10 Remarketing Lists To Increase Pay Per Click Performance

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Remarketing lists are a powerful tool for all Google Advertising campaigns types– but specifically for Google Search advertisements.

With the looming, inevitable personal privacy updates concerning marketing, remarketing lists are an important part of any pay per click strategy.

Remarketing allows you to hyper-target particular audiences who are currently familiar with your brand to help maximize return on advertisement invest (ROAS).

A consumer journey can have numerous touchpoints before purchasing.

Below you’ll find out 10 creative and actionable usage cases of Remarketing Lists for Search Ads (RLSAs) to capture potential clients previously in their purchase journey.

With numerous opportunities to utilize remarketing lists, let’s break down techniques based upon where they’re at in the funnel.

Top-Of-Funnel & Awareness Remarketing Methods

These 3 remarketing methods cover the basics of top-of-funnel marketing and use different campaign types to assist leverage your RLSAs.

1. Target Users Who Have Engaged With A Video Campaign And Encourage Them To Act

If you’ve attempted Buy YouTube Subscribers Advertisements in any type and have actually struggled to figure out or measure success, then this technique may be for you.

Buy YouTube Subscribers ads are an excellent way to gain awareness of an item, service, or brand name– however how do you get a new user to take action from that first touchpoint?

Go into in remarketing lists.

Google Ads permits you to produce different types of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are 2 key requirements for using this list type:

  • These lists can just be utilized in other Buy YouTube Subscribers or Browse campaigns– not Show.
  • Your Buy YouTube Subscribers channel need to be linked to your Google Ads account.

To establish Buy YouTube Subscribers remarketing lists, browse to Tools & Settings > Shared Library > Audience Supervisor.

In Audience Manager, hit the “+” button to start segmenting your Buy YouTube Subscribers remarketing lists.

Screenshot by author, October 2022

From there, Google gives a multitude of options to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These alternatives include engagement from:

  • Views to videos.
  • Signs up for the channel.
  • Sees to the channel.
  • Likes on videos.
  • Include videos to playlist.
  • Shares of videos.

Further, you’re able to section further to make your remarketing lists as particular as possible:

Screenshot by author, October 2022

To leverage these newly developed Buy YouTube Subscribers remarketing lists, try including them to your existing Browse projects as “Observation Only” at first to comprehend if these users are more likely to communicate with your projects versus someone who hasn’t seen your Buy YouTube Subscribers videos.

Taking it an action even more, you can create new Browse campaigns that particularly target these users.

The benefit is that you can supply different messaging to these users who have currently communicated with your brand name.

2. Leave Out Low Quality Or Irrelevant Site Traffic From Browse Campaigns

If you have actually run any type of awareness campaign, you have actually most likely seen an increase in traffic in general, including unimportant web pages or low-quality visitors.

What do we constitute as low-quality or irrelevant websites?

  • Any page that wouldn’t 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.

Omitting these types of website 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

Utilizing Google’s affinity audiences or attributes that think about somebody at the top of funnel for your product or service can be complicated, especially if you’re a small business or have a limited spending plan.

It might feel that you do not have a lot of choices to reach new users without paying dearly for it.

But, have you ever thought of utilizing your most valuable possessions to develop awareness?

Leveraging your own first-party information to develop Lookalike audiences offers you more take advantage of than third-party information, such as Google’s affinity audiences, to reach like-minded people of users who already love your brand.

To develop an audience like this, there are a couple of alternatives to consider:

  • Develop a remarketing list of past buyers using Google Ads or Google Analytics.
  • Submit a list of previous buyers 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 Browse.

The example listed below programs what a remarketing list based on a finished purchase URL appears like when produced in Google Advertisements:

Screenshot by author, October 2022

I personally like to use Google Analytics when creating remarketing lists since you have a lot more division or filtering alternatives to be as particular as you require to be.

As a pointer, your website needs to be tagged and linked with either your Google Analytics home or Google Advertisements tag.

Consideration Phase Remarketing Techniques

These 4 remarketing methods assist move the user from the consideration to the purchase phase quicker using different bidding strategies and offers.

4. Boost Bids For Qualified Visitors Of Your Site Who Haven’t Made A Purchase

An easy way to take advantage of certified users in your existing Browse campaigns is to increase the quote on those users simply.

You don’t need to develop different campaigns for these users if you do not want to. Segmenting these users and controling the quotes on them keeps your account management under control.

To use this method, you’ll initially need to develop a remarketing list of users who have not purchased yet. You can utilize credentials just to include people who:

  • Have made it to the cart checkout.
  • Gone to a particular amount of pages.
  • Invest a certain quantity of time on website.
  • Gone to specific categories/high-value item pages.

When you have actually produced those, it’s time to include them to an existing Browse campaign and increase the bid.

What this indicates is that you want to pay more for their click because they have actually currently communicated with your brand in some method.

In your Search project, navigate 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 ad group level as well.

Make sure to pick “Observation” so you’re still able to capture other new users who are researching your brand name.

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 added.

In the columns, you’ll see “Quote Adjustment.” Select the “pencil” icon to alter the bid as you choose. In this example, I’m going to increase the quote by 15%.

