Remarketing lists are an effective tool for all Google Ads campaign types– but specifically for Google Browse ads.
With the looming, inevitable personal privacy updates coming to marketing, remarketing lists are a vital part of any PPC method.
Remarketing allows you to hyper-target particular audiences who are currently familiar with your brand name to assist optimize return on ad spend (ROAS).
A customer journey can have many touchpoints before buying.
Below you’ll find out 10 creative and actionable use cases of Remarketing Lists for Search Ads (RLSAs) to capture prospective consumers earlier in their purchase journey.
With so many chances to use remarketing lists, let’s break down strategies based on where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Techniques
These three remarketing techniques cover the basics 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 attempted Buy YouTube Subscribers Ads in any kind and have actually struggled to identify or measure success, then this technique might be for you.
Buy YouTube Subscribers ads are a terrific method to acquire awareness of a product, service, or brand– however how do you get a new user to do something about it from that first touchpoint?
Enter in remarketing lists.
Google Ads permits you to create different kinds of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are two crucial requirements for using this list type:
- These lists can just be utilized in other Buy YouTube Subscribers or Browse campaigns– not Display.
- Your Buy YouTube Subscribers channel must be connected to your Google Ads account.
To set up Buy YouTube Subscribers remarketing lists, navigate to Tools & Settings > Shared Library > Audience Manager.
In Audience Manager, struck the “+” button to start segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google offers a wide range of choices to begin leveraging your Buy YouTube Subscribers video engagement for remarketing. These choices include engagement from:
- Views to videos.
- Subscribes to the channel.
- Visits to the channel.
- Likes on videos.
- Include videos to playlist.
- Shares of videos.
Even more, you’re able 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, attempt adding them to your existing Browse campaigns as “Observation Only” at first to comprehend if these users are most likely to engage with your projects versus someone who hasn’t seen your Buy YouTube Subscribers videos.
Taking it an action even more, you can develop brand-new Browse projects that specifically target these users.
The benefit is that you can provide various messaging to these users who have currently communicated with your brand.
2. Leave Out Poor Quality Or Irrelevant Website Traffic From Search Projects
If you’ve run any type of awareness campaign, you’ve most likely seen an increase in traffic overall, including unimportant websites or low-quality visitors.
What do we constitute as low-quality or unimportant web pages?
- Any page that wouldn’t result in a purchase, such as:
- Careers page.
- Financiers page.
- Promote with us page.
- Customer Service page.
- Users who stayed on the website for less than one second.
Omitting these types of site visitors from the beginning 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 qualities that consider someone at the top of funnel for your service or product can be challenging, particularly if you’re a small company or have a limited budget plan.
It may feel that you do not have a great deal of options to reach new users without paying very much for it.
But, have you ever considered using your most important possessions to develop awareness?
Leveraging your own first-party information to produce Lookalike audiences provides you more utilize than third-party data, such as Google’s affinity audiences, to reach like-minded people of users who currently love your brand name.
To develop an audience like this, there are a couple of choices to think about:
- Produce a remarketing list of past purchasers using Google Ads 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 utilize it for either Buy YouTube Subscribers, Show, or Browse.
The example below shows what a remarketing list based on a finished purchase URL looks 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 alternatives to be as specific as you need to be.
As a reminder, your site should be tagged and linked with either your Google Analytics property or Google Advertisements 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 various bidding strategies and deals.
4. Increase Bids For Certified Visitors Of Your Site Who Have Not Made A Purchase
A simple way to utilize qualified users in your existing Browse projects is to increase the bid on those users simply.
You don’t require to develop separate projects for these users if you do not wish to. Segmenting these users and manipulating the quotes on them keeps your account management under control.
To use this strategy, you’ll first require to develop a remarketing list of users who have not made a purchase yet. You can utilize certifications only to consist of people who:
- Have actually made it to the cart checkout.
- Gone to a particular amount of pages.
- Spent a particular quantity of time on website.
- Gone to certain categories/high-value item pages.
As soon as you have actually developed those, it’s time to include them to an existing Browse campaign and increase the bid.
What this means is that you’re willing to pay more for their click because they have actually currently connected with your brand 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 campaign level, but you can set them at the ad group level as well.
Ensure to select “Observation” so you’re still able to record other brand-new users who are investigating your brand name.
Screenshot by author, October 2022
Once you have actually included your certified remarketing list, it’s time to increase your quote change.
Still, in the Audiences tab, you’ll see your remarketing list added.
In the columns, you’ll see “Quote Modification.” Pick the “pencil” icon to change the bid as you please. In this example, I’m going to increase the quote by 15%.
Screenshot by author, October 2022 Once you have actually implemented this modification, make sure to continuously inspect back on the audience efficiency and determine if quotes require to be changed based on performance. 5. Increase Quotes For Users Who Have 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 completed a micro-conversion of any sort, they’re likely a high-qualified user to buy. What are examples of a micro-conversion? Depending upon your services or product, these could consist of:
- Registering for e-mails or newsletters.
- Downloading an ebook.
- Registering for a webinar.
- Requesting a complimentary sample.
These kinds of conversions reveal a user is active in research mode and seriously considering your brand.
By increasing the quote in your search projects for these users, you’re saying you’re willing to pay more for their clicks due to the fact that they’re that far more likely to convert.
