Remarketing audiences are groups of site visitors who have previously visited your website. These prospects have an apparent interest in your products, and all you need is to place your ads strategically to gently push them towards completing a purchase.
With remarketing, you target google ads to already engaged audiences at the right time without seeming pushy or invasive. However, to gain all the benefits of this marketing tool, you must start with the right audiences.
Google ads remarketing is among the top Pay-Per-Click (PPC) trends in 2022.
We can attribute this success to the fact that Google ads remarketing is increasingly simple to do.
Secondly, it reduces the cost-per-acquisition by up to four times compared to standard display ad options.
Your customers are unique individuals, but they have similar behaviors that allow you to round them up into target audience groups. You can categorize them using broad behavioral criteria or, better yet, break it down to every step of the conversion funnel.
Different Remarketing Audiences in Google Analytics
Let’s get into the remarketing audiences you should use to increase brand awareness, boost sales activity, or achieve higher conversion rates cost-effectively.
Awareness Phase
During the awareness phase of a buyer’s journey, they are aware of a need or a problem and are trying to find solutions. Your potential buyers are keying in particular terms in Google search to find more information about the specific products or services.
A powerful SEO strategy and a well-organized google display campaign targeting the awareness phase audiences will help you convert more leads.
Here’s how audiences can find out about you, and some essential avenues you should remarket to:
Video Views
The people who regularly watch your YouTube videos are not only interested in your brand, but they trust your brand.
Audiences feel an affinity with YouTube that they don’t find elsewhere.
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Remarketing to video viewers involves linking your Google Ads account to your YouTube account.
Using Adwords, you can create new lists based on various audience behaviors, such as viewing, liking, commenting, subscribing, or sharing your videos. Once you have your remarketing audience set, you can add them, plus your remarketing ads, to a remarketing group or campaign.
You need to be careful about how you engage your video remarketing lists to make the most out of every campaign. Keep the following in mind:
- Set a campaign frequency cap
- Target and engage mobile customers
- Target custom audiences
- Ensure your remarketing lists are easy to create, use, and manage
- Use performance metrics to optimize campaigns
Blog Readers
Blogging is an essential marketing strategy that increases the online visibility of your business. It also allows you to optimize your website for Google or other search engines, which is a great way to drive organic traffic.
Having a business blog also gives you a platform to:
- Parade your business as an authoritative expert in your field
- Provide your readers with valuable insights
- Develop meaningful relations with new and existing customers
- Connect to customers and prospects on a personal level
- Leverage the power of free marketing when readers share your posts
You can create remarketing lists consisting of different groups of your blog readers. For instance, you could start by targeting all your blog readers by using compelling calls to actions that take them to your products.
Alternatively, you could segment and target specific groups, depending on Google analytics metrics. These may include duration on a page, the number of pages visited, and the action they took (whether they liked or commented on the posts).
Then curate content that addresses their specific pain points and drives them to make purchases on your website.
If you have a huge blog audience, you could segment further by targeting blog subscribers or readers of particular topics. Use lead magnets, such as free eBooks, market reports, and white papers to provide your readers with more value and capture high-quality lead information.
You can use the information obtained to grow your email list and break the boundaries when remarketing in google.
Intent Phase
You will find the largest group of remarketing audiences in this stage of your customer’s journey. The audiences during this stage visit your site with strong intentions to convert, but they need a gentle tug to complete purchases.
Some examples are.
Product Page Visitors
Product page visitors have the potential to be the best-performing audience for your remarketing efforts. They are people who’ve visited one or more of your product pages but are yet to buy.
Google Analytics can show you who these people are, and you can create specific display ads targeting these individuals.
By customizing marketing messages to product page visitors, you can bring them back to these pages and encourage them to finish what they started.
Sales Page Visitors
Users who visited your sales page make up a lucrative retargeting audience willing to interact with your brand more.
They are likely to be receptive to a call to action that offers a product demo. You can also create remarketing campaigns that feature discounts or special offers to lure them into spending their coins in your store.
Abandoned Carts
Cart abandoners are users who added items into their shopping cart but failed to finalize the checkout process.
According to a Statista report, 70% of shoppers abandon carts due to extra costs like shipping, taxes, and other fees.
An effective way to lure these audiences back is by sending them highly targeted remarketing emails.
Here is what you should include in your abandoned cart remarketing emails to reduce the bounce rate and increase conversions.
- Craft a unique and catchy subject line that whets their appetite for your products or services.
- Create a sense of urgency using graphics and copy.
- Let your call to action stand out by making it clear and prominent.
- Use contextual and compelling copy text.
- Ensure your emails are responsive and prospects can open them on multiple devices.
- Remind customers of their initial interest by including product images and catchy graphics.
- Send 1 or 2 follow-up cart abandonment emails.
Action and Loyalty Phase
Remarketing offers a massive pool of opportunities, including a chance to convince your current customers to come back and make repeat purchases.
In this phase, you re-engage audiences that have visited and converted on your website by trying to charm them back and encouraging them to be repeat clients.
The audiences based on action and loyalty can include:
Active Buyers
The cost of retaining your current customers is five times cheaper than that of attracting and acquiring new customers.
If you are yet to re-engage current customers with a retargeting campaign, now would be a good time.
You can take various approaches when targeting customers who have previously shopped with you.
For instance, you can segment your existing buyers according to their most preferred product categories. Then target these groups whenever you are launching a new product in the specific categories.
Alternatively, you can create a new audience composed of the buyers who’ve purchased refillable products from you and launch custom remarketing campaigns showing ads days before they need to restock. This applies to businesses offering products that need to be refilled or repurchased in a short duration, such as 60 days.
Another way is targeting customers who have previously bought your products around a particular time of the year. These could be people who made purchases during the holiday seasons or your mid-year sale.
Advertise to this audience days before its time to restock to give them ample time to save for the purchase.
Reward Program Participants
Customers who opt-in on your loyalty and reward programs have a deep-rooted trust in your brand and your products. Thus, this audience in google is likely to convert once more if you present them with targeted Google ads.
As your loyal clients, you should go out of your way to make them feel special.
You can achieve this by creating marketing copies with exceptional graphics or presenting them with members-only offers.
Additionally, you can offer a personalized site user experience by welcoming them with their name or creating a custom member-only page.
You can customize your customer’s experience further by considering their membership duration. Then, you can create custom display ads for each audience defined by how long they have been engaging with your business.
Get In Touch To Have Us Create Remarketing Lists For Your Business
Defining and creating diverse audience segments from various audience definitions goes a long way to improve customer experience and boost conversion rates.
Have you prepared your remarketing list? You could do it yourself or rely on a professional agency staffed with trained experts who will maximize your PPC marketing budget.
At the same time, working with a Google Adwords Partner will help to optimize PPC and display network advertising campaigns, ensuring you make the most of your investment.
