Remarketing lists are an effective tool for all Google Ads campaign types– but particularly for Google Search ads.
With the looming, inevitable personal privacy updates pertaining to marketing, remarketing lists are an essential part of any pay per click strategy.
Remarketing allows you to hyper-target specific audiences who are currently knowledgeable about your brand to assist make the most of return on advertisement spend (ROAS).
A consumer journey can have countless touchpoints prior to purchasing.
Below you’ll discover 10 imaginative and actionable usage cases of Remarketing Lists for Search Ads (RLSAs) to capture prospective clients earlier in their purchase journey.
With many opportunities to use remarketing lists, let’s break down techniques based on where they’re at in the funnel.
Top-Of-Funnel & Awareness Remarketing Strategies
These three remarketing strategies cover the fundamentals of top-of-funnel marketing and utilize different campaign types to assist leverage your RLSAs.
1. Target Users Who Have Engaged With A Video Campaign And Encourage Them To Do Something About It
If you’ve tried Buy YouTube Subscribers Ads in any kind and have actually struggled to identify or measure success, then this method may be for you.
Buy YouTube Subscribers ads are a fantastic way 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?
Enter in remarketing lists.
Google Ads allows you to create different kinds of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are 2 essential 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 must be linked to your Google Ads account.
To set up 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 offers a plethora of alternatives to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These choices consist of engagement from:
- Views to videos.
- Registers for the channel.
- Sees to the channel.
- Likes on videos.
- Add videos to playlist.
- Shares of videos.
Even more, you’re able to segment even more to make your remarketing lists as specific as possible:
Screenshot by author, October 2022
To leverage these newly produced Buy YouTube Subscribers remarketing lists, try adding them to your existing Browse campaigns as “Observation Just” at first to comprehend if these users are most likely to connect with your projects versus somebody who hasn’t seen your Buy YouTube Subscribers videos.
Taking it a step even more, you can develop brand-new Search projects that particularly target these users.
The advantage is that you can supply different messaging to these users who have actually already interacted with your brand.
2. Omit Poor Quality Or Irrelevant Website Traffic From Search Campaigns
If you’ve run any type of awareness project, you’ve likely seen a boost in traffic in general, including unimportant webpages or low-quality visitors.
What do we make up as low-grade or irrelevant webpages?
- Any page that wouldn’t lead to a purchase, such as:
- Careers page.
- Investors page.
- Market with us page.
- Customer Service page.
- Users who remained on the website for less than one second.
Omitting these types of site visitors from the beginning can assist make your remarketing efforts more cost-effective in the long run.
3. Create Lookalike Audiences From Your Own First-Party Data
Using Google’s affinity audiences or qualities that consider someone at the top of funnel for your product and services can be daunting, specifically if you’re a small business or have a minimal budget plan.
It might feel that you don’t have a great deal of choices to reach new users without paying dearly for it.
But, have you ever considered using your most important assets to construct awareness?
Leveraging your own first-party information to produce Lookalike audiences gives you more leverage than third-party information, such as Google’s affinity audiences, to reach like-minded individuals of users who currently enjoy your brand name.
To create an audience like this, there are a couple of options to think about:
- Create a remarketing list of previous buyers utilizing Google Advertisements or Google Analytics.
- Publish a list of previous purchasers to Google Advertisements.
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, Show, or Search.
The example below shows what a remarketing list based on a finished purchase URL looks like when created in Google Ads:
Screenshot by author, October 2022
I personally like to use Google Analytics when developing remarketing lists since you have much more segmentation or filtering alternatives to be as particular as you require to be.
As a tip, your website should be tagged and related to either your Google Analytics residential or commercial property or Google Ads tag.
Consideration Stage Remarketing Techniques
These 4 remarketing techniques help move the user from the consideration to the purchase stage quicker utilizing various bidding methods and offers.
4. Boost Bids For Certified Visitors Of Your Site Who Have Not Bought
A simple way to take advantage of qualified users in your existing Browse projects is to increase the quote on those users merely.
You don’t require to create separate campaigns 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 strategy, you’ll first need to develop a remarketing list of users who have not made a purchase yet. You can use credentials just to include people who:
- Have made it to the cart checkout.
- Gone to a particular quantity of pages.
- Invest a specific quantity of time on site.
- Gone to certain categories/high-value product pages.
As soon as you have developed those, it’s time to include them to an existing Browse campaign and increase the bid.
What this implies is that you’re willing to pay more for their click due to the fact that they have actually already engaged with your brand in some way.
In your Search project, 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 advertisement group level as well.
Make certain to select “Observation” so you’re still able to record other new users who are researching your brand name.
Screenshot by author, October 2022
Once you’ve included your certified remarketing list, it’s time to increase your bid adjustment.
Still, in the Audiences tab, you’ll see your remarketing list included.
In the columns, you’ll see “Bid Modification.” Choose 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 have actually executed this change, make certain to continuously inspect back on the audience efficiency and figure out if quotes need to be changed based on efficiency. 5. Boost Quotes For Users Who Have Finished A Micro-Conversion This method resembles the example above, other than for the type of user you want to target. If a user has 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:
- Registering for e-mails or newsletters.
- Downloading an ebook.
