Remarketing lists are an effective tool for all Google Ads campaign types– but specifically for Google Browse ads.
With the looming, inescapable privacy updates concerning advertising, remarketing lists are an important part of any pay per click strategy.
Remarketing permits you to hyper-target specific audiences who are currently familiar with your brand name to help make the most of return on advertisement spend (ROAS).
A consumer journey can have numerous touchpoints prior to making a purchase.
Listed below you’ll learn 10 innovative and actionable usage cases of Remarketing Lists for Search Ads (RLSAs) to record prospective consumers earlier in their purchase journey.
With a lot of chances to utilize remarketing lists, let’s break down methods based on where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Methods
These 3 remarketing methods cover the fundamentals of top-of-funnel marketing and use various campaign types to help take advantage of your RLSAs.
1. Target Users Who Have Engaged With A Video Campaign 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 method may be for you.
Buy YouTube Subscribers ads are a fantastic method to gain awareness of an item, service, or brand– but how do you get a brand-new user to act from that first touchpoint?
Enter in remarketing lists.
Google Ads enables you to create various types of remarketing lists based on your Buy Buy YouTube Subscribers Subscribers videos. There are two key requirements for utilizing this list type:
- These lists can only be used in other Buy YouTube Subscribers or Browse campaigns– not Display.
- Your Buy YouTube Subscribers channel should be linked to your Google Advertisements account.
To establish Buy YouTube Subscribers remarketing lists, navigate to Tools & Settings > Shared Library > Audience Manager.
In Audience Supervisor, hit the “+” button to begin segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google provides a plethora of options to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These choices consist of engagement from:
- Views to videos.
- Signs up for the channel.
- Sees to the channel.
- Likes on videos.
- Add videos to playlist.
- Shares of videos.
Further, you’re able to segment further to make your remarketing lists as particular as possible:
Screenshot by author, October 2022
To leverage these freshly developed Buy YouTube Subscribers remarketing lists, try adding them to your existing Search projects as “Observation Just” at first to comprehend if these users are more likely to interact with your campaigns versus someone who hasn’t seen your Buy YouTube Subscribers videos.
Taking it a step even more, you can produce brand-new Search projects that particularly target these users.
The advantage is that you can offer various messaging to these users who have already communicated with your brand name.
2. Omit Low Quality Or Unimportant Site Traffic From Search Campaigns
If you’ve run any kind of awareness campaign, you’ve most likely seen a boost in traffic in general, consisting of unimportant webpages or low-quality visitors.
What do we make up as low-quality or irrelevant webpages?
- Any page that would not result in a purchase, such as:
- Professions page.
- Investors page.
- Advertise with us page.
- Client service page.
- Users who stayed on the site for less than one second.
Excluding these kinds of website visitors from the outset can help make your remarketing efforts more cost-effective in the long run.
3. Create Lookalike Audiences From Your Own First-Party Data
Using Google’s affinity audiences or qualities that consider somebody at the top of funnel for your product and services can be challenging, especially if you’re a small company or have a minimal spending plan.
It might feel that you do not have a lot of options to reach brand-new users without paying a lot for it.
However, have you ever thought of using your most important assets to build awareness?
Leveraging your own first-party data to create 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 like your brand.
To create an audience like this, there are a couple of choices to consider:
- Develop a remarketing list of previous buyers utilizing Google Ads or Google Analytics.
- Submit a list of previous buyers to Google Ads.
Depending upon the size of these lists, you’ll have the option to develop a Lookalike audience and utilize it for either Buy YouTube Subscribers, Show, or Browse.
The example listed below programs what a remarketing list based upon a finished purchase URL looks like when developed in Google Ads:
Screenshot by author, October 2022
I personally like to utilize Google Analytics when producing remarketing lists since you have much more segmentation or filtering choices to be as specific as you require to be.
As a pointer, your site must be tagged and related to either your Google Analytics property or Google Advertisements tag.
Consideration Stage Remarketing Techniques
These four remarketing strategies help move the user from the factor to consider to the purchase stage quicker using various bidding strategies and deals.
4. Boost Quotes For Certified Visitors Of Your Site Who Have Not Bought
An easy method to leverage qualified users in your existing Search campaigns is to increase the bid on those users simply.
You don’t require to develop different projects for these users if you do not 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 create a remarketing list of users who have not purchased yet. You can use certifications just to include individuals who:
- Have made it to the cart checkout.
- Visited a particular quantity of pages.
- Spent a specific amount of time on website.
- Checked out particular categories/high-value item pages.
As soon as you have actually produced those, it’s time to add them to an existing Browse project and increase the quote.
What this means is that you want to pay more for their click because they have actually already connected with your brand in some way.
In your Search 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 advertisement group level also.
Make certain to pick “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 change.
Still, in the Audiences tab, you’ll see your remarketing list added.
In the columns, you’ll see “Quote Modification.” Choose the “pencil” icon to alter the bid 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 change, make sure to continually check back on the audience performance and figure out if bids need to be changed based on efficiency. 5. Increase Bids For Users Who Have Actually Finished 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 finished a micro-conversion of any sort, they’re likely a high-qualified user to purchase. What are examples of a micro-conversion? Depending upon your product or service, these might consist of:
- Registering for emails or newsletters.
