Remarketing lists are an effective tool for all Google Ads campaign types– however specifically for Google Search advertisements.
With the looming, inescapable privacy updates pertaining to advertising, remarketing lists are a vital part of any pay per click technique.
Remarketing allows you to hyper-target specific audiences who are already acquainted with your brand name to help maximize return on advertisement spend (ROAS).
A consumer journey can have numerous touchpoints prior to purchasing.
Below you’ll learn 10 innovative and actionable use cases of Remarketing Lists for Search Ads (RLSAs) to catch prospective clients previously in their purchase journey.
With a lot of 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 methods cover the fundamentals of top-of-funnel marketing and make use of different campaign types to help take advantage of your RLSAs.
1. Target Users Who Have Engaged With A Video Campaign And Encourage Them To Act
If you have actually tried Buy YouTube Subscribers Advertisements in any kind and have struggled to determine or measure success, then this method might be for you.
Buy YouTube Subscribers advertisements are a terrific way to gain awareness of a product, service, or brand– however how do you get a brand-new user to act from that very 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 two essential requirements for utilizing this list type:
- These lists can just be utilized in other Buy YouTube Subscribers or Search projects– not Show.
- Your Buy YouTube Subscribers channel need to be connected to your Google Advertisements account.
To set up Buy YouTube Subscribers remarketing lists, navigate to Tools & Settings > Shared Library > Audience Manager.
In Audience Manager, hit the “+” button to start segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google provides a multitude of choices 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.
- Check outs to the channel.
- Likes on videos.
- Include videos to playlist.
- Shares of videos.
Further, you’re able to sector even more to make your remarketing lists as particular as possible:
Screenshot by author, October 2022
To utilize these recently created Buy YouTube Subscribers remarketing lists, try including them to your existing Browse projects as “Observation Only” at first to comprehend if these users are more likely to connect with your projects versus somebody who hasn’t seen your Buy YouTube Subscribers videos.
Taking it an action further, you can produce new Browse projects that particularly target these users.
The advantage is that you can offer different messaging to these users who have actually already engaged with your brand.
2. Leave Out Low Quality Or Irrelevant Website Traffic From Search Projects
If you’ve run any kind of awareness campaign, you have actually most likely seen an increase in traffic in general, consisting of unimportant websites or low-quality visitors.
What do we constitute as low-grade or unimportant websites?
- Any page that wouldn’t lead to a purchase, such as:
- Professions page.
- Investors page.
- Market with us page.
- Client service page.
- Users who remained on the website for less than one second.
Leaving out these kinds of site visitors from the beginning can help make your remarketing efforts more affordable in the long run.
3. Produce Lookalike Audiences From Your Own First-Party Data
Utilizing Google’s affinity audiences or characteristics that consider somebody at the top of funnel for your product and services can be challenging, specifically if you’re a small business or have a minimal spending plan.
It may feel that you do not have a great deal of choices to reach new users without paying a lot for it.
But, have you ever thought of using your most important possessions to develop awareness?
Leveraging your own first-party information to create Lookalike audiences offers you more utilize than third-party data, such as Google’s affinity audiences, to reach like-minded individuals of users who currently love your brand name.
To develop an audience like this, there are a couple of options to consider:
- Create a remarketing list of past purchasers using Google Ads or Google Analytics.
- Publish a list of past purchasers to Google Ads.
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, Display, or Browse.
The example listed below shows what a remarketing list based on 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 a lot more division or filtering choices to be as particular as you need to be.
As a pointer, your website must be tagged and related to either your Google Analytics residential or commercial property or Google Advertisements tag.
Consideration Stage Remarketing Techniques
These four remarketing methods assist move the user from the consideration to the purchase stage quicker utilizing various bidding strategies and offers.
4. Increase Bids For Certified Visitors Of Your Website Who Have Not Bought
A simple way to leverage qualified users in your existing Search campaigns is to increase the bid on those users simply.
You do not need to develop different projects for these users if you don’t want to. Segmenting these users and controling the bids on them keeps your account management under control.
To use this strategy, you’ll initially require to develop a remarketing list of users who haven’t bought yet. You can utilize credentials only to consist of people who:
- Have made it to the cart checkout.
- Checked out a certain amount of pages.
- Spent a particular amount of time on site.
- Checked out certain categories/high-value product pages.
As soon as you have actually created those, it’s time to include 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 currently interacted with your brand name in some way.
In your Browse campaign, browse 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 as well.
Make sure to select “Observation” so you’re still able to catch other new users who are investigating your brand.
Screenshot by author, October 2022
Once you’ve included your qualified remarketing list, it’s time to increase your bid adjustment.
Still, in the Audiences tab, you’ll see your remarketing list included.
In the columns, you’ll see “Bid Change.” Pick the “pencil” icon to alter the quote as you please. In this example, I’m going to increase the bid by 15%.
Screenshot by author, October 2022 Once you have actually executed this modification, make certain to continually check back on the audience efficiency and determine if quotes need to be altered based upon performance. 5. Increase Bids For Users Who Have Completed A Micro-Conversion This technique resembles the example above, other than for the kind 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 services or product, these could include:
- Registering for emails 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 name.
By increasing the quote in your search campaigns for these users, you’re saying you’re willing to pay more for their clicks due to the fact that they’re that much more most likely to transform.
