Remarketing lists are an effective tool for all Google Advertising campaigns types– but specifically for Google Search ads.
With the looming, inevitable privacy updates coming to advertising, remarketing lists are an essential part of any PPC technique.
Remarketing permits you to hyper-target particular audiences who are already familiar with your brand name to assist maximize return on ad spend (ROAS).
A consumer journey can have countless touchpoints before buying.
Below you’ll discover 10 innovative and actionable usage cases of Remarketing Lists for Search Ads (RLSAs) to record prospective consumers previously in their purchase journey.
With numerous opportunities to use remarketing lists, let’s break down techniques based on where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Methods
These three remarketing strategies cover the essentials of top-of-funnel marketing and use different campaign types to assist leverage your RLSAs.
1. Target Users Who Have Engaged With A Video Project And Encourage Them To Act
If you’ve attempted Buy YouTube Subscribers Ads in any form and have actually struggled to determine or quantify success, then this method may be for you.
Buy YouTube Subscribers ads are a terrific method to acquire awareness of an item, 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 Advertisements permits you to produce various kinds of remarketing lists based on your Buy Buy YouTube Subscribers Subscribers videos. There are two essential requirements for using this list type:
- These lists can just be utilized in other Buy YouTube Subscribers or Search projects– not Display.
- Your Buy YouTube Subscribers channel must be connected to your Google Advertisements account.
To set up Buy YouTube Subscribers remarketing lists, navigate to Tools & Settings > Shared Library > Audience Supervisor.
In Audience Manager, struck the “+” button to begin segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google provides a plethora of options to begin 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.
- Add videos to playlist.
- Shares of videos.
Even more, you’re able to sector further to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To utilize these freshly created Buy YouTube Subscribers remarketing lists, attempt adding them to your existing Browse projects as “Observation Just” initially to comprehend if these users are most likely to communicate with your campaigns versus someone who hasn’t seen your Buy YouTube Subscribers videos.
Taking it a step even more, you can develop brand-new Browse projects that particularly target these users.
The advantage is that you can supply different messaging to these users who have actually already interacted with your brand.
2. Leave Out Low Quality Or Irrelevant Website Traffic From Browse Campaigns
If you have actually run any type of awareness project, you have actually most likely seen an increase in traffic in general, including irrelevant webpages or low-quality visitors.
What do we constitute as low-grade or irrelevant websites?
- Any page that wouldn’t result in a purchase, such as:
- Professions page.
- Investors page.
- Promote with us page.
- Customer Service page.
- Users who stayed on the site for less than one second.
Omitting these kinds of site visitors from the get-go can assist make your remarketing efforts more cost-effective in the long run.
3. Create Lookalike Audiences From Your Own First-Party Data
Utilizing Google’s affinity audiences or characteristics that think about someone at the top of funnel for your product and services can be challenging, particularly if you’re a small business or have a minimal budget.
It may feel that you do not have a lot of options to reach new users without paying dearly for it.
But, have you ever thought about utilizing your most important properties to build awareness?
Leveraging your own first-party data to produce Lookalike audiences offers you more utilize than third-party data, such as Google’s affinity audiences, to reach like-minded people of users who already enjoy your brand.
To produce an audience like this, there are a couple of options to think about:
- Create a remarketing list of previous purchasers using Google Ads or Google Analytics.
- Publish a list of past purchasers to Google Ads.
Depending upon the size of these lists, you’ll have the alternative to produce a Lookalike audience and utilize it for either Buy YouTube Subscribers, Show, or Search.
The example below shows what a remarketing list based on a finished purchase URL appears like when developed in Google Advertisements:
Screenshot by author, October 2022
I personally like to utilize Google Analytics when producing remarketing lists because you have many more division or filtering choices to be as particular as you need to be.
As a tip, your site should be tagged and related to either your Google Analytics property or Google Ads tag.
