As a PPC manager, your job is to reduce waste budget, improve campaign performance, and target users with intent.
To solve this, you need the 10 remarketing lists. These will help you empower your search campaigns. You can optimize your ads according to the target audience. You get to choose who should see your ad, align the brand message, and set bids.
The depreciation of cookies and increasing privacy laws force you to choose the first parts of data as the tool to fuel your PPC campaigns.
With remarketing, you can retarget users with high intent. It is better than shooting in the dark.
When it comes to remarketing lists, most PPC managers feel exhausted as they do not know how to collect, segregate and use first-party data.
It is necessary to understand how you can manage first-party data before using it for remarketing.
To give you a better picture, here are the top 10 remarketing lists that you must use to boost PPC campaign performance.
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1. Encourage Engaged Users to Act:
If you are running YouTube ads for your brand, then you need to target an audience that has engaged with your videos. Create a call-to-action for your users.
YouTube ads are the best at video marketing. They raise awareness, boost engagement, increase subscribers, and enhance brand presence. But the question is how your ad can get new users with high intent.
To solve this, you need to follow this remarketing list for YouTube:
- You can create multiple types of remarketing lists in Google Ads.
- You need the following when creating a remarketing list for YouTube videos:
- Link the YouTube channel to the Google Ads account.
- Use lists in other ad campaigns.
How to Setup YouTube Remarketing List?
- Go to Tools
- Click on “Shared Library”
- Click on “Audience Manager.”
- Click the “+ YouTube Users” button to segment the YouTube marketing list.
Now, you see the various options to leverage YouTube video remarketing.
Here are the options:
Views to Video with options like view any video, view particular video, view any video (as ads), view certain videos (as ads).
- Subscribe to the channel.
- Visit the channel page
- Like any video
- Add video to playlist
- Share of video
Use further options to increase the segmentation level.
Use these YouTube remarketing segment list to “Observation only” section in Search campaigns. This will give you a better picture of how many users are going to engage with your videos.
You can also create new ad campaigns for new users or first-time viewers.
This way, you can target new users with new ad campaigns and already interact with users with a remarketing campaign.
2. Filter out Meaningless Traffic from PPC Campaigns:
Your awareness campaign can attract users who are not interested in your services or brand. Sometimes your ads also send traffic to irrelevant pages.
User visiting the following pages is called low-quality traffic:
- Advertise with us
- Careers
- Customer support
- Investors
- Testimonials
- Sitemap
Users spent less than 2 seconds on your website.
Exclude these users and traffic from your ad campaign.
3. Use First Party Data to Create a Lookalike Audience:
Creating a lookalike audience is the best use of first-party data. If you are new to Google Ads, then you can burn your budget like anything on attributes and affinity audiences.
Small businesses often suffer from overspend in ad campaigns.
This is where you need the first part data. It is more critical than third-party data.
You can use it to create a lookalike audience.
Here is how you can do it:
- Create a remarketing list of past sales from Google Analytics and Google Ads.
- Upload your data to Google Ads.
Google Ads needs data based on size to give you the option to create a lookalike audience. You can use a lookalike audience on ads from Search, YouTube, or Display.
Recommendation: Use Google Analytics data to create a remarketing list. Tag your website with Google Ads Tag or Google Analytics.
It gives you better filtering and segmentation options.
4. Remarket with higher bids:
Increase the bid for those users who have already qualified for your product.
Segment these users and optimize ad bids to manage your account efficiently.
To ensure that you have a remarketing list for users who have not purchased from your brand or service.
Choose users who have:
- Made it to the checkout page.
- Visited a minimum number of pages.
- Spent already.
- Visited high-converting categories.
Now, add these audiences to your search ad campaign with a higher bid.
You will spend more on a qualified audience because they are interested in your product or services.
How to do that?
- Go to the Search campaign.
- Go to “Audiences.”
- Choose “Observation” to target new users for your brand.
- Increase bid.
- Under “bid adjustment,” increase the bid percentage.
Now track the audience’s performance and make necessary changes to the bid after some time.
Increase Ad Budget for Audience in Micro Conversion Stage:
Like the remarketing list for the audience who interacted with your website, you need to increase ad spending for the audience who have completed the micro-conversion stage.
What is micro conversion?
- Registration
- Download eBook
- Signup for webinar
- Request a free sample
- Sign up for the email newsletter
These display the user’s interest in your brand or products.
When you increase the ad budget, you spend more on search campaigns to remarket to interested audiences.
You should spend more on re-targeting ads when you have qualified users in hand.
Campaign for Cart Abandoners:
You need a new ad campaign for cart abandoners. You should not mindlessly use the Maximize Conversion Value bidding strategy. Because it cannot set maximum ceiling values, and is not suitable for all users.
The best thing about this strategy is that you are targeting users who are ready to pay to purchase from your brand.
Create a URL-based audience from Google Ads or analytics.
Now, you can create a new campaign and duplicate it for any other campaign. Only use cart abandoners when targeting those users. Do not use the duplicate copy for every ad campaign.
- Set the bid to Maximize Conversion Value.
- Set target return on ad-spend.
- Set the target or leave the option blank.
Create Offers Based on Timeline:
Create the latest 3 different ads for cart abandoners based on the number of days.
For example, offer maximum discount within the first 3 days, then reduce it by 10% from the 3rd to the 5th day, and then reduce it to 30% for the last two days.
In this example, you set the offer for 7 days.
How to do that?
- Go to Google Ads
- Set days in the “membership duration.”
- Create different ad groups for different lists.
Promote Related products:
Based on user behavior, promote related products. It is a way to create returning customers.
It is an effective remarketing strategy. Create a list of past purchasers and segment them by product group. Now choose the relevant products to remarket them.
Create a remarketing list of users who have purchased from you—Remarket similar or related products to encourage them to spend more.
It is a way of using dynamic marketing ads or Google shopping ads.
Exclude Past Purchasers:
You should know when to exclude past purchases from your list.
It is necessary to ensure spending efficiency. It is required to ensure that past purchasers do not see the ad for the same product again. This creates bad impression.
How to do that?
- Go to “Exclude Audience Segments.”
- You can also bid only for new customers.
Use High Value customers and Brand Advocates:
Use your high-value customers, brand ambassadors, or advocates.
Here is the remarketing strategy that you should follow to do that:
- Create a discount referral program.
- Offer a discount for a positive public review.
Give your customers more reasons to purchase from you. Referral program is a great way to ensure that your product gets recommendations.
Conclusion:
These 10 remarketing lists only work when you use them with intention and optimization. Success depends upon segmentation and bids strategy.
You need to create a remarketing ecosystem that treats different audience segments with different strategies. You should use different ad campaigns for new customers, existing customers, and car abandoners.
Segmentation helps you get away from the negatives of broader targeting. The performance of your PPC campaign largely depends on segmentation and intentional remarketing.
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