Remarketing lists are a powerful tool for all Google Advertising campaigns types– however particularly for Google Search ads.
With the looming, inescapable privacy updates pertaining to marketing, remarketing lists are a vital part of any PPC strategy.
Remarketing allows you to hyper-target specific audiences who are currently acquainted with your brand to assist take full advantage of return on advertisement spend (ROAS).
A consumer journey can have numerous touchpoints before making a purchase.
Listed below you’ll find out 10 creative and actionable use cases of Remarketing Lists for Search Advertisements (RLSAs) to catch potential consumers earlier in their purchase journey.
With so many chances to utilize remarketing lists, let’s break down methods based on where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Techniques
These three remarketing methods cover the essentials of top-of-funnel marketing and utilize different project types to assist take advantage of your RLSAs.
1. Target Users Who Have Engaged With A Video Campaign And Encourage Them To Take Action
If you’ve tried Buy YouTube Subscribers Ads in any type and have struggled to identify or measure success, then this method may be for you.
Buy YouTube Subscribers advertisements are a terrific 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 very first touchpoint?
Go into in remarketing lists.
Google Advertisements enables you to produce different types of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are two essential requirements for using this list type:
- These lists can just be used in other Buy YouTube Subscribers or Search campaigns– not Show.
- Your Buy YouTube Subscribers channel need to be linked to your Google Ads account.
To establish Buy YouTube Subscribers remarketing lists, navigate to Tools & Settings > Shared Library > Audience Manager.
In Audience Supervisor, hit the “+” button to start segmenting your Buy YouTube Subscribers remarketing lists.
Screenshot by author, October 2022
From there, Google gives a wide range of options to begin leveraging your Buy YouTube Subscribers video engagement for remarketing. These alternatives include engagement from:
- Views to videos.
- Signs up for the channel.
- Visits to the channel.
- Likes on videos.
- Add videos to playlist.
- Shares of videos.
Even more, you’re able to section further to make your remarketing lists as particular as possible:
Screenshot by author, October 2022
To take advantage of these freshly developed Buy YouTube Subscribers remarketing lists, attempt adding them to your existing Search campaigns as “Observation Just” initially to understand if these users are more likely to interact with your projects versus somebody who hasn’t seen your Buy YouTube Subscribers videos.
Taking it an action even more, you can create new Browse projects that specifically target these users.
The benefit is that you can provide different messaging to these users who have actually already connected with your brand.
2. Leave Out Poor Quality Or Unimportant Website Traffic From Browse Projects
If you’ve run any kind of awareness campaign, you have actually most likely seen an increase in traffic overall, consisting of irrelevant websites or low-quality visitors.
What do we make up as low-quality or irrelevant webpages?
- Any page that would not result in a purchase, such as:
- Professions page.
- Investors page.
- Market with us page.
- Customer Service page.
- Users who stayed on the website for less than one second.
Excluding these kinds of site visitors from the beginning can assist 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 characteristics that think about someone at the top of funnel for your service or product can be difficult, especially if you’re a small business or have a restricted spending plan.
It may feel that you do not have a great deal of choices to reach brand-new users without paying very much for it.
But, have you ever thought of utilizing your most valuable assets to construct awareness?
Leveraging your own first-party information to create 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 already enjoy your brand name.
To create an audience like this, there are a couple of choices to think about:
- Produce a remarketing list of past buyers using Google Advertisements or Google Analytics.
- Submit a list of past purchasers to Google Ads.
Depending on the size of these lists, you’ll have the alternative to create a Lookalike audience and use it for either Buy YouTube Subscribers, Show, or Search.
The example below shows what a remarketing list based on a finished purchase URL appears like when developed in Google Advertisements:
Screenshot by author, October 2022
I personally like to utilize Google Analytics when developing remarketing lists because you have much more division or filtering choices to be as specific as you need to be.
As a suggestion, 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 strategies assist move the user from the factor to consider to the purchase phase quicker using different bidding techniques and deals.
4. Boost Quotes For Qualified Visitors Of Your Site Who Have Not Made A Purchase
An easy way to utilize qualified users in your existing Browse campaigns is to increase the bid on those users just.
You do not require to create separate projects for these users if you don’t want to. Segmenting these users and manipulating the bids on them keeps your account management under control.
To utilize this technique, you’ll first need to produce a remarketing list of users who have not made a purchase yet. You can utilize credentials just to include people who:
- Have actually made it to the cart checkout.
- Visited a certain amount of pages.
- Invest a certain quantity of time on site.
- Gone to particular categories/high-value product pages.
When you have actually developed those, it’s time to include them to an existing Browse campaign and increase the quote.
What this means is that you want to pay more for their click due to the fact that they’ve already engaged with your brand in some method.
In your Search project, browse to “Audiences” on the left-hand side.
In this example, I’m setting the audience at the campaign level, but you can set them at the advertisement group level also.
Make sure to select “Observation” so you’re still able to record other brand-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 added.
In the columns, you’ll see “Quote Change.” Pick the “pencil” icon to alter 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, make certain to continually examine back on the audience efficiency and identify if bids need to be changed based on performance. 5. Increase Quotes For Users Who Have Actually Finished A Micro-Conversion This method is similar to the example above, other than for the kind of user you wish 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 upon your product or service, these might include:
- Signing up for emails or newsletters.
- Downloading an ebook.
- Signing up for a webinar.
- Asking for a complimentary sample.
These types of conversions reveal a user is active in research mode and seriously considering your brand.