Factor To Consider Stage Remarketing Techniques
These 4 remarketing techniques assist move the user from the factor to consider to the purchase phase quicker utilizing various bidding strategies and deals.
4. Increase Quotes For Certified Visitors Of Your Site Who Have Not Bought
A simple method to take advantage of certified users in your existing Browse projects is to increase the quote on those users just.
You don’t need to create separate projects for these users if you don’t wish to. Segmenting these users and manipulating the quotes on them keeps your account management under control.
To utilize this strategy, you’ll first need to develop a remarketing list of users who haven’t made a purchase yet. You can use qualifications only to include individuals who:
- Have made it to the cart checkout.
- Checked out a certain amount of pages.
- Spent a particular amount of time on site.
- Checked out certain categories/high-value item pages.
Once you have actually produced those, it’s time to include them to an existing Search campaign and increase the quote.
What this implies is that you want to pay more for their click due to the fact that they have actually already connected with your brand name in some method.
In your Browse project, navigate to “Audiences” on the left-hand side.
In this example, I’m setting the audience at the campaign level, but you can set them at the ad group level also.
Make certain to select “Observation” so you’re still able to capture other brand-new users who are investigating your brand name.
Screenshot by author, October 2022
Once you’ve included your qualified remarketing list, it’s time to increase your bid adjustment.
Still, in the Audiences tab, you’ll see your remarketing list included.
In the columns, you’ll see “Quote Change.” Select the “pencil” icon to change the quote as you please. In this example, I’m going to increase the bid by 15%.
Screenshot by author, October 2022 Once you’ve implemented this modification, be sure to constantly examine back on the audience performance and figure out if bids require to be changed based on efficiency. 5. Increase Quotes For Users Who Have Finished A Micro-Conversion This technique 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 purchase. What are examples of a micro-conversion? Depending upon your product or service, these could consist of:
- Signing up for e-mails or newsletters.
- Downloading an ebook.
- Signing up for a webinar.
- Asking for a complimentary sample.
These types of conversions show a user is active in research mode and seriously considering your brand.
By increasing the quote in your search campaigns for these users, you’re stating you’re willing to pay more for their clicks due to the fact that they’re that a lot more likely to convert.
The process of setting this method up is the exact same as above, with the exception of creating a remarketing list based on the success of these micro-conversions.
6. Test Maximize Conversion Value With Cart Abandoners
This remarketing technique would need you to develop a different project targeting just cart abandoners.
You may be asking, “Why not simply utilize Make the most of Conversion Value for everyone?”
If you’ve ever tested out the Maximize Conversion Value bidding technique in Google Ads, you’ll know exactly why.
The reasons I don’t advise using this for all campaigns consist of:
- You can’t set any maximum ceiling worths.
- Not all users are ready to acquire.
By segmenting a search project specifically for cart abandoners, you can evaluate this bidding strategy at a lower limit– and with the most certified users who are probably to buy.
Similar to the above examples, this strategy tells Google that you’re willing to be more flexible in just how much you spend for somebody to buy.
And what much better method to evaluate this than with users who were practically prepared to make that purchase?
To set this method into movement, you first require to create a remarketing list of “Cart Abandoners.”
This will look different for everyone, but it will likely be URL-based and able to be produced in either Google Analytics or Google Advertisements.
After that list has actually been created, it’s time to set up your brand-new search project.
This project can be a replicate of any other search campaign. Simply ensure to omit your Cart Abandoner list from that existing project. We do not want any cross-over here!
When developing the new project, this is where you’ll set the bid strategy to “Make the most of Conversion Value” in the settings.
