Remarketing lists are a powerful tool for all Google Advertising campaigns types– but specifically for Google Browse advertisements.
With the looming, inevitable personal privacy updates coming to advertising, remarketing lists are an essential part of any PPC method.
Remarketing enables you to hyper-target specific audiences who are currently familiar with your brand name to help make the most of return on ad spend (ROAS).
A customer journey can have numerous touchpoints before making a purchase.
Below you’ll discover 10 innovative and actionable usage cases of Remarketing Lists for Browse Ads (RLSAs) to record possible customers previously in their purchase journey.
With many opportunities 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 three remarketing methods cover the fundamentals of top-of-funnel marketing and utilize different campaign types to help utilize your RLSAs.
1. Target Users Who Have Engaged With A Video Campaign And Encourage Them To Act
If you have actually attempted Buy YouTube Subscribers Advertisements in any type and have struggled to determine or measure success, then this technique might be for you.
Buy YouTube Subscribers ads are an excellent way to gain awareness of a product, service, or brand– however how do you get a new user to do something about it from that first touchpoint?
Go into in remarketing lists.
Google Advertisements permits you to produce different kinds of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are two crucial requirements for using this list type:
- These lists can just be utilized in other Buy YouTube Subscribers or Search projects– not Display.
- Your Buy YouTube Subscribers channel need to be linked to your Google Ads account.
To set up 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 provides a plethora of choices to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These options include engagement from:
- Views to videos.
- Subscribes to the channel.
- Visits 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 particular as possible:
Screenshot by author, October 2022
To leverage these newly created Buy YouTube Subscribers remarketing lists, try adding them to your existing Search campaigns as “Observation Only” in the beginning to comprehend if these users are most likely to interact with your projects versus someone who hasn’t seen your Buy YouTube Subscribers videos.
Taking it an action further, you can develop brand-new Search campaigns that specifically target these users.
The advantage is that you can provide various messaging to these users who have currently communicated with your brand name.
2. Exclude Low Quality Or Irrelevant Site Traffic From Browse Campaigns
If you’ve run any type of awareness campaign, you have actually most likely seen an increase in traffic in general, including irrelevant websites or low-grade visitors.
What do we constitute as low-grade or unimportant web pages?
- Any page that would not lead to a purchase, such as:
- Careers page.
- Investors page.
- Promote with us page.
- Client service page.
- Users who stayed on the site for less than one second.
Leaving out these types of site visitors from the start can assist make your remarketing efforts more affordable in the long run.
3. Create Lookalike Audiences From Your Own First-Party Data
Using Google’s affinity audiences or qualities that think about someone at the top of funnel for your product and services can be challenging, specifically if you’re a small business or have a restricted spending plan.
It may feel that you don’t have a great deal of alternatives to reach brand-new users without paying a lot for it.
But, have you ever thought of using your most valuable possessions to develop awareness?
Leveraging your own first-party information to create Lookalike audiences offers you more leverage than third-party information, such as Google’s affinity audiences, to reach like-minded people of users who currently love your brand.
To create an audience like this, there are a couple of choices to consider:
- Develop a remarketing list of previous purchasers using Google Ads or Google Analytics.
- Publish a list of past purchasers 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 completed purchase URL looks like when developed in Google Ads:
Screenshot by author, October 2022
I personally like to utilize Google Analytics when developing remarketing lists due to the fact that you have many more division or filtering options to be as specific as you require to be.
As a reminder, your site should be tagged and linked with either your Google Analytics home or Google Advertisements tag.
Factor To Consider Phase Remarketing Strategies
These four remarketing strategies help move the user from the consideration to the purchase phase quicker utilizing various bidding techniques and offers.
4. Increase Quotes For Qualified Visitors Of Your Website Who Have Not Made A Purchase
A simple way to take advantage of qualified users in your existing Search projects is to increase the bid on those users simply.
You don’t require to produce different projects for these users if you do not wish to. Segmenting these users and controling the quotes on them keeps your account management under control.
To utilize this strategy, you’ll initially need to create a remarketing list of users who haven’t purchased yet. You can use certifications just to include individuals who:
- Have actually made it to the cart checkout.
- Gone to a particular amount of pages.
- Invest a particular quantity of time on website.
- Gone to specific categories/high-value product pages.
When you have produced those, it’s time to add them to an existing Browse campaign and increase the bid.
What this means is that you want to pay more for their click because they’ve currently connected with your brand in some method.
In your Search campaign, 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 capture other new users who are researching your brand.
Screenshot by author, October 2022
Once you have actually added your certified remarketing list, it’s time to increase your quote adjustment.
Still, in the Audiences tab, you’ll see your remarketing list included.
In the columns, you’ll see “Quote Adjustment.” Choose the “pencil” icon to change the bid as you please. In this example, I’m going to increase the quote by 15%.
Screenshot by author, October 2022 Once you have actually implemented this change, be sure to continually inspect back on the audience efficiency and figure out if quotes need to be changed based upon efficiency. 5. Increase Quotes For Users Who Have Completed A Micro-Conversion This method is similar to the example above, except for the kind of user you want 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 on your service or product, these might include:
- Registering for emails or newsletters.
- Downloading an ebook.
- Signing up 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 quote in your search campaigns for these users, you’re saying 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 developing a remarketing list based upon the success of these micro-conversions.
