Remarketing lists are an effective tool for all Google Ads campaign types– however specifically for Google Browse advertisements.
With the looming, inevitable privacy updates coming to advertising, remarketing lists are an essential part of any pay per click strategy.
Remarketing enables you to hyper-target particular audiences who are currently familiar with your brand to help optimize return on ad invest (ROAS).
A consumer journey can have countless touchpoints before buying.
Listed below you’ll discover 10 creative and actionable use cases of Remarketing Lists for Search Ads (RLSAs) to catch potential customers earlier in their purchase journey.
With many chances to utilize remarketing lists, let’s break down methods based upon where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Methods
These 3 remarketing techniques cover the essentials of top-of-funnel marketing and use various campaign types to help utilize your RLSAs.
1. Target Users Who Have Engaged With A Video Campaign And Encourage Them To Do Something About It
If you’ve tried Buy YouTube Subscribers Advertisements in any type and have actually struggled to identify or measure success, then this technique may be for you.
Buy YouTube Subscribers ads are a great way to acquire awareness of an item, service, or brand– however how do you get a brand-new user to act from that very first touchpoint?
Go into in remarketing lists.
Google Ads allows you to create 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 campaigns– not Show.
- Your Buy YouTube Subscribers channel need to be connected to your Google Ads account.
To establish Buy YouTube Subscribers remarketing lists, browse to Tools & Settings > Shared Library > Audience Manager.
In Audience Manager, struck the “+” button to begin segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google provides a wide range of choices to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These alternatives include engagement from:
- Views to videos.
- Signs up for the channel.
- Check outs to the channel.
- Likes on videos.
- Add videos to playlist.
- Shares of videos.
Further, you have the ability to segment further to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To take advantage of these recently produced Buy YouTube Subscribers remarketing lists, try including them to your existing Browse projects as “Observation Just” initially to comprehend if these users are most likely to communicate with your projects versus someone who hasn’t seen your Buy YouTube Subscribers videos.
Taking it a step even more, you can develop brand-new Browse campaigns that particularly 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 Low Quality Or Unimportant Website Traffic From Search Projects
If you’ve run any kind of awareness campaign, you’ve most likely seen an increase in traffic in general, consisting of irrelevant websites or low-quality visitors.
What do we constitute as low-grade or irrelevant webpages?
- Any page that wouldn’t result in a purchase, such as:
- Careers page.
- Financiers page.
- Market with us page.
- Client service page.
- Users who remained on the website for less than one second.
Excluding these kinds of site visitors from the get-go can help make your remarketing efforts more cost-efficient in the long run.
3. Develop Lookalike Audiences From Your Own First-Party Data
Utilizing Google’s affinity audiences or characteristics that think about somebody at the top of funnel for your product and services can be difficult, especially if you’re a small business or have a limited spending plan.
It may feel that you do not have a lot of options to reach new users without paying a lot for it.
However, have you ever thought of using your most important properties to build awareness?
Leveraging your own first-party data to develop Lookalike audiences offers you more leverage than third-party data, such as Google’s affinity audiences, to reach similar people of users who currently enjoy your brand.
To produce an audience like this, there are a couple of options to consider:
- Develop a remarketing list of previous buyers using Google Ads or Google Analytics.
- Submit a list of past buyers to Google Advertisements.
Depending on the size of these lists, you’ll have the choice to develop a Lookalike audience and utilize it for either Buy YouTube Subscribers, Show, or Search.
The example below programs what a remarketing list based on a completed purchase URL looks like when created in Google Ads:
Screenshot by author, October 2022
I personally like to use Google Analytics when producing remarketing lists since you have much more segmentation or filtering options to be as particular as you need to be.
As a suggestion, your website should 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 techniques assist move the user from the factor to consider to the purchase phase quicker using different bidding methods and deals.
4. Increase Bids For Certified Visitors Of Your Site Who Haven’t Made A Purchase
An easy way to utilize qualified users in your existing Browse projects is to increase the bid on those users just.
You do not require to produce separate projects 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 technique, you’ll initially require to develop a remarketing list of users who haven’t purchased yet. You can utilize qualifications only to include individuals who:
- Have made it to the cart checkout.
- Visited a certain quantity of pages.
- Spent a particular amount of time on site.
- Gone to particular categories/high-value product pages.
Once you have created those, it’s time to include them to an existing Search campaign and increase the bid.
What this implies is that you want to pay more for their click due to the fact that they’ve currently interacted 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 project level, but you can set them at the advertisement group level also.
Make certain to choose “Observation” so you’re still able to capture other new users who are investigating your brand.
Screenshot by author, October 2022
Once you have actually added your certified remarketing list, it’s time to increase your bid modification.
Still, in the Audiences tab, you’ll see your remarketing list added.
In the columns, you’ll see “Bid Modification.” Choose the “pencil” icon to alter 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 executed this modification, be sure to constantly examine back on the audience efficiency and figure out if quotes require to be changed based on efficiency. 5. Increase Bids For Users Who Have Actually Finished A Micro-Conversion This strategy resembles the example above, except for the type 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 buy. What are examples of a micro-conversion? Depending upon your services or product, these might consist of:
- Signing up for e-mails or newsletters.
- Downloading an ebook.
- Registering for a webinar.
- Asking for a complimentary sample.