By increasing the quote in your search projects for these users, you’re saying you want to pay more for their clicks since they’re that a lot more likely to transform.
The procedure of setting this technique up is the exact same as above, with the exception of developing a remarketing list based upon the success of these micro-conversions.
6. Test Take Full Advantage Of Conversion Value With Cart Abandoners
This remarketing technique would require you to create a different project targeting just cart abandoners.
You may be asking, “Why not simply utilize Maximize Conversion Value for everyone?”
If you have actually ever checked out the Maximize Conversion Worth bidding technique in Google Advertisements, you’ll understand precisely why.
The factors I don’t recommend utilizing this for all projects consist of:
- You can’t set any optimal ceiling worths.
- Not all users are all set to acquire.
By segmenting a search campaign specifically for cart abandoners, you can test this bidding method at a lower threshold– and with the most certified users who are most likely to purchase.
Similar to the above examples, this method tells Google that you want to be more flexible in just how much you pay for someone to buy.
And what better way to test this than with users who were nearly prepared to make that purchase?
To set this technique into movement, you first require to develop 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 actually been produced, it’s time to establish your new search project.
This campaign can be a duplicate of any other search project. Simply make certain to omit your Cart Abandoner list from that existing project. We don’t desire any cross-over here!
When creating the brand-new campaign, this is where you’ll set the bid strategy to “Maximize Conversion Worth” in the settings.
Screenshot by author, October 2022 Google Advertisements does provide you the option to set a target return on ad invest, providing you rather manage over project performance. Depending upon just how much versatility you have in your marketing spending 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 will not be able to successfully discover. 7. Produce Offers Based Upon The User’s Interaction Timeline Did you understand you can develop the same remarketing list of users however section them
by the number of days? State you had a cart abandoner and wished to move them toward purchase ASAP. You might
want to provide a greater discount because the purchase was still brand-new in their mind. If they still have not acquired within three days, you might choose to still give
them a discount rate, however not as high as the first deal. After 7 days, you still want them to keep your item top-of-mind, however that discount or
deal might alter again since they have actually waited so long. So, how do you go about setting up this method? First, you’ll wish to develop 3 various remarketing lists
(for this example only). Produce cart abandoner audiences separated out by one day, 3 days, and 7 days. In Google Advertisements, you merely alter the”subscription duration”for each list. An example of where to alter that during list production is below: Screenshot by author, October 2022
Once these lists are created, I recommend establishing different ad groups for each list. You’ll want different advertisement groups since the offer will be different for each list.
The last vital 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 exclusion.
Post-Purchase Journey Remarketing Strategies
As soon as a user has actually purchased, that’s not necessarily completion of their journey!
These remarketing techniques enable previous buyers to become your most important possession and chances for repeat buyers to end up being brand advocates.
8. Cross Promote Other Products Based On A User’s Purchase Behavior
Among the best ways to develop a repeat buyer is to advise complementing items based on a user’s purchase.
For instance, say you’re a makeup brand name, and a user just purchased their first tube of lipstick and mascara from you.
An effective remarketing technique would consist of producing lists of previous buyers segmented by product category. This enables you to cross-promote other products and exclude product types they have actually simply acquired.
In this example, you might produce a remarketing list of users who have purchased lipstick or mascara. You can then use that list to remarket items like foundation or eye shadow to encourage a repeat purchase.
These lists and techniques would work well in Dynamic Remarketing Advertisements or Google Shopping Ads. Since these products are much more visible, you ‘d want to utilize those campaign types to your benefit.
9. Leave Out Past Purchasers To Make The Most Of Invest Efficiency
As discussed in technique no. 7, you’ll wish to leave out past purchasers from existing acquisition campaigns to maximize costs performance.
An example of lazy remarketing is for a user to see an ad for an item they have already acquired.
Not just does that develop a bad taste for the user, however that indicates you’re squandering important marketing cash on people who have already purchased.
Now, there are certainly times when you ‘d not want to exclude previous buyers, particularly if your product is a repeat purchase.
However, in these examples, your search campaigns are most likely going after new users.
To exclude past purchasers, go to Audiences on the left-hand side of your campaign, then discover the “Exclusions” table.
Screenshot by author, October 2022 10. Develop Brand Name Supporters From Your Existing High-Value Consumers It’s true when they say that your clients are your finest advocates. They have actually put their trust in you to provide a high-value product and services that they have actually come to know and trust. So, how do you turn them into supporters? This remarketing method still includes using that same past purchaser list. A couple of different choices you might potentially provide previous buyers: Develop a referral program and provide discounts for each individual who purchases. Offer discount rates based on offering a favorable public evaluation. Just
- since someone has bought from you once does not imply they end up being a faithful consumer. Often it takes additional motivation to wish to purchase once again.
Commitment or referral discount rates are a fantastic way to keep your existing clients coming back to you, in addition to using their own recommendation vehicles to produce brand-new consumers.
Creating referral programs is an affordable and effective multi-channel awareness strategy that is mutually helpful for you– the brand and the consumer. Summary Remarketing is not a one-size-fits-all method. In today’s age, it needs thoughtfulness, tactfulness, and division to be successful. Believing outside the box on your remarketing techniques can lead to more affordable advertising, greater ROAS, and faster growth if you utilize them properly. Sometimes, the power of remarketing lies within the list setup and campaign segmentation.
More Resources: Included Image: Andrii Yalanskyi/Best SMM Panel