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9 Remarketing list to improve PPC performance

All Google Advertising campaign types can benefit from remarketing lists, but Google Search ads in especially.

Remarketing lists are an integral aspect of any PPC campaign because of the impending, inevitable privacy upgrades that will affect advertising.

To maximise return on ad expenditure, retargeting helps you to hyper-target precise consumers that are already acquainted with your business (ROAS). Before making a purchase, a consumer journey can include a large number of interactions.

Remarketing Lists for Search Ads (RLSAs) can be used in nine inventive and practical ways to reach potential buyers sooner in the buying cycle.

Let’s divide out methods rely on where they are in the channel as there are so many possibilities to leverage remarketing lists at this point.


  1. Encourage users who have viewed a video campaign to take action by focusing on them. 

This approach might work for you if you’ve used YouTube Ads in any capacity and have had difficulty spotting or quantifying results. YouTube ads are an excellent method to raise awareness of a brand, product, or service. But how do you encourage a new user to act then after the initial point of contact?

Add remarketing lists here.

You can create several kinds of remarketing lists using Google Ads depending on your YouTube videos. To use this list type, you must meet the following two conditions:

These lists cannot be used in Display campaigns; only in those other YouTube or Search campaigns.

Your Google Ads account needs to be linked to your YouTube channel.

Go to Tools & Settings > Shared Library > Audience Manager to create YouTube remarketing lists.

Press the “+” button in Audience Manager to begin dividing it up your YouTube remarketing lists.

Google then offers a wide range of alternatives for you to start using your YouTube video interaction for retargeting. Engagement choices here range from views to videos.

  • enrolls in the channel.
  • traffic to the channel.
  • videos’ likes.
  • Video playlist addition.
  • distributing videos.

In order to make your retargeting lists as precise as possible, you might further segment:

Try adding them to your current Search campaigns as “Observation Only” at first to see if these individuals are more inclined to interact with your campaigns than someone who hasn’t viewed your YouTube videos in order to take advantage of these freshly formed YouTube remarketing lists.

You can go one step further and develop additional Search campaigns that are dedicated to these users.

The benefit is that you may send these people who have previously interacted with your brand different communications.


  1. Remove from Search Campaigns Low Quality or Useless Website Traffic

You most likely noticed an increase in traffic overall, including unrelated web pages with low-quality visitors, if you’ve ran any kind of awareness campaign.

What exactly is meant by irrelevant or poor-quality web pages?

Any page, such as the careers page, wouldn’t result to a purchase.

A page for investors.

Advertise with the us page.

A page for customer service.

individuals that viewed the website for under one second.

Your remarketing campaigns may end up being less costly in the long run if you start but exclude these kinds of website visits from the beginning.


  1. From your own first-party data, create lookalike audiences.

If you run a small business or have a tight budget, using Google’s niche audiences or attributes that take someone at the top of the sales funnel into account for your service or product can be intimidating.You could feel as though your possibilities for reaching out to new people without incurring significant costs are limited.

However, have you ever considered utilising your most priceless assets to raise awareness?

To reach like-minded individuals of consumers who already adore your brand, using your own first-party data to develop Lookalike communities gives you more power than using third-party data, such as Google’s affinity audiences.


There are several possibilities to think about in order to develop such an audience:

Use Google Adwords or Google Analytics to gather a list of previous customers for remarketing.

Add a list of previous customers to Google Ads.

You can choose to generate a Lookalike audience and utilize it for YouTube, Displays, or Search, based on the size of these lists.


  1. Boost Bids For Reliable Site Visitors Who’ve Not Made a Purchase

Raising the bid on such users is an easy way to incorporate eligible users in your current Search marketing. If you don’t want to, you don’t have to build different ads for these users. Your account management is under control if you segment these people and play around with the bids on them.

To apply this approach, you must first gather a list of users who’ve not purchased anything yet for remarketing purposes. Only the following individuals may be included with qualifications:

  • have reached the basket checkout.
  • visited a specified number of pages.
  • spent time on the location.
  • visited specific product categories and pages with high value.