The process of setting this strategy up is the same as above, with the exception of developing a remarketing list based upon the success of these micro-conversions.
6. Test Maximize Conversion Worth With Cart Abandoners
This remarketing method would need you to produce a separate campaign targeting only cart abandoners.
You may be asking, “Why not just use Maximize Conversion Worth for everyone?”
If you’ve ever tested out the Maximize Conversion Worth bidding strategy in Google Advertisements, you’ll know precisely why.
The factors I do not advise utilizing this for all projects consist of:
- You can’t set any maximum ceiling worths.
- Not all users are ready to buy.
By segmenting a search campaign particularly for cart abandoners, you can test this bidding strategy at a lower limit– and with the most qualified users who are most likely to purchase.
Comparable to the above examples, this method informs Google that you’re willing to be more versatile in how much you spend for somebody to make a purchase.
And what much better way to evaluate this than with users who were practically all set to make that purchase?
To set this technique into movement, you first require to create a remarketing list of “Cart Abandoners.”
This will look various for everyone, but it will likely be URL-based and able to be produced in either Google Analytics or Google Ads.
After that list has actually been developed, it’s time to establish your new search campaign.
This project can be a duplicate of any other search project. Just ensure to omit 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 method to “Make the most of Conversion Worth” in the settings.
Screenshot by author, October 2022 Google Advertisements does offer you the alternative to set a target return on advertisement spend, giving you somewhat manage over project efficiency. Depending upon just how much versatility you have in your marketing budget 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 right now. Otherwise, the campaign will not have the ability to effectively find out. 7. Produce Offers Based Upon The User’s Interaction Timeline Did you understand you can create the exact same remarketing list of users however section them
by the number of days? Say you had a cart abandoner and wished to move them towards purchase ASAP. You might
be willing to provide a greater discount since the purchase was still new in their mind. If they still have not acquired within three days, you might select to still offer
them a discount, but not as high as the 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 due to the fact that they have actually waited so long. So, how do you go about setting up this technique? Initially, you’ll wish to create 3 various remarketing lists
(for this example only). Produce cart abandoner audiences separated out by one day, 3 days, and 7 days. In Google Advertisements, you simply change the”subscription period”for each list. An example of where to alter that during list creation is listed below: Screenshot by author, October 2022
Once these lists are developed, I advise establishing various ad groups for each list. You’ll want various ad groups since the deal will be various for each list.
The last essential piece of targeting cart abandoners is to exclude purchasers 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 Techniques
As soon as a user has actually made a purchase, that’s not always the end of their journey!
These remarketing techniques make it possible for previous purchasers to become your most important property and opportunities for repeat buyers to become brand name advocates.
8. Cross Promote Other Products Based Upon A User’s Purchase Behavior
Among the best ways to create a repeat purchaser is to suggest complementing products based upon a user’s purchase.
For example, say you’re a makeup brand name, and a user just bought their first tube of lipstick and mascara from you.
A reliable remarketing technique would include producing lists of previous buyers segmented by item classification. This enables you to cross-promote other items and leave out item types they’ve simply purchased.
In this example, you may produce a remarketing list of users who have actually bought lipstick or mascara. You can then use that list to remarket items like structure or eye shadow to motivate a repeat purchase.
These lists and techniques would work well in Dynamic Remarketing Advertisements or Google Shopping Advertisements. Due to the fact that these products are far more noticeable, you ‘d wish to use those campaign types to your advantage.
9. Omit Past Purchasers To Maximize Spend Performance
As mentioned in technique no. 7, you’ll wish to exclude previous buyers from existing acquisition campaigns to optimize costs efficiency.
An example of lazy remarketing is for a user to see an ad for a product they have actually already purchased.
Not only does that create a bad taste for the user, however that means you’re losing valuable marketing cash on individuals who have currently purchased.
Now, there are definitely times when you ‘d not wish to leave out previous buyers, specifically if your product is a repeat purchase.
However, in these examples, your search projects are likely pursuing new users.
To omit past buyers, go to Audiences on the left-hand side of your campaign, then discover the “Exclusions” table.
Screenshot by author, October 2022 10. Develop Brand Supporters From Your Existing High-Value Customers It holds true when they state that your customers are your finest advocates. They have actually put their rely on you to deliver a high-value product or service that they have actually come to know and trust. So, how do you turn them into advocates? This remarketing technique still consists of making use of that exact same previous purchaser list. A couple of various choices you might potentially offer previous buyers: Develop a recommendation program and offer discount rates for each individual who purchases. Offer discounts based upon providing a positive public evaluation. Just
- since someone has actually purchased from you once does not suggest they become a faithful customer. Sometimes it takes extra motivation to wish to acquire again.
Commitment or recommendation discounts are a great way to keep your existing clients coming back to you, as well as using their own referral automobiles to generate new consumers.
Developing referral programs is an affordable and effective multi-channel awareness strategy that is equally beneficial for you– the brand and the customer. Summary Remarketing is not a one-size-fits-all technique. In today’s age, it requires consideration, tactfulness, and division to be effective. Believing outside the box on your remarketing strategies can lead to more affordable advertising, higher ROAS, and faster development if you utilize them correctly. Sometimes, the power of remarketing lies within the list setup and project segmentation.
More Resources: Included Image: Andrii Yalanskyi/Best SMM Panel