Screenshot by author, October 2022 Google Ads does provide you the choice to set a target return on advertisement invest, providing you somewhat manage over campaign performance. Depending upon how much flexibility you have in your marketing budget, you can either leave that blank or set a target. If you do set a target ROAS,
make sure not to set it too high right away. Otherwise, the campaign will not have the ability to effectively discover. 7. Create Offers Based On The User’s Interaction Timeline Did you understand you can develop the same remarketing list of users but sector them
by the variety of days? State you had a cart abandoner and wished to move them towards purchase ASAP. You may
be willing to provide a greater discount rate considering that the purchase was still brand-new in their mind. If they still have not acquired within 3 days, you may select to still offer
them a discount, but not as high as the very first offer. After 7 days, you still desire them to keep your product top-of-mind, however that discount rate or
offer may change again due to the fact that they have actually waited so long. So, how do you set about establishing this strategy? Initially, 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 seven days. In Google Ads, you merely change the”subscription period”for each list. An example of where to change that during list development is listed below: Screenshot by author, October 2022
Once these lists are developed, I recommend establishing different ad groups for each list. You’ll want different advertisement groups because the offer will be different for each list.
The last essential piece of targeting cart abandoners is to leave out buyers from your project. You will do this in the “Audiences” tab of your campaign and include your “Buyers” remarketing list as an exclusion.
Post-Purchase Journey Remarketing Methods
When a user has purchased, that’s not necessarily the end of their journey!
These remarketing techniques enable previous purchasers to become your most valuable property and opportunities for repeat purchasers to end up being brand advocates.
8. Cross Promote Other Products Based Upon A User’s Purchase Habits
One of the very best ways to develop a repeat buyer is to recommend complementing items based upon a user’s purchase.
For instance, say you’re a makeup brand, and a user simply bought their first tube of lipstick and mascara from you.
An effective remarketing method would include creating lists of past buyers segmented by product category. This allows you to cross-promote other products and leave out item types they have actually just bought.
In this example, you might develop a remarketing list of users who have actually bought lipstick or mascara. You can then use that list to remarket items like foundation or eye shadow to motivate a repeat purchase.
These lists and methods would work well in Dynamic Remarketing Advertisements or Google Shopping Advertisements. Because these products are a lot more noticeable, you ‘d wish to use those project types to your benefit.
9. Exclude Past Purchasers To Make The Most Of Invest Efficiency
As discussed in technique no. 7, you’ll want to leave out previous purchasers from existing acquisition projects to optimize spending efficiency.
An example of lazy remarketing is for a user to see an advertisement for a product they have actually currently purchased.
Not just does that produce a bad taste for the user, however that indicates you’re wasting important marketing cash on individuals who have already purchased.
Now, there are certainly times when you ‘d not wish to omit previous buyers, specifically if your item is a repeat purchase.
But, in these examples, your search projects are likely going after brand-new users.
To exclude previous purchasers, go to Audiences on the left-hand side of your campaign, then discover the “Exemptions” table.
Screenshot by author, October 2022 10. Develop Brand Advocates From Your Existing High-Value Consumers It holds true when they say that your clients are your finest advocates. They have put their rely on you to deliver a high-value services or product that they have actually familiarized and trust. So, how do you turn them into supporters? This remarketing strategy still includes using that same previous purchaser list. A couple of different alternatives you could potentially provide previous purchasers: Create a recommendation program and provide discounts for each person who purchases. Deal discounts based upon supplying a positive public review. Just
- since somebody has bought from you once does not imply they become a faithful client. Sometimes it takes additional motivation to want to purchase once again.
Commitment or recommendation discount rates are an excellent method to keep your existing consumers returning to you, along with utilizing their own recommendation vehicles to generate new clients.
Creating recommendation programs is a low-cost and efficient multi-channel awareness strategy that is mutually helpful for you– the brand and the client. Summary Remarketing is not a one-size-fits-all strategy. In today’s age, it requires consideration, tactfulness, and division to be effective. Believing outside the box on your remarketing methods can lead to more affordable advertising, greater ROAS, and faster development if you utilize them correctly. In some cases, the power of remarketing lies within the list setup and campaign division.
More Resources: Featured Image: Andrii Yalanskyi/Best SMM Panel