Remarketing lists are a powerful tool for all Google Ads campaign types– but specifically for Google Search advertisements.
With the looming, inevitable personal privacy updates coming to advertising, remarketing lists are a vital part of any pay per click technique.
Remarketing allows you to hyper-target particular audiences who are currently acquainted with your brand name to help make the most of return on advertisement spend (ROAS).
A customer journey can have many touchpoints prior to buying.
Below you’ll learn 10 innovative and actionable usage cases of Remarketing Lists for Browse Ads (RLSAs) to record potential consumers earlier in their purchase journey.
With many opportunities to use remarketing lists, let’s break down methods based upon where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Strategies
These 3 remarketing methods cover the basics of top-of-funnel marketing and make use of different project types to help utilize your RLSAs.
1. Target Users Who Have Engaged With A Video Project And Encourage Them To Act
If you have actually attempted Buy YouTube Subscribers Ads in any type and have actually struggled to determine or quantify success, then this strategy might be for you.
Buy YouTube Subscribers ads are an excellent method to gain awareness of a product, service, or brand name– however how do you get a new user to take action from that very first touchpoint?
Go into in remarketing lists.
Google Ads permits you to produce various kinds of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are 2 essential requirements for utilizing this list type:
- These lists can only be used in other Buy YouTube Subscribers or Search projects– not Display.
- Your Buy YouTube Subscribers channel need to be linked 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 provides a wide variety of choices to begin leveraging your Buy YouTube Subscribers video engagement for remarketing. These choices consist of engagement from:
- Views to videos.
- Subscribes to the channel.
- Sees to the channel.
- Likes on videos.
- Add videos to playlist.
- Shares of videos.
Further, you’re able to section further to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To utilize these newly produced Buy YouTube Subscribers remarketing lists, try including them to your existing Search projects as “Observation Just” at first to understand if these users are most likely to interact with your projects versus someone who hasn’t seen your Buy YouTube Subscribers videos.
Taking it an action further, you can create brand-new Search campaigns that particularly target these users.
The advantage is that you can offer various messaging to these users who have actually already connected with your brand.
2. Omit Low Quality Or Irrelevant Site Traffic From Browse Projects
If you’ve run any type of awareness project, you have actually most likely seen an increase in traffic in general, consisting of irrelevant webpages or low-grade visitors.
What do we make up as low-grade or unimportant web pages?
- Any page that would not lead to a purchase, such as:
- Careers page.
- Investors page.
- Advertise with us page.
- Customer care page.
- Users who stayed on the site for less than one second.
Leaving out these types of website visitors from the start can assist make your remarketing efforts more cost-efficient in the long run.
3. Develop Lookalike Audiences From Your Own First-Party Data
Using Google’s affinity audiences or characteristics that think about someone at the top of funnel for your product and services can be daunting, especially if you’re a small company or have a minimal budget.
It may feel that you do not have a great deal of choices to reach brand-new users without paying a lot for it.
But, have you ever considered using your most important properties to build awareness?
Leveraging your own first-party data to develop Lookalike audiences offers you more utilize than third-party information, such as Google’s affinity audiences, to reach like-minded people of users who currently enjoy your brand name.
To produce an audience like this, there are a few choices to consider:
- Produce a remarketing list of previous purchasers utilizing Google Ads or Google Analytics.
- Submit a list of previous purchasers to Google Advertisements.
Depending on the size of these lists, you’ll have the choice to produce a Lookalike audience and utilize it for either Buy YouTube Subscribers, Show, or Search.
The example listed below programs what a remarketing list based on a completed 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 a lot more segmentation or filtering options to be as particular as you require to be.
As a pointer, your site must be tagged and related to either your Google Analytics residential or commercial property or Google Ads tag.
Factor To Consider Stage Remarketing Techniques
These four remarketing methods assist move the user from the factor to consider to the purchase phase quicker utilizing different bidding techniques and deals.
4. Boost Quotes For Qualified Visitors Of Your Website Who Haven’t Bought
A simple method to utilize qualified users in your existing Browse campaigns is to increase the quote on those users just.
You do not require to develop separate campaigns for these users if you don’t want to. Segmenting these users and manipulating the quotes on them keeps your account management under control.
To use this method, you’ll initially require to produce a remarketing list of users who have not purchased yet. You can utilize credentials only to include people who:
- Have actually made it to the cart checkout.
- Checked out a certain amount of pages.
- Spent a certain quantity of time on site.
- Checked out specific categories/high-value item pages.
When you have created those, it’s time to include them to an existing Browse project and increase the bid.
What this means is that you’re willing to pay more for their click since they’ve already interacted with your brand in some method.
In your Browse project, browse 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 too.
Ensure to choose “Observation” so you’re still able to record other new users who are investigating your brand name.
Screenshot by author, October 2022
Once you’ve added your qualified remarketing list, it’s time to increase your quote change.
Still, in the Audiences tab, you’ll see your remarketing list included.
In the columns, you’ll see “Bid Adjustment.” Select the “pencil” icon to change the bid as you choose. 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 continuously inspect back on the audience performance and determine if quotes need to be altered based upon performance. 5. Increase Quotes For Users Who Have Actually Finished A Micro-Conversion This strategy is similar to 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 on your services or product, these might include:
- Registering for e-mails or newsletters.
- Downloading an ebook.
- Signing up for a webinar.
- Asking for a free sample.
These kinds of conversions show 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 saying you want to pay more for their clicks due to the fact that they’re that a lot more likely to transform.
The process of setting this strategy up is the same as above, with the exception of creating a remarketing list based upon the success of these micro-conversions.
