expect.
Google Is Always Making Changes
Both AdWords and Analytics (Merchant Center too) are always undergoing changes to enhance usability and add scalability to reporting and campaign management.
We always recommend that, especially if you don’t see or read about it, that you take a stroll through each UI and you just may discover something completely new to try out.