Remarketing lists

96% of visitors leave websites without converting.
70% of visitors abandon shopping baskets without making a purchase.

Remarketing allows you to reach out to customers who have previously visited your website, reconnect and appeal to them especially if they did not convert.

You can create Remarketing lists in Google Ads and Google Analytics.

Remarketing lists in Google Analytics reach a wider audience including all visitors, not just those coming from Google Ads, and you have more options and metrics to choose from.

You can create simple Remarketing lists or detailed and complex in-depth sequences of user behaviour.

Remarketing only users who visited your website or just specific pages without segmentation can reduce your conversions.

Powerful remarketing signals
On-site behaviour.
Visitor locations.
Abandoned purchases.
Recency of site visits.
Website engagement.
Referrals.
Time lag.

Remarketing User actions and behaviours helps you to target and focus on the right audience to serve them the right content at the right time.

Segment Audiences
A segment is a subset of your Google Analytics data.

Examples of segmented audiences
Users who visited specific high-value pages such as your best selling products and services. Bid aggressively for this audience.
Users who have visited your site in the last few days – check your time lag (see below) report to understand first interaction to conversion, segment lists accordingly and bid aggressively for the highest interaction to conversion list.
User who searched for your brand. Bid aggressively for this audience.
Users who have abandoned purchases. Bid aggressively for this audience.
Users who made a purchase. Try to cross-sell or upsell to them. Advertise new products and services and offer discount for a limited time.
Users who visit from different devices (Mobile, Desktop, Tablet)
Users who spent time in your site (at least 4-5 minutes).
Users who visited your site multiple times. Bid aggressively for this audience.
Demographics with the highest conversions. Bid aggressively for this audience.
Locations with the highest conversions. Bid aggressively for this audience.

Audience segmentation based on last interaction and time lag to conversion
Segment audiences based on their behaviour.

For example, your users’ last interaction, or users who visited your site between 1-5 days, 5-12 days and 12+ days and did not convert.

To find the last interaction in Google Analytics:
Conversions > Multi-Channel Funnels > Top Conversions Path.

To find time Lag in Google Analytics:
Conversions > Multi-Channel Funnels > Time Lag.

Audience A – 1-5 days, highest converters.
Audience B – 5-12 days possible converters.
Audience C – 12+ days long shot converters.

In general, the most recent visitors are more likely to convert.

Sequenced ads for different audiences
Serve unique creative, different messages and landing pages to segmented audience.

For example, create an ad for Audience A, the highest converters, and exclude Audiences B, the possible converters, and Audience C, the long shot converters.

Your ads should be different than your standard ads, if necessary a specific landing page, and designed to increase your brand awareness as well as to convert hot leads.

Bid aggressively, increase your bid up to 50%, or even higher, for the audience that is the most likely to convert.

Create specific ads for Audience B, the possible converters, and exclude Audience C, the long shot converters.

Incentivise this Audience with a strong offer or a discount.

Your ads should be designed to convert.

Create specific ads for Audience C, the long shot converters. For this audience, try a different ad style and strategy. Perhaps consider a different offer or a discount.

Customs combination lists
Refine your existing lists creating custom combinations lists using AND, OR and NOT.

Following the above-segmented audiences, create these combination lists:
Audience A, NOT Audience B and C.
Audience B, NOT Audience C.

Use AND to create a list for users who have visited different URL pages of your website.

For example, a combination list for users who visited product1.html, products2.html, and product3.html would include users who visited product1.html, AND products2.html, AND product3.html.

Create combination lists based on user behaviours, such as time on site, page depth, new and returning visitors, demographics, location, technology, devices, traffic sources, landing pages, conversions, and goals.

Exclusion lists
With your custom combination list exclude any unwanted list, for example, users who have made a purchase in the last few days, visitors who spent just a few seconds in your site and high bounce rate visitors.

Best practices

– Create separate ad groups for each audience or list.

– Set membership duration no longer than 180 days.

– Create broad lists and optimise based on results.

– Experiment lists with new keywords, topics, and placements.

– Target Similar lists – Google Ads compares all the information that they know about users that bought or visited your site and builds a similar list.

– Set a frequency cap.

– Create text, responsive and image ads.

– Write a strong, compelling and relevant call to action to invite users to take the next action you want from them.

– Exclude users who spent just a few seconds on your site.

– Create and segment your audiences according to their level of interest, recency, and time spent on your site.

– Use content Remarketing to get people back to your site and to keep these interested in your brand and to build awareness.

– If you have an e-commerce site, try ad customisers, for example, countdowns, special offers and discounts, and Dynamic Remarketing campaign.

Watch video on Ad customisers.

Watch video how to create a Dynamic Remarketing campaign. 


Extract from my Book ‘Making Google Ads Work’.

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