Remarketing lists are an effective tool for all Google Advertising campaigns types– however specifically for Google Search ads.
With the looming, unavoidable privacy updates pertaining to advertising, remarketing lists are a vital part of any PPC strategy.
Remarketing allows you to hyper-target particular audiences who are currently familiar with your brand to help take full advantage of return on ad invest (ROAS).
A consumer journey can have numerous touchpoints prior to making a purchase.
Below you’ll find out 10 creative and actionable usage cases of Remarketing Lists for Search Ads (RLSAs) to capture prospective customers previously in their purchase journey.
With numerous chances to use remarketing lists, let’s break down methods based upon where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Techniques
These 3 remarketing strategies cover the essentials of top-of-funnel marketing and make use of various project types to help utilize your RLSAs.
1. Target Users Who Have Engaged With A Video Campaign And Motivate Them To Do Something About It
If you have actually tried Buy YouTube Subscribers Advertisements in any kind and have struggled to figure out or quantify success, then this strategy may be for you.
Buy YouTube Subscribers ads are a terrific way to get awareness of a product, service, or brand name– however how do you get a brand-new user to act from that first touchpoint?
Go into 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 key requirements for using this list type:
- These lists can just be utilized in other Buy YouTube Subscribers or Search projects– not Show.
- Your Buy YouTube Subscribers channel must be connected to your Google Ads account.
To establish Buy YouTube Subscribers remarketing lists, navigate to Tools & Settings > Shared Library > Audience Manager.
In Audience Supervisor, hit the “+” button to start segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google gives a wide variety of options to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These options include engagement from:
- Views to videos.
- Subscribes to the channel.
- Check outs to the channel.
- Likes on videos.
- Include videos to playlist.
- Shares of videos.
Even more, you’re able to sector even more to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To take advantage of these newly created Buy YouTube Subscribers remarketing lists, try including them to your existing Browse campaigns as “Observation Only” in the beginning to understand if these users are most likely to connect with your campaigns versus someone who hasn’t seen your Buy YouTube Subscribers videos.
Taking it an action even more, you can create new Search projects that particularly target these users.
The advantage is that you can offer different messaging to these users who have actually already interacted with your brand name.
2. Exclude Low Quality Or Unimportant Website Traffic From Browse Campaigns
If you have actually run any type of awareness project, you have actually most likely seen a boost in traffic overall, including irrelevant webpages or low-quality visitors.
What do we constitute as low-grade or unimportant web pages?
- Any page that wouldn’t lead to a purchase, such as:
- Careers page.
- Financiers page.
- Advertise with us page.
- Customer care page.
- Users who stayed on the website for less than one second.
Excluding these types of site visitors from the outset can help make your remarketing efforts more cost-effective in the long run.
3. Produce Lookalike Audiences From Your Own First-Party Data
Utilizing Google’s affinity audiences or characteristics that consider someone at the top of funnel for your services or product can be complicated, especially if you’re a small business or have a restricted budget plan.
It may feel that you do not have a lot of alternatives to reach new users without paying a lot for it.
But, have you ever thought of using your most important assets to develop awareness?
Leveraging your own first-party information to create Lookalike audiences gives you more leverage than third-party information, such as Google’s affinity audiences, to reach similar individuals of users who currently love your brand name.
To develop an audience like this, there are a few alternatives to consider:
- Develop a remarketing list of previous purchasers using Google Ads or Google Analytics.
- Upload a list of previous purchasers to Google Ads.
Depending on the size of these lists, you’ll have the option to produce a Lookalike audience and use it for either Buy YouTube Subscribers, Show, or Browse.
The example listed below shows 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 use Google Analytics when creating remarketing lists due to the fact that you have a lot more division or filtering alternatives to be as particular as you require to be.
As a reminder, your site should be tagged and related to either your Google Analytics residential or commercial property or Google Advertisements tag.
Factor To Consider Stage Remarketing Strategies
These 4 remarketing techniques help move the user from the consideration to the purchase stage quicker utilizing various bidding methods and deals.
4. Boost Quotes For Certified Visitors Of Your Website Who Haven’t Bought
An easy method to utilize certified users in your existing Browse projects is to increase the bid on those users simply.
You don’t require to develop separate campaigns for these users if you do not want to. Segmenting these users and controling the bids on them keeps your account management under control.
To use this strategy, you’ll initially need to develop a remarketing list of users who have not bought yet. You can utilize credentials only to consist of individuals who:
- Have actually made it to the cart checkout.
- Visited a certain quantity of pages.
- Invest a certain amount of time on website.
- Visited specific categories/high-value product pages.
Once 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 due to the fact that they have actually already interacted with your brand name in some method.
In your Search project, navigate to “Audiences” on the left-hand side.
In this example, I’m setting the audience at the project level, but you can set them at the advertisement group level also.
Ensure to select “Observation” so you’re still able to capture other brand-new users who are researching your brand.
Screenshot by author, October 2022
Once you’ve added your qualified remarketing list, it’s time to increase your quote adjustment.
Still, in the Audiences tab, you’ll see your remarketing list added.
In the columns, you’ll see “Bid Adjustment.” Select the “pencil” icon to alter the bid as you see fit. In this example, I’m going to increase the quote by 15%.
Screenshot by author, October 2022 Once you have actually executed this modification, make sure to constantly inspect back on the audience efficiency and determine if quotes need to be changed based on performance. 5. Increase Quotes For Users Who Have Completed A Micro-Conversion This method is similar to the example above, except for the type of user you want to target. If a user has completed a micro-conversion of any sort, they’re likely a high-qualified user to make a purchase. What are examples of a micro-conversion? Depending on your service or product, these might consist of:
- Registering for e-mails or newsletters.