The procedure of setting this technique up is the very same as above, with the exception of creating a remarketing list based on the success of these micro-conversions.
6. Test Maximize Conversion Value With Cart Abandoners
This remarketing technique would require you to create a different campaign targeting only cart abandoners.
You may be asking, “Why not just utilize Optimize Conversion Value for everyone?”
If you have actually ever checked out the Maximize Conversion Worth bidding technique in Google Ads, you’ll know precisely why.
The reasons I do not suggest utilizing this for all campaigns include:
- You can’t set any maximum ceiling worths.
- Not all users are all set to purchase.
By segmenting a search campaign specifically for cart abandoners, you can check this bidding strategy at a lower limit– and with the most competent users who are most likely to purchase.
Comparable to the above examples, this technique tells Google that you’re willing to be more flexible in how much you pay for somebody to buy.
And what better method to evaluate this than with users who were nearly prepared to make that purchase?
To set this strategy into movement, you first need to develop a remarketing list of “Cart Abandoners.”
This will look various for everybody, however it will likely be URL-based and able to be developed in either Google Analytics or Google Advertisements.
After that list has been created, it’s time to set up your new search project.
This campaign can be a replicate of any other search project. Just ensure to omit your Cart Abandoner list from that existing campaign. We do not want any cross-over here!
When creating the brand-new project, this is where you’ll set the bid strategy to “Optimize Conversion Worth” in the settings.
Screenshot by author, October 2022 Google Advertisements does give you the option to set a target return on ad invest, offering you rather manage over project efficiency. Depending on 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,
make certain not to set it too high right now. Otherwise, the project won’t be able to effectively learn. 7. Develop Offers Based On The User’s Interaction Timeline Did you understand you can create the very same remarketing list of users however sector them
by the number of days? State you had a cart abandoner and wished to move them toward purchase ASAP. You may
want to provide a greater discount rate given that the purchase was still brand-new in their mind. If they still have not purchased within three days, you might pick to still provide
them a discount, however not as high as the very first deal. After seven days, you still want them to keep your product top-of-mind, but that discount or
offer may change once again since they’ve waited so long. So, how do you go about setting up this method? First, you’ll wish to produce 3 different remarketing lists
(for this example only). Create cart abandoner audiences separated out by one day, three days, and seven days. In Google Advertisements, you just alter the”subscription duration”for each list. An example of where to alter that throughout list development is below: Screenshot by author, October 2022
Once these lists are developed, I advise establishing different advertisement groups for each list. You’ll want various ad groups due to the fact that the deal will be different for each list.
The last vital piece of targeting cart abandoners is to leave out purchasers 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 Strategies
As soon as a user has made a purchase, that’s not necessarily the end of their journey!
These remarketing methods make it possible for previous purchasers to become your most valuable asset and opportunities for repeat buyers to become brand name advocates.
8. Cross Promote Other Products Based Upon A User’s Purchase Behavior
One of the very best methods to develop a repeat buyer is to advise matching products based upon a user’s purchase.
For instance, state you’re a makeup brand, and a user just bought their very first tube of lipstick and mascara from you.
An effective remarketing technique would consist of producing lists of past purchasers segmented by item category. This allows you to cross-promote other items and exclude product types they have actually just purchased.
In this example, you might create 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 motivate a repeat purchase.
These lists and strategies would work well in Dynamic Remarketing Ads or Google Shopping Ads. Since these items are far more noticeable, you ‘d wish to utilize those campaign types to your advantage.
9. Omit Past Purchasers To Make The Most Of Invest Efficiency
As discussed in strategy no. 7, you’ll wish to omit past buyers from present acquisition campaigns to take full advantage of spending effectiveness.
An example of lazy remarketing is for a user to see an advertisement for an item they have currently acquired.
Not only does that produce a bad taste for the user, however that indicates you’re squandering important marketing money on individuals who have actually currently bought.
Now, there are definitely times when you ‘d not want to leave out previous purchasers, particularly if your product is a repeat purchase.
However, in these examples, your search projects are likely going after brand-new users.
To leave out past buyers, go to Audiences on the left-hand side of your campaign, then discover the “Exemptions” table.
Screenshot by author, October 2022 10. Produce Brand Name Advocates From Your Existing High-Value Consumers It’s true when they say that your customers are your finest supporters. They have actually put their rely on you to deliver a high-value services or product that they have familiarized and trust. So, how do you turn them into supporters? This remarketing strategy still consists of using that very same past buyer list. A few different alternatives you could possibly provide previous buyers: Create a referral program and offer discount rates for each person who purchases. Deal discount rates based on offering a positive public evaluation. Just
- due to the fact that someone has bought from you as soon as does not indicate they become a devoted consumer. Sometimes it takes additional inspiration to want to purchase again.
Commitment or referral discount rates are a great method to keep your existing consumers coming back to you, as well as using their own recommendation automobiles to produce brand-new customers.
Creating referral programs is an affordable and effective multi-channel awareness technique 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 segmentation to be successful. Thinking outside the box on your remarketing techniques can lead to more cost-efficient advertising, higher ROAS, and faster growth if you use them correctly. Often, the power of remarketing lies within the list setup and campaign segmentation.
More Resources: Included Image: Andrii Yalanskyi/Best SMM Panel