Remarketing lists are a powerful tool for all Google Advertising campaigns types– however specifically for Google Search ads.
With the looming, inevitable personal privacy updates pertaining to advertising, remarketing lists are an important part of any PPC strategy.
Remarketing enables you to hyper-target specific audiences who are already familiar with your brand to help make the most of return on advertisement spend (ROAS).
A customer journey can have numerous touchpoints prior to making a purchase.
Below you’ll find out 10 imaginative and actionable usage cases of Remarketing Lists for Search Ads (RLSAs) to catch potential customers previously in their purchase journey.
With so many opportunities to utilize remarketing lists, let’s break down techniques based upon where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Strategies
These 3 remarketing techniques cover the basics of top-of-funnel marketing and make use of different project types to assist take advantage of your RLSAs.
1. Target Users Who Have Engaged With A Video Campaign And Motivate Them To Do Something About It
If you’ve attempted Buy YouTube Subscribers Advertisements in any kind and have struggled to determine or measure success, then this strategy might be for you.
Buy YouTube Subscribers advertisements are an excellent method to get awareness of an item, service, or brand– but how do you get a new user to do something about it from that very first touchpoint?
Go into in remarketing lists.
Google Advertisements permits you to develop different types of remarketing lists based on your Buy Buy YouTube Subscribers Subscribers videos. There are 2 key requirements for utilizing this list type:
- These lists can just be utilized in other Buy YouTube Subscribers or Browse projects– not Display.
- Your Buy YouTube Subscribers channel should be linked to your Google Advertisements account.
To establish Buy YouTube Subscribers remarketing lists, browse to Tools & Settings > Shared Library > Audience Supervisor.
In Audience Manager, hit the “+” button to begin segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google gives a plethora of options to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These choices consist of 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’re able to sector even more to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To leverage these freshly produced Buy YouTube Subscribers remarketing lists, attempt including them to your existing Browse projects as “Observation Only” at first to comprehend if these users are more likely to engage with your campaigns versus someone who hasn’t seen your Buy YouTube Subscribers videos.
Taking it a step 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 already engaged with your brand name.
2. Omit Low Quality Or Irrelevant Site Traffic From Search Campaigns
If you’ve run any type of awareness project, you have actually most likely seen a boost in traffic in general, consisting of unimportant web pages or low-quality visitors.
What do we constitute as low-grade or unimportant web pages?
- Any page that would not result in a purchase, such as:
- Professions page.
- Financiers page.
- Advertise with us page.
- Customer care page.
- Users who remained on the site 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
Using Google’s affinity audiences or characteristics that think about somebody at the top of funnel for your service or product can be daunting, specifically if you’re a small company or have a limited budget.
It may feel that you don’t have a great deal of options to reach brand-new users without paying a lot for it.
But, have you ever considered using your most valuable possessions to build awareness?
Leveraging your own first-party data to produce Lookalike audiences provides you more utilize than third-party information, such as Google’s affinity audiences, to reach similar people of users who already enjoy your brand.
To develop an audience like this, there are a few choices to consider:
- Create a remarketing list of previous buyers using Google Advertisements or Google Analytics.
- Submit a list of previous buyers to Google Ads.
Depending on the size of these lists, you’ll have the alternative to develop a Lookalike audience and use it for either Buy YouTube Subscribers, Display, or Browse.
The example below shows what a remarketing list based upon a completed purchase URL looks like when developed in Google Advertisements:
Screenshot by author, October 2022
I personally like to use 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 reminder, your website needs to be tagged and related to either your Google Analytics residential or commercial property or Google Advertisements tag.
Consideration Phase Remarketing Methods
These 4 remarketing techniques help move the user from the consideration to the purchase stage quicker using different bidding methods and deals.
4. Boost Bids For Certified Visitors Of Your Website Who Haven’t Bought
A simple method to take advantage of qualified users in your existing Browse projects is to increase the quote on those users simply.
You do not need to create separate projects for these users if you do not want to. Segmenting these users and controling the bids on them keeps your account management under control.
To use this method, you’ll first require to develop a remarketing list of users who have not made a purchase yet. You can utilize qualifications just to consist of people who:
- Have actually made it to the cart checkout.
- Checked out a particular quantity of pages.
- Spent a specific amount of time on site.
- Checked out certain categories/high-value product pages.
As soon as you have produced those, it’s time to add them to an existing Search project and increase the quote.
What this means is that you’re willing to pay more for their click because they’ve currently interacted with your brand in some method.
In your Browse campaign, browse 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 as well.
Make certain to select “Observation” so you’re still able to capture other 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 modification.
Still, in the Audiences tab, you’ll see your remarketing list included.
In the columns, you’ll see “Bid Modification.” Pick the “pencil” icon to change the quote 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 change, make sure to continually examine back on the audience efficiency and figure out if quotes need to be altered based upon performance. 5. Increase Quotes For Users Who Have Actually Finished A Micro-Conversion This technique resembles the example above, except 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 buy. What are examples of a micro-conversion? Depending upon your product or service, these might include:
- Registering for e-mails or newsletters.
- Downloading an ebook.
- Signing up for a webinar.
- Asking for a free sample.
These types of conversions show a user is active in research study 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 because they’re that much more likely to transform.
