Remarketing lists are an effective tool for all Google Ads campaign types– however specifically for Google Browse advertisements.
With the looming, inevitable personal privacy updates pertaining to marketing, remarketing lists are an essential part of any PPC technique.
Remarketing enables you to hyper-target particular audiences who are already familiar with your brand name to assist take full advantage of return on ad invest (ROAS).
A consumer journey can have many touchpoints before making a purchase.
Below you’ll learn 10 creative and actionable use cases of Remarketing Lists for Browse Ads (RLSAs) to catch potential consumers previously in their purchase journey.
With numerous chances to use remarketing lists, let’s break down strategies based upon where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Techniques
These three remarketing strategies cover the essentials of top-of-funnel marketing and utilize 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 attempted Buy YouTube Subscribers Ads in any kind and have actually struggled to determine or quantify success, then this strategy may be for you.
Buy YouTube Subscribers advertisements are a great way to acquire awareness of an item, service, or brand name– however how do you get a new user to do something about it from that first touchpoint?
Enter in remarketing lists.
Google Advertisements enables you to produce various kinds of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are 2 key requirements for utilizing this list type:
- These lists can just be used in other Buy YouTube Subscribers or Browse campaigns– not Show.
- Your Buy YouTube Subscribers channel need to be linked to your Google Advertisements account.
To set up Buy YouTube Subscribers remarketing lists, navigate to Tools & Settings > Shared Library > Audience Supervisor.
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 plethora of alternatives to begin leveraging your Buy YouTube Subscribers video engagement for remarketing. These options include engagement from:
- Views to videos.
- Registers for the channel.
- Sees 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 newly created Buy YouTube Subscribers remarketing lists, try including them to your existing Search campaigns as “Observation Just” in the beginning to comprehend if these users are most likely to engage with your projects versus somebody who hasn’t seen your Buy YouTube Subscribers videos.
Taking it an action further, you can develop brand-new Browse projects that specifically target these users.
The benefit is that you can provide different messaging to these users who have already communicated with your brand.
2. Omit Poor Quality Or Unimportant Website Traffic From Search Campaigns
If you have actually run any type of awareness campaign, you have actually likely seen a boost in traffic overall, consisting of unimportant websites or low-quality visitors.
What do we make up as low-quality or unimportant webpages?
- Any page that would not result in a purchase, such as:
- Careers page.
- Financiers page.
- Promote with us page.
- Client service page.
- Users who stayed on the site for less than one second.
Leaving out these types of site visitors from the outset 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 attributes that consider somebody at the top of funnel for your service or product can be challenging, especially if you’re a small business or have a restricted budget plan.
It might feel that you don’t have a great deal of choices to reach new users without paying a lot for it.
But, have you ever thought about utilizing your most valuable properties to construct awareness?
Leveraging your own first-party data to create Lookalike audiences offers you more take advantage of than third-party information, such as Google’s affinity audiences, to reach like-minded people of users who already like your brand.
To develop an audience like this, there are a few alternatives to think about:
- Create a remarketing list of past purchasers using Google Ads or Google Analytics.
- Submit a list of previous purchasers to Google Advertisements.
Depending on the size of these lists, you’ll have the choice to create a Lookalike audience and use it for either Buy YouTube Subscribers, Show, or Browse.
The example below programs what a remarketing list based on a finished 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 because you have many more segmentation or filtering options to be as specific as you require to be.
As a reminder, your website needs to be tagged and linked with either your Google Analytics property or Google Ads tag.
Consideration Phase Remarketing Methods
These 4 remarketing strategies assist move the user from the consideration to the purchase phase quicker utilizing different bidding methods and offers.
4. Increase Quotes For Qualified Visitors Of Your Website Who Have Not Bought
A simple method to utilize certified users in your existing Browse projects is to increase the quote on those users just.
You do not need to produce different campaigns for these users if you do not want to. Segmenting these users and controling the quotes on them keeps your account management under control.
To utilize this method, you’ll initially need to produce a remarketing list of users who have not bought yet. You can use certifications just to consist of people who:
- Have made it to the cart checkout.
- Checked out a specific quantity of pages.
- Spent a particular amount of time on website.
- Checked out certain categories/high-value item pages.
Once you have produced those, it’s time to include them to an existing Browse campaign and increase the bid.
What this suggests 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 Search campaign, navigate to “Audiences” on the left-hand side.
In this example, I’m setting the audience at the campaign level, however you can set them at the ad group level too.
Ensure to pick “Observation” so you’re still able to record other 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 adjustment.
Still, in the Audiences tab, you’ll see your remarketing list added.
In the columns, you’ll see “Quote Adjustment.” Select the “pencil” icon to change the bid as you choose. In this example, I’m going to increase the bid by 15%.
Screenshot by author, October 2022 Once you’ve implemented this change, be sure to constantly examine back on the audience performance and determine if quotes require to be altered based upon efficiency. 5. Increase Quotes For Users Who Have Actually Completed A Micro-Conversion This strategy is similar to the example above, except for the type of user you want to target. If a user has actually 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 product and services, these might include:
- Signing up for e-mails or newsletters.
- Downloading an ebook.
- Registering for a webinar.
- Requesting a totally free sample.
