10 Remarketing Lists To Boost Pay Per Click Efficiency

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Remarketing lists are a powerful tool for all Google Ads campaign types– however specifically for Google Browse ads.

With the looming, inevitable personal privacy updates pertaining to marketing, remarketing lists are an important part of any PPC technique.

Remarketing enables you to hyper-target particular audiences who are already acquainted with your brand name to help maximize return on ad invest (ROAS).

A customer journey can have many touchpoints before purchasing.

Below you’ll learn 10 imaginative and actionable use cases of Remarketing Lists for Browse Ads (RLSAs) to catch potential clients previously in their purchase journey.

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

Top-Of-Funnel & Awareness Remarketing Methods

These three remarketing strategies cover the fundamentals of top-of-funnel marketing and utilize different campaign types to help take advantage of your RLSAs.

1. Target Users Who Have Engaged With A Video Campaign And Encourage Them To Do Something About It

If you have actually tried Buy YouTube Subscribers Advertisements in any type and have actually struggled to identify or measure success, then this strategy might be for you.

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

Go into in remarketing lists.

Google Advertisements permits you to create various kinds of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are 2 essential 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 should be linked to your Google Advertisements account.

To set up Buy YouTube Subscribers remarketing lists, navigate to Tools & Settings > Shared Library > Audience Supervisor.

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

Screenshot by author, October 2022

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

  • Views to videos.
  • Subscribes to the channel.
  • Check outs to the channel.
  • Likes on videos.
  • Include videos to playlist.
  • Shares of videos.

Further, you’re able to segment further to make your remarketing lists as specific as possible:

Screenshot by author, October 2022

To utilize these recently created Buy YouTube Subscribers remarketing lists, attempt including them to your existing Browse projects as “Observation Only” in the beginning to understand if these users are most likely to connect with your projects versus somebody who hasn’t seen your Buy YouTube Subscribers videos.

Taking it an action further, you can produce brand-new Search campaigns that particularly target these users.

The advantage is that you can offer various messaging to these users who have actually currently interacted with your brand name.

2. Exclude Poor Quality Or Unimportant Website Traffic From Browse Campaigns

If you have actually run any type of awareness campaign, you’ve likely seen an increase in traffic overall, including irrelevant webpages or low-grade visitors.

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

  • Any page that would not lead to a purchase, such as:
    • Careers page.
    • Financiers page.
    • Advertise with us page.
    • Client service page.
  • Users who remained on the website for less than one second.

Excluding these kinds of website visitors from the get-go can help 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 qualities that consider somebody at the top of funnel for your product and services can be complicated, especially if you’re a small company or have a minimal budget plan.

It may feel that you don’t have a lot of options to reach new users without paying dearly for it.

But, have you ever thought of utilizing your most important properties to build awareness?

Leveraging your own first-party information to develop Lookalike audiences provides you more utilize than third-party data, such as Google’s affinity audiences, to reach similar individuals of users who currently like your brand name.

To produce an audience like this, there are a few choices to consider:

  • Produce a remarketing list of past buyers using Google Ads or Google Analytics.
  • Publish a list of past buyers to Google Advertisements.

Depending upon the size of these lists, you’ll have the choice to produce a Lookalike audience and utilize it for either Buy YouTube Subscribers, Show, or Browse.

The example below shows what a remarketing list based upon a completed purchase URL appears like when produced in Google Advertisements:

Screenshot by author, October 2022

I personally like to utilize Google Analytics when producing remarketing lists due to the fact that you have a lot more segmentation or filtering alternatives to be as specific as you require to be.

As a pointer, your site must be tagged and linked with either your Google Analytics property or Google Ads tag.

Factor To Consider Phase Remarketing Methods

These 4 remarketing strategies assist move the user from the consideration to the purchase stage quicker utilizing various bidding methods and deals.

4. Boost Bids For Qualified Visitors Of Your Website Who Have Not Bought

An easy way to utilize qualified users in your existing Browse campaigns is to increase the quote on those users merely.

You don’t need to create separate projects for these users if you do not wish to. Segmenting these users and manipulating the quotes on them keeps your account management under control.

To utilize this strategy, you’ll first require to develop a remarketing list of users who have not made a purchase yet. You can utilize qualifications only to include individuals who:

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

When you have developed those, it’s time to add them to an existing Search campaign and increase the quote.

What this suggests is that you’re willing to pay more for their click because they’ve currently connected with your brand name in some way.

In your Browse campaign, browse to “Audiences” on the left-hand side.

In this example, I’m setting the audience at the project level, but you can set them at the advertisement group level too.

Make sure to select “Observation” so you’re still able to capture other brand-new users who are investigating your brand.

