Have you heard of the newest changes to Google Adwords? It gives advertisers (you!) the ability to re-use their Google Analytics audience for their Google Search ads. To make things even simpler, you will not have to make additional tagging changes before running these advertisements.
So, what are we talking about? This new change is called Remarketing Lists for Search Ads, or RLSA, and it lets you customize your search ads based on the past activity of your website visitors. In other words, it is now possible for you to leverage over 200 Google Analytic metrics and dimensions to develop and target your previous audience for remarketing purposes. Once this has been accomplished, you can use these audiences to reach and engage with your existing clientele by using consistent advertisements on both Google Display and Search.
This new features make it much simpler for you to remarket to a specific and smaller group of users. It also allows you to customize your ads better to those in your target demographic. Doing so should increase both the conversions and the click-through rates, or CTRs, with these audience groups and reduce your overall Cost Per Clicks.
When you are able to tie down these audience groups in more targeted ways, it will provide you with the ability to target your customers with specific services or products. It will also allow you to leverage other metrics from Google Analytics and create better marketing campaigns.
This new change is now available for all Google Adwords advertisers. If you are interested in learning more, Google offers a comprehensive tutorial on how to use this new feature or you can contact me and I will help you get going.