10 Remarketing Lists To Boost Pay Per Click Efficiency

Posted by

Remarketing lists are a powerful tool for all Google Advertising campaigns types– but particularly for Google Browse ads.

With the looming, unavoidable privacy updates concerning advertising, remarketing lists are an essential part of any PPC strategy.

Remarketing enables you to hyper-target particular audiences who are currently acquainted with your brand to help make the most of return on ad invest (ROAS).

A consumer journey can have numerous touchpoints before making a purchase.

Below you’ll find out 10 creative and actionable use cases of Remarketing Lists for Search Advertisements (RLSAs) to catch possible clients earlier in their purchase journey.

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

Top-Of-Funnel & Awareness Remarketing Techniques

These three remarketing strategies cover the essentials 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 Motivate Them To Act

If you’ve tried Buy YouTube Subscribers Ads in any type and have actually struggled to identify or quantify 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 act from that first touchpoint?

Enter in remarketing lists.

Google Advertisements allows you to develop various types 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 Browse campaigns– not Display.
  • Your Buy YouTube Subscribers channel need to be connected to your Google Advertisements account.

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

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 alternatives to start leveraging your Buy YouTube Subscribers video engagement for remarketing. These options include engagement from:

  • Views to videos.
  • Registers for the channel.
  • Visits to the channel.
  • Likes on videos.
  • Include videos to playlist.
  • Shares of videos.

Even more, you have the ability to segment further to make your remarketing lists as particular as possible:

Screenshot by author, October 2022

To leverage these freshly produced Buy YouTube Subscribers remarketing lists, attempt adding them to your existing Search projects as “Observation Only” initially to comprehend if these users are more likely to connect with your campaigns versus someone who hasn’t seen your Buy YouTube Subscribers videos.

Taking it an action even more, you can produce new Search campaigns that specifically target these users.

The benefit is that you can supply various messaging to these users who have already connected with your brand.

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

If you have actually run any kind of awareness project, you have actually likely seen an increase in traffic in general, consisting of unimportant webpages or low-quality visitors.

What do we make up as low-quality or irrelevant webpages?

  • Any page that wouldn’t lead to a purchase, such as:
    • Careers page.
    • Financiers page.
    • Promote with us page.
    • Customer care page.
  • Users who remained on the site for less than one second.

Excluding these kinds of website visitors from the beginning can help make your remarketing efforts more cost-effective 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 services or product 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 great deal of choices to reach brand-new users without paying a lot for it.

But, have you ever thought about using your most important assets to build awareness?

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

To create an audience like this, there are a few alternatives to think about:

  • Create a remarketing list of previous purchasers utilizing Google Advertisements or Google Analytics.
  • Publish a list of previous 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, Show, or Browse.

The example listed below shows what a remarketing list based upon a finished purchase URL appears like when created in Google Advertisements:

Screenshot by author, October 2022

I personally like to use Google Analytics when developing remarketing lists due to the fact that you have many more segmentation or filtering choices to be as specific as you need to be.

As a reminder, your site must be tagged and linked with either your Google Analytics home or Google Advertisements tag.

Factor To Consider Stage Remarketing Strategies

These 4 remarketing strategies help move the user from the consideration to the purchase phase quicker using various bidding strategies and offers.

4. Boost Quotes For Certified Visitors Of Your Site Who Haven’t Purchased

An easy way to take advantage of qualified users in your existing Browse projects is to increase the quote on those users merely.

You do not require to create different campaigns for these users if you do not wish to. Segmenting these users and manipulating the bids on them keeps your account management under control.

To utilize this technique, you’ll first require to produce a remarketing list of users who haven’t made a purchase yet. You can utilize certifications only to include people who:

  • Have made it to the cart checkout.
  • Visited a particular amount of pages.
  • Invest a specific amount of time on site.
  • Checked out specific categories/high-value item pages.

Once you have actually developed those, it’s time to include them to an existing Browse project and increase the bid.

What this implies is that you’re willing to pay more for their click because they have actually already communicated with your brand name in some way.

In your Search campaign, navigate to “Audiences” on the left-hand side.

In this example, I’m setting the audience at the project level, however you can set them at the ad group level also.

Ensure to choose “Observation” so you’re still able to catch other brand-new users who are researching your brand name.

Screenshot by author, October 2022

Once you have actually included your qualified remarketing list, it’s time to increase your quote change.

Still, in the Audiences tab, you’ll see your remarketing list added.

In the columns, you’ll see “Bid Modification.” Pick 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’ve implemented this change, be sure to continually check back on the audience performance and identify if quotes need to be changed based on performance. 5. Increase Bids For Users Who Have Actually Finished A Micro-Conversion This method is similar to the example above, except for the type of user you wish to target. If a user has 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 could consist of:

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

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

By increasing the quote in your search campaigns for these users, you’re saying you’re willing to pay more for their clicks because they’re that a lot more likely to convert.

