This year remarketing has become an extremely popular method of advertising, allowing advertisers to target customers with ads after they’ve left the website and bring them back for further conversion actions. There is some good data behind the capabilities of remarketing and how it can help boost the performance of your campaigns. If you aren’t using remarketing you should be, especially with the holidays closing in fast.
But for those advanced marketers who have been using it for a while, do you know who is in your remarketing lists? In the past, remarketing lists were built and you couldn’t be sure exactly who you were targeting, just that you were targeting someone that had been to the site before. Knowing the demographic data of your lists can be important for optimizing campaigns and understanding your audience.
Recently I noticed that the names of my remarketing lists are now clickable in AdWords and I can see the the data shown below for each list:
The top left box lists the campaigns with which you are using the remarketing list and the number of impressions this audience has seen in each campaign. On the top right are graphs displaying the gender and age ranges included in this list. At the bottom is a line graph of the number of cookies in the remarketing list by week, to give you a visual of how the list is growing. What is not shown is a summary above the charts of the list including the rules, number of membership days, and the networks (search or display) this can be used on.
Here is a closer look at the demographic data graph:
In addition to this, if you check out your remarketing lists in the Google Display Planner, you can also see devices as shown below.
As you can see, this remarketing list consists mainly of women who are age 65 and over and accessing the site on their desktop computer. This data opens up several opportunities in optimizing display campaigns and understanding your display audience. You can set up bid adjustments and targeting exclusions so you can focus spending on certain demographics or devices within your lists.
These insights are most useful in identifying and understanding your website visitors. The client I’ve used above, for example, is a retailer for which we’ve set up remarketing campaigns for various product categories. Even beyond using remarketing as a targeting method, we can now see who is interested in each category and who to market to across channels if we want to increase that traffic. To take this further, you can do the same with conversion actions and get a better understanding of the audience that converts.
It would be great if you could see this data for similar audience remarketing lists or RSLAs, however for now that data is not available.
In addition to these new demographic features, AdWords recently made some other changes to the remarketing function, such as creating lists for visitors that entered the site before or after a specific date or within a particular timeframe. When building lists, AdWords will now also provide the estimated list size based on traffic from the last 7 days. See the images below for all of the new remarketing list options.