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– but specifically for Google Search advertisements.

With the looming, inevitable personal privacy updates pertaining to advertising, remarketing lists are a vital part of any PPC technique.

Remarketing allows you to hyper-target particular audiences who are currently knowledgeable about your brand name to help take full advantage of return on ad invest (ROAS).

A consumer journey can have numerous touchpoints before purchasing.

Listed below you’ll discover 10 innovative and actionable use cases of Remarketing Lists for Browse Advertisements (RLSAs) to catch potential customers previously in their purchase journey.

With many chances 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 3 remarketing techniques cover the fundamentals of top-of-funnel marketing and make use of various campaign types to help utilize 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 actually struggled to determine or quantify success, then this strategy may be for you.

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

Enter in remarketing lists.

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

  • These lists can just be used in other Buy YouTube Subscribers or Browse projects– not Show.
  • Your Buy YouTube Subscribers channel should be linked to your Google Ads account.

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

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

Screenshot by author, October 2022

From there, Google provides a wide variety of alternatives to begin leveraging your Buy YouTube Subscribers video engagement for remarketing. These alternatives include engagement from:

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

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

Screenshot by author, October 2022

To leverage these recently produced Buy YouTube Subscribers remarketing lists, try including them to your existing Browse campaigns as “Observation Just” at first to understand if these users are more likely to communicate with your projects versus someone who hasn’t seen your Buy YouTube Subscribers videos.

Taking it a step even more, you can produce brand-new Search projects that specifically target these users.

The advantage is that you can provide various messaging to these users who have actually already engaged with your brand.

2. Exclude Poor Quality Or Irrelevant Website Traffic From Search Projects

If you’ve run any kind of awareness project, you’ve likely seen a boost in traffic in general, including irrelevant websites or low-quality visitors.

What do we make up as low-grade or irrelevant websites?

  • Any page that wouldn’t lead to a purchase, such as:
    • Professions page.
    • Investors page.
    • Promote with us page.
    • Customer Service page.
  • Users who stayed on the website for less than one second.

Omitting these kinds of site visitors from the outset can assist 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 service or product can be challenging, specifically if you’re a small company or have a limited budget.

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

But, have you ever considered utilizing your most valuable possessions to develop awareness?

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

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

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

Depending upon the size of these lists, you’ll have the alternative to create 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 use Google Analytics when creating remarketing lists due to the fact that you have many more segmentation or filtering alternatives to be as particular as you require to be.

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

Factor To Consider Phase Remarketing Strategies

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

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

A simple way to utilize certified users in your existing Browse campaigns is to increase the bid on those users just.

You do not require to develop different projects for these users if you do not wish to. Segmenting these users and controling the quotes on them keeps your account management under control.

To utilize this method, you’ll initially require to develop a remarketing list of users who have not bought yet. You can use credentials just to include people who:

  • Have made it to the cart checkout.
  • Gone to a certain quantity of pages.
  • Spent a specific quantity of time on website.
  • Checked out particular categories/high-value product pages.

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

What this indicates is that you’re willing to pay more for their click since 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 advertisement group level also.

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

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 Modification.” Choose 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 have actually executed this modification, make sure to continuously examine back on the audience performance and identify if quotes need to be altered based upon efficiency. 5. Boost Bids For Users Who Have Actually Completed A Micro-Conversion This technique is similar to the example above, except 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 on your product and services, these could consist of:

  • Signing up for emails or newsletters.
  • Downloading an ebook.
  • Registering for a webinar.
  • Requesting 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 projects for these users, you’re saying you’re willing to pay more for their clicks because they’re that far more most likely to convert.

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

6. Test Maximize Conversion Worth With Cart Abandoners

This remarketing technique would require you to develop a separate campaign targeting just cart abandoners.

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

If you’ve ever evaluated out the Maximize Conversion Worth bidding method in Google Ads, you’ll understand precisely why.

The reasons I don’t recommend utilizing this for all projects consist of:

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

By segmenting a search project particularly for cart abandoners, you can test this bidding technique at a lower limit– and with the most competent users who are most likely to buy.

Similar to the above examples, this method tells Google that you’re willing to be more versatile in just how much you pay for somebody to buy.

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

To set this technique into movement, you first require to produce a remarketing list of “Cart Abandoners.”

This will look different for everybody, 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 establish your brand-new search campaign.

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

When producing the new project, this is where you’ll set the quote strategy to “Optimize Conversion Value” in the settings.

Screenshot by author, October 2022 Google Ads does provide you the choice to set a target return on ad invest, giving you somewhat control over campaign 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,

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

by the number of days? Say you had a cart abandoner and wanted to move them toward purchase ASAP. You might

be willing to give them a higher discount since the purchase was still new in their mind. If they still haven’t acquired within 3 days, you might choose to still provide

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

offer might alter once again because they have actually waited so long. So, how do you set about setting up this technique? First, you’ll wish to produce 3 various remarketing lists

(for this example only). Produce cart abandoner audiences separated out by one day, 3 days, and 7 days. In Google Advertisements, you just change the”membership period”for each list. An example of where to alter that throughout list development is listed below: Screenshot by author, October 2022

Once these lists are created, I advise establishing various ad groups for each list. You’ll want different ad groups because the deal will be different for each list.

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

Post-Purchase Journey Remarketing Methods

As soon as a user has actually purchased, that’s not always completion of their journey!

These remarketing methods allow previous buyers to become your most valuable possession and chances for repeat purchasers to end up being brand name advocates.

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

One of the very best ways to produce a repeat buyer is to suggest complementing products based on a user’s purchase.

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

An effective remarketing method would consist of developing lists of past buyers segmented by product category. This enables you to cross-promote other products and omit product types they’ve just bought.

In this example, you may create a remarketing list of users who have purchased lipstick or mascara. You can then use that list to remarket items like foundation or eye shadow to motivate 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 much more noticeable, you ‘d wish to utilize those campaign types to your advantage.

9. Leave Out Past Purchasers To Take Full Advantage Of Spend Performance

As discussed in technique no. 7, you’ll want to leave out past purchasers from existing acquisition campaigns to optimize spending effectiveness.

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

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

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

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

To exclude previous buyers, 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 Customers It’s true when they say that your customers are your best advocates. They have put their trust in you to deliver a high-value product or service 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 exact same past purchaser list. A couple of various choices you might potentially offer previous purchasers: Create a referral program and offer discount rates for each individual who purchases. Offer discounts based upon providing a positive public review. Simply

  • because somebody has purchased from you once does not indicate they become a faithful consumer. Sometimes it takes additional motivation to wish to purchase again.

Loyalty or referral discount rates are a great way to keep your existing clients returning to you, in addition to utilizing their own recommendation automobiles to generate new consumers.

Creating recommendation programs is an affordable and effective multi-channel awareness technique that is mutually advantageous for you– the brand and the consumer. Summary Remarketing is not a one-size-fits-all technique. In today’s age, it requires thoughtfulness, tactfulness, and segmentation to be successful. Believing outside package on your remarketing strategies can lead to more economical marketing, greater ROAS, and faster development if you utilize them properly. Sometimes, the power of remarketing lies within the list setup and project division.

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