Remarketing lists are a powerful tool for all Google Ads campaign types– but particularly for Google Browse ads.
With the looming, inescapable privacy updates concerning marketing, remarketing lists are an important part of any PPC method.
Remarketing enables you to hyper-target particular audiences who are currently familiar with your brand name to assist make the most of return on ad spend (ROAS).
A customer journey can have countless touchpoints before making a purchase.
Below you’ll discover 10 innovative and actionable usage cases of Remarketing Lists for Search Ads (RLSAs) to capture prospective clients earlier in their purchase journey.
With numerous opportunities to use remarketing lists, let’s break down methods based on where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Strategies
These three remarketing techniques cover the fundamentals of top-of-funnel marketing and utilize various campaign types to help utilize your RLSAs.
1. Target Users Who Have Engaged With A Video Project And Motivate Them To Take Action
If you’ve tried Buy YouTube Subscribers Ads in any form and have actually struggled to identify or quantify success, then this strategy might be for you.
Buy YouTube Subscribers advertisements are an excellent way to gain awareness of an item, service, or brand– however how do you get a new user to take action from that very first touchpoint?
Enter in remarketing lists.
Google Ads enables you to create various types of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are 2 key requirements for utilizing this list type:
- These lists can just be utilized in other Buy YouTube Subscribers or Browse campaigns– not Show.
- Your Buy YouTube Subscribers channel must be connected to your Google Advertisements account.
To set up Buy YouTube Subscribers remarketing lists, browse to Tools & Settings > Shared Library > Audience Supervisor.
In Audience Manager, hit the “+” button to start segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google gives a multitude of alternatives to begin leveraging your Buy YouTube Subscribers video engagement for remarketing. These alternatives include engagement from:
- Views to videos.
- Signs up for the channel.
- Check outs to the channel.
- Likes on videos.
- Include videos to playlist.
- Shares of videos.
Further, you have the ability to section further to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To utilize these freshly developed Buy YouTube Subscribers remarketing lists, try adding them to your existing Browse projects as “Observation Only” in the beginning to understand if these users are more likely to engage with your campaigns versus somebody 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 various messaging to these users who have currently engaged with your brand name.
2. Leave Out Poor Quality Or Unimportant Site Traffic From Search Campaigns
If you’ve run any kind of awareness project, you’ve most likely seen an increase in traffic in general, including unimportant web pages or low-quality visitors.
What do we constitute as low-quality or irrelevant websites?
- Any page that would not result in a purchase, such as:
- Professions page.
- Investors page.
- Promote with us page.
- Customer care page.
- Users who remained on the website for less than one second.
Excluding these kinds of website visitors from the get-go can assist make your remarketing efforts more cost-efficient in the long run.
3. Produce Lookalike Audiences From Your Own First-Party Data
Using Google’s affinity audiences or attributes that think about somebody at the top of funnel for your service or product can be difficult, specifically if you’re a small company or have a restricted budget.
It may feel that you don’t have a lot of options to reach brand-new users without paying a lot for it.
But, have you ever considered utilizing your most important assets to build awareness?
Leveraging your own first-party information to create Lookalike audiences gives you more take advantage of than third-party information, such as Google’s affinity audiences, to reach similar people of users who already enjoy your brand.
To create an audience like this, there are a few options to think about:
- Create a remarketing list of past purchasers using Google Advertisements or Google Analytics.
- Submit a list of previous purchasers to Google Ads.
Depending on the size of these lists, you’ll have the alternative to develop a Lookalike audience and use it for either Buy YouTube Subscribers, Display, or Search.
The example listed below programs what a remarketing list based upon a completed 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 due to the fact that you have much more division or filtering alternatives to be as particular as you require to be.
As a tip, your website should be tagged and linked with either your Google Analytics property or Google Ads tag.
Factor To Consider Phase Remarketing Strategies
These four remarketing techniques help move the user from the factor to consider to the purchase phase quicker utilizing different bidding methods and deals.
4. Boost Bids For Qualified Visitors Of Your Website Who Have Not Purchased
An easy way to leverage certified users in your existing Search campaigns is to increase the quote on those users simply.
You do not need to produce separate campaigns for these users if you don’t want to. Segmenting these users and manipulating the bids on them keeps your account management under control.
To utilize this strategy, you’ll initially require to create a remarketing list of users who haven’t made a purchase yet. You can utilize credentials just to consist of people who:
- Have actually made it to the cart checkout.
- Visited a particular quantity of pages.
- Spent a certain amount of time on site.
- Checked out specific categories/high-value item pages.
When you have produced those, it’s time to include them to an existing Browse project and increase the bid.
What this indicates is that you want to pay more for their click since they’ve already engaged with your brand in some way.
In your Browse project, navigate to “Audiences” on the left-hand side.
In this example, I’m setting the audience at the project level, however you can set them at the ad group level too.
Make certain to choose “Observation” so you’re still able to capture other new users who are researching your brand.
Screenshot by author, October 2022
Once you have actually 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 Modification.” Pick the “pencil” icon to change the quote as you see fit. In this example, I’m going to increase the bid by 15%.
Screenshot by author, October 2022 Once you’ve executed this modification, be sure to continuously check back on the audience efficiency and figure out if quotes need to be changed based on performance. 5. Increase Quotes For Users Who Have Actually Completed A Micro-Conversion This strategy is similar to the example above, other than for the type of user you wish to target. If a user has actually finished a micro-conversion of any sort, they’re likely a high-qualified user to buy. What are examples of a micro-conversion? Depending on your service or product, these might consist of:
- Registering for emails or newsletters.
- Downloading an ebook.
- Registering for a webinar.
