Remarketing lists are an effective tool for all Google Advertising campaigns types– however particularly for Google Search advertisements.
With the looming, inescapable privacy updates coming to advertising, remarketing lists are an important part of any pay per click technique.
Remarketing enables you to hyper-target particular audiences who are already knowledgeable about your brand name to help take full advantage of return on ad spend (ROAS).
A customer journey can have numerous touchpoints before making a purchase.
Below you’ll learn 10 creative and actionable use cases of Remarketing Lists for Browse Advertisements (RLSAs) to capture potential customers previously in their purchase journey.
With many opportunities to utilize remarketing lists, let’s break down methods based on where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Strategies
These 3 remarketing methods cover the essentials of top-of-funnel marketing and utilize different campaign types to help take advantage of your RLSAs.
1. Target Users Who Have Engaged With A Video Project And Motivate Them To Act
If you’ve attempted Buy YouTube Subscribers Advertisements in any type and have struggled to figure out or measure success, then this technique might be for you.
Buy YouTube Subscribers advertisements are a fantastic method to acquire awareness of a product, service, or brand– but how do you get a brand-new user to do something about it from that first touchpoint?
Go into in remarketing lists.
Google Advertisements permits you to develop different kinds of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are two key 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 must be connected to your Google Advertisements account.
To establish Buy YouTube Subscribers remarketing lists, navigate to Tools & Settings > Shared Library > Audience Supervisor.
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 wide range of choices to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These choices include engagement from:
- Views to videos.
- Registers for the channel.
- Visits to the channel.
- Likes on videos.
- Add videos to playlist.
- Shares of videos.
Further, you have the ability to section even more to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To utilize these recently produced Buy YouTube Subscribers remarketing lists, attempt including them to your existing Search projects as “Observation Just” in the beginning to comprehend if these users are most likely to connect with your campaigns versus somebody who hasn’t seen your Buy YouTube Subscribers videos.
Taking it a step further, you can create new Browse campaigns that particularly target these users.
The advantage is that you can offer different messaging to these users who have already interacted with your brand name.
2. Omit Poor Quality Or Irrelevant Website Traffic From Browse Campaigns
If you’ve run any kind of awareness campaign, you’ve likely seen an increase in traffic overall, consisting of unimportant web pages or low-grade visitors.
What do we constitute as low-grade or unimportant websites?
- Any page that wouldn’t result in a purchase, such as:
- Careers page.
- Financiers page.
- Promote with us page.
- Customer care page.
- Users who remained on the site for less than one second.
Leaving out these kinds of website visitors from the start 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 attributes that consider someone at the top of funnel for your services or product can be complicated, specifically if you’re a small business or have a limited spending plan.
It may feel that you don’t have a lot of alternatives to reach new users without paying a lot for it.
But, have you ever thought about utilizing your most important properties to construct awareness?
Leveraging your own first-party data to produce Lookalike audiences offers you more take advantage of than third-party data, such as Google’s affinity audiences, to reach like-minded individuals of users who currently love your brand name.
To create an audience like this, there are a few alternatives to think about:
- Develop a remarketing list of past purchasers utilizing Google Ads or Google Analytics.
- Upload a list of previous buyers to Google Ads.
Depending on the size of these lists, you’ll have the choice to create a Lookalike audience and utilize it for either Buy YouTube Subscribers, Show, or Search.
The example below shows what a remarketing list based upon a finished purchase URL looks like when created in Google Ads:
Screenshot by author, October 2022
I personally like to utilize Google Analytics when developing remarketing lists since you have a lot more segmentation or filtering choices to be as specific as you require to be.
As a suggestion, your site must be tagged and linked with either your Google Analytics residential or commercial property or Google Advertisements tag.
Factor To Consider Phase Remarketing Methods
These four remarketing strategies help move the user from the factor to consider to the purchase phase quicker utilizing various bidding strategies and deals.
4. Increase Bids For Qualified Visitors Of Your Site Who Haven’t Bought
A simple method to utilize qualified users in your existing Browse campaigns is to increase the quote on those users merely.
You don’t require to produce different projects for these users if you don’t wish to. Segmenting these users and manipulating the bids on them keeps your account management under control.
To utilize this technique, you’ll initially need to produce a remarketing list of users who have not made a purchase yet. You can utilize qualifications only to include people who:
- Have actually made it to the cart checkout.
- Checked out a certain quantity of pages.
- Invest a certain quantity of time on website.
- Visited certain categories/high-value item pages.
As soon as you have produced those, it’s time to add them to an existing Browse campaign and increase the quote.
What this means is that you’re willing to pay more for their click due to the fact that they’ve currently communicated 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 project level, however you can set them at the ad group level also.
Make certain to pick “Observation” so you’re still able to record other brand-new users who are researching your brand.
Screenshot by author, October 2022
Once you’ve included 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.” Pick the “pencil” icon to change the quote as you choose. In this example, I’m going to increase the quote by 15%.
Screenshot by author, October 2022 Once you’ve implemented this modification, make certain to constantly check back on the audience performance and identify if bids require to be altered based on efficiency. 5. Boost Bids For Users Who Have Actually Finished A Micro-Conversion This technique resembles the example above, other than for the kind 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 upon your services or product, these could include:
- Registering for e-mails or newsletters.
- Downloading an ebook.
- Registering for a webinar.
- Requesting a totally free sample.
These kinds of conversions show a user is active in research mode and seriously considering your brand.
