Remarketing lists are a powerful tool for all Google Ads campaign types– but particularly for Google Search ads.
With the looming, unavoidable privacy updates coming to marketing, remarketing lists are a vital part of any PPC strategy.
Remarketing allows you to hyper-target particular audiences who are already familiar with your brand name to help optimize return on advertisement spend (ROAS).
A customer journey can have many touchpoints before buying.
Below you’ll learn 10 imaginative and actionable use cases of Remarketing Lists for Search Advertisements (RLSAs) to capture prospective clients previously in their purchase journey.
With so many opportunities to utilize remarketing lists, let’s break down techniques based upon where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Techniques
These three remarketing techniques cover the essentials of top-of-funnel marketing and use various campaign types to assist leverage your RLSAs.
1. Target Users Who Have Engaged With A Video Campaign And Motivate Them To Act
If you’ve attempted Buy YouTube Subscribers Ads in any type and have struggled to figure out or measure success, then this strategy might be for you.
Buy YouTube Subscribers ads are a fantastic way to get awareness of a product, service, or brand– but how do you get a brand-new user to do something about it from that very first touchpoint?
Enter in remarketing lists.
Google Ads enables you to create various kinds of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are two essential requirements for utilizing this list type:
- These lists can just be utilized in other Buy YouTube Subscribers or Browse projects– not Show.
- Your Buy YouTube Subscribers channel need to be connected to your Google Ads account.
To set up Buy YouTube Subscribers remarketing lists, browse to Tools & Settings > Shared Library > Audience Manager.
In Audience Manager, struck the “+” button to begin segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google gives a wide range of alternatives to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These options include engagement from:
- Views to videos.
- Registers for the channel.
- Sees to the channel.
- Likes on videos.
- Include videos to playlist.
- Shares of videos.
Even more, you have the ability to sector further to make your remarketing lists as particular as possible:
Screenshot by author, October 2022
To leverage these newly created Buy YouTube Subscribers remarketing lists, attempt adding them to your existing Search campaigns as “Observation Just” in the beginning to comprehend if these users are more likely to interact with your campaigns versus somebody who hasn’t seen your Buy YouTube Subscribers videos.
Taking it a step further, you can develop brand-new Search campaigns that particularly target these users.
The benefit is that you can provide different messaging to these users who have already connected with your brand.
2. Exclude Low Quality Or Unimportant Website Traffic From Search Campaigns
If you have actually run any kind of awareness project, you have actually likely seen a boost in traffic overall, consisting of irrelevant websites or low-quality visitors.
What do we constitute as low-quality or unimportant websites?
- Any page that would not lead to a purchase, such as:
- Professions page.
- Financiers page.
- Promote with us page.
- Customer support page.
- Users who remained on the site for less than one second.
Leaving out these kinds of website visitors from the start can help make your remarketing efforts more cost-effective in the long run.
3. Develop Lookalike Audiences From Your Own First-Party Data
Using Google’s affinity audiences or characteristics that consider somebody at the top of funnel for your product and services can be difficult, especially if you’re a small business or have a minimal spending plan.
It may feel that you don’t have a lot of alternatives to reach brand-new users without paying very much for it.
However, have you ever thought of utilizing your most important properties to develop awareness?
Leveraging your own first-party data to produce Lookalike audiences provides you more utilize than third-party information, such as Google’s affinity audiences, to reach like-minded individuals of users who currently like your brand.
To develop an audience like this, there are a couple of choices to consider:
- Develop a remarketing list of past buyers using Google Advertisements or Google Analytics.
- Publish a list of previous purchasers to Google Ads.
Depending upon the size of these lists, you’ll have the choice to develop a Lookalike audience and utilize it for either Buy YouTube Subscribers, Show, or Search.
The example listed below shows what a remarketing list based upon a finished purchase URL appears like when produced in Google Advertisements:
Screenshot by author, October 2022
I personally like to utilize Google Analytics when creating remarketing lists since you have a lot more division or filtering choices to be as particular as you require to be.
As a pointer, your site needs to be tagged and related to either your Google Analytics home or Google Advertisements tag.