These kinds of conversions reveal a user is active in research mode and seriously considering your brand.
By increasing the bid in your search campaigns for these users, you’re saying you want to pay more for their clicks due to the fact that they’re that a lot more most likely to convert.
The procedure of setting this technique up is the same as above, with the exception of producing a remarketing list based upon the success of these micro-conversions.
6. Test Take Full Advantage Of Conversion Value With Cart Abandoners
This remarketing strategy would need you to develop a different project targeting only cart abandoners.
You may be asking, “Why not simply use Take full advantage of Conversion Worth for everyone?”
If you have actually ever tested out the Maximize Conversion Value bidding strategy in Google Ads, you’ll know precisely why.
The reasons I don’t suggest using this for all projects consist of:
- You can’t set any maximum ceiling worths.
- Not all users are all set to acquire.
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 more than likely to purchase.
Comparable to the above examples, this method tells Google that you want to be more flexible in how much you pay for someone to make a purchase.
And what much better way to check this than with users who were practically ready to make that purchase?
To set this technique into motion, you initially require to create 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 been created, it’s time to set up your new search campaign.
This project can be a duplicate of any other search project. Just make sure to omit your Cart Abandoner list from that existing campaign. We don’t desire any cross-over here!
When creating the brand-new campaign, this is where you’ll set the bid strategy to “Make the most of Conversion Value” in the settings.
Screenshot by author, October 2022 Google Advertisements does offer you the choice to set a target return on ad spend, offering 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 won’t have the ability to successfully discover. 7. Create Offers Based On The User’s Interaction Timeline Did you know you can create the same remarketing list of users but sector them
by the number of days? Say you had a cart abandoner and wanted to move them toward purchase ASAP. You might
be willing to give them a greater discount rate since the purchase was still new in their mind. If they still have not purchased within three days, you might select to still provide
them a discount rate, but not as high as the very first deal. After seven days, you still desire them to keep your item top-of-mind, but that discount or
deal may change again since they’ve waited so long. So, how do you tackle establishing this technique? Initially, you’ll want to develop 3 different remarketing lists
(for this example just). Create cart abandoner audiences separated out by one day, three days, and 7 days. In Google Advertisements, you just change the”membership duration”for each list. An example of where to change that during list development is below: Screenshot by author, October 2022
Once these lists are created, I advise establishing different ad groups for each list. You’ll want different advertisement groups since the offer will be different for each list.
The last essential piece of targeting cart abandoners is to exclude purchasers from your campaign. You will do this in the “Audiences” tab of your project and add your “Buyers” remarketing list as an exemption.
Post-Purchase Journey Remarketing Techniques
When a user has actually bought, that’s not necessarily completion of their journey!
These remarketing methods make it possible for past purchasers to become your most valuable asset and chances for repeat buyers to become brand advocates.
8. Cross Promote Other Products Based On A User’s Purchase Behavior
One of the very best methods to create a repeat purchaser is to advise complementing items based upon a user’s purchase.
For example, say you’re a makeup brand name, and a user simply bought their very first tube of lipstick and mascara from you.
An efficient remarketing method would include developing lists of previous purchasers segmented by item classification. This enables you to cross-promote other products and exclude product types they’ve simply 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 items like structure or eye shadow to motivate a repeat purchase.
These lists and techniques would work well in Dynamic Remarketing Ads or Google Shopping Advertisements. Due to the fact that these products are a lot more visible, you ‘d wish to utilize those campaign types to your benefit.
9. Exclude Past Purchasers To Take Full Advantage Of Invest Performance
As mentioned in strategy no. 7, you’ll want to exclude past buyers from present acquisition projects to maximize costs performance.
An example of lazy remarketing is for a user to see an ad for a product they have actually currently purchased.
Not just does that produce a bad taste for the user, however that indicates you’re squandering valuable marketing cash on individuals who have currently bought.
Now, there are certainly times when you ‘d not wish to leave out previous purchasers, particularly if your product is a repeat purchase.
But, in these examples, your search projects are most likely going after new users.
To omit previous purchasers, go to Audiences on the left-hand side of your campaign, then discover the “Exemptions” table.
Screenshot by author, October 2022 10. Produce Brand Advocates From Your Existing High-Value Consumers It’s true when they say that your customers are your best supporters. They have put their rely on you to deliver a high-value product or service that they have come to know and trust. So, how do you turn them into advocates? This remarketing strategy still includes using that same previous purchaser list. A few different alternatives you might potentially offer past purchasers: Create a referral program and provide discounts for each individual who purchases. Deal discount rates based on offering a favorable public review. Just
- since somebody has actually purchased from you when does not suggest they become a faithful customer. Sometimes it takes additional inspiration to wish to purchase again.
Loyalty or referral discounts are a fantastic way to keep your existing customers returning to you, in addition to using their own recommendation automobiles to generate brand-new clients.
Developing recommendation programs is a low-cost and efficient multi-channel awareness strategy that is mutually helpful for you– the brand and the customer. Summary Remarketing is not a one-size-fits-all strategy. In today’s age, it needs consideration, tactfulness, and segmentation to be effective. Thinking outside package on your remarketing strategies can result in more cost-effective marketing, 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