Remarketing lists are a powerful tool for all Google Ads campaign types– but particularly for Google Search advertisements.
With the looming, inevitable privacy updates coming to advertising, remarketing lists are an important part of any pay per click technique.
Remarketing permits you to hyper-target particular audiences who are already knowledgeable about your brand to help make the most of return on ad invest (ROAS).
A customer journey can have many touchpoints before purchasing.
Below you’ll find out 10 imaginative and actionable use cases of Remarketing Lists for Search Ads (RLSAs) to capture prospective customers previously in their purchase journey.
With so many chances to use 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 methods cover the fundamentals of top-of-funnel marketing and utilize various campaign types to help take advantage of 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 form and have actually struggled to determine or measure success, then this strategy may be for you.
Buy YouTube Subscribers ads are a great method to gain awareness of a product, service, or brand name– 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 on your Buy Buy YouTube Subscribers Subscribers videos. There are two essential requirements for utilizing this list type:
- These lists can just be used in other Buy YouTube Subscribers or Search campaigns– not Display.
- Your Buy YouTube Subscribers channel need to be connected to your Google Advertisements account.
To establish Buy YouTube Subscribers remarketing lists, navigate to Tools & Settings > Shared Library > Audience Supervisor.
In Audience Manager, struck the “+” button to start segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google offers a wide range of alternatives to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These alternatives include engagement from:
- Views to videos.
- Subscribes to the channel.
- Check outs to the channel.
- Likes on videos.
- Include videos to playlist.
- Shares of videos.
Even more, you’re able to sector further to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To utilize these newly developed Buy YouTube Subscribers remarketing lists, attempt including them to your existing Browse campaigns as “Observation Just” initially to understand if these users are most likely to communicate with your projects versus somebody who hasn’t seen your Buy YouTube Subscribers videos.
Taking it a step even more, you can develop new Search projects that specifically target these users.
The advantage is that you can supply different messaging to these users who have currently engaged with your brand name.
2. Leave Out Poor Quality Or Unimportant Site Traffic From Browse Projects
If you have actually run any type of awareness project, you have actually likely seen an increase in traffic in general, consisting of irrelevant websites or low-quality visitors.
What do we make up as low-quality or unimportant webpages?
- Any page that would not lead to a purchase, such as:
- Careers page.
- Financiers page.
- Advertise with us page.
- Customer support page.
- Users who stayed on the website for less than one second.
Omitting these kinds of site visitors from the outset can help make your remarketing efforts more affordable in the long run.
3. Create Lookalike Audiences From Your Own First-Party Data
Utilizing Google’s affinity audiences or qualities that consider somebody at the top of funnel for your services or product can be challenging, specifically if you’re a small company or have a restricted budget plan.
It might feel that you don’t have a lot of alternatives to reach brand-new users without paying very much for it.
But, have you ever considered utilizing your most important assets to build awareness?
Leveraging your own first-party information to create Lookalike audiences provides you more leverage than third-party information, such as Google’s affinity audiences, to reach like-minded individuals of users who already 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 buyers to Google Ads.
Depending upon the size of these lists, you’ll have the choice to produce a Lookalike audience and use it for either Buy YouTube Subscribers, Display, or Browse.
The example listed below programs what a remarketing list based on a completed purchase URL appears like when created in Google Ads:
Screenshot by author, October 2022
I personally like to use Google Analytics when developing remarketing lists because you have many more division or filtering choices to be as specific as you require to be.
As a tip, your site must be tagged and related to either your Google Analytics residential or commercial property or Google Ads tag.
Consideration Stage Remarketing Techniques
These four remarketing methods assist move the user from the consideration to the purchase phase quicker using various bidding techniques and offers.
4. Boost Bids For Certified Visitors Of Your Site Who Have Not Made A Purchase
An easy method to leverage qualified users in your existing Search campaigns is to increase the bid on those users simply.
You do not need to create separate 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 method, you’ll first require to produce a remarketing list of users who haven’t purchased yet. You can utilize certifications just to consist of people who:
- Have actually made it to the cart checkout.
- Gone to a particular quantity of pages.
- Invest a certain amount of time on site.
- Visited particular categories/high-value product pages.
When you have produced 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 engaged with your brand 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 campaign level, however you can set them at the ad group level too.
Ensure to select “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 quote change.
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 bid as you please. In this example, I’m going to increase the bid by 15%.
Screenshot by author, October 2022 Once you’ve executed this change, make certain to continuously check back on the audience performance and determine if quotes need to be altered based upon efficiency. 5. Increase Quotes For Users Who Have Actually Finished A Micro-Conversion This strategy resembles the example above, other than for the kind of user you want to target. If a user has actually finished 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 service or product, these might include:
- Signing up for e-mails or newsletters.
- Downloading an ebook.
- Signing up for a webinar.
- Asking for a free sample.