Factor To Consider Stage Remarketing Techniques
These 4 remarketing methods assist move the user from the factor to consider to the purchase stage quicker utilizing various bidding methods and deals.
4. Boost Bids For Certified Visitors Of Your Website Who Have Not Made A Purchase
A simple way to take advantage of certified users in your existing Search campaigns is to increase the quote on those users just.
You do not need to create separate projects for these users if you don’t wish to. Segmenting these users and controling the bids on them keeps your account management under control.
To utilize this technique, you’ll first require to produce a remarketing list of users who haven’t made a purchase yet. You can utilize credentials only to consist of individuals who:
- Have actually made it to the cart checkout.
- Gone to a specific quantity of pages.
- Invest a specific quantity of time on website.
- Visited specific categories/high-value item pages.
As soon as you have actually produced those, it’s time to include them to an existing Search campaign and increase the bid.
What this implies is that you want to pay more for their click since they’ve currently communicated with your brand name in some way.
In your Search project, browse to “Audiences” on the left-hand side.
In this example, I’m setting the audience at the campaign level, however you can set them at the advertisement group level as well.
Make sure to choose “Observation” so you’re still able to capture other new users who are researching your brand name.
Screenshot by author, October 2022
Once you’ve included your certified remarketing list, it’s time to increase your quote adjustment.
Still, in the Audiences tab, you’ll see your remarketing list added.
In the columns, you’ll see “Bid Change.” Select the “pencil” icon to change the bid as you see fit. In this example, I’m going to increase the bid by 15%.
Screenshot by author, October 2022 Once you’ve implemented this modification, make sure to continually examine back on the audience performance and identify if bids need to be changed based upon efficiency. 5. Increase Bids For Users Who Have Finished A Micro-Conversion This strategy resembles the example above, other than for the kind of user you wish to target. If a user has finished a micro-conversion of any sort, they’re likely a high-qualified user to make a purchase. What are examples of a micro-conversion? Depending upon your service or product, these might consist of:
- Registering for emails or newsletters.
- Downloading an ebook.
- Signing up for a webinar.
- Asking for a free sample.
These types of conversions reveal a user is active in research mode and seriously considering your brand name.
By increasing the quote in your search campaigns for these users, you’re stating you want to pay more for their clicks due to the fact that they’re that much more likely to convert.
The procedure of setting this technique up is the very same as above, with the exception of creating a remarketing list based upon the success of these micro-conversions.
6. Test Take Full Advantage Of Conversion Value With Cart Abandoners
This remarketing strategy would require you to create a different project targeting just cart abandoners.
You may be asking, “Why not just utilize Make the most of Conversion Value for everyone?”
If you’ve ever tested out the Maximize Conversion Worth bidding strategy in Google Ads, you’ll know precisely why.
The reasons I don’t suggest using this for all projects consist of:
- You can’t set any optimal ceiling values.
- Not all users are ready to acquire.
By segmenting a search project particularly for cart abandoners, you can evaluate this bidding method at a lower threshold– and with the most competent users who are probably to purchase.
Similar to the above examples, this method tells Google that you want to be more flexible in just how much you pay for someone to purchase.
And what better way to evaluate this than with users who were nearly ready to make that purchase?
To set this strategy into motion, you initially require to produce a remarketing list of “Cart Abandoners.”
This will look different for everybody, but it will likely be URL-based and able to be developed in either Google Analytics or Google Advertisements.
After that list has been produced, it’s time to set up your new search campaign.
This project can be a replicate of any other search campaign. Just make certain to exclude your Cart Abandoner list from that existing campaign. We don’t desire any cross-over here!
When developing the brand-new campaign, this is where you’ll set the quote strategy to “Make the most of Conversion Value” in the settings.
