So you want to get the inside scoop on what asset is used to build a remarketing list, huh? Well, you came to the right place! I’m here to give you an entertaining yet graspable breakdown of remarketing lists work and how custom segments help target your audiences. Stick with me, and you’ll be a remarketing pro in no time!
Fundamentals of Remarketing
Before we dive into assets and lists, let’s quickly define remarketing at its core. Essentially, remarketing campaigns aim to convert people who have previously interacted with your website. The main goals are to:
- Bring lost conversions back into the fold
- Reduce those depressing shopping cart abandonment rates
- Increase customer lifetime value through repeat purchases
Now how does remarketing make this magic happen? There are a few key ingredients in the secret sauce:
Pixels, Cookies, and Custom Lists
Remarketing relies on tracking user behavior on your website using pixels and cookies. This allows you to create custom audience lists to target your ads towards later. So someone visits your site, a cookie tracks their activity, and then boom! You can serve them ads when they visit other websites or social platforms. Pretty sweet deal if you ask me!
Custom Segments FTW
Now that we’ve got the basics down, let’s discuss the key assets that help build effective remarketing campaigns: custom segments!
What Are Custom Segments?
In short, custom segments allow you to slice and dice your analytics data to target specific groups of users. They are super precise cuts of your website visitors based on their behaviors, interests, locations – you name it!
You can use custom segments for tons of analytics tasks, but they excel big time for building remarketing lists tailored to different audiences.
Benefits of Custom Segments for Remarketing
So why are custom segments so crucial for running remarketing campaigns? There are a few major perks:
Granular Targeting
With segments, you can identify users who:
- Abandoned shopping carts
- Viewed certain product categories
- Read specific blog posts
And craft ads speak directly to their interests and needs! No more wasting money on broad audiences.
Personalized Messaging
You can also personalize your messaging for each segment. Someone who abandoned a cart may need an incentive to come back and complete their order, while a previous buyer might appreciate updates on new inventory.
Optimization of Funnels
Plus, understanding exactly where customers are dropping off allows you to optimize your conversion funnels over time. If you see a particular segment isn’t converting, try tweaking your page layout, offer, copy, etc. to improve performance. #DataWins!
Common Remarketing Segments
Now you may be wondering – what are some real-world examples of remarketing segments? Good question! Here are a few standard options:
Abandoned Shopping Carts
As we discussed above, these folks started the buying process but didn’t complete their order. They are prime targets for discounts or free shipping offers! According to Baymard Institute, the average cart abandonment rate is a whopping 69.57%. Get those customers back!
Previous Buyers
Past purchasers are more likely to buy again. Remarket to them with new product releases, cross-sell suggestions, or loyalty rewards to keep them engaged as brand advocates!
Recent Website Visitors
Even if someone didn’t purchase right away, checking out your website shows initial interest. Remarket to move them further down the funnel!
Best Practices for Robust Segments
When creating custom segments, be sure to follow these best practices:
- Check the segment size to ensure you have enough users to target
- Refine with filters to zero in on your perfect audience
- Monitor changes over time and tweak as needed
- Document details on naming, goals, and targeting
This will ensure your segments are robust and actionable for ads!
Building Remarketing Lists
Alright, now for the fun part – actually building those remarketing lists to deploy ads!
Once you set up solid custom segments in Analytics, it’s time to:
- Export the segment
- Import into ads platforms
- Create campaigns targeting segment
Let’s quickly break this down:
Exporting Analytics Segments
You can easily export custom segments from Google Analytics as a .CSV file or connect directly via API integrations. This extracts the segment so you can use the data elsewhere.
Importing Segments for Ads
Key platforms like Google Ads, Facebook Ads, and more allow you to directly import audiences from Analytics to target. Pretty slick if you ask me!
You may need to sync account permissions, but the platforms guide you through the process.
Launching Campaigns Against Segments
Next, build out your ads campaigns selecting your newly available custom segment as the target audience. Configure your bids, messaging, landing pages, etc. specifically catered to that group based on their observed behaviors.
Then track performance to gauge what resonates best! Adapt and optimize over time.
Tracking Campaign Performance
Be sure to monitor key metrics to understand how your segmented campaigns are converting:
- Return on ad spend (ROAS) helps calculate revenue generated
- Conversion rates show how many convert out of total reached
- Cost per acquisition measures efficiency of spend
Check these metrics for each custom segment and optimize accordingly!
Use Cases and Results
Still having a hard time envisioning how this all comes together? Let me walk through some real-world examples so you can see custom remarketing segments in action…
Ecommerce Site Case Study
Let’s look at Fabulous.com, a fictional (but fabulous 😉) online retailer. They create a custom segment for users who recently abandoned their cart without buying.
They then build a remarketing campaign offering 20% off if they complete their purchase along with free 2-day shipping!
The campaign converts 12% of the abandoned cart segment leading to 8,592 recovered orders in the first 3 months. After factoring in discounts and shipping costs, the ROAS is 3.1x!
Lead Generation Use Case
Now let’s check out a lead gen site. FormFillers.com identifies previous people who started but didn’t submit a form.
They remarket to this segment with new content upgrades encouraging form completion. They also optimize form fields based on initial drop-offs.
In the first month, the campaign generates 576 new conversions from previous drop-offs – a 64% increase over baseline!
As you can see, precise custom segments combined with relevant messaging really impact conversions. Now get out there, slice and dice those analytics, and win with remarketing!
Are Remarketing Lists Utilized in Agent Guidelines?
Remarketing lists are an integral part of agent guidelines, providing valuable insights on where to find guidelines. These lists help target specific audiences who have previously interacted with a website or shown interest in a product or service. By utilizing these lists, agents can optimize their marketing strategies and tailor personalized campaigns for increased conversions and customer engagement.
Pitfalls and Challenges
Of course, remarketing magic doesn’t happen overnight. There may be obstacles as you build out custom segments and optimize campaigns:
Data delays mean your segments may not capture real-time behavior. Account for lag time in platforms.
Platform discrepancies can cause confusion on audience size or targeting options. Document for clarity.
Privacy restrictions are increasing, which may limit targeting capabilities. Stay up-to-date on policies.
Managing multiple segments gets complex fast. Organize diligently in a database or spreadsheet.
Monitoring data quality is also paramount – check for accuracy in segmentation logic.
While tricky at times, these challenges are overcome with smart strategy, organized workflows, and continually optimizing. You got this!
And there you have it – the inside scoop on leveraging custom segments as the key asset to build remarketing lists for targeted ad campaigns. Pretty sweet deal if you ask me!
Key Takeaways
Let’s recap the key points on this remarketing journey:
- Remarketing targets previous site visitors to re-engage them.
- Custom segments allow precise cuts of users based on behavior.
- Segments enable granular, personalized messaging for conversions.
- Export segments from Analytics then import into ads platforms.
- Continually optimize based on campaign performance.
See? I told you remarketing lists aren’t so scary once you know what assets make the magic happen!
With this knowledge in your back pocket, go ahead and slice up those audiences, get your messaging on point, track the data, and ultimately turn more of those site visitors into loyal customers. Knock ’em dead!
And if you ever have any other marketer questions, you know who to call! Until next time…