The process of setting this method 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 Make The Most Of Conversion Worth With Cart Abandoners

This remarketing strategy would need you to develop a separate project targeting just cart abandoners.

You may be asking, “Why not simply use Optimize Conversion Value for everybody?”

If you’ve ever evaluated out the Maximize Conversion Value bidding strategy in Google Ads, you’ll understand exactly why.

The factors I do not advise utilizing this for all projects include:

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

By segmenting a search campaign specifically for cart abandoners, you can test this bidding method at a lower limit– and with the most certified users who are more than likely to purchase.

Similar to the above examples, this method informs Google that you’re willing to be more flexible in just how much you pay for someone to purchase.

And what better method to test this than with users who were practically all set to make that purchase?

To set this strategy into motion, you initially require to create a remarketing list of “Cart Abandoners.”

This will look various for everybody, however it will likely be URL-based and able to be produced in either Google Analytics or Google Ads.

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

This campaign can be a duplicate of any other search campaign. Just make sure to omit your Cart Abandoner list from that existing project. We do not want any cross-over here!

When creating the new campaign, this is where you’ll set the bid strategy to “Take full advantage of Conversion Value” in the settings.

Screenshot by author, October 2022 Google Advertisements does give you the option to set a target return on ad invest, providing you rather control over campaign efficiency. 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 certain not to set it too high right now. Otherwise, the campaign will not have the ability to efficiently discover. 7. Develop Offers Based On The User’s Interaction Timeline Did you know you can produce the same remarketing list of users but segment them

by the variety of days? Say you had a cart abandoner and wished to move them towards purchase ASAP. You may

be willing to give them a higher discount rate because the purchase was still brand-new in their mind. If they still have not bought within 3 days, you may pick to still offer

them a discount, however not as high as the very first offer. After seven days, you still want them to keep your item top-of-mind, however that discount or

offer may change again since they have actually waited so long. So, how do you go about establishing this technique? Initially, you’ll wish to create three various remarketing lists

(for this example just). Produce cart abandoner audiences separated out by one day, three days, and 7 days. In Google Advertisements, you merely change the”membership duration”for each list. An example of where to change that throughout list production is listed below: Screenshot by author, October 2022

Once these lists are developed, I suggest setting up various ad groups for each list. You’ll want various advertisement groups because the deal will be different for each list.

The last crucial piece of targeting cart abandoners is to exclude buyers from your project. You will do this in the “Audiences” tab of your campaign and add your “Buyers” remarketing list as an exclusion.

Post-Purchase Journey Remarketing Techniques

As soon as a user has made a purchase, that’s not necessarily completion of their journey!

These remarketing methods make it possible for past buyers to become your most valuable possession and opportunities for repeat buyers to end up being brand supporters.

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

Among the best ways to create a repeat buyer is to recommend matching products based on a user’s purchase.

For instance, say you’re a makeup brand, and a user just acquired their very first tube of lipstick and mascara from you.

A reliable remarketing technique would consist of creating lists of past buyers segmented by product category. This enables you to cross-promote other items and exclude item types they’ve just acquired.

In this example, you may produce a remarketing list of users who have bought lipstick or mascara. You can then use that list to remarket products 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. Since these items are a lot more visible, you ‘d want to use those campaign types to your advantage.

9. Exclude Past Purchasers To Maximize Invest Performance

As mentioned in strategy no. 7, you’ll wish to leave out previous buyers from present acquisition campaigns to take full advantage of spending performance.

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

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

Now, there are certainly times when you ‘d not want to leave out previous buyers, specifically if your item is a repeat purchase.

However, in these examples, your search projects are likely pursuing brand-new users.

To leave out previous buyers, go to Audiences on the left-hand side of your project, then find the “Exclusions” table.

Screenshot by author, October 2022 10. Create Brand Name Advocates From Your Existing High-Value Clients It holds true when they state that your consumers are your best supporters. They have actually put their rely on you to deliver a high-value product and services 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 very same previous buyer list. A couple of different options you could possibly offer previous purchasers: Produce a referral program and offer discount rates for each person who purchases. Deal discount rates based upon offering a favorable public review. Simply

  • since someone has actually purchased from you when does not mean they become a faithful customer. Often it takes additional motivation to wish to buy once again.

Loyalty or recommendation discounts are a fantastic method to keep your existing customers returning to you, along with utilizing their own recommendation lorries to create new consumers.

Creating referral programs is a low-priced and effective multi-channel awareness technique that is mutually useful for you– the brand and the client. Summary Remarketing is not a one-size-fits-all technique. In today’s age, it requires thoughtfulness, tactfulness, and division to be effective. Believing outside package on your remarketing strategies can result in more cost-efficient advertising, higher ROAS, and faster development if you use them properly. Often, the power of remarketing lies within the list setup and project segmentation.

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