10 Remarketing Lists To Increase PPC Efficiency

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Remarketing lists are a powerful tool for all Google Ads campaign types– however particularly for Google Search advertisements.

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

Remarketing permits you to hyper-target specific audiences who are already knowledgeable about your brand to assist take full advantage of return on ad spend (ROAS).

A customer journey can have countless touchpoints prior to purchasing.

Below you’ll discover 10 innovative and actionable use cases of Remarketing Lists for Browse Advertisements (RLSAs) to capture prospective clients earlier in their purchase journey.

With a lot of 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 strategies cover the essentials of top-of-funnel marketing and make use of different project types to help take advantage of your RLSAs.

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

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

Buy YouTube Subscribers advertisements are a fantastic method to acquire awareness of an item, service, or brand name– however how do you get a brand-new user to do something about it from that very first touchpoint?

Go into in remarketing lists.

Google Ads permits you to produce various kinds of remarketing lists based on your Buy Buy YouTube Subscribers Subscribers videos. There are 2 essential requirements for utilizing this list type:

  • These lists can only be used in other Buy YouTube Subscribers or Browse campaigns– not Show.
  • Your Buy YouTube Subscribers channel should be connected to your Google Advertisements account.

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

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

Screenshot by author, October 2022

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

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

Further, you have the ability to section even more to make your remarketing lists as particular as possible:

Screenshot by author, October 2022

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

Taking it a step even more, you can create new Search projects that particularly target these users.

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

2. Omit Poor Quality Or Irrelevant Website Traffic From Search Campaigns

If you’ve run any kind of awareness project, you have actually likely seen a boost in traffic overall, including irrelevant web pages or low-grade visitors.

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

  • Any page that would not result in a purchase, such as:
    • Professions page.
    • Financiers page.
    • Promote with us page.
    • Client service page.
  • Users who remained on the website for less than one second.

Omitting these types of website visitors from the outset can help make your remarketing efforts more cost-efficient in the long run.

3. Create Lookalike Audiences From Your Own First-Party Data

Using Google’s affinity audiences or attributes that consider someone at the top of funnel for your product or service can be difficult, specifically if you’re a small business or have a minimal budget.

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

But, have you ever thought of using your most important properties to construct awareness?

Leveraging your own first-party information to develop 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 like your brand name.

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

  • Produce a remarketing list of previous purchasers utilizing Google Advertisements or Google Analytics.
  • Submit a list of past buyers to Google Advertisements.

Depending on the size of these lists, you’ll have the choice to create 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 completed purchase URL looks like when produced in Google Ads:

Screenshot by author, October 2022

I personally like to utilize Google Analytics when producing remarketing lists since you have much more segmentation or filtering choices to be as particular as you require to be.

As a tip, your site needs to be tagged and related to either your Google Analytics residential or commercial property or Google Advertisements tag.

Consideration Stage Remarketing Techniques

These 4 remarketing methods assist move the user from the factor to consider to the purchase stage quicker utilizing different bidding techniques and offers.

4. Increase Bids For Certified Visitors Of Your Website Who Have Not Purchased

A simple method to take advantage of certified users in your existing Search campaigns is to increase the quote on those users merely.

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

To use this strategy, you’ll initially need to create a remarketing list of users who haven’t purchased yet. You can use certifications just to consist of people who:

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

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

What this means is that you want to pay more for their click because they’ve already communicated with your brand name 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 as well.

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

Screenshot by author, October 2022

Once you’ve added your certified remarketing list, it’s time to increase your bid modification.

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

In the columns, you’ll see “Quote Change.” Choose the “pencil” icon to alter the quote 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 constantly check back on the audience efficiency and determine if bids need to be changed based upon performance. 5. Increase Bids For Users Who Have Finished A Micro-Conversion This technique resembles the example above, except for the type of user you wish 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.
  • 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.

