By reading the topic of this article, you might get confused, right? So, let us start from the basics; what is Remarketing List Segment? A remarketing list is a subset of your site visitors who are segmented by their on-site activities. For example, you may want to show one ad to someone who visited your shoe store’s homepage, and another ad to people who visited a product-level page for a specific pair of shoes.

How to Create Effective Remarketing List Segment

Learn how to create effective Remarketing list segment on the Google Display Network. In this video, we’ll uncover how to create different lists based on each customer’s journey through your website so that you can target them with different bids or ads. Focus your remarketing lists based on how someone’s interacted with your website or app.

Remarketing List Segment
Remarketing List Segment

Once your site is tagged, it’s time to define your remarketing lists. You want to create different lists based on each customer’s journey through your website so that you can target them with different bids or ads. Being able to identify which stage your customers have reached in their purchase journey can also determine how valuable they are and result in more effective targeting and messaging that accurately reflects their needs.

Below are five remarketing lists we recommend, moving from the largest and broadest to the most precisely targeted. If you’re using dynamic remarketing, these lists are automatically created for you. If you’re using the Google Analytics remarketing tag, the remarketing list set-up is handled in the Google Analytics front end. But the basic setup instructions for your remarketing lists are the same whether you set up in Google Analytics or in AdWords.

  • Homepage Viewers
  • Category Page Viewers
  • Offer Page Viewers
  • Cart Abandoners
  • Past Converters

List 1: Homepage viewers

These people visited your homepage but didn’t move any further into your site.

  • Your strategy: Since this list is segmented based on the broadest interactions that a person can have with your website, your messaging should be more general and speak to what your brand has to offer, such as “Discover great deals from Acme Clothing.”
  • How to do it: Create a remarketing list where the URL equals your homepage URL

List 2: Category page viewers

These people have visited a category-level page of your site, but not specific products. For a clothing apparel company, a “t-shirts” or “jeans” page would be a category-level page. This list implementation will depend on whether you’re applying standard or dynamic remarketing. Below are steps to creating lists for each type of remarketing:

Remarketing List Segment
Remarketing List Segment

Standard Remarketing

  • Your strategy: Showcase display ads for different product categories. Since people on this list have indicated interest in a particular product category, let’s say auto insurance, your messaging can speak to special offers or discounts.
  • How to do it:
    • Create separate remarketing lists for each product category using a URL that contains the “category name.”
    • Exclude all users who moved even deeper into your site so you don’t overlap lists. You can do this by creating a custom combination list containing your product category page viewers and exclude lists 3 – 5 (Product or offer page viewers, cart abandoners, past converters). Repeat for each category.

Dynamic Remarketing

  • Your strategy: Since ads are automated, the need for creating a remarketing list for each product category goes away. These automated ads can dynamically pull in products that your potential customer viewed and speak to special offers, discounts or new arrivals. You’ll want to create one remarketing list as a catch-all for those who went further into your site to view your category level pages.
  • How to do it:
    • Create a catch-all list for all viewers of your category-level pages using URLs that contain each “category-name.”
    • Exclude all users who moved even deeper into your site with custom combination lists so you don’t overlap lists.

List 3: Product or Offer page viewers

People who viewed specific product pages on your website but add nothing to their shopping cart. If we continue with the clothing apparel company example, your “Acme Brand shirts with heart” webpage would be a product-level page.

  • Your strategy: You’ll want to re-engage users with dynamic ads containing the product or service the person previously viewed (we’ll get more into dynamic remarketing later in this guide). Your messaging may also speak to special discounts or offers to resonate with your potential customer.
  • How to do it: Create a remarketing list and include all people who have reached specific product pages on your site. Exclude cart abandoners and past converters.

List 4: Cart abandoners

These might be people who added products to a shopping cart but didn’t complete the purchase, or who filled out a lead form but didn’t submit the form. Note: While this list is usually much smaller than the homepage viewers list, both lists have a key role to play. Your cart abandoners list will usually drive stronger performance while your homepage viewers list will drive a higher volume.

  • Your strategy: You’ll want to bring these “almost customers” back to complete the conversion.
  • How to do it:
    • Select “Visitors of a page who did not visit another page”. Choose the shopping cart or lead form page.
    • Now exclude people who actually converted by selecting the “thank you page” or any other confirmation page that indicates that people have converted or submitted a completed lead form.
Remarketing List Segment
Remarketing List Segment

List 5: Past converters

We recommend that you limit the overall number of your remarketing lists to the above strategy or similar, depending on your site structure and traffic volume. Fewer lists mean you’ll have more people in each of those lists, and that will make it easier for you to optimize with more statistical significance.

Your cookie length duration will depend on your business objective and the length of time you expect your ad to be relevant for the visitor. For example, a shoe retailer may choose a cookie length of 30 days since it may not take as much time for a person to purchase shoes. An auto insurance company, on the other hand, may choose a cookie length of a few months or a year plus due to their longer sales cycle.

