Event Based Remarketing & Scripts
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This document summarizes a presentation about using event tracking to create intent-based remarketing audiences. It discusses how event tracking through Google Tag Manager can capture user interactions like outbound link clicks, on-page element clicks, YouTube video watches, and form abandonment. This tracked behavior data is then used to create customized audience segments for more effective remarketing. The speaker provides examples of setting up triggers and tags to track specific interactions and shows how the remarketing campaigns can then target users based on their interests and stages in the buyer's journey.
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Event Based Remarketing & Scripts
- 2. UTAH DIGITAL MARKETING COLLECTIVE WE HAVE CHANGED OUR NAME #SLCSEM #UTAHDMC
- 3. #SLCSEM #UTAHDMCNEW URL IS LIVE | UTAHDMC.ORG
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- 21. UTAH DMC JOB BOARD WELCOME AJ WILCOX #SLCSEM #UTAHDMC
- 22. PURPLE, ALPINE Marketing Analytics Manager ‣ Dive deep into digital acquisition data to make recommendations that influence the company’s strategic direction ‣ 6+ yrs exp in digital analytics, 2+ yrs in people management ‣ https://purple.com/careers ‣ One of the fastest-growing brands in Utah #SLCSEM #UTAHDMC
- 23. PURPLE, ALPINE Social Advertising Director ‣ Manage direct-response campaigns across Google, Youtube, Yahoo, Bing, and display networks with big budgets ‣ Strong Ecommerce experience ‣ https://purple.com/careers ‣ One of the fastest-growing brands in Utah #SLCSEM #UTAHDMC
- 24. STRYDE, DRAPER SEO Manager ‣ Create and execute SEO strategies (technical, on-page, off- page) ‣ 4+ yrs SEO experience ‣ https://www.stryde.com/seo-manager/ ‣ Work from home Fridays, Snack/Drink room, quarterly team outings #SLCSEM #UTAHDMC
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- 28. B2LINKED, WORK FROM HOME PPC Manager #SLCSEM #UTAHDMC ‣ Manage LinkedIn Ads campaigns for clients ‣ Entry-level – Want to take you from zero-to-hero ‣ https://b2linked.com/jobs/ ‣ Work from anywhere, free DMC membership, manage large budgets, raise schedule
- 29. UTAHDMC.ORG/JOB-BOARD PUT YOUR JOB IN FRONT OF OUR AUDIENCE! QUESTIONS? EMAIL AJ@UTAHDMC.ORG #SLCSEM #UTAHDMC
- 30. READY FOR OUR FIRST SPEAKER? #SLCSEM #UTAHDMC
- 31. ROBERT BRADY I DON’T KNOW HOW TO USE ADWORDS SCRIPTS AND AT THIS POINT I’M TOO AFRAID TO ASK FOUNDER RIGHTEOUS MARKETING IDAHO FALLS, ID TONIGHTS 1ST PRESENTER: #SLCSEM #UTAHDMC
- 32. @robert_brady I Don’t Know How To Use AdWords Scripts And At This Point I’m Too Afraid To Ask Presented by: Robert Brady
- 33. @robert_brady #utahdmc #slcsem About Me • In-house for small software company • Freelance • Agency Doing PPC since 2006 • Located in Idaho • Digital advertising only Founder of Righteous Marketing • SearchEnginePeople.com • PracticalEcommerce.com • Clix Marketing Blog • #PPCchat Guest blogger/writing About Me • In-house for small software company • Freelance • Agency Doing PPC since 2006 • Located in Idaho • Digital advertising only Founder of Righteous Marketing • SearchEnginePeople.com • PracticalEcommerce.com • Clix Marketing Blog • #PPCchat Guest blogger/writing @robert_brady #utahdmc #slcsem
- 34. @robert_brady #utahdmc #slcsem Who I Am
- 35. @robert_brady #utahdmc #slcsem What I Love
- 37. @robert_brady #utahdmc #slcsem How afraid of scripts are you?