These kinds of conversions reveal 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 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 process of setting this strategy up is the exact same as above, with the exception of creating a remarketing list based upon the success of these micro-conversions.
6. Test Maximize Conversion Value With Cart Abandoners
This remarketing technique would require you to produce a separate campaign targeting just cart abandoners.
You may be asking, “Why not simply use Maximize Conversion Value for everyone?”
If you’ve ever tested out the Maximize Conversion Worth bidding strategy in Google Advertisements, you’ll know exactly why.
The factors I do not suggest utilizing this for all campaigns consist of:
- 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 test this bidding strategy at a lower limit– and with the most competent users who are most likely to make a purchase.
Comparable to the above examples, this method tells Google that you’re willing to be more flexible in how much you pay for somebody to purchase.
And what much better way to check this than with users who were nearly all set to make that purchase?
To set this strategy into motion, you initially require 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 been produced, it’s time to set up your new search project.
This campaign can be a duplicate of any other search project. Just make certain to exclude your Cart Abandoner list from that existing campaign. We do not want any cross-over here!
When creating the new project, this is where you’ll set the quote method to “Take full advantage of Conversion Worth” in the settings.
Screenshot by author, October 2022 Google Ads does offer you the option to set a target return on advertisement invest, offering you somewhat control over project performance. 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 away. Otherwise, the campaign won’t be able to efficiently learn. 7. Produce Offers Based On The User’s Interaction Timeline Did you understand you can create the very same remarketing list of users however section them
by the number of days? Say you had a cart abandoner and wanted to move them towards purchase ASAP. You might
be willing to provide a greater discount because the purchase was still new in their mind. If they still have not acquired within three days, you may pick to still give
them a discount rate, however not as high as the very first offer. After 7 days, you still want them to keep your product top-of-mind, however that discount rate or
offer may alter again due to the fact that they’ve waited so long. So, how do you set about establishing this method? First, 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 Ads, you simply change the”subscription 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 suggest establishing different advertisement groups for each list. You’ll want different ad groups because the deal will be different for each list.
The last crucial piece of targeting cart abandoners is to exclude purchasers from your project. You will do this in the “Audiences” tab of your project and include your “Purchasers” remarketing list as an exemption.
Post-Purchase Journey Remarketing Strategies
As soon as a user has actually bought, that’s not necessarily completion of their journey!
These remarketing techniques enable previous buyers to become your most valuable property and chances for repeat buyers to become brand advocates.
8. Cross Promote Other Products Based On A User’s Purchase Behavior
One of the best ways to produce a repeat purchaser is to recommend matching products based on a user’s purchase.
For example, say you’re a makeup brand, and a user just bought their very first tube of lipstick and mascara from you.
An efficient remarketing strategy would include producing lists of previous purchasers segmented by product category. This enables you to cross-promote other items and leave out item types they have actually simply bought.
In this example, you may develop a remarketing list of users who have actually bought lipstick or mascara. You can then utilize that list to remarket items like foundation or eye shadow to motivate 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 far more visible, you ‘d want to use those project types to your benefit.
9. Exclude Past Purchasers To Maximize Invest Effectiveness
As mentioned in strategy no. 7, you’ll want to exclude previous buyers from present 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 already bought.
Not just does that create a bad taste for the user, but that implies you’re squandering important marketing cash on individuals who have currently purchased.
Now, there are certainly times when you ‘d not want to exclude past buyers, especially if your product is a repeat purchase.
But, in these examples, your search campaigns are likely going after brand-new users.
To exclude previous buyers, go to Audiences on the left-hand side of your project, then discover the “Exclusions” table.
Screenshot by author, October 2022 10. Develop Brand Advocates From Your Existing High-Value Customers It’s true when they state that your consumers are your finest supporters. They have actually put their trust in you to deliver a high-value product or service that they have actually familiarized and trust. So, how do you turn them into advocates? This remarketing method still includes using that very same previous purchaser list. A couple of various options you might possibly offer past buyers: Create a referral program and offer discount rates for each individual who purchases. Deal discount rates based on offering a positive public review. Simply
- because someone has actually bought from you when does not mean they become a loyal customer. Sometimes it takes extra motivation to wish to buy once again.
Commitment or recommendation discounts are a terrific way to keep your existing customers coming back to you, along with using their own referral automobiles to generate new clients.
Creating referral programs is a low-cost and effective multi-channel awareness strategy that is mutually useful for you– the brand name and the client. Summary Remarketing is not a one-size-fits-all technique. In today’s age, it needs consideration, tactfulness, and division to be successful. Thinking outside the box on your remarketing techniques can result in more affordable advertising, greater ROAS, and faster development if you utilize them correctly. Sometimes, the power of remarketing lies within the list setup and campaign segmentation.
More Resources: Featured Image: Andrii Yalanskyi/Best SMM Panel