10 Remarketing Lists To Boost Pay Per Click Efficiency

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Remarketing lists are an effective tool for all Google Ads campaign types– however particularly for Google Browse ads.

With the looming, inevitable privacy updates pertaining to marketing, remarketing lists are an essential part of any pay per click strategy.

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

A customer journey can have many touchpoints prior to buying.

Listed below you’ll find out 10 innovative and actionable use cases of Remarketing Lists for Browse Advertisements (RLSAs) to record possible consumers earlier in their purchase journey.

With a lot of chances to use remarketing lists, let’s break down strategies based on where they’re at in the funnel.

Top-Of-Funnel & Awareness Remarketing Strategies

These 3 remarketing strategies cover the essentials of top-of-funnel marketing and make use of various project types to assist take advantage of your RLSAs.

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

If you’ve tried Buy YouTube Subscribers Ads in any form and have struggled to identify or quantify success, then this technique might be for you.

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

Enter in remarketing lists.

Google Ads allows you to create various types 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 only be used in other Buy YouTube Subscribers or Browse campaigns– not Display.
  • Your Buy YouTube Subscribers channel must be connected 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 provides a wide range of alternatives to begin leveraging your Buy YouTube Subscribers video engagement for remarketing. These choices include engagement from:

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

Even more, you’re able to sector even more to make your remarketing lists as specific as possible:

Screenshot by author, October 2022

To take advantage of these recently developed Buy YouTube Subscribers remarketing lists, attempt adding them to your existing Browse campaigns as “Observation Only” at first to comprehend if these users are more likely to connect with your projects versus someone who hasn’t seen your Buy YouTube Subscribers videos.

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

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

2. Omit Low Quality Or Unimportant Site Traffic From Search Projects

If you’ve run any type of awareness campaign, you’ve likely seen a boost in traffic in general, consisting of irrelevant webpages or low-quality visitors.

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

  • Any page that would not result in a purchase, such as:
    • Careers page.
    • Financiers page.
    • Promote with us page.
    • Customer support page.
  • Users who stayed on the site for less than one second.

Leaving out these types of site visitors from the beginning can help make your remarketing efforts more affordable in the long run.

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

Using Google’s affinity audiences or characteristics that consider someone at the top of funnel for your product and services can be daunting, specifically if you’re a small company or have a minimal budget plan.

It may feel that you do not have a great deal of alternatives to reach brand-new users without paying a lot for it.

However, have you ever thought about utilizing your most important possessions to develop awareness?

Leveraging your own first-party data to create Lookalike audiences offers you more leverage than third-party data, such as Google’s affinity audiences, to reach similar people of users who already love your brand.

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

  • Create a remarketing list of previous buyers using Google Ads or Google Analytics.
  • Publish a list of previous purchasers to Google Ads.

Depending on the size of these lists, you’ll have the option to develop a Lookalike audience and use it for either Buy YouTube Subscribers, Display, or Browse.

The example listed below programs what a remarketing list based on 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 since you have many more segmentation or filtering choices to be as particular as you require to be.

As a reminder, your site must be tagged and related to either your Google Analytics home or Google Ads tag.

Factor To Consider Phase Remarketing Strategies

These 4 remarketing techniques help move the user from the consideration to the purchase stage quicker using different bidding strategies and deals.

4. Increase Bids For Qualified Visitors Of Your Site Who Haven’t Bought

A simple way to utilize qualified users in your existing Search projects is to increase the bid on those users simply.

You do not need to create different projects for these users if you do not want to. Segmenting these users and controling the bids on them keeps your account management under control.

To use this technique, you’ll first need to create a remarketing list of users who haven’t made a purchase yet. You can use certifications just to include individuals who:

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

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

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

In your Browse project, 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 ad group level as well.

Ensure to pick “Observation” so you’re still able to record other new users who are researching your brand.

Screenshot by author, October 2022

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

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

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

Screenshot by author, October 2022 Once you’ve executed this change, make certain to constantly check back on the audience efficiency and determine if quotes need to be changed based on performance. 5. Boost 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 finished 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 service or product, these might consist of:

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

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

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

The procedure of setting this method up is the same as above, with the exception of producing a remarketing list based on the success of these micro-conversions.

6. Test Maximize Conversion Worth With Cart Abandoners

This remarketing method would require you to produce a separate campaign targeting only cart abandoners.

You may be asking, “Why not just utilize Optimize Conversion Value for everybody?”

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

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

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

By segmenting a search campaign specifically for cart abandoners, you can check this bidding method at a lower limit– and with the most qualified users who are probably to make a purchase.

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

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

To set this technique into movement, you initially 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 replicate of any other search campaign. Simply make sure to exclude your Cart Abandoner list from that existing campaign. We don’t want any cross-over here!

When producing the brand-new campaign, this is where you’ll set the bid technique to “Take full advantage of Conversion Worth” in the settings.

Screenshot by author, October 2022 Google Advertisements does give you the option to set a target return on ad invest, offering you somewhat manage over campaign performance. 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,

ensure not to set it too high right away. Otherwise, the campaign won’t have the ability to successfully find out. 7. Produce Offers Based Upon The User’s Interaction Timeline Did you understand you can produce the very same remarketing list of users but section them

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

want to provide a greater discount rate given that the purchase was still brand-new in their mind. If they still have not bought within three days, you might choose to still offer

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

offer might alter once again due to the fact that they have actually waited so long. So, how do you go about setting up this method? First, you’ll wish to develop three various remarketing lists

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

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

The last important 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 add your “Purchasers” remarketing list as an exclusion.

Post-Purchase Journey Remarketing Techniques

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

These remarketing methods enable previous buyers to become your most important property and chances for repeat buyers to end up being brand advocates.

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

One of the best ways to create a repeat purchaser is to recommend matching products based on a user’s purchase.

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

An efficient remarketing technique would consist of producing lists of past purchasers segmented by item classification. This enables you to cross-promote other items and exclude item types they’ve just acquired.

In this example, you might develop a remarketing list of users who have actually purchased lipstick or mascara. You can then use that list to remarket items like structure or eye shadow to motivate a repeat purchase.

These lists and strategies would work well in Dynamic Remarketing Ads or Google Shopping Ads. Since these items are a lot more noticeable, you ‘d want to use those campaign types to your benefit.

9. Leave Out Past Purchasers To Optimize Spend Efficiency

As pointed out in strategy no. 7, you’ll want to leave out previous purchasers from present acquisition campaigns to optimize costs performance.

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

Not just does that develop a bad taste for the user, however that implies you’re squandering important marketing cash on individuals who have actually currently acquired.

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

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

To exclude past purchasers, go to Audiences on the left-hand side of your campaign, then find the “Exclusions” table.

Screenshot by author, October 2022 10. Create Brand Name Advocates From Your Existing High-Value Customers It’s true when they say that your clients are your finest 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 advocates? This remarketing technique still includes utilizing that same previous purchaser list. A couple of different alternatives you could possibly use previous purchasers: Produce a referral program and offer discount rates for each person who purchases. Offer discount rates based on providing a positive public review. Just

  • since somebody has bought from you when does not indicate they end up being a devoted customer. Sometimes it takes additional motivation to want to buy again.

Commitment or recommendation discounts are a fantastic method to keep your existing customers returning to you, along with using their own referral automobiles to produce new consumers.

Producing recommendation programs is a low-priced and efficient multi-channel awareness method 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 requires consideration, tactfulness, and segmentation to be successful. Thinking outside package on your remarketing techniques can lead to more cost-efficient advertising, higher ROAS, and faster development if you use them correctly. In some cases, the power of remarketing lies within the list setup and campaign division.

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