- Downloading an ebook.
- Registering for a webinar.
- Asking for a totally free sample.
These kinds of conversions show 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 want to pay more for their clicks since they’re that far more most likely to transform.
The procedure of setting this method up is the same as above, with the exception of producing a remarketing list based on the success of these micro-conversions.
6. Test Optimize Conversion Worth With Cart Abandoners
This remarketing technique would need you to develop a different campaign targeting just cart abandoners.
You may be asking, “Why not just use Maximize Conversion Worth for everybody?”
If you have actually ever checked out the Maximize Conversion Value bidding technique in Google Advertisements, you’ll understand exactly why.
The reasons I do not advise using this for all projects include:
- You can’t set any optimal ceiling worths.
- Not all users are ready to acquire.
By segmenting a search project particularly 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 technique tells Google that you’re willing to be more versatile in how much you pay for somebody to buy.
And what better way to check this than with users who were almost ready to make that purchase?
To set this method into movement, you initially need 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 produced in either Google Analytics or Google Advertisements.
After that list has been created, it’s time to set up your brand-new search campaign.
This project can be a duplicate of any other search campaign. Just make sure to exclude your Cart Abandoner list from that existing campaign. We don’t want any cross-over here!
When developing the new campaign, this is where you’ll set the bid technique to “Make the most 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, providing you somewhat manage over campaign performance. Depending on just how much flexibility you have in your marketing budget plan, 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 now. Otherwise, the project won’t be able to effectively learn. 7. Create Offers Based Upon The User’s Interaction Timeline Did you understand you can develop the very same remarketing list of users but section them
by the number of days? State you had a cart abandoner and wanted to move them toward purchase ASAP. You might
want to give them a greater discount rate since the purchase was still new in their mind. If they still have not purchased within 3 days, you might select to still give
them a discount rate, but not as high as the first deal. After seven days, you still want them to keep your item top-of-mind, but that discount or
offer may alter again due to the fact that they’ve waited so long. So, how do you go about setting up this technique? First, you’ll wish 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 Advertisements, you merely alter the”membership 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 created, I suggest setting up various ad groups for each list. You’ll want various ad groups because the offer will be various for each list.
The last vital piece of targeting cart abandoners is to omit buyers from your project. You will do this in the “Audiences” tab of your project and include your “Buyers” remarketing list as an exclusion.
Post-Purchase Journey Remarketing Techniques
Once a user has bought, that’s not necessarily the end of their journey!
These remarketing methods allow past purchasers to become your most valuable property and opportunities for repeat buyers to end up being brand name advocates.
8. Cross Promote Other Products Based Upon A User’s Purchase Habits
One of the best ways to create a repeat buyer is to recommend complementing items based on a user’s purchase.
For example, say you’re a makeup brand, and a user simply bought their first tube of lipstick and mascara from you.
An effective remarketing technique would include producing lists of past purchasers segmented by item category. This enables you to cross-promote other products and exclude item types they’ve just bought.
In this example, you may create 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 encourage a repeat purchase.
These lists and techniques would work well in Dynamic Remarketing Ads or Google Shopping Ads. Due to the fact that these products are much more noticeable, you ‘d want to utilize those project types to your benefit.
9. Leave Out Past Purchasers To Take Full Advantage Of Spend Performance
As mentioned in method no. 7, you’ll want to exclude previous purchasers from current acquisition campaigns to optimize spending efficiency.
An example of lazy remarketing is for a user to see an advertisement for an item they have actually already purchased.
Not only does that develop a bad taste for the user, but that implies you’re squandering important marketing cash on people who have actually already purchased.
Now, there are certainly times when you ‘d not want to exclude past purchasers, specifically if your item is a repeat purchase.
However, in these examples, your search campaigns are likely pursuing new users.
To exclude past purchasers, go to Audiences on the left-hand side of your campaign, then find the “Exemptions” table.
Screenshot by author, October 2022 10. Create Brand Advocates From Your Existing High-Value Consumers It’s true when they state that your consumers are your finest advocates. They have actually put their trust in you to provide a high-value product and services that they have actually come to know and trust. So, how do you turn them into advocates? This remarketing strategy still consists of utilizing that very same previous buyer list. A couple of different alternatives you might potentially offer previous purchasers: Produce a referral program and give discounts for each person who purchases. Offer discount rates based on supplying a favorable public review. Just
- because someone has actually bought from you once does not mean they end up being a devoted client. Often it takes additional motivation to wish to purchase once again.
Loyalty or recommendation discount rates are a fantastic way to keep your existing customers coming back to you, as well as using their own referral lorries to create brand-new clients.
Producing recommendation programs is an affordable and efficient multi-channel awareness strategy that is equally advantageous for you– the brand and the customer. Summary Remarketing is not a one-size-fits-all method. In today’s age, it needs thoughtfulness, tactfulness, and segmentation to be effective. Believing outside package on your remarketing techniques can result in more economical advertising, higher ROAS, and faster growth if you utilize them correctly. Sometimes, the power of remarketing lies within the list setup and campaign division.
More Resources: Included Image: Andrii Yalanskyi/Best SMM Panel