I have worked with various businesses and agencies, and I am still surprised that even professional marketers often fail to set up remarketing correctly. Most marketers only retarget site visitors and rarely exclude bounce clicks. While this approach may gather a large audience, it’s likely that not all of them are relevant to your campaign.
Some visitors come to your site casually and may not want to be followed around forever. Others may not even scroll beyond the first screen, raising doubts about their interest in your product. Moreover, there could be cases where your visitors spend over 6 hours on your site; however, it’s essential to consider that they might be competitors rather than potential customers.
To address these issues, it’s useful to learn how to use Google Tag Manager (GTM) in your analytics. GTM is a web-based tool provided by Google, enabling users to manage and deploy various website tracking tags and code snippets without requiring manual coding.
By utilizing GTM, you can easily set up tags like:
25%, 50%, 75%)30 seconds, 3 minutes, 5 minutes)These tags are sufficient to segment your audience based on their engagement level. With more time and resources, you can create even more precise tracking setups that improve the accuracy of your remarketing efforts.
Another useful way to segment your customers is by their last visit. While optional, this is particularly helpful since customer behavior can vary depending on whether they visited your site 3 days ago or 180 days ago.
Google Ads provides options to segment audiences based on Membership Duration, which helps you refine campaign strategies for short-term vs. long-term visitors.
To maximize performance, I recommend using Google Tag Manager extensively and refining your audience segments. A thoughtful remarketing strategy ensures your ads reach only the people who are most likely to convert — saving budget and improving results.