Screenshot by author, October 2022 Once you’ve executed this change, make sure to continually inspect back on the audience performance and figure out if bids require to be changed based upon efficiency. 5. Increase Bids For Users Who Have Finished A Micro-Conversion This technique resembles the example above, except for the type 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 purchase. What are examples of a micro-conversion? Depending upon your services or product, these might consist of:

  • Registering for e-mails or newsletters.
  • Downloading an ebook.
  • Signing up for a webinar.
  • Asking for a free sample.

These kinds of conversions show a user is active in research mode and seriously considering your brand name.

By increasing the bid in your search projects for these users, you’re stating you’re willing to pay more for their clicks since they’re that far more most likely to transform.

The process of setting this strategy up is the very same as above, with the exception of creating a remarketing list based upon the success of these micro-conversions.

6. Test Maximize Conversion Worth With Cart Abandoners

This remarketing technique would need you to create a separate 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 evaluated out the Maximize Conversion Worth bidding technique in Google Ads, you’ll understand exactly why.

The factors I don’t suggest utilizing this for all projects include:

  • You can’t set any optimal ceiling values.
  • Not all users are all set to buy.

By segmenting a search campaign specifically for cart abandoners, you can check this bidding technique at a lower threshold– and with the most competent users who are more than 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 spend for somebody to make a purchase.

And what much better way to test this than with users who were almost ready to make that purchase?

To set this method into motion, you first require 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 Ads.

After that list has actually been produced, it’s time to establish your new search campaign.

This project can be a duplicate of any other search campaign. Simply ensure to exclude your Cart Abandoner list from that existing campaign. We don’t want any cross-over here!

When creating the brand-new campaign, this is where you’ll set the bid technique 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 spend, providing you somewhat control over project efficiency. Depending upon how much flexibility 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 sure not to set it too high immediately. Otherwise, the project won’t have the ability to successfully discover. 7. Develop Offers Based On The User’s Interaction Timeline Did you know you can develop the very same remarketing list of users but segment 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 since 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, but not as high as the first deal. After seven days, you still desire them to keep your item top-of-mind, however that discount or

offer may alter once again because they’ve waited so long. So, how do you go about setting up this method? First, you’ll wish to produce three various remarketing lists

(for this example just). Produce cart abandoner audiences separated out by one day, three days, and seven days. In Google Ads, you merely alter the”membership period”for each list. An example of where to alter that during list creation is listed below: Screenshot by author, October 2022

Once these lists are produced, I advise setting up various ad groups for each list. You’ll want different ad groups since the deal will be various for each list.

The last important piece of targeting cart abandoners is to exclude purchasers from your campaign. You will do this in the “Audiences” tab of your campaign and add your “Purchasers” remarketing list as an exemption.

Post-Purchase Journey Remarketing Strategies

Once a user has actually purchased, that’s not always completion of their journey!

These remarketing techniques make it possible for previous buyers to become your most important asset and chances for repeat buyers to become brand advocates.

8. Cross Promote Other Products Based On A User’s Purchase Behavior

One of the very best ways to create a repeat buyer is to suggest matching items based on a user’s purchase.

For example, state you’re a makeup brand, and a user simply acquired their first tube of lipstick and mascara from you.

A reliable remarketing method would include creating lists of previous buyers segmented by product category. This enables you to cross-promote other products and omit item types they have actually simply acquired.

In this example, you may develop a remarketing list of users who have purchased lipstick or mascara. You can then utilize that list to remarket products like structure or eye shadow to encourage a repeat purchase.

These lists and methods would work well in Dynamic Remarketing Ads or Google Shopping Ads. Because these items are much more visible, you ‘d wish to utilize those project types to your benefit.

9. Omit Past Purchasers To Make The Most Of Invest Effectiveness

As mentioned in method no. 7, you’ll wish to leave out past purchasers from current acquisition campaigns to make the most of spending performance.

An example of lazy remarketing is for a user to see an ad for an item they have already acquired.

Not only does that produce a bad taste for the user, but that suggests you’re squandering valuable marketing money on individuals who have actually already purchased.

Now, there are certainly times when you ‘d not want to exclude past buyers, particularly if your product is a repeat purchase.

However, in these examples, your search projects are most likely going after brand-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 Advocates From Your Existing High-Value Consumers It’s true when they say that your clients are your best advocates. They have put their trust in you to deliver a high-value product or service that they have come to know and trust. So, how do you turn them into advocates? This remarketing technique still includes making use of that same previous buyer list. A few various options you might potentially provide past purchasers: Create a recommendation program and provide discount rates for each individual who purchases. Deal discounts based upon offering a positive public evaluation. Simply

  • because somebody has bought from you as soon as does not suggest they become a loyal customer. In some cases it takes extra inspiration to wish to buy again.

Loyalty or referral discounts are a great way to keep your existing consumers coming back to you, in addition to utilizing their own recommendation cars to create new customers.

Developing recommendation programs is an affordable and efficient multi-channel awareness method that is equally useful for you– the brand and the consumer. Summary Remarketing is not a one-size-fits-all strategy. In today’s age, it requires thoughtfulness, tactfulness, and segmentation to be effective. Believing outside package on your remarketing strategies can lead to more cost-efficient advertising, higher ROAS, and faster development if you utilize them properly. Often, the power of remarketing lies within the list setup and project division.

More Resources: Included Image: Andrii Yalanskyi/Best SMM Panel