By increasing the bid in your search projects for these users, you’re stating you’re willing to pay more for their clicks due to the fact that they’re that a lot more most 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 on the success of these micro-conversions.

6. Test Maximize Conversion Value With Cart Abandoners

This remarketing method would need you to produce a different campaign targeting only cart abandoners.

You may be asking, “Why not just use Optimize Conversion Worth for everyone?”

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

The factors I don’t recommend utilizing this for all campaigns include:

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

By segmenting a search campaign particularly for cart abandoners, you can evaluate this bidding method 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 informs Google that you’re willing to be more versatile in how much you pay for somebody to make a purchase.

And what much better method to check this than with users who were nearly ready to make that purchase?

To set this technique into motion, you initially need to produce a remarketing list of “Cart Abandoners.”

This will look various for everyone, however it will likely be URL-based and able to be developed in either Google Analytics or Google Advertisements.

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

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

When producing the new project, this is where you’ll set the quote technique to “Make the most of Conversion Worth” in the settings.

Screenshot by author, October 2022 Google Ads does offer you the alternative to set a target return on advertisement invest, offering you somewhat manage over project efficiency. Depending on just how much flexibility 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 effectively learn. 7. Develop Offers Based Upon The User’s Interaction Timeline Did you know you can develop the very same remarketing list of users however sector them

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

want to give them a higher discount because the purchase was still new in their mind. If they still have not acquired within 3 days, you might pick 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 or

deal might change once again because they’ve waited so long. So, how do you tackle setting up this strategy? Initially, you’ll want to develop three various remarketing lists

(for this example just). Create cart abandoner audiences separated out by one day, three days, and seven days. In Google Advertisements, you simply change the”membership period”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 created, I advise setting up different advertisement groups for each list. You’ll want various advertisement groups since the offer will be different for each list.

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

Post-Purchase Journey Remarketing Methods

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

These remarketing strategies allow previous purchasers to become your most important asset and opportunities for repeat purchasers to become brand supporters.

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

One of the best ways to produce a repeat buyer is to suggest complementing items based upon a user’s purchase.

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

A reliable remarketing strategy would include creating lists of past buyers segmented by product category. This allows you to cross-promote other products and omit product 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 products like foundation or eye shadow to encourage a repeat purchase.

These lists and methods would work well in Dynamic Remarketing Ads or Google Shopping Ads. Due to the fact that these items are a lot more noticeable, you ‘d wish to use those project types to your advantage.

9. Leave Out Past Purchasers To Optimize Spend Effectiveness

As pointed out in method no. 7, you’ll want to omit past buyers from existing 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 bought.

Not just does that create a bad taste for the user, but that means you’re wasting important marketing money on people who have already acquired.

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

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

To leave out past purchasers, go to Audiences on the left-hand side of your project, then discover the “Exclusions” table.

Screenshot by author, October 2022 10. Develop Brand Supporters From Your Existing High-Value Consumers It holds true when they state that your customers are your finest supporters. They have put their rely on you to provide a high-value product or service that they have familiarized and trust. So, how do you turn them into advocates? This remarketing method still consists of using that same previous purchaser list. A few various options you could possibly offer past purchasers: Create a recommendation program and provide discount rates for each person who purchases. Offer discounts based on offering a favorable public evaluation. Simply

  • since someone has actually bought from you as soon as does not imply they end up being a devoted customer. In some cases it takes extra motivation to wish to acquire once again.

Loyalty or recommendation discount rates are an excellent method to keep your existing customers coming back to you, as well as using their own referral vehicles to create new consumers.

Producing referral programs is an inexpensive and efficient multi-channel awareness technique that is equally beneficial for you– the brand and the client. Summary Remarketing is not a one-size-fits-all strategy. In today’s age, it needs thoughtfulness, tactfulness, and division to be successful. Thinking outside the box on your remarketing strategies can lead to more economical marketing, higher ROAS, and faster growth if you use them properly. Often, the power of remarketing lies within the list setup and campaign division.

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