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Remarketing to users based on time (ignoring the ‘All Users’ approach)
Posted by on February 12, 2021 at 3:38 pmHey guys!
I’ve got a bit of a head-scratcher when it comes to creating a remarketing audience for Google Ads…
I’m looking to remarket to users via Display who have previously purchased a course on my clients’ site after 60 days.
I want to delay the audience by 60 days, but the issue is that users *come back* to the site to take lessons – so I can’t use a ‘exclude – *All Users – 60 Day*’ approach.
In the Audience Definitions section in Google Analytics, I couldn’t figure out a solution based on time/days that doesn’t involve visits to the site…
Are there any PPC heads who have experienced this before or have a solution/workaround for this?
Big thanks guys!
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3 Replies
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You can do this within a campaign that you build i.e. make the 60-day audience and your desired audience in Ads/Analytics (I would say Analytics gives you a lot more options to segment your desired audience).
Once you have your two audiences, build a campaign that targets your desired audience, and then add the 60-day audience as an exclusion.
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You are perhaps missing the easier and more reliable way to target your audience.
1. CRM method. These users who purchased 60days ago no doubt gave you a phone number and or email list. You can use this to compile an audience of those that purchased at a set time with scheduled list exports and syncing with Google Ads and Analytics where possible.
2. Analytics only method. If a customer purchases, you redirect them to a landing page/thank you page/confirmation page. If the only way to arrive at the page is post purchase you exclude all those who arrived in the last 59 days and target the rest.
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It’s good practice to make several audiences and allow them populate so you can later test and use them.
E.g. max time period
1 year
6months
3 months
1 month
2 weeks
1 weekDon’t necessarily use the longest time period for those visiting your order confirmation page. 540 days might be a bit on the long side.
You might want a shorter time period depending on the product offering. Either way, if you setup today you will only have data for the last day. Wi take time for the audience to populate. Hence set up those lists I suggested above.
Make them for:
All site visits
Specific categories/products
Add to cart
Abandon cart
Order completion
Specific key pages/resources/events on page
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