Screenshot by author, October 2022

Once you’ve added your qualified 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.” Select the “pencil” icon to change the quote 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 modification, make certain to continually examine back on the audience performance and figure out if quotes require to be altered based upon efficiency. 5. Boost Bids For Users Who Have Actually Finished A Micro-Conversion This strategy 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 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.
  • Signing up for a webinar.
  • Asking for a complimentary sample.

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

By increasing the bid in your search campaigns for these users, you’re saying you want to pay more for their clicks because they’re that much more likely to transform.

The procedure of setting this strategy up is the very same as above, with the exception of developing a remarketing list based on 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 different campaign targeting just cart abandoners.

You may be asking, “Why not just use Maximize Conversion Value for everybody?”

If you’ve ever tested out the Maximize Conversion Worth bidding method in Google Advertisements, you’ll know precisely why.

The factors I do not recommend utilizing this for all campaigns consist of:

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

By segmenting a search project particularly for cart abandoners, you can evaluate this bidding technique at a lower limit– and with the most qualified users who are probably to purchase.

Similar to the above examples, this strategy informs Google that you want to be more versatile in just how much you spend for someone to make a purchase.

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

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

This will look different for everyone, but it will likely be URL-based and able to be created 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 duplicate of any other search campaign. Simply make sure to exclude your Cart Abandoner list from that existing project. We do not want any cross-over here!

When developing the brand-new campaign, this is where you’ll set the bid technique to “Maximize Conversion Value” in the settings.

Screenshot by author, October 2022 Google Advertisements does provide you the choice to set a target return on advertisement invest, offering you rather control over project performance. Depending upon 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 certain not to set it too high right now. Otherwise, the campaign will not have the ability to successfully learn. 7. Produce Offers Based Upon The User’s Interaction Timeline Did you understand you can create the exact same remarketing list of users however segment them

by the variety of days? State you had a cart abandoner and wanted to move them toward purchase ASAP. You may

want to provide a higher discount since the purchase was still brand-new in their mind. If they still haven’t purchased within 3 days, you might select to still offer

them a discount, but not as high as the very first deal. After 7 days, you still desire them to keep your item top-of-mind, however that discount rate or

deal might change once again since they have actually waited so long. So, how do you go about establishing this technique? Initially, you’ll wish to produce 3 various remarketing lists

(for this example just). Create cart abandoner audiences separated out by one day, three days, and 7 days. In Google Advertisements, you simply alter the”subscription period”for each list. An example of where to change that throughout list development is below: Screenshot by author, October 2022

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

The last vital 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 “Buyers” remarketing list as an exclusion.

Post-Purchase Journey Remarketing Methods

When a user has actually bought, that’s not necessarily completion of their journey!

These remarketing methods make it possible for previous purchasers to become your most important asset and opportunities for repeat buyers to become brand advocates.

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

Among the very best ways to create a repeat purchaser is to recommend complementing items based on a user’s purchase.

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

An efficient remarketing technique would consist of creating lists of previous purchasers segmented by product category. This allows you to cross-promote other items and leave out 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 foundation or eye shadow to motivate a repeat purchase.

These lists and methods would work well in Dynamic Remarketing Advertisements or Google Shopping Advertisements. Since these items are far more noticeable, you ‘d want to use those campaign types to your advantage.

9. Exclude Past Purchasers To Optimize Invest Performance

As pointed out in strategy no. 7, you’ll want to leave out past purchasers from current acquisition projects to optimize costs performance.

An example of lazy remarketing is for a user to see an advertisement for an item they have currently bought.

Not just does that produce a bad taste for the user, but that suggests you’re losing valuable marketing cash on individuals who have actually currently purchased.

Now, there are definitely times when you ‘d not wish to omit previous buyers, specifically if your item is a repeat purchase.

But, in these examples, your search campaigns are likely pursuing new users.

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

Screenshot by author, October 2022 10. Develop Brand Supporters From Your Existing High-Value Clients It’s true when they say that your clients are your best supporters. They have put their trust in you to provide a high-value service or product that they have familiarized and trust. So, how do you turn them into supporters? This remarketing technique still includes using that same previous purchaser list. A couple of various alternatives you might possibly offer previous buyers: Produce a recommendation program and provide discounts for each person who purchases. Deal discounts based on providing a favorable public review. Simply

  • because somebody has bought from you as soon as does not mean they become a faithful client. Sometimes it takes extra motivation to want to buy again.

Loyalty or recommendation discounts are a fantastic method to keep your existing consumers returning to you, as well as utilizing their own recommendation lorries to produce brand-new consumers.

Producing referral programs is an affordable and effective multi-channel awareness technique that is mutually beneficial for you– the brand name and the client. Summary Remarketing is not a one-size-fits-all method. In today’s age, it needs consideration, tactfulness, and division to be effective. Believing outside package on your remarketing methods can result in more affordable marketing, greater ROAS, and faster growth if you use them properly. Sometimes, the power of remarketing lies within the list setup and campaign segmentation.

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