Remarketing List Segment Strategies

Remarketing (also known as retargeting) is an extremely powerful tool for the savvy online advertiser – particularly if your website gets high traffic.

Remarketing List Segment
Remarketing List Segment

It’s is basically when you tag your website landing pages to give cookies to your visitors. You can target those visitors with custom tailored ads based on their website activity. Those ads follow them around throughout an advertising network.

Here are a dozen advanced tactics to consider as you implement, test and tweak your next remarketing campaigns

Remarketing List Segment
Remarketing List Segment
  1. Remarketing Tactics: What pages are you tagging?

One of the fundamentals of a successful remarketing campaign is determining what website pages you should tag. This is across the board – whether you’re tagging with Google Analytics remarketing code, an AdWords remarketing code or a third party remarketing tool.

Determining what landing page to tag is directly related to your marketing objectives, as these are the pages from which you’re setting up your entire ad campaign around.

Let’s say your company wants to generate 20% more leads within a 30 day time period.  You might decide to tag (and remarket to) bounced visitors of your three top performing lead generation landing pages. They would likely be the most warmed audience to increase leads in a short time. Choose to tag the three pages for your specified campaign.

Or, if your company needs to increase sales by 5%, you might decide to tag your top-selling product pages.

  1. Remarketing Tactics: Split up your remarketing campaigns

Don’t treat all your website visitors the same. Segment your remarketing campaigns to more directly speak to the wants and needs of your customers. How much time a visitor spends on your site, how many pages they view, and what pages they visit can determine how aggressive or how nurturing you should be in your remarketing.

For each segmented ad group, you can create different Call to Actions (CTA’s) for various sales funnel success – with links to objective based web pages. Monitor your conversion rates and create workflow segments to guide your prospects through to a sale.

  1. Remarketing Tactics: Make multiple ads sizes with images and copy to match

I’d highly suggest that you make ad creative for all different network Ad sizes. By doing so, it ensures your ad is eligible to show on every Google Ad network site you need. In other words, it optimizes your message reach and will allow you to follow your website visitor on more of their trafficked sites.

  1. Remarketing Tactics: Bid more on a shopping cart and conversion abandons

You know a visitor is more interested in your business and products when they’ve visited particular landing pages. This includes bounced traffic from shopping carts and lead generating pages like ebook and webinars.

As soon as they’ve left, it’s time to keep reminding those lost leads to come on back and continue your conversion process.

  1. Remarketing Tactics: Bid less on the homepage and non-converting page visitors

On the flip side, lower your ad budget for bounced traffic from your homepage and other information pages. If a visitor is still in the “checking you out” stage in the sales funnel, you should still try to bring them back. But, they’re generally not worth as much to your company – yet.

  1. Remarketing Tactics: Offer coupons to repeat visitors or product page viewers

Your potential customer sees your special offer – just for them, wherever they are online. You’re more likely to convert that person (and get a sale). You also increase your brand awareness and begin to develop a loyal, repeat customer.

Offer discounts to warm leads, such as a frequent or repeating visitor to your site too. If someone says, clicks on your homepage view your “about” page, then trafficks to flip through your product pages, remarket to this segmented list with an offer of (say) 25% off their first purchase.

  1. Remarketing Tactics: Focus on content and education rather than direct sale

If you have a high traffic website, your business can benefit by using remarketing to increase clicks to your non-lead generating landing pages. Focus on nurturing your bounced traffic to educate them about your business, your products and how you solve their problems.

  1. Remarketing Tactics: Consider Google remarketing frequency capping

Similar to remarketing duration, consider your remarketing frequency capping.  This is how you set the number of times your ad gets displayed in a day, month or week to your targeted visitor.

  1. Remarketing Tactics: Consider Google remarketing frequency capping

Every advertiser will have different needs for remarketing frequency capping:

  • If you’re an online retailer promoting a limited time coupon, make sure your ad gets seen more frequently immediately.
  • If you’re an enterprise company developing relationships and leads, tone down the frequency of your ads, and keep them long term.

Use your analytics to determine the best frequency options for your business campaign objectives.

  1. Remarketing Tactics: Test, test, test

Always A/B test your remarketing campaigns. Monitor your views, CTRs, and conversions.

Adjust your:

  • Budget
  • CTA
  • Images
  • Campaign landing pages
  • Ad messaging

By testing your ads, you can increase your ROI without breaking the budgeting bank. As you know, sometimes the smallest of changes to your ads can multiply conversions – and bring in thousands of more dollars for your business.

Stay Tuned with Kranthi!

Retargeting can be an incredible source of exposure. Get creative, find new ways to target people, and share them in the comments below. Have you used remarketing for your business or clients? What successes have you had? Share your advanced tips.

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