Presented on 4/17/18 at HeroConf Austin. Joe Martinez from Granular goes through how we can track events with Google Tag Manager and remarket to users based on actions instead of page visits.

1. Using Event Tracking to Create Intent-
Based Remarketing Audiences
Joe Martinez
Director, Paid Media & Community

2. LET’S REMEMBER
THE BASICS
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3. You Can Target Everyone!
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4. Okay. This Is A Little Better
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5. BUT DO PAGE
VISITS EQUAL
INTENT?
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6. Let’s Go Back to School
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7. • 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?

8. WE CAN DO A
LOT BETTER
THAN PAGE VISIT
AUDIENCES
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11. Fun Joe Fact
I like collecting
baseball
autographs
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12. @MilwaukeePPC

13. Intent is
easier on the
Search
Network
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14. For Remarketing, We Need Help
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15. What Is Tag Manager?
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16. Capture User Interactions
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17. @MilwaukeePPC
Create Event Behavior Audiences

18. INTENT-BASED
REMARKETING FOR
VARIOUS STAGES OF
THE FUNNEL
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19. @MilwaukeePPC
Outbound Link Clicks
from Simo Ahava
bit.ly/track-outbound-link-clicks

20. Track Outbound Link Hostnames
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21. Export your top-
clicked URLs.
See if those URLs
have placements
in Display Planner.
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22. Are Users Leaving to Check Out Your App?
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23. Consider
remarketing with
videos of why the
user should use
your app.
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24. ON-PAGE ELEMENT
CLICK ACTIONS
SHOULD ALSO BE
TRACKED
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25. We can record
whenever
someone taps
the click-to-call
link
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26. One Example of Click-to-Call Trigger
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27. Example of a Click-to-Call Tag
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28. Create an Audience for Morning Off-Hours
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29. Create an Audience for Evening Off-Hours
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30. Add Both Audiences to Your Ad Group
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31. This Also Works with Chat Tools!
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32. Create Ads Speaking to Those Users
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33. It’s 100% fair to
criticize this
strategy
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34. @MilwaukeePPC
YouTube Video Trigger
from Simo Ahava
bit.ly/youtube-trigger

35. Google Tag
Manager now has
custom YouTube
variables.
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36. Custom Triggers
tell Google when
to fire the tag.
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37. @MilwaukeePPC
Custom
Triggers tell
Google when
to fire the tag.

38. See How Long People Are Watching
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39. THIS WORKS FOR ALL
YOUTUBE EMBEDS.
NOT JUST THE
VIDEOS YOU OWN.
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40. Create Audiences of Only Engaged Viewers
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41. Using IF Statements for RLSA
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42. Speak to the User & Actions They Took
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Ad for users who watched a
YouTube video on my site.
Same ad, but changes
headline for non-video viewers

43. @MilwaukeePPC
Form Abandonment
from LunaMetrics
bit.ly/form-engagement-tracking

44. Did the User Complete Your Form?
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45. Where Did Users Drop Off in the Form?
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46. Create Audience for Users Who Didn’t Finish Form
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Add additional conditions if
you want to differentiate
forms.

47. @MilwaukeePPC
Which audience do you think will have a
higher conversion rate and lower CPA?

48. DON’T FORGET
ABOUT USING
EVENTS AS
EXCLUSIONS
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49. Find Events Not Growing Business
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50. Add These to Audience Exclusions
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52. Important to Remember
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Display Audiences – Must have at least 100
users in the last 30 days
RLSA Audiences – Number increases to at
least 1,000 users

53. @MilwaukeePPC
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

54. Thank You Austin!
Joe Martinez
Director, Paid Media & Community