The process of setting this strategy up is the same as above, with the exception of creating a remarketing list based on the success of these micro-conversions.
6. Test Maximize Conversion Worth With Cart Abandoners
This remarketing method would need you to produce a different project targeting just cart abandoners.
You may be asking, “Why not simply utilize Maximize Conversion Worth for everyone?”
If you’ve ever evaluated out the Maximize Conversion Value bidding method in Google Ads, you’ll understand exactly why.
The factors I do not recommend using this for all campaigns consist of:
- You can’t set any optimal ceiling worths.
- Not all users are all set to acquire.
By segmenting a search project particularly for cart abandoners, you can test this bidding strategy at a lower limit– and with the most competent users who are probably to purchase.
Comparable to the above examples, this method informs Google that you want to be more versatile in how much you pay for someone to buy.
And what much better method to evaluate this than with users who were nearly prepared to make that purchase?
To set this technique into motion, you first need to develop a remarketing list of “Cart Abandoners.”
This will look various for everybody, but it will likely be URL-based and able to be developed in either Google Analytics or Google Ads.
After that list has actually been developed, it’s time to establish your brand-new search campaign.
This campaign can be a replicate of any other search project. Simply make certain to exclude your Cart Abandoner list from that existing campaign. We don’t desire 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 provide you the option to set a target return on advertisement invest, providing you rather control over project performance. Depending on 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 certain not to set it too high right away. Otherwise, the project won’t have the ability to successfully find out. 7. Produce Offers Based Upon The User’s Interaction Timeline Did you know you can produce the same remarketing list of users however sector them
by the variety of days? Say you had a cart abandoner and wanted to move them towards purchase ASAP. You may
want to give them a higher discount rate given that the purchase was still new in their mind. If they still haven’t acquired within 3 days, you may pick to still offer
them a discount rate, but not as high as the very first offer. After 7 days, you still desire them to keep your item top-of-mind, however that discount or
offer may alter once again because they have actually waited so long. So, how do you tackle setting up this strategy? Initially, you’ll wish to create 3 different remarketing lists
(for this example just). Create cart abandoner audiences separated out by one day, 3 days, and 7 days. In Google Advertisements, you just alter the”membership duration”for each list. An example of where to change that during list development is listed below: Screenshot by author, October 2022
Once these lists are created, I recommend setting up various advertisement groups for each list. You’ll want various advertisement groups due to the fact that the offer will be various for each list.
The last essential piece of targeting cart abandoners is to omit buyers from your project. You will do this in the “Audiences” tab of your project and add your “Purchasers” remarketing list as an exemption.
Post-Purchase Journey Remarketing Methods
As soon as a user has purchased, that’s not always completion of their journey!
These remarketing strategies enable previous buyers to become your most valuable asset and chances for repeat buyers to end up being brand name advocates.
8. Cross Promote Other Products Based Upon A User’s Purchase Behavior
Among the very best methods to develop a repeat buyer is to advise matching items based on a user’s purchase.
For example, state you’re a makeup brand name, and a user just acquired their first tube of lipstick and mascara from you.
An efficient remarketing strategy would consist of creating lists of past buyers segmented by product classification. This allows you to cross-promote other items and leave out product types they’ve simply acquired.
In this example, you might produce a remarketing list of users who have bought lipstick or mascara. You can then use that list to remarket items like foundation or eye shadow to motivate a repeat purchase.
These lists and techniques would work well in Dynamic Remarketing Advertisements or Google Shopping Advertisements. Because these items are much more noticeable, you ‘d wish to use those project types to your advantage.
9. Exclude Past Purchasers To Take Full Advantage Of Invest Efficiency
As mentioned in strategy no. 7, you’ll wish to omit previous buyers from present acquisition projects to make the most of costs effectiveness.
An example of lazy remarketing is for a user to see an advertisement for a product they have actually currently bought.
Not only does that produce a bad taste for the user, but that indicates you’re wasting valuable marketing cash on people who have actually already purchased.
Now, there are certainly times when you ‘d not want to omit previous buyers, specifically if your product is a repeat purchase.
But, in these examples, your search campaigns are most likely going after brand-new users.
To leave out previous purchasers, go to Audiences on the left-hand side of your project, then find the “Exclusions” table.
Screenshot by author, October 2022 10. Create Brand Name Advocates From Your Existing High-Value Customers It holds true when they say that your customers are your finest supporters. They have put their trust in you to deliver a high-value product or service that they have familiarized and trust. So, how do you turn them into supporters? This remarketing technique still includes utilizing that very same previous purchaser list. A couple of different choices you could possibly use past buyers: Create a referral program and give discounts for each individual who purchases. Offer discount rates based upon offering a positive public evaluation. Simply
- due to the fact that someone has bought from you as soon as does not imply they become a loyal client. Sometimes it takes additional motivation to wish to acquire again.
Loyalty or referral discounts are a great method to keep your existing consumers coming back to you, as well as utilizing their own recommendation cars to produce brand-new clients.
Creating referral programs is a low-priced and efficient multi-channel awareness technique that is equally beneficial 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. Thinking outside package on your remarketing techniques can lead to more cost-effective marketing, greater ROAS, and faster development if you use them properly. In some cases, the power of remarketing lies within the list setup and campaign division.
More Resources: Featured Image: Andrii Yalanskyi/Best SMM Panel