Many advertisers focus most of their Google Ads budget on chasing new traffic. But this ignores the substantial value sitting within existing site visitors who previously showed interest. Tap into this potential goldmine by strategically remarketing to key on-site audiences.
Why Remarketing Works
Retargeting works because tailored messaging to known interested users converts at significantly higher rates. By customising ads around past behaviours, you remind visitors of where they left off while featuring relevant products, offers, and calls to action.
This drives higher relevancy and perceived value from ads since they demonstrate an understanding of users' needs. And the traffic quality can't be beat - prequalified prospects already took desired actions like searching products, adding items to their cart, watching videos, downloading assets, or progressing through checkout.
With typical Google Ads CTR averaging 2-4%, remarketing frequently generates 6-12%+ CTR from hyper-targeted messaging matching demonstrated interests.
Combine engaged visitors with personalised ads and you have a proven revenue recipe rediscovering past website traffic.
Layered Remarketing for Incremental Value
The most effective remarketing goes beyond spraying generic ads at all previous visitors. Instead, thoughtfully segment users into multiple lists based on their level of engagement. Then, develop tailored ads and offers for each "tier" of remarketing:
Light Buyers
Show general brand messaging with perhaps mild discounts to nurture further awareness and consideration. Don't over-invest here yet as they haven't shown extensive interest.
Mid-Funnel Visitors
More distinct product/category ads to those who researched specific items but didn't add to cart or transact. Keep them engaged in the short-term journey.
High-Intent Shoppers
Very targeted merchandising with special discounts or limited-time incentives for those who previously added items to their online basket or began checking out.
These showed extensive purchase interest and are closing candidates.
This incremental strategy acknowledges different visitors have different needs across the marketing funnel. Meet them where their interest currently lies through aligned ads and offers while providing paths to graduate to more qualified tiers via future site activity.
Google Ads Remarketing List Ideas
While basic retargeting to all site visitors does work to a certain degree, tailored segmentation maximises relevance. Consider these common remarketing list ideas:
Viewed Specific Products
Show ads with that exact product imagery, details, pricing promotions. Highly precise fitting their browsing behavior.
Searched Product Terms
Visitor entered keywords on site? Show text/display ads with those same product names and terms to remind them of initial research queries.
Video Views
Create ads featuring thumbnail images of videos they previously watched to continue engagement.
Time On Site
Longer durations indicate higher interest - advertise service pages, support options, account registration/logins.
Page Views
Remarket with ads featuring on-site pages they frequented to extend time interacting with your brand digitally.
And these are just a few options - explore our extended list of proven remarketing audiences later in this guide for more segmented targeting dimensions.
Why Past Traffic Beats New Visitors
It's tempting to constantly chase the "new customer" golden goose through broad targeting, generically branded phrases, and awareness imagery. But returning engaged visitors dramatically outperform fresh leads across metrics:
5-15x Higher Conversion Rates
On-site activity signals intent - they want your offering. Compared to untargeted audiences, remarketing sees exponential conversion lift.
75% Lower Cost Per Acquisition
You don't need expansive budgets to re-engage past interested visitors. Retargeting allows achieving more business impact for less overall spend.
33% Higher Average Order Values
Known audiences convert more frequently and purchase more items per order due to established familiarity and trust with the brand.
89% Greater Lifetime Value
Ongoing discounted marketing, expanded product usage, loyalty incentives and other elements increase long-term value of re-engaged site visitors.
Clearly remarketing should play a pivotal role within well-rounded Google Ads accounts, balancing both new customer acquisition and maximising established opportunities.
Now let's explore a wider range of possible remarketing list applications...
Expanded Google Ads Remarketing List Ideas
Consider these additional Google Ads remarketing list concepts tailored around common e-commerce/SaaS scenarios:
Viewed Products Not Added to Cart
Show tailored ads with add to cart button + offer to incentivise purchase for those who previously researched but didn't take next step.
Partial Checkouts
Advertise discounted pricing specifically on items they left behind in their cart if they abandoned the process.
Webinar Sign-Ups
Remarket upcoming live events to registrants who didn't attend previous occurrences to re-engage high-potential individuals.
Free Trial Sign-Ups
Target expiring free trial users who are known leads if they didn't convert initially to push reactivation.
Customer Match from CRM
Create custom remarketing lists using customer match for tailored advertising to existing purchasers highlighting expansion opportunities.
Blog Views
Remarket related blog content, ebooks, or thought leadership offers to past readers signalling baseline topic interest.
The options are nearly endless, but each list should be based on showcasing intent, relevance, or value. Avoid overly broad targeting dumping everyone into a generic pool. Tailored messaging drives higher response at every stage.
Best Practices for High-Converting Remarketing
While remarketing lists provide the foundation, actualising their full revenue potential requires ongoing optimisation and alignment with business objectives. Keep these tips in mind:
Limit Ad Frequency
Balance message consistency with oversaturation risks. Monitor performance by impression/frequency caps. Fewer well-timed ads outperform endless bombardment.
Constant Ad Refreshment
Launch 5-10 new ad variations per list weekly testing headlines, descriptions, button text and layouts. Let data dictate winners.
Measure Incremental Responses
Remarketing complements other initiatives, so track conversions when combining channels rather than just direct response attribution. No tactic operates in isolation during typical buyer journeys.
Diversify Ad Types
Expand beyond standard text into rich media such as Lightbox ads on Display to capture attention while conveying retailer credibility via dynamic vehicle models, pricing filters and unit photos.
Just as no two customers follow the exact same journey, no single remarketing approach universally applies. Test offers, messaging, formats, budgets and measure against well-defined KPIs.
Scaling Growth Through Value Recognition
Reviewing analytics confirms high-converting remarketing outperforms new customer acquisition for most businesses. But even with definitive data, many cling to chasing random traffic and brand impression goals over ROI.
Creating specific remarketing lists around key engagement indicators, purchasing intent and progression metrics allows presenting relevant, valuable offers precisely when historical behaviours prove customers want solutions.
Does capitulating control by relying on automated platforms drive discomfort for some marketers? Perhaps, but the numbers don't lie - remarketing works when executed strategically. It's simply up to advertisers to accept and capitalise on reality over tradition or ego.