Screenshot by author, October 2022 Google Advertisements does provide you the option to set a target return on ad invest, offering you rather manage over campaign performance. Depending upon how much flexibility you have in your marketing spending plan, you can either leave that blank or set a target. If you do set a target ROAS,
make certain not to set it too high immediately. Otherwise, the campaign will not have the ability to successfully discover. 7. Produce Offers Based Upon The User’s Interaction Timeline Did you understand you can produce the very same remarketing list of users but section them
by the variety of days? State you had a cart abandoner and wished to move them toward purchase ASAP. You might
be willing to give them a greater discount considering that the purchase was still brand-new in their mind. If they still have not bought within three days, you might choose to still offer
them a discount, but not as high as the first deal. After seven days, you still want them to keep your item top-of-mind, however that discount rate or
offer might alter again because they’ve waited so long. So, how do you tackle establishing this strategy? First, you’ll want to create 3 different remarketing lists
(for this example just). Create cart abandoner audiences separated out by one day, 3 days, and 7 days. In Google Ads, you simply change the”membership duration”for each list. An example of where to alter that throughout list development is below: Screenshot by author, October 2022
Once these lists are produced, I recommend establishing various advertisement groups for each list. You’ll desire various ad groups due to the fact that the offer will be various for each list.
The last crucial piece of targeting cart abandoners is to leave out purchasers from your campaign. You will do this in the “Audiences” tab of your project and add your “Purchasers” remarketing list as an exemption.
Post-Purchase Journey Remarketing Methods
When a user has purchased, that’s not always the end of their journey!
These remarketing techniques enable past purchasers to become your most valuable property and opportunities for repeat purchasers to become brand name advocates.
8. Cross Promote Other Products Based On A User’s Purchase Habits
One of the very best ways to produce a repeat buyer is to suggest matching items based upon a user’s purchase.
For instance, state you’re a makeup brand name, and a user simply bought their very first tube of lipstick and mascara from you.
An efficient remarketing technique would consist of producing lists of past buyers segmented by product category. This allows you to cross-promote other items and omit item types they have actually just acquired.
In this example, you may create a remarketing list of users who have actually purchased lipstick or mascara. You can then utilize that list to remarket products like structure or eye shadow to motivate a repeat purchase.
These lists and strategies would work well in Dynamic Remarketing Advertisements or Google Shopping Advertisements. Due to the fact that these products are a lot more visible, you ‘d wish to use those campaign types to your advantage.
9. Omit Past Purchasers To Optimize Spend Performance
As pointed out in method no. 7, you’ll wish to exclude previous purchasers from current acquisition campaigns to make the most of spending performance.
An example of lazy remarketing is for a user to see an ad for a product they have actually currently bought.
Not just does that develop a bad taste for the user, but that indicates you’re losing important marketing cash on people who have currently acquired.
Now, there are definitely times when you ‘d not wish to leave out previous buyers, specifically if your item is a repeat purchase.
However, in these examples, your search projects are likely pursuing new users.
To leave out past buyers, go to Audiences on the left-hand side of your campaign, then find the “Exemptions” table.
Screenshot by author, October 2022 10. Create Brand Name Advocates From Your Existing High-Value Clients It’s true when they state that your customers are your finest supporters. They have actually put their rely on you to provide a high-value service or product that they have actually familiarized and trust. So, how do you turn them into supporters? This remarketing method still consists of utilizing that same past purchaser list. A couple of different options you could potentially use previous purchasers: Develop a referral program and provide discounts for each person who purchases. Deal discounts based upon providing a favorable public review. Simply
- because someone has actually bought from you as soon as does not suggest they end up being a faithful consumer. Sometimes it takes additional motivation to wish to buy again.
Loyalty or recommendation discount rates are a terrific method to keep your existing consumers coming back to you, along with using their own recommendation vehicles to generate brand-new customers.
Creating referral programs is a low-priced and efficient multi-channel awareness method that is equally useful for you– the brand name and the consumer. Summary Remarketing is not a one-size-fits-all strategy. In today’s age, it requires consideration, tactfulness, and segmentation to be successful. Thinking outside package on your remarketing strategies can lead to more economical advertising, greater ROAS, and faster growth if you utilize them properly. In some cases, the power of remarketing lies within the list setup and project division.
More Resources: Featured Image: Andrii Yalanskyi/Best SMM Panel