These kinds of conversions show a user is active in research mode and seriously considering your brand name.
By increasing the bid in your search projects for these users, you’re stating you’re willing to pay more for their clicks due to the fact that they’re that far more likely to convert.
The procedure of setting this strategy up is the same as above, with the exception of producing a remarketing list based on the success of these micro-conversions.
6. Test Make The Most Of Conversion Worth With Cart Abandoners
This remarketing strategy would require you to develop a separate project targeting just cart abandoners.
You may be asking, “Why not simply utilize Maximize Conversion Worth for everyone?”
If you’ve ever checked out the Maximize Conversion Value bidding technique in Google Advertisements, you’ll understand exactly why.
The reasons I do not suggest using this for all campaigns consist of:
- You can’t set any maximum ceiling values.
- Not all users are prepared to purchase.
By segmenting a search project particularly for cart abandoners, you can test this bidding technique at a lower limit– and with the most qualified users who are probably to make a purchase.
Similar to the above examples, this strategy informs Google that you want to be more versatile in how much you spend for someone to purchase.
And what better way to check this than with users who were almost all set to make that purchase?
To set this strategy into movement, you first require to create a remarketing list of “Cart Abandoners.”
This will look different for everyone, however it will likely be URL-based and able to be developed in either Google Analytics or Google Ads.
After that list has been developed, it’s time to set up your new search campaign.
This project can be a replicate of any other search campaign. Simply make certain to exclude your Cart Abandoner list from that existing campaign. We don’t desire any cross-over here!
When creating the new project, this is where you’ll set the quote strategy to “Optimize Conversion Value” in the settings.
Screenshot by author, October 2022 Google Ads does provide you the alternative to set a target return on advertisement invest, providing you rather control over campaign efficiency. Depending on 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 right now. Otherwise, the campaign will not be able to successfully learn. 7. Produce Offers Based Upon The User’s Interaction Timeline Did you understand you can create the same remarketing list of users but segment them
by the variety of days? State you had a cart abandoner and wished to move them towards purchase ASAP. You might
want to provide a greater discount because the purchase was still brand-new in their mind. If they still haven’t acquired within 3 days, you may choose to still provide
them a discount, however not as high as the very first offer. After 7 days, you still desire them to keep your item top-of-mind, but that discount or
offer might alter once again because they have actually waited so long. So, how do you set about establishing this method? Initially, you’ll want to create three different remarketing lists
(for this example only). Develop cart abandoner audiences separated out by one day, three days, and seven days. In Google Advertisements, you merely alter the”membership duration”for each list. An example of where to alter that throughout list creation is listed below: Screenshot by author, October 2022
Once these lists are created, I recommend setting up different advertisement groups for each list. You’ll want various ad groups because the offer will be different for each list.
The last important piece of targeting cart abandoners is to leave out buyers from your campaign. 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
When a user has actually made a purchase, that’s not always completion of their journey!
These remarketing strategies allow previous purchasers to become your most valuable property and chances for repeat purchasers to end up being brand supporters.
8. Cross Promote Other Products Based On A User’s Purchase Behavior
Among the very best ways to create a repeat purchaser is to advise complementing products based on a user’s purchase.
For example, say you’re a makeup brand, and a user simply purchased their first tube of lipstick and mascara from you.
A reliable remarketing technique would include creating 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 might develop a remarketing list of users who have 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 Ads or Google Shopping Ads. Due to the fact that these products are a lot more visible, you ‘d wish to utilize those project types to your advantage.
9. Leave Out Past Purchasers To Optimize Invest Efficiency
As pointed out in method no. 7, you’ll want to exclude previous buyers from current acquisition campaigns to take full advantage of costs efficiency.
An example of lazy remarketing is for a user to see an ad for an item they have actually already acquired.
Not just does that create a bad taste for the user, however that means you’re losing valuable marketing cash on people who have actually already acquired.
Now, there are certainly times when you ‘d not wish to leave out previous purchasers, particularly if your item is a repeat purchase.
But, in these examples, your search campaigns are likely pursuing new users.
To exclude previous purchasers, go to Audiences on the left-hand side of your project, then discover the “Exclusions” table.
Screenshot by author, October 2022 10. Create Brand Supporters From Your Existing High-Value Customers It’s true when they state that your clients are your finest supporters. They have put their rely on 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 supporters? This remarketing method still includes using that very same past purchaser list. A couple of various choices you could potentially use previous purchasers: Produce a recommendation program and give discount rates for each person who purchases. Deal discount rates based on offering a positive public review. Just
- because somebody has actually purchased from you when does not suggest they end up being a devoted customer. In some cases it takes extra motivation to wish to buy again.
Commitment or recommendation discount rates are a great way to keep your existing consumers returning to you, as well as using their own referral cars to generate new customers.
Developing referral programs is an affordable and effective multi-channel awareness technique that is equally useful for you– the brand name and the customer. Summary Remarketing is not a one-size-fits-all method. In today’s age, it needs thoughtfulness, tactfulness, and division to be effective. Thinking outside the box on your remarketing strategies can result in more economical advertising, higher ROAS, and faster development if you utilize them properly. In some cases, the power of remarketing lies within the list setup and project division.
More Resources: Featured Image: Andrii Yalanskyi/Best SMM Panel