10 Remarketing Lists To Increase Pay Per Click Efficiency

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

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

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

A consumer journey can have many touchpoints prior to making a purchase.

Listed below you’ll find out 10 creative and actionable use cases of Remarketing Lists for Browse Ads (RLSAs) to record potential clients earlier in their purchase journey.

With a lot of opportunities to utilize remarketing lists, let’s break down methods based on 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 leverage your RLSAs.

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

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

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

Go into in remarketing lists.

Google Advertisements permits you to develop various kinds of remarketing lists based upon your Buy Buy YouTube Subscribers Subscribers videos. There are two essential requirements for using this list type:

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

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

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

Screenshot by author, October 2022

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

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

Even more, 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 created Buy YouTube Subscribers remarketing lists, attempt adding them to your existing Browse projects as “Observation Just” in the beginning to understand if these users are most likely to connect with your projects versus someone who hasn’t seen your Buy YouTube Subscribers videos.

Taking it an action even more, you can develop brand-new Browse projects that specifically target these users.

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

2. Omit Low Quality Or Unimportant Website Traffic From Browse Projects

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

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

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

Omitting these kinds of site visitors from the outset can assist 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 qualities that consider someone at the top of funnel for your product and services can be complicated, especially if you’re a small business or have a limited spending plan.

It might feel that you don’t have a lot of alternatives to reach brand-new users without paying very much for it.

But, have you ever considered utilizing your most valuable properties to construct awareness?

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

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

  • Produce a remarketing list of past purchasers using Google Ads or Google Analytics.
  • Upload a list of past buyers to Google Ads.

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

The example listed below shows 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 producing remarketing lists since you have a lot more segmentation or filtering choices to be as particular as you need to be.

As a suggestion, your website must be tagged and linked with either your Google Analytics property or Google Advertisements tag.

Consideration Stage Remarketing Techniques

These four remarketing techniques help move the user from the consideration to the purchase stage quicker utilizing various bidding strategies and offers.

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

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

You do not require to produce 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 method, you’ll first need to produce a remarketing list of users who haven’t bought yet. You can use qualifications just to include individuals who:

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

As soon as you have developed those, it’s time to include them to an existing Browse campaign and increase the quote.

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

In your Browse project, 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 ad group level too.

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

Screenshot by author, October 2022

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

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

In the columns, you’ll see “Bid Modification.” Choose the “pencil” icon to alter the quote as you please. 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 examine back on the audience performance and determine if quotes need to be changed based upon performance. 5. Boost Bids For Users Who Have Completed A Micro-Conversion This method is similar to the example above, other than for the type of user you want to target. If a user has finished 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 product or service, these could include:

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

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

By increasing the bid in your search campaigns for these users, you’re saying you want to pay more for their clicks due to the fact that they’re that far more most likely to convert.

The procedure of setting this technique up is the same as above, with the exception of developing 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 produce a different campaign targeting only cart abandoners.

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

If you’ve ever checked out the Maximize Conversion Value bidding technique in Google Ads, you’ll understand precisely why.

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

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

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

Comparable to the above examples, this strategy tells Google that you want to be more versatile in just how much you spend for someone to purchase.

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

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

This will look different for everyone, however 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 set up your brand-new search project.

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

When developing the brand-new campaign, this is where you’ll set the quote strategy to “Make the most of Conversion Value” in the settings.

Screenshot by author, October 2022 Google Advertisements does provide you the option to set a target return on ad spend, providing you rather manage over campaign efficiency. Depending upon how much flexibility 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 immediately. Otherwise, the project won’t be able to successfully discover. 7. Create Offers Based Upon The User’s Interaction Timeline Did you know you can create the same remarketing list of users however section them

by the number of days? Say you had a cart abandoner and wanted 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 haven’t acquired within three days, you may pick to still provide

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

offer may change once again because they have actually waited so long. So, how do you tackle establishing this strategy? First, you’ll want to develop 3 different remarketing lists

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

Once these lists are produced, I recommend setting up various advertisement groups for each list. You’ll desire various advertisement groups due to the fact that the offer will be different for each list.

The last vital piece of targeting cart abandoners is to omit buyers from your campaign. 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

Once a user has bought, that’s not necessarily the end of their journey!

These remarketing techniques make it possible for previous buyers to become your most valuable asset and chances for repeat buyers to end up being brand name advocates.

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

One of the best methods to develop a repeat buyer is to recommend complementing items based upon a user’s purchase.

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

An efficient remarketing technique would include creating lists of previous buyers segmented by product category. This allows you to cross-promote other items and exclude item types they have actually just acquired.

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 items like structure or eye shadow to encourage a repeat purchase.

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

9. Exclude Past Purchasers To Optimize Spend Performance

As discussed in technique no. 7, you’ll wish to omit past buyers from current acquisition campaigns to maximize costs efficiency.

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

Not only does that produce a bad taste for the user, but that suggests you’re wasting important marketing money on people who have currently bought.

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 likely going after brand-new users.

To omit past purchasers, go to Audiences on the left-hand side of your project, then find the “Exemptions” table.

Screenshot by author, October 2022 10. Produce Brand Name Supporters From Your Existing High-Value Customers It holds true when they state that your customers are your best supporters. They have actually put their trust in you to provide a high-value service or product that they have come to know and trust. So, how do you turn them into advocates? This remarketing method still includes utilizing that very same previous buyer list. A few different choices you might possibly offer previous buyers: Produce a recommendation program and offer discounts for each person who purchases. Deal discount rates based upon providing a positive public evaluation. Just

  • because someone has purchased from you when does not imply they become a faithful consumer. In some cases it takes additional motivation to wish to acquire again.

Commitment or recommendation discounts are a terrific way to keep your existing consumers coming back to you, as well as utilizing their own referral cars to create brand-new consumers.

Creating referral programs is an inexpensive 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 method. In today’s age, it needs thoughtfulness, tactfulness, and division to be successful. Thinking outside the box on your remarketing strategies can result in more affordable advertising, higher ROAS, and faster growth 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