By increasing the bid in your search projects for these users, you’re stating you want to pay more for their clicks due to the fact that they’re that a lot more 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 Optimize Conversion Worth With Cart Abandoners
This remarketing strategy would require you to develop a different campaign targeting only cart abandoners.
You may be asking, “Why not simply utilize Maximize Conversion Value for everybody?”
If you have actually ever tested out the Maximize Conversion Worth bidding strategy in Google Ads, you’ll know exactly why.
The reasons I do not suggest utilizing this for all campaigns consist of:
- You can’t set any optimal ceiling values.
- Not all users are prepared to purchase.
By segmenting a search campaign specifically for cart abandoners, you can test this bidding method at a lower threshold– and with the most qualified users who are most likely to purchase.
Comparable to the above examples, this method informs Google that you want to be more versatile in just how much you pay for somebody to make a purchase.
And what better method to evaluate this than with users who were practically prepared to make that purchase?
To set this technique into movement, you initially need to develop a remarketing list of “Cart Abandoners.”
This will look various for everyone, however it will likely be URL-based and able to be created in either Google Analytics or Google Advertisements.
After that list has actually been produced, it’s time to establish your brand-new search campaign.
This project can be a replicate of any other search project. Simply ensure to exclude your Cart Abandoner list from that existing campaign. We don’t want any cross-over here!
When producing the new project, this is where you’ll set the bid strategy to “Maximize Conversion Worth” in the settings.
Screenshot by author, October 2022 Google Ads does offer you the choice to set a target return on advertisement spend, offering you rather manage over campaign performance. Depending upon how much versatility 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 now. Otherwise, the project won’t have the ability to successfully learn. 7. Develop Offers Based On The User’s Interaction Timeline Did you know you can create the exact same remarketing list of users but segment them
by the variety of days? Say you had a cart abandoner and wished to move them toward purchase ASAP. You might
want to give them a higher discount rate because the purchase was still new in their mind. If they still have not acquired within three days, you may select to still provide
them a discount, however not as high as the first offer. After 7 days, you still desire them to keep your item top-of-mind, but that discount or
deal might change again since they’ve waited so long. So, how do you set about setting up this method? First, you’ll want to create three various remarketing lists
(for this example just). Create cart abandoner audiences separated out by one day, 3 days, and seven days. In Google Ads, you merely change the”subscription duration”for each list. An example of where to change that during list production is below: Screenshot by author, October 2022
Once these lists are produced, I suggest setting up different ad groups for each list. You’ll desire various advertisement groups due to the fact that the deal will be different for each list.
The last crucial piece of targeting cart abandoners is to exclude buyers from your project. You will do this in the “Audiences” tab of your campaign and include your “Buyers” remarketing list as an exclusion.
Post-Purchase Journey Remarketing Methods
As soon as a user has made a purchase, that’s not always the end of their journey!
These remarketing strategies make it possible for previous buyers to become your most valuable asset and opportunities for repeat purchasers to become brand name advocates.
8. Cross Promote Other Products Based Upon A User’s Purchase Habits
Among the best methods to produce a repeat purchaser is to suggest matching products based on a user’s purchase.
For example, say you’re a makeup brand, and a user just bought their first tube of lipstick and mascara from you.
An efficient remarketing method would include producing lists of previous buyers segmented by product category. This allows you to cross-promote other products and omit product types they’ve just purchased.
In this example, you may produce a remarketing list of users who have bought lipstick or mascara. You can then utilize that list to remarket products like structure 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 products are a lot more noticeable, you ‘d wish to utilize those project types to your benefit.
9. Exclude Past Purchasers To Make The Most Of Invest Effectiveness
As pointed out in method no. 7, you’ll want to leave out past purchasers from present acquisition campaigns to take full advantage of costs effectiveness.
An example of lazy remarketing is for a user to see an advertisement for a product they have actually already bought.
Not just does that develop a bad taste for the user, but that implies you’re wasting valuable marketing cash on individuals who have already purchased.
Now, there are certainly times when you ‘d not want to exclude past buyers, specifically if your product is a repeat purchase.
But, in these examples, your search campaigns are likely going after brand-new users.
To omit previous buyers, go to Audiences on the left-hand side of your project, then discover the “Exemptions” table.
Screenshot by author, October 2022 10. Develop Brand Name Advocates From Your Existing High-Value Clients It holds true when they state that your clients are your finest advocates. They have actually put their rely on you to provide a high-value services 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 using that exact same previous buyer list. A few different options you might possibly provide previous purchasers: Create a referral program and give discounts for each individual who purchases. Deal discount rates based upon offering a favorable public review. Simply
- since somebody has actually bought from you when does not mean they end up being a faithful consumer. Sometimes it takes additional motivation to wish to purchase again.
Commitment or referral discount rates are a terrific method to keep your existing clients coming back to you, along with using their own referral lorries to create new consumers.
Developing referral programs is an affordable and effective multi-channel awareness technique that is equally advantageous for you– the brand and the consumer. Summary Remarketing is not a one-size-fits-all method. In today’s age, it needs consideration, tactfulness, and segmentation to be effective. Thinking outside the box on your remarketing techniques can lead to more cost-effective advertising, higher ROAS, and faster development if you use them correctly. In some cases, the power of remarketing lies within the list setup and project division.
More Resources: Featured Image: Andrii Yalanskyi/Best SMM Panel