Remarketing lists are a powerful tool for all Google Advertising campaigns types– but specifically for Google Search ads.
With the looming, inescapable privacy updates concerning advertising, remarketing lists are a vital part of any PPC method.
Remarketing enables you to hyper-target specific audiences who are currently familiar with your brand name to help take full advantage of return on ad spend (ROAS).
A consumer journey can have numerous touchpoints before purchasing.
Listed below you’ll find out 10 innovative and actionable use cases of Remarketing Lists for Browse Advertisements (RLSAs) to record possible clients previously in their purchase journey.
With numerous chances to use remarketing lists, let’s break down strategies based on where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Strategies
These 3 remarketing methods cover the essentials of top-of-funnel marketing and make use of various project types to assist utilize your RLSAs.
1. Target Users Who Have Engaged With A Video Project And Motivate Them To Act
If you’ve attempted Buy YouTube Subscribers Advertisements in any form and have struggled to determine or measure success, then this strategy may be for you.
Buy YouTube Subscribers ads are an excellent method to acquire awareness of a product, service, or brand name– however how do you get a new user to do something about it from that first touchpoint?
Enter in remarketing lists.
Google Advertisements allows you to create different 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 used in other Buy YouTube Subscribers or Search campaigns– not Display.
- Your Buy YouTube Subscribers channel should be connected to your Google Ads account.
To establish Buy YouTube Subscribers remarketing lists, browse 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 offers a wide variety of options to begin leveraging your Buy YouTube Subscribers video engagement for remarketing. These options consist of engagement from:
- Views to videos.
- Registers for the channel.
- Sees to the channel.
- Likes on videos.
- Include videos to playlist.
- Shares of videos.
Further, you’re able to segment further to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To leverage these newly developed Buy YouTube Subscribers remarketing lists, try including them to your existing Browse projects as “Observation Only” initially to comprehend if these users are most likely to engage with your campaigns versus someone who hasn’t seen your Buy YouTube Subscribers videos.
Taking it an action further, you can create new Browse projects that specifically target these users.
The benefit is that you can provide different messaging to these users who have actually already engaged with your brand.
2. Exclude Poor Quality Or Unimportant Site Traffic From Browse Projects
If you have actually run any kind of awareness project, you’ve most likely seen an increase in traffic in general, consisting of irrelevant webpages or low-grade visitors.
What do we constitute as low-quality or irrelevant webpages?
- Any page that wouldn’t result in a purchase, such as:
- Professions page.
- Financiers page.
- Promote with us page.
- Customer support page.
- Users who stayed on the website for less than one second.
Omitting these kinds 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 consider somebody at the top of funnel for your product or service can be complicated, particularly if you’re a small business or have a restricted spending plan.
It might feel that you don’t have a great deal of alternatives to reach new users without paying dearly for it.
But, have you ever considered using your most valuable properties to develop awareness?
Leveraging your own first-party data to create Lookalike audiences offers you more leverage than third-party data, such as Google’s affinity audiences, to reach similar people of users who currently like your brand.
To develop an audience like this, there are a few options to think about:
- Develop a remarketing list of previous buyers using Google Advertisements or Google Analytics.
- Publish a list of past purchasers to Google Ads.
Depending on the size of these lists, you’ll have the alternative to develop a Lookalike audience and utilize it for either Buy YouTube Subscribers, Show, or Search.
The example below shows what a remarketing list based upon a completed purchase URL looks like when created in Google Ads:
Screenshot by author, October 2022
I personally like to utilize Google Analytics when producing remarketing lists due to the fact that you have a lot more division or filtering options to be as specific as you need to be.
As a suggestion, your site must be tagged and linked with either your Google Analytics home or Google Advertisements tag.
Factor To Consider Phase Remarketing Strategies
These 4 remarketing methods help move the user from the consideration to the purchase stage quicker utilizing various bidding methods and offers.
4. Boost Bids For Qualified Visitors Of Your Website Who Haven’t Made A Purchase
A simple way to take advantage of certified users in your existing Browse projects is to increase the bid on those users just.
You don’t require to create different 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 use this method, you’ll first require to develop a remarketing list of users who haven’t made a purchase yet. You can utilize credentials only to consist of individuals who:
- Have made it to the cart checkout.
- Checked out a specific amount of pages.
- Spent a particular amount of time on website.
- Checked out specific categories/high-value product pages.
When you have actually created those, it’s time to add them to an existing Browse project and increase the quote.
What this indicates is that you want to pay more for their click because they have actually currently communicated with your brand name in some method.
In your Browse campaign, 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 select “Observation” so you’re still able to capture other new users who are researching your brand name.
Screenshot by author, October 2022
Once you have actually added your certified remarketing list, it’s time to increase your bid adjustment.
Still, in the Audiences tab, you’ll see your remarketing list added.
In the columns, you’ll see “Quote Adjustment.” Choose the “pencil” icon to change the quote as you see fit. In this example, I’m going to increase the quote by 15%.
Screenshot by author, October 2022 Once you’ve executed this change, make sure to continually examine back on the audience efficiency and figure out if quotes need to be altered based upon performance. 5. Increase Bids For Users Who Have Actually Completed A Micro-Conversion This strategy resembles the example above, other than for the kind of user you wish to target. If a user has actually completed 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 product and services, 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 kinds of conversions show a user is active in research study mode and seriously considering your brand.