- Downloading an ebook.
- Signing up for a webinar.
- Requesting a totally free sample.
These kinds of conversions reveal a user is active in research study mode and seriously considering your brand name.
By increasing the bid 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 most likely to convert.
The process of setting this method 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 Maximize Conversion Worth With Cart Abandoners
This remarketing technique would require you to develop a different campaign targeting just cart abandoners.
You may be asking, “Why not just utilize Maximize Conversion Value for everybody?”
If you’ve ever evaluated out the Maximize Conversion Value bidding strategy in Google Advertisements, you’ll know precisely why.
The reasons I do not advise utilizing this for all campaigns consist of:
- You can’t set any maximum ceiling worths.
- Not all users are prepared to purchase.
By segmenting a search campaign specifically for cart abandoners, you can check this bidding technique at a lower threshold– and with the most competent users who are probably to buy.
Comparable to the above examples, this strategy tells Google that you want to be more flexible in just how much you spend for somebody to buy.
And what better method to test this than with users who were nearly all set to make that purchase?
To set this strategy into motion, you initially require to produce 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 produced, it’s time to establish your brand-new search project.
This project can be a duplicate of any other search project. Simply make sure to omit your Cart Abandoner list from that existing project. We do not want any cross-over here!
When creating the new project, this is where you’ll set the bid strategy to “Make the most of Conversion Worth” in the settings.
Screenshot by author, October 2022 Google Ads does offer you the alternative to set a target return on ad spend, giving you rather control over project performance. Depending upon just 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 certain not to set it too high right away. Otherwise, the campaign will not have the ability to effectively find out. 7. Develop Offers Based Upon The User’s Interaction Timeline Did you know you can produce the exact same remarketing list of users but segment them
by the number of days? State you had a cart abandoner and wished to move them toward purchase ASAP. You might
be willing to provide a higher discount because the purchase was still new in their mind. If they still haven’t acquired within three days, you might select to still provide
them a discount rate, but not as high as the very first offer. After 7 days, you still desire them to keep your product top-of-mind, but that discount or
offer may alter again because they’ve waited so long. So, how do you set about establishing this strategy? Initially, you’ll want to create three different remarketing lists
(for this example only). Produce cart abandoner audiences separated out by one day, 3 days, and 7 days. In Google Ads, you merely change the”subscription duration”for each list. An example of where to change that during list creation is below: Screenshot by author, October 2022
Once these lists are developed, I suggest establishing various ad groups for each list. You’ll want different advertisement groups because the deal will be various for each list.
The last crucial piece of targeting cart abandoners is to leave out purchasers from your campaign. You will do this in the “Audiences” tab of your campaign and add your “Buyers” remarketing list as an exemption.
Post-Purchase Journey Remarketing Methods
As soon as a user has purchased, that’s not always completion of their journey!
These remarketing strategies allow past purchasers to become your most important possession and opportunities for repeat purchasers to become brand advocates.
8. Cross Promote Other Products Based Upon A User’s Purchase Habits
One of the best methods to develop a repeat purchaser is to advise matching products based upon a user’s purchase.
For instance, say you’re a makeup brand, and a user just purchased their first tube of lipstick and mascara from you.
A reliable remarketing strategy would consist of creating lists of past purchasers segmented by item category. This allows you to cross-promote other items and exclude product types they’ve just purchased.
In this example, you may develop a remarketing list of users who have purchased lipstick or mascara. You can then utilize that list to remarket products like foundation or eye shadow to encourage a repeat purchase.
These lists and strategies would work well in Dynamic Remarketing Advertisements or Google Shopping Advertisements. Due to the fact that these items are far more visible, you ‘d wish to utilize those project types to your advantage.
9. Exclude Past Purchasers To Maximize Spend Efficiency
As mentioned in technique no. 7, you’ll want to omit previous purchasers from existing acquisition projects to optimize spending performance.
An example of lazy remarketing is for a user to see an ad for a product they have actually already bought.
Not only does that create a bad taste for the user, however that implies you’re squandering important marketing cash on people who have actually currently purchased.
Now, there are definitely times when you ‘d not want to leave out previous purchasers, particularly if your item is a repeat purchase.
But, 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 project, then find the “Exemptions” table.
Screenshot by author, October 2022 10. Develop Brand Name Advocates From Your Existing High-Value Clients It’s true when they state that your customers are your best advocates. They have put their rely on you to deliver a high-value service or product that they have actually come to know and trust. So, how do you turn them into supporters? This remarketing method still consists of utilizing that same past buyer list. A few various choices you could possibly use previous purchasers: Develop a recommendation program and provide discount rates for each person who purchases. Offer discount rates based on supplying a favorable public evaluation. Just
- since somebody has purchased from you once does not imply they end up being a faithful client. Sometimes it takes additional inspiration to wish to buy again.
Loyalty or recommendation discount rates are a great way to keep your existing clients coming back to you, as well as utilizing their own recommendation automobiles to generate new consumers.
Creating referral programs is a low-priced and efficient multi-channel awareness strategy that is mutually useful for you– the brand and the customer. Summary Remarketing is not a one-size-fits-all technique. In today’s age, it needs thoughtfulness, tactfulness, and division to be effective. Thinking outside package on your remarketing methods can lead to more economical marketing, higher ROAS, and faster development if you use them correctly. Sometimes, the power of remarketing lies within the list setup and project division.
More Resources: Included Image: Andrii Yalanskyi/Best SMM Panel