6. Test Make The Most Of Conversion Worth With Cart Abandoners
This remarketing method would require you to produce a separate project targeting only cart abandoners.
You may be asking, “Why not simply utilize Optimize Conversion Worth for everybody?”
If you have actually ever evaluated out the Maximize Conversion Worth bidding method in Google Advertisements, you’ll know exactly why.
The factors I don’t advise using this for all projects consist of:
- You can’t set any optimal ceiling worths.
- Not all users are all set to buy.
By segmenting a search project particularly for cart abandoners, you can check this bidding strategy at a lower threshold– and with the most competent users who are most likely to make a purchase.
Similar to the above examples, this method tells Google that you want to be more flexible in how much you pay for somebody to make a purchase.
And what much better method to evaluate this than with users who were nearly all set to make that purchase?
To set this technique into movement, you initially need to produce a remarketing list of “Cart Abandoners.”
This will look various for everybody, but it will likely be URL-based and able to be created in either Google Analytics or Google Ads.
After that list has actually been produced, it’s time to set up your new search project.
This project can be a duplicate of any other search campaign. Simply make sure to omit your Cart Abandoner list from that existing project. We don’t want any cross-over here!
When developing the new campaign, this is where you’ll set the bid technique to “Maximize Conversion Worth” in the settings.
Screenshot by author, October 2022 Google Advertisements does give you the option to set a target return on advertisement spend, offering you somewhat manage over project efficiency. Depending on 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 sure not to set it too high right now. Otherwise, the campaign will not be able to successfully learn. 7. Produce Offers Based On The User’s Interaction Timeline Did you understand you can develop the exact 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 might
be willing to provide a greater discount rate since the purchase was still new in their mind. If they still haven’t acquired within three days, you may select to still offer
them a discount, however not as high as the first offer. After seven days, you still desire them to keep your item top-of-mind, but that discount or
deal may alter again since they have actually waited so long. So, how do you go about setting up this strategy? First, you’ll wish to develop 3 different remarketing lists
(for this example just). Develop cart abandoner audiences separated out by one day, 3 days, and 7 days. In Google Ads, you merely change the”subscription period”for each list. An example of where to alter that throughout list development is listed below: Screenshot by author, October 2022
Once these lists are developed, I recommend setting up different ad groups for each list. You’ll want different advertisement groups because the offer will be different for each list.
The last crucial piece of targeting cart abandoners is to leave out buyers 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 purchased, that’s not necessarily the end of their journey!
These remarketing methods allow past buyers to become your most valuable property and chances for repeat purchasers to become brand advocates.
8. Cross Promote Other Products Based Upon A User’s Purchase Habits
One of the best methods to create a repeat buyer is to advise matching products based upon a user’s purchase.
For instance, state you’re a makeup brand, and a user just purchased their first tube of lipstick and mascara from you.
A reliable remarketing strategy would include developing lists of previous purchasers segmented by item classification. This allows you to cross-promote other products and exclude product types they have actually just bought.
In this example, you may create a remarketing list of users who have actually bought lipstick or mascara. You can then use that list to remarket products like structure or eye shadow to encourage a repeat purchase.
These lists and techniques would work well in Dynamic Remarketing Advertisements or Google Shopping Ads. Because these items are a lot more noticeable, you ‘d wish to use those campaign types to your advantage.
9. Exclude Past Purchasers To Optimize Spend Effectiveness
As mentioned in method no. 7, you’ll wish to leave out past buyers from present acquisition campaigns to take full advantage of costs performance.
An example of lazy remarketing is for a user to see an ad for an item they have actually already purchased.
Not just does that develop a bad taste for the user, but that implies you’re losing important marketing cash on individuals who have already bought.
Now, there are certainly times when you ‘d not want to exclude previous buyers, particularly if your product is a repeat purchase.
But, in these examples, your search campaigns are likely pursuing new users.
To exclude previous purchasers, go to Audiences on the left-hand side of your campaign, then discover the “Exemptions” table.
Screenshot by author, October 2022 10. Produce Brand Advocates From Your Existing High-Value Clients It’s true when they state that your customers are your best advocates. They have put their trust in you to provide a high-value services or product that they have familiarized and trust. So, how do you turn them into advocates? This remarketing method still consists of making use of that same previous buyer list. A few different options you could potentially offer previous purchasers: Produce a recommendation program and give discounts for each individual who purchases. Offer discount rates based on supplying a positive public review. Simply
- due to the fact that somebody has actually purchased from you as soon as does not suggest they become a devoted customer. Often it takes extra motivation to want to purchase once again.
Loyalty or recommendation discounts are a great method to keep your existing consumers returning to you, as well as using their own referral lorries to generate new clients.
Developing referral programs is an inexpensive and efficient multi-channel awareness strategy that is equally beneficial for you– the brand and the consumer. Summary Remarketing is not a one-size-fits-all technique. In today’s age, it needs consideration, tactfulness, and segmentation to be successful. Thinking outside the box on your remarketing techniques can lead to more affordable marketing, higher ROAS, and faster growth if you utilize them correctly. Often, the power of remarketing lies within the list setup and project segmentation.
More Resources: Featured Image: Andrii Yalanskyi/Best SMM Panel