- Registering for a webinar.
- Asking for a free sample.
These types of conversions reveal a user is active in research study mode and seriously considering your brand name.
By increasing the bid in your search projects for these users, you’re stating you want to pay more for their clicks since they’re that a lot more likely to transform.
The process of setting this strategy up is the exact same as above, with the exception of producing a remarketing list based upon the success of these micro-conversions.
6. Test Maximize Conversion Value With Cart Abandoners
This remarketing method would need you to develop a different campaign targeting only cart abandoners.
You may be asking, “Why not simply use Make the most of Conversion Worth for everybody?”
If you’ve ever tested out the Maximize Conversion Worth bidding strategy in Google Ads, you’ll understand precisely why.
The reasons I do not recommend utilizing this for all projects include:
- You can’t set any maximum ceiling worths.
- Not all users are prepared to acquire.
By segmenting a search project particularly for cart abandoners, you can check this bidding method at a lower limit– and with the most qualified users who are most likely to purchase.
Similar to the above examples, this technique tells Google that you’re willing to be more flexible in how much you spend for somebody to purchase.
And what better way to check this than with users who were practically all set to make that purchase?
To set this method into motion, you first need to create a remarketing list of “Cart Abandoners.”
This will look various for everybody, 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 developed, it’s time to set up your new search campaign.
This campaign can be a replicate of any other search project. Just make certain to omit your Cart Abandoner list from that existing project. We do not want any cross-over here!
When producing the brand-new campaign, this is where you’ll set the quote method to “Take full advantage of Conversion Value” in the settings.
Screenshot by author, October 2022 Google Advertisements does provide you the alternative to set a target return on ad invest, giving you somewhat control over project performance. Depending upon just how much flexibility 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 away. Otherwise, the project won’t have the ability to effectively learn. 7. Produce Offers Based Upon 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 may
be willing to give them a greater discount given that the purchase was still new in their mind. If they still haven’t purchased within 3 days, you may pick to still offer
them a discount rate, but not as high as the first deal. After seven days, you still want them to keep your item top-of-mind, however that discount rate or
offer might change again since they have actually waited so long. So, how do you go about establishing this technique? First, you’ll want to develop three different remarketing lists
(for this example only). Develop cart abandoner audiences separated out by one day, three days, and 7 days. In Google Advertisements, you merely change the”membership period”for each list. An example of where to alter that during list development is below: Screenshot by author, October 2022
Once these lists are produced, I suggest setting up various ad groups for each list. You’ll want different ad groups due to the fact that the deal 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
Once a user has actually purchased, that’s not necessarily the end of their journey!
These remarketing techniques enable previous buyers to become your most valuable possession and opportunities for repeat buyers to become brand supporters.
8. Cross Promote Other Products Based Upon A User’s Purchase Behavior
One of the best ways to produce a repeat buyer is to recommend complementing items based on a user’s purchase.
For instance, say you’re a makeup brand name, and a user simply acquired their first tube of lipstick and mascara from you.
A reliable remarketing strategy would consist of creating lists of previous buyers segmented by product category. This allows you to cross-promote other products and omit item types they have actually simply bought.
In this example, you may develop a remarketing list of users who have actually purchased lipstick or mascara. You can then utilize that list to remarket items like structure or eye shadow to encourage a repeat purchase.
These lists and strategies would work well in Dynamic Remarketing Ads or Google Shopping Advertisements. Because these products are far more visible, you ‘d want to use those project types to your benefit.
9. Exclude Past Purchasers To Take Full Advantage Of Invest Efficiency
As discussed in technique no. 7, you’ll want to leave out previous purchasers from existing acquisition campaigns to take full advantage of spending efficiency.
An example of lazy remarketing is for a user to see an advertisement for an item they have currently purchased.
Not just does that produce a bad taste for the user, but that indicates you’re squandering valuable marketing cash on people who have actually currently purchased.
Now, there are certainly times when you ‘d not want to exclude previous buyers, particularly if your item is a repeat purchase.
But, in these examples, your search campaigns are likely going after new users.
To omit previous purchasers, go to Audiences on the left-hand side of your project, then discover the “Exemptions” table.
Screenshot by author, October 2022 10. Produce Brand Supporters From Your Existing High-Value Customers It’s true when they state 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 supporters? This remarketing technique still includes using that exact same previous buyer list. A few various alternatives you might potentially use past purchasers: Create a referral program and give discounts for each person who purchases. Deal discounts based upon providing a positive public review. Just
- because someone has actually bought from you once does not suggest they end up being a loyal customer. Often it takes extra inspiration to wish to buy again.
Loyalty or referral discount rates are a terrific method to keep your existing consumers coming back to you, as well as using their own referral cars to create new customers.
Producing recommendation programs is a low-priced and effective multi-channel awareness method that is equally useful for you– the brand and the consumer. Summary Remarketing is not a one-size-fits-all technique. In today’s age, it requires thoughtfulness, tactfulness, and segmentation to be successful. Thinking outside the box on your remarketing methods can result in more cost-efficient marketing, greater ROAS, and faster development if you use them correctly. Often, the power of remarketing lies within the list setup and project division.
More Resources: Featured Image: Andrii Yalanskyi/Best SMM Panel