- 39. @robert_brady #utahdmc #slcsem Elements of Scripts • Functions • Variables • Objects • Entities • Selectors • Methods • Iterators
- 40. @robert_brady #utahdmc #slcsem Goal Give you 5 scripts you can use in your account tonight/tomorrow
- 41. @robert_brady #utahdmc #slcsem Where scripts live
- 42. @robert_brady #utahdmc #slcsem Where scripts live
- 43. @robert_brady #utahdmc #slcsem Step 1: Authorize
- 44. @robert_brady #utahdmc #slcsem Step 2: Copy/ Paste
- 45. @robert_brady #utahdmc #slcsem Step 3: Preview
- 46. @robert_brady #utahdmc #slcsem Step 4: Run
- 47. 5 Scripts For Starters Link checker script Overdelivery prevention script Auction insights script Hourly dayparting script N-grams script @robert_brady #utahdmc #slcsem
- 48. @robert_brady #utahdmc #slcsem Script 1 Problem: Disapproved ads/wasted spend on broken URLs Solution: Link Checker Script
- 49. @robert_brady #utahdmc #slcsem Script 2 Problem: AdWords spends up to 2X my daily campaign budget
- 50. @robert_brady #utahdmc #slcsem Script 2 Problem: AdWords spends up to 2X my daily campaign budget Solution: Overdelivery prevention script
- 51. @robert_brady #utahdmc #slcsem Script 3 Problem: I can’t see what my competitors are up to easily
- 52. @robert_brady #utahdmc #slcsem Script 3 Problem: I can’t see what my competitors are up to easily Solution: Auction insights script
- 54. @robert_brady #utahdmc #slcsem Script 4 Problem: AdWords only allows 6 dayparts/ day but I want to change bids more often Solution: Hourly dayparting script
- 56. @robert_brady #utahdmc #slcsem Script 5 Problem: I regularly review search term reports, but feel I’m missing some things Solution: N-gram script
- 58. @robert_brady Recap 1. Link checker script - • https://developers.google.com/adwords/scripts/docs/solutions/link-checker 2. Overdelivery prevention script • http://righteousmarketing.com/adwords-overdelivery-prevention-script 3. Auction insights script • https://searchengineland.com/auction-insights-3-final-script-287148 4. Hourly dayparting script • https://www.brainlabsdigital.com/ad-scheduling-4-times-more-responsive-than- googlemarinkenshoo/ 5. N-grams script • https://gist.github.com/BrainlabsDigital/5898a9b990960fc5f302
- 60. @robert_brady #utahdmc #slcsem Free Scripts • https://developers.google.com/adwords/scripts/ • http://www.freeadwordsscripts.com/ • https://www.optmyzr.com/blog/category/tools/scripts/ • https://www.koozai.com/blog/pay-per-click-ppc/google- adwords/100-google-adwords-scripts-using/ • https://www.brainlabsdigital.com/blog/category/adwords- scripts/
- 61. @robert_brady #utahdmc #slcsem Thank You robert@righteousmarketing.com @robert_brady LinkedIn.com/in/robertallenbrady
- 62. THANK YOU #SLCSEM #UTAHDMC ROBERT BRADYFOUNDER RIGHTEOUS MARKETING IDAHO FALLS, ID
- 63. READY FOR OUR SECOND SPEAKER? #SLCSEM #UTAHDMC
- 64. JOE MARTINEZ USING EVENT TRACKING TO CREATE INTENT-BASED REMARKETING AUDIENCES DIRECTOR OF PAID MEDIA GRANULAR MILWAUKEE, WI TONIGHTS 2ND PRESENTER: #SLCSEM #UTAHDMC
- 67. YOU CAN TARGET EVERYONE! @MilwaukeePPC#UtahDMC
- 68. OKAY, THIS IS A LITTLE BETTER… @MilwaukeePPC#UtahDMC
- 69. BUT DO PAGE VISITS EQUAL INTENT? @MilwaukeePPC#UtahDMC
- 70. LET’S GO BACK TO SCHOOL @MilwaukeePPC#UtahDMC
- 71. • Does the visitor want to enroll? • Did the visitor want recent news? • Was the visitor looking for contact info? • Did the visitor just need directions? • Was the visitor looking for just your social media accounts? • Did the user land on the wrong page? @MilwaukeePPC#UtahDMC
- 72. WE CAN DO A LOT BETTER THAN PAGE VISIT AUDIENCES @MilwaukeePPC#UtahDMC
