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They have guided us in a multitude of directions, telling the St. Then hit the pencil icon and you can change it to, say, only count people who converted on Goal Another good reason to customize this audience would be to add another condition if you need one. For example, if your main objective is to sell a SaaS product tracked as an ecommerce transaction but you only expect people to buy it once. So in addition to only including people with 0 ecommerce transactions, you can also track logins as a conversion point and exclude people with logins as well:.

But it is more limited in scope so I recommend using both methods if your situation allows. Membership duration controls how long each person will stay in this remarketing list. If you want to be really aggressive and advertise to people for as long as possible, days is the maximum. That would allow you to advertise to people almost a year and a half after they visited your site.

But targeting people for that long is usually a HUGE waste of money. How many people will even remember your brand that long after visiting? For example, if most people convert within 5 days of first visiting your site and very rarely after more than 15 days, then your ideal membership duration for this audience should be between 5 and 15 days. But this can get a little tricky when people come back to your site sometime after converting.

Lookback days allow you to continue excluding those past converters even in that scenario. The smallest lookback window option is 7 days, which is suitable if you want people to re-purchase from you on a weekly basis. Your lookback window also controls how far back Google will go when you first set up this audience in order to pre-populate it with users. So a longer lookback period will allow you to hit the ground running.

Name your new audience. This sets the first audience of the combination. If you used the Analytics tag option for your website, this is the list you just created in Analytics a few minutes ago. If you used the Google Ads tag option and have conversion tracking , the list was automatically created for you.

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Want to Hook Your Readers? Apply These 10 Principles to Create Captivating News Stories

Now your new remarketing list should be set up like the image below. The exact names may vary, but all your visitors or users should be included while your converters or buyers should be excluded. Frequency capping, also known as impression capping or impression limiting, allows you to set the maximum number of times you want any given individual user to be shown your ads. This is something you need to test for yourself, but applying a limit of around 4 or 5 impressions per day per ad group is usually safe.

You can search for it by name or browse for it below.

Editorial Analytics: How News Media Are Developing and Using Audience Data and Metrics

Then add a default bid. Now your site is tagged, your non-converters remarketing list is created, and your campaign is set up.


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You give Google Ads a few different text options and a couple different image sizes. This allows you to create one ad and have it fit into over a dozen different sizes and shapes without it looking weird, and it lets you save a ton of time. Responsive ads can be shown as banners, as text ads, and as native mobile banners.

2. How are News Media Developing and Using Audience Data and Metrics?

Scan website — this is a great, easy option. It automatically pulls images from your site, and you can select the one s you want to use in your ads. Stock images — free stock images provided by Google. You can use any combination of those options that you like. When you write your ad copy, aim to create a cohesive experience for your customers. Now fill in all the text fields with your responsive remarketing ad copy. Keep an eye on the character counts and ad previews on the right as you do.


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The best one will win, improving your results without the guesswork. You can also test your images the same way. You now have a remarketing campaign, complete with a non-converters remarketing list and two ad variations. Responsive ads will do the job very well.

At this point, you have three remarketing audiences: one for all visitors, one for all converters, and one for all non-converters. Let me ask you something: if you were managing an ad campaign for the Ford Motor Company, and you saw lots of people were looking at the F pickup truck on the Ford site, would you start showing them ads for a Mustang convertible? A They cover segments that usually perform differently enough to be worth targeting separately; and.

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B They are flexible enough that regardless of your business, you should be able to use them as-is or quickly customize them to your needs. So are the people who bounced off your site really that likely to convert or buy from you if you bring them back a second time? One of the benefits of using the Analytics site tag is that you can use Analytics data to build your audiences, including things like bounce rate. So in that case, click here to jump down to New Audience 2. I already created it for you. Google Analytics will prompt you to choose the view and the Google Ads property, and you can also rename the audience if you want.

This audience is a template, so you can customize it to your needs. You can change anything you want about this audience, including the quantitative requirements and the actual conditions themselves by hitting the pencil icon:. The first pair of conditions establishes that the person is a non-converter. It states that the user must not have any Transactions purchases AND they must not have any Goal Completions conversions. This way it will work whether your site uses goal tracking or ecommerce transaction tracking. Of course, you can eliminate those conditions if you also want to target your converters.

The second pair of conditions establishes that the person has been engaging with your site.

From Metaphor to Policy

In addition to the first pair of conditions, this second pair states that the user must either have Session Duration time spent on your site of at least 90 seconds, OR they must have at least 3 Pageviews. Note that we are not technically specifically excluding everyone who bounced here. For example, this audience requires 3 or more Pageviews. I typically recommend a day lookback period, but it depends how strict you want to be and how often you want a given person to convert and engage.

Now to use your new remarketing list, you just need to apply it to an ad group. Now click the pencil icon to edit the name of the 2 copy. Here, you can see the remarketing lists you have assigned to the two ad groups in this campaign. If you want to, you can also customize the ads for this new ad group. You now have a retargeting ad group for highly engaged non-converters, and an ad group for non-converters that are not highly engaged.