- Asking for a complimentary 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 projects for these users, you’re stating you’re willing to pay more for their clicks because they’re that much 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 upon the success of these micro-conversions.
6. Test Optimize Conversion Value With Cart Abandoners
This remarketing strategy would require you to develop a separate campaign targeting only cart abandoners.
You may be asking, “Why not just utilize Optimize Conversion Value for everybody?”
If you’ve ever checked out the Maximize Conversion Value bidding strategy in Google Advertisements, you’ll understand precisely why.
The factors I don’t recommend using this for all projects include:
- You can’t set any optimal ceiling values.
- Not all users are all set to purchase.
By segmenting a search project specifically for cart abandoners, you can check this bidding technique at a lower limit– and with the most certified users who are most likely to buy.
Similar to the above examples, this technique tells Google that you want to be more flexible in how much you pay for somebody to buy.
And what better way to evaluate this than with users who were almost ready to make that purchase?
To set this method into movement, you initially require to create a remarketing list of “Cart Abandoners.”
This will look various for everybody, however it will likely be URL-based and able to be developed in either Google Analytics or Google Advertisements.
After that list has been created, it’s time to establish your new search campaign.
This project can be a duplicate of any other search campaign. Simply make sure to omit your Cart Abandoner list from that existing campaign. We do not desire any cross-over here!
When producing the brand-new campaign, this is where you’ll set the quote technique to “Take full advantage of Conversion Value” in the settings.
Screenshot by author, October 2022 Google Ads does give you the choice to set a target return on ad spend, offering you rather manage over campaign efficiency. Depending on how much versatility you have in your marketing budget, you can either leave that blank or set a target. If you do set a target ROAS,
ensure not to set it too high right away. Otherwise, the project will not have the ability to efficiently find out. 7. Create Offers Based On The User’s Interaction Timeline Did you understand you can create the exact same remarketing list of users but segment them
by the variety of days? Say you had a cart abandoner and wanted to move them towards purchase ASAP. You might
be willing to give them a greater discount given that the purchase was still new in their mind. If they still haven’t bought within three days, you may select to still offer
them a discount rate, but not as high as the very first offer. After 7 days, you still want them to keep your item top-of-mind, however that discount rate or
deal might alter again since they’ve waited so long. So, how do you tackle setting up this technique? Initially, you’ll want to develop three different remarketing lists
(for this example just). Produce cart abandoner audiences separated out by one day, three days, and 7 days. In Google Ads, you simply change the”membership duration”for each list. An example of where to alter that during list production is below: Screenshot by author, October 2022
Once these lists are created, I recommend setting up various ad groups for each list. You’ll desire various ad groups since the deal will be different for each list.
The last essential 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 include your “Buyers” remarketing list as an exemption.
Post-Purchase Journey Remarketing Strategies
Once a user has made a purchase, that’s not necessarily completion of their journey!
These remarketing techniques make it possible for past buyers to become your most valuable property and chances for repeat purchasers to become brand supporters.
8. Cross Promote Other Products Based Upon A User’s Purchase Behavior
One of the best methods to develop a repeat buyer is to recommend matching products based on a user’s purchase.
For example, state you’re a makeup brand, and a user just acquired their first tube of lipstick and mascara from you.
An efficient remarketing strategy would include producing lists of previous buyers segmented by item category. This allows you to cross-promote other items and omit item types they’ve simply purchased.
In this example, you may produce a remarketing list of users who have actually purchased lipstick or mascara. You can then use that list to remarket items like foundation or eye shadow to encourage a repeat purchase.
These lists and methods would work well in Dynamic Remarketing Advertisements or Google Shopping Advertisements. Due to the fact that these items are far more noticeable, you ‘d want to use those campaign types to your benefit.
9. Leave Out Past Purchasers To Take Full Advantage Of Invest Performance
As pointed out in strategy no. 7, you’ll wish to exclude previous purchasers from present acquisition campaigns to take full advantage of costs efficiency.
An example of lazy remarketing is for a user to see an ad for an item they have actually currently purchased.
Not only does that develop a bad taste for the user, however that suggests you’re squandering valuable marketing money on individuals who have actually already bought.
Now, there are certainly times when you ‘d not wish to exclude previous purchasers, specifically if your product is a repeat purchase.
However, in these examples, your search campaigns are likely going after new users.
To exclude previous purchasers, go to Audiences on the left-hand side of your campaign, then discover the “Exclusions” table.
Screenshot by author, October 2022 10. Create Brand Advocates From Your Existing High-Value Clients It’s true when they say that your customers are your best supporters. They have actually put their rely on you to deliver a high-value product and services that they have actually come to know and trust. So, how do you turn them into supporters? This remarketing method still includes making use of that very same previous buyer list. A couple of different choices you might possibly offer past buyers: Develop a referral program and offer discounts for each person who purchases. Offer discount rates based upon offering a favorable public review. Simply
- due to the fact that someone has actually purchased from you when does not indicate they end up being a devoted customer. Sometimes it takes additional motivation to want to buy once again.
Commitment or recommendation discount rates are an excellent method to keep your existing consumers coming back to you, as well as utilizing their own recommendation automobiles to produce new consumers.
Developing referral programs is a low-priced and effective multi-channel awareness method that is equally useful for you– the brand name and the customer. Summary Remarketing is not a one-size-fits-all strategy. In today’s age, it needs thoughtfulness, tactfulness, and division to be successful. Believing outside package on your remarketing strategies can result in more cost-effective marketing, greater ROAS, and faster development if you utilize them correctly. Often, the power of remarketing lies within the list setup and campaign division.
More Resources: Included Image: Andrii Yalanskyi/Best SMM Panel