By increasing the bid in your search campaigns for these users, you’re saying you’re willing to pay more for their clicks since they’re that much more likely to transform.
The procedure of setting this strategy up is the exact same as above, with the exception of producing a remarketing list based upon the success of these micro-conversions.
6. Test Optimize Conversion Value With Cart Abandoners
This remarketing technique would need you to develop a different campaign targeting just cart abandoners.
You may be asking, “Why not simply utilize Take full advantage of Conversion Value for everyone?”
If you have actually ever checked out the Maximize Conversion Value bidding technique in Google Ads, you’ll know precisely why.
The reasons I do not recommend utilizing this for all campaigns include:
- You can’t set any optimal ceiling worths.
- Not all users are all set to buy.
By segmenting a search project specifically for cart abandoners, you can check this bidding strategy at a lower threshold– and with the most competent users who are more than likely to buy.
Comparable to the above examples, this technique informs Google that you want to be more flexible in just how much you spend for somebody to buy.
And what much better way to evaluate this than with users who were practically ready to make that purchase?
To set this strategy into motion, you initially need to create a remarketing list of “Cart Abandoners.”
This will look different for everybody, however it will likely be URL-based and able to be created in either Google Analytics or Google Ads.
After that list has been created, it’s time to establish your new search campaign.
This project can be a replicate of any other search campaign. Just ensure to omit your Cart Abandoner list from that existing project. We don’t desire any cross-over here!
When producing the brand-new project, this is where you’ll set the quote method to “Optimize 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 somewhat control over campaign efficiency. Depending upon just 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,
make sure not to set it too high right now. Otherwise, the campaign will not be able to efficiently discover. 7. Develop Offers Based On The User’s Interaction Timeline Did you know you can produce the exact same remarketing list of users however segment them
by the number of days? Say you had a cart abandoner and wanted to move them towards purchase ASAP. You might
want to give them a greater discount rate since the purchase was still new in their mind. If they still haven’t bought within 3 days, you might choose to still provide
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, but that discount rate or
offer may alter once again because they have actually waited so long. So, how do you set about setting up this method? First, you’ll wish to create 3 different remarketing lists
(for this example only). Create cart abandoner audiences separated out by one day, 3 days, and 7 days. In Google Ads, you merely alter 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 produced, I suggest setting up various ad groups for each list. You’ll desire different ad groups due to the fact that the deal will be various for each list.
The last vital piece of targeting cart abandoners is to exclude buyers from your project. You will do this in the “Audiences” tab of your project and include your “Purchasers” remarketing list as an exclusion.
Post-Purchase Journey Remarketing Methods
As soon as a user has purchased, that’s not necessarily the end of their journey!
These remarketing techniques allow past purchasers to become your most valuable asset and opportunities for repeat buyers to end up being brand supporters.
8. Cross Promote Other Products Based On A User’s Purchase Habits
Among the best ways to create a repeat buyer is to suggest complementing products based upon a user’s purchase.
For instance, say you’re a makeup brand name, and a user just bought their first tube of lipstick and mascara from you.
An effective remarketing strategy would include producing lists of previous buyers segmented by product category. This enables you to cross-promote other items and omit product types they have actually just bought.
In this example, you might develop 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 strategies would work well in Dynamic Remarketing Advertisements or Google Shopping Ads. Since these items are a lot more noticeable, you ‘d wish to use those project types to your benefit.
9. Omit Past Purchasers To Take Full Advantage Of Invest Effectiveness
As mentioned in technique no. 7, you’ll wish to exclude previous purchasers from existing acquisition campaigns to optimize costs performance.
An example of lazy remarketing is for a user to see an advertisement for a product they have actually already acquired.
Not only does that produce a bad taste for the user, however that suggests you’re wasting valuable marketing money on individuals who have already purchased.
Now, there are certainly times when you ‘d not wish to leave out previous buyers, especially if your product is a repeat purchase.
But, in these examples, your search projects are most likely going after new users.
To leave out previous 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 Consumers It’s true when they say that your consumers are your finest supporters. They have put their rely on you to deliver a high-value services or product that they have come to know and trust. So, how do you turn them into advocates? This remarketing technique still includes using that same past purchaser list. A few various choices you could possibly provide past buyers: Create a recommendation program and offer discount rates for each person who purchases. Deal discounts based on providing a favorable public evaluation. Just
- due to the fact that somebody has actually bought from you as soon as does not indicate they become a devoted consumer. Often it takes extra motivation to wish to buy again.
Loyalty or referral discounts are an excellent way to keep your existing clients returning to you, along with using their own referral cars to produce brand-new clients.
Producing referral programs is a low-cost and efficient multi-channel awareness strategy that is equally helpful for you– the brand name and the client. Summary Remarketing is not a one-size-fits-all technique. In today’s age, it requires thoughtfulness, tactfulness, and division to be successful. Believing outside package on your remarketing techniques can lead to more cost-efficient marketing, greater ROAS, and faster development if you utilize them properly. Often, the power of remarketing lies within the list setup and campaign division.
More Resources: Included Image: Andrii Yalanskyi/Best SMM Panel