- 77. Intent is a lot easier on the Search Network @MilwaukeePPC#UtahDMC
- 78. FOR REMARKETING, WE NEED HELP @MilwaukeePPC#UtahDMC
- 79. WHAT IS TAG MANAGER? @MilwaukeePPC#UtahDMC
- 81. CREATE EVENT BEHAVIOR AUDIENCES @MilwaukeePPC#UtahDMC
- 82. INTENT-BASED REMARKETING FOR VARIOUS STAGES OF THE FUNNEL @MilwaukeePPC#UtahDMC
- 83. Outbound Link Clicks from Simo Ahava bit.ly/track-outbound-link-clicks @MilwaukeePPC#UtahDMC
- 84. TRACK OUTBOUND LINK HOSTNAMES @MilwaukeePPC#UtahDMC
- 85. Export your top- clicked URLs. See if those URLs have placements in Display Planner @MilwaukeePPC#UtahDMC
- 86. ARE USERS LEAVING TO CHECK OUT YOUR APP? @MilwaukeePPC#UtahDMC
- 87. Consider remarketing with videos of why the user should use your app. @MilwaukeePPC#UtahDMC
- 88. ON-PAGE ELEMENT CLICK ACTIONS SHOULD ALSO BE TRACKED @MilwaukeePPC#UtahDMC
- 89. We can record whenever someone taps the click-to-call link. @MilwaukeePPC#UtahDMC
- 90. ONE EXAMPLE OF CLICK-TO-CALL TRIGGER @MilwaukeePPC#UtahDMC
- 91. ONE EXAMPLE OF CLICK-TO-CALL TAG @MilwaukeePPC#UtahDMC
- 92. CREATE AN AUDIENCE FOR MORNING OFF-HOURS @MilwaukeePPC#UtahDMC
- 93. CREATE AN AUDIENCE FOR EVENING OFF-HOURS @MilwaukeePPC#UtahDMC
- 94. ADD BOTH AUDIENCES TO YOUR AD GROUP @MilwaukeePPC#UtahDMC
- 95. THIS ALSO WORKS FOR CHAT TOOLS! @MilwaukeePPC#UtahDMC
- 96. CREATE ADS SPEAKING TO THOSE USERS @MilwaukeePPC#UtahDMC
- 97. It’s 100% fair to criticize this strategy. @MilwaukeePPC#UtahDMC
- 98. YouTube Video Trigger from Simo Ahava bit.ly/youtube-trigger @MilwaukeePPC#UtahDMC
- 99. Google Tag Manager now has custom YouTube variables. @MilwaukeePPC#UtahDMC
- 100. Custom Triggers tell Google when to fire the tag. @MilwaukeePPC#UtahDMC
- 101. Custom Triggers tell Google when to fire the tag. @MilwaukeePPC#UtahDMC
- 102. SEE HOW LONG PEOPLE ARE WATCHING @MilwaukeePPC#UtahDMC
- 103. THIS WORKS FOR ALL YOUTUBE EMBEDS. NOT JUST THE VIDEOS YOU OWN. @MilwaukeePPC#UtahDMC
- 104. CREATE AUDIENCES OF ONLY ENGAGED VIEWERS @MilwaukeePPC#UtahDMC
- 105. USING IF STATEMENTS FOR RLSA @MilwaukeePPC#UtahDMC
- 106. SPEAK TO THE USER & ACTIONS THEY TOOK Ad for users who watched a YouTube video on my site. Same ad, but changes headline for non-video viewers @MilwaukeePPC#UtahDMC
- 108. DID THE USER COMPLETE YOUR FORM? @MilwaukeePPC#UtahDMC
- 109. WHERE DID USERS DROP OFF IN THE FORM? @MilwaukeePPC#UtahDMC
- 110. CREATE AUDIENCE FOR USERS WHO DIDN’T FINISH FORM Add additional conditions if you want to differentiate the forms. @MilwaukeePPC#UtahDMC
- 111. Which audience do you think will most likely have a higher conversion rate and the lower CPA? @MilwaukeePPC#UtahDMC
- 112. DON’T FORGET ABOUT USING EVENTS AS EXCLUSIONS @MilwaukeePPC#UtahDMC
- 113. FIND EVENTS NOT GROWING BUSINESS @MilwaukeePPC#UtahDMC
- 114. ADD THESE TO AUDIENCE EXCLUSIONS @MilwaukeePPC#UtahDMC
- 116. IMPORTANT TO REMEMBER Display Audiences – Must have at least 100 users in the last 30 days. RLSA Audiences – Number increases to at least 1,000 users. @MilwaukeePPC#UtahDMC
- 117. RECAP • Start tracking as much as you can with Google Tag Manager • Create remarketing audiences based on user engagement • Remarket with ads that speak to the actions users performed on your site or landing pages • Don’t forget remarketing exists in search @MilwaukeePPC#UtahDMC
- 119. IF YOU LIKED WHAT YOU HEARD… Check out our course coming soon at conversionxl.com/institute/live-courses/ @MilwaukeePPC#UtahDMC
- 121. Q&A #SLCSEM #UTAHDMC
- 122. $349 STANDARD TICKET 15 SPEAKERS - 2 TRACKS http://www.utadmc.org/dmc-2018 #SLCSEM #UTAHDMC MEMBERS SAVE $50 PER TICKET