After making those, it’s time to include them in an already-existing Search campaign and raise the bid.

This implies that since they’ve already engaged with your business in some way, you’re prepared to spend extra for their click.


  1. Bids Must Be Raised For Users Who Completed A Micro-Conversion

The sort of customer you want to attract differs from the example above in this method. Any type of micro-conversion indicates that a user is well qualified to purchase something.

What types of conversions are micro-conversions? Based on your offering, this could include of:

  • up for newsletters or emails.
  • obtaining a digital book.
  • registering for a webinar.
  • asking for a free sample.

These conversions indicate that a user is actively conducting a study and giving your brand significant consideration.

You are showing that you are willing to spend more for these users’ clicks because they are so much more likely to buy by raising the price in your search ads for them.


  1. Test Cart Abandoners to Increase Conversion Value

You would have to develop a new campaign that targets only cart abandoners in order to use this remarketing technique.

Why not simply use Maximize Conversion Values for everyone, you might be asking. You’ll understand why if you’ve ever used Google Ads’ Maximize Conversion Value bidding approach.

I don’t advise using this for all campaigns for the following reasons:

  • There is no maximum ceiling value that can be specified.
  • Not all customers are prepared to buy.

You could test this bidding technique at a lower bar and use the most qualified individuals who are most likely to complete a purchase by segmenting a search ad particularly for cart abandoners.


  1. Offers That Are Created Based on The User’s Interaction Timeline

Did you realise that you could segment the same user list for retargeting based on how many days have passed?

Let’s say you wanted to encourage a trolley abandoner to make a purchase as soon as possible. Given that the transaction was still fresh in their minds, you might be prepared to extend a larger discount to them.

You might still decide to offer them a concession if they don’t make a purchase after three days, but it won’t be as large as the initial offer. You still want customers to think of your goods after seven days, but because they waited so long, the price or offer may no longer be available.

You may easily modify each list’s “membership duration” in Google Ads.

After these lists have been made, I advise creating unique ad sets for each list. Because the offer will differ depending on the list, you’ll need different ad groups. Excluding customers from your campaign is the final essential step in focusing on cart abandoners. You can do this by adding your “Purchasers” retargeting list as an exclusion in the “Audiences” tab of your campaign.


  1. Promote complementary goods in light of user purchasing trends

Recommending complementary products in response to a user’s purchase is one of the finest strategies to get them to become repeat customers. Say, for instance, that you are a makeup company and a customer has just bought their first tube of mascara and lipstick from you.

Lists of previous customers sorted by product category would be a key component of a successful remarketing plan. This makes it possible for you to cross-promote additional goods while avoiding mentioning goods they recently bought.

In this case, you may compile a list of customers who have purchased lipstick or mascara for retargeting purposes. After that, you can remarket items like foundation or eye makeup to encourage repeat purchases using that list.

These lists and techniques would be effective in Google Shopping Ads or Dynamic Remarketing Ads. You should take advantage of such campaign types since these products are considerably more prominent.


  1. To increase spend efficiency, exclude previous customers.

To maximise spending effectiveness, as described in approach no. 7, you should remove previous customers from the current acquisition activities.

When a consumer sees an advertisement for a product they have already purchased, that is an example of lazy remarketing. This not only leaves the user with a negative impression, but it also means that you’re spending money on marketing to customers who have already made a purchase.

Of course, there are circumstances in which you wouldn’t want to bar previous customers, especially if they frequently buy your product.

However, in these cases, your search campaigns are probably aiming to attract brand-new consumers.

Find the “Exclusions” table under Audience on the left side for your campaign to exclude previous buyers.


Remarketing is not a universally applicable tactic. Success in the modern world needs segmentation, subtlety, and forethought. If you employ your remarketing methods properly, thinking outside the box can lead to more cost-effective advertising, a greater ROAS, and quicker growth. Sometimes the list construction and campaign segmentation are where remarketing’s power lies.

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