6. Test Make The Most Of Conversion Value With Cart Abandoners
This remarketing technique would need you to produce a separate project targeting just cart abandoners.
You may be asking, “Why not just utilize Optimize Conversion Worth for everybody?”
If you’ve ever evaluated out the Maximize Conversion Worth bidding method in Google Ads, you’ll understand exactly why.
The factors I do not suggest utilizing this for all projects consist of:
- You can’t set any optimal ceiling worths.
- Not all users are prepared to buy.
By segmenting a search campaign specifically for cart abandoners, you can evaluate this bidding technique at a lower threshold– and with the most competent users who are most likely to purchase.
Similar to the above examples, this method informs Google that you’re willing to be more versatile in just how much you pay for someone to buy.
And what better method to test this than with users who were nearly ready to make that purchase?
To set this technique into motion, you first need to produce a remarketing list of “Cart Abandoners.”
This will look various for everybody, however it will likely be URL-based and able to be created in either Google Analytics or Google Advertisements.
After that list has been created, it’s time to set up your new search project.
This project can be a duplicate of any other search project. Just make certain to omit your Cart Abandoner list from that existing project. We do not desire any cross-over here!
When developing the brand-new campaign, this is where you’ll set the bid method to “Maximize Conversion Value” in the settings.
Screenshot by author, October 2022 Google Ads does offer you the alternative to set a target return on ad invest, providing you somewhat control over project efficiency. Depending upon just how much versatility 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 sure not to set it too high immediately. Otherwise, the campaign will not be able to efficiently learn. 7. Create Offers Based Upon The User’s Interaction Timeline Did you understand you can create the exact same remarketing list of users however segment them
by the number of days? State you had a cart abandoner and wished to move them toward purchase ASAP. You might
want to give them a greater discount because the purchase was still new in their mind. If they still have not bought within three days, you may pick to still offer
them a discount, however not as high as the very first deal. After 7 days, you still desire them to keep your item top-of-mind, but that discount rate or
deal might change again since they’ve waited so long. So, how do you go about setting up this method? First, you’ll wish to develop three various remarketing lists
(for this example just). Create cart abandoner audiences separated out by one day, 3 days, and seven days. In Google Advertisements, you simply alter the”membership duration”for each list. An example of where to change that throughout list production is listed below: Screenshot by author, October 2022
Once these lists are developed, I advise setting up different advertisement groups for each list. You’ll want different advertisement groups due to the fact that the deal will be various for each list.
The last crucial piece of targeting cart abandoners is to omit buyers from your project. You will do this in the “Audiences” tab of your project and add your “Buyers” remarketing list as an exclusion.
Post-Purchase Journey Remarketing Techniques
When a user has actually purchased, that’s not necessarily completion of their journey!
These remarketing methods allow past buyers to become your most important possession and opportunities for repeat purchasers to end up being brand advocates.
8. Cross Promote Other Products Based Upon A User’s Purchase Habits
Among the best methods to produce a repeat buyer is to advise matching products based on a user’s purchase.
For instance, say you’re a makeup brand name, and a user just acquired their very first tube of lipstick and mascara from you.
An efficient remarketing strategy would consist of creating lists of previous purchasers segmented by product category. This enables you to cross-promote other items and omit item types they have actually simply bought.
In this example, you might produce a remarketing list of users who have actually purchased lipstick or mascara. You can then utilize that list to remarket items like structure or eye shadow to motivate a repeat purchase.
These lists and methods would work well in Dynamic Remarketing Ads or Google Shopping Ads. Due to the fact that these items are a lot more visible, you ‘d wish to use those campaign types to your advantage.
9. Leave Out Past Purchasers To Maximize Spend Performance
As discussed in technique no. 7, you’ll want to omit previous purchasers from existing acquisition campaigns to maximize costs efficiency.
An example of lazy remarketing is for a user to see an advertisement for an item they have already bought.
Not just does that produce a bad taste for the user, however that suggests you’re wasting valuable marketing cash on individuals who have already purchased.
Now, there are definitely times when you ‘d not wish to exclude past purchasers, especially if your product is a repeat purchase.
However, in these examples, your search campaigns are likely pursuing new users.
To exclude previous buyers, go to Audiences on the left-hand side of your project, then discover the “Exemptions” table.
Screenshot by author, October 2022 10. Develop Brand Supporters From Your Existing High-Value Consumers It holds true when they say that your consumers are your best advocates. They have put their trust in you to provide a high-value service or product that they have come to know and trust. So, how do you turn them into advocates? This remarketing method still consists of making use of that same past purchaser list. A few various alternatives you could potentially provide previous buyers: Create a recommendation program and give discount rates for each individual who purchases. Deal discount rates based on offering a favorable public evaluation. Simply
- due to the fact that somebody has actually purchased from you once does not suggest they end up being a devoted client. Sometimes it takes extra inspiration to wish to purchase once again.
Loyalty or referral discounts are a terrific way to keep your existing customers coming back to you, as well as utilizing their own referral automobiles to produce new clients.
Producing recommendation programs is an inexpensive and efficient multi-channel awareness technique that is mutually beneficial for you– the brand name and the client. Summary Remarketing is not a one-size-fits-all method. In today’s age, it needs consideration, tactfulness, and division to be successful. Thinking outside the box on your remarketing techniques can result in more economical advertising, greater ROAS, and faster growth if you utilize them correctly. Sometimes, the power of remarketing lies within the list setup and project segmentation.
More Resources: Featured Image: Andrii Yalanskyi/Best SMM Panel