5 Remarketing Lists To Boost PPC Performance

Remarketing is one of the strongest conversion tactics in digital marketing today. By using artificial intelligence technology, search engines such as Google and Bing allow companies to serve display advertising or standard text ads to previous visitors of their websites. Remarketing lists are a powerful tool for all Google Ads campaign types – but specifically for Google Search ads.

With the looming, inevitable privacy updates coming to advertising, remarketing lists are a vital part of any PPC strategy. Remarketing allows you to hyper-target specific audiences who are already familiar with your brand to help maximize return on ad spend (ROAS). A consumer journey can have countless touchpoints before making a purchase.

So, let's discuss how can you boost PPC Performance with the help of Remarketing ads -  

a) Segment your audiences

The first thing you need to know about advanced remarketing is how to segment your audiences. Instead of targeting every visitor with the same ad you’re going to create highly targeted campaigns based on the actions they take on your site and the interests these confirm.

For example, here are four different types of visitors you’ll commonly get:

• a) U-turners: People who leave your site within seconds (without viewing a second page).

• b) Scrollers: Visitors who spend a good amount of time on our landing page before leaving.

• c) Browsers: Users who visit multiple pages, spending minutes on your site.

• d) Clickers: People click one of your CTAs but don’t make the final conversion.

• e) Quitters: Users who start the conversion process (e.g.: filling out your form) but quit before converting.

Each of these users demonstrates a different level of purchase intent and you’ll want to target them with different ads accordingly. In the case of U-turners, you might choose to ignore this audience altogether or bid low on a generic campaign simply reminding them of the offer in your ad.

b) Create campaigns for existing customers

With so much emphasis put on generating new leads and converting them into customers, it’s easy to forget about the most important people to your brand: your existing customers.

c)  Remarketing lists for search ads

Remarketing lists for search ads (RLSA) allow you to target previous visitors with regular search ads when they go back to Google and continue searching. Unlike remarketing on the Display Network with visual ads, RLSA ads are regular search ads that only show for people on your remarketing lists when they use Google Search.

d) Further, Build Out Negative Keyword Lists

This should be a no-brainer, but continuously building out and monitoring your negative keyword lists will help significantly reduce costs and improve results (especially when using broader match types!). It is pretty easy to waste TONS of money on searches that are not related to your business if negatives are not set up properly.

e) Pause Keywords with Poor Performance

How do you know if a keyword has poor performance?

First, make sure it’s been running long enough to acquire enough data to make this decision. If a keyword has only been running for a few days I would suggest giving it some more time to accrue data rather than just pausing it right away.

Also, do your homework before pausing a keyword. Investigate to find out why the keyword is not performing well.