What are the best ways to use remarketing in search ads?

Remarketing can take on many forms depending on your goals. With cookies going away, there are many new solutions popping up, but retail media seems to have the most opportunity. In particular, Amazon DSP and Search's retargeting capabilities are very compelling. With the addition of AMC, advertisers can set up custom remarketing lists for people who have searched/added to cart/clicked an ad but not purchased. They allow you to retarget only users who have made a purchase during a sale. You can even add in your own 1st party data to compare with Amazon's and remarket based off of that. DSP is primarily for display ads, but you can set up a custom audience of those who have interacted with search ads, making it extremely powerful.

In the past you never could do remarking on Amazon. Then, you could through sponsored display ads to certain customers. However perhaps the "easiest" and more powerful thing for remarking has been added by Amazon in the last few months, and that is "Brand tailored promotions" that allow you to remarket to your highest spending customer list, your list of customers who have abandoned your products in their shopping carts, a list of customers who have bought multiple items of your products, and much more. Just another reason to have brand registry.

I've often said, "Segmentation is like sorting your laundry; it's essential unless you want pink socks!" At a major streaming platform, we noticed users who loved lurking but not subscribing. So, we set up a remarketing list, tailored our pitch, and voila! Conversions shot up. Just like catching that sneaky red sock before a wash, tools like Google Analytics help pinpoint and woo those elusive almost-customers. Always remember: It's not stalking; it's strategic following! ??

Thinking those Amazon browsers will just waltz back and make a purchase on their own? In an ideal world, maybe. In the Amazon marketplace, the art and science of remarketing start with creating detailed remarketing lists. Utilize Amazon's robust tools to build and oversee these lists, outlining clear criteria and time frames for each. Custom-create lists for every scenario, from abandoned carts to particular category browses, ensuring your Amazon remarketing strategies hit the mark. Don't just wait. Woo them back, purposefully.

Starting with remarketing lists is fundamental for targeted search ads. Using tools like Google Analytics, you can segment visitors based on their interactions. Lists of cart abandoners or specific product viewers can be invaluable. However, it's essential to continuously refine these lists based on changing user behavior and campaign performance. Also, consider expanding the criteria periodically to tap into a broader audience without diluting the campaign's efficacy. Continuous monitoring and adjustments ensure that your remarketing remains agile and effective.

Choose the right remarketing campaign type and bidding strategy based on your goals. Pick from standard, dynamic, or RLSA remarketing. With standard, show ads on Google Search using manual or automated bidding. Dynamic shows tailored ads based on website activity with automated bidding. RLSA combines remarketing lists with search campaigns, letting you adjust bids and ads based on user behavior. For example, bid higher for recent website visitors or show different ads for specific search keywords.

Think a set-and-forget mindset will work for your remarketing campaign? Time for a reality check. Define clear objectives for your remarketing efforts. Choose the appropriate campaign type and bidding strategy that align with your goals. Explore the simplicity of standard remarketing or delve into the personalized world of dynamic remarketing. Utilize strategic automated bidding strategies or tap into the combined power of Remarketing Lists for Search Ads. Adjust and tailor every element, from bids to ads, ensuring alignment with user behavior and interactions. Plot your course in the remarketing realm. Navigate to success.

Recently, I've been diving deep into the intricacies of Remarketing. What I've found? It's all about alignment. Choosing the right campaign type, be it Standard Remarketing for straightforward reach or Dynamic Remarketing for a more personalized touch, is vital. Then there's RLSA, brilliantly merging search campaigns with remarketing. As for bidding strategies, whether it's CPC, CPA, or ROAS, it's essential to tailor them to specific goals. Always a journey of discovery in the digital realm!

Here's a secret sauce from my playbook: An ad isn't just an ad; it's a conversation starter! Think of it like a digital handshake. While managing a huge user base, we leaned into responsive ads. Why? They're like the Swiss Army knife of ads, adapting on-the-go. One time, a dynamically generated ad paired a quirky headline with an unexpected image, and it became our top-performing combo for weeks! Lesson learned? Sometimes, letting the algorithm mix and match brings out the unexpected magic.

Think any old ad will reel back those lost customers? Welcome to disappointment city. Creating compelling ads is the capstone for effective remarketing. Kick off with text ads, layering headline, description, and URL with precision. Elevate with engaging image ads or embrace the adaptability of responsive ads, letting automation find the perfect ad blend. Integrate dynamic feeds for ultra-personalized ad experiences, ensuring each audience encounter is relevant and resonant. It's more than just ad creation. It’s a revival of interest and a call to action. Make your remarketing ads impossible to ignore. Navigate to conversion success.

Navigating Remarketing? For me: Text Ads: Simple yet effective with the right headline & URL. Ad Extensions: Add richness with sitelinks or callouts. Image Ads: A visual treat for audiences. Responsive Ads: Versatile & auto-adaptive. Multiple headlines & images let Google find the best combo. Dynamic Feeds: Personalize your message, making it resonate more. It's not just about reaching out; it's about making each touchpoint count. Stay relevant!

- Run Branded search campaign - Break up the branded search campaign into [Brand + Product Name] and [Brand + category name] campaigns as well to achieve the highest relevancy and conversion. - Set up RLSA to ensure brand campaigns are hitting these audiences effectively. - Make sure retargeting campaigns are consistent with 99%+ search impression share. - Keep an eye total number of impressions month on month to understand if new customers are flowing in the acquisition channel or not.

You can also use DSPs for remarketing. With Amazon DSP, you can use dynamic creatives to retarget shoppers with ads of products they’ve viewed or added to cart but haven’t purchased. You can also remarket to previous purchasers. Without the dynamic creatives it can be hard to scale DSP for retargeting unless you are advertising a small catalog

?? is totally correct. Believe DSPs are out of your remarketing league? Think they’re just for the big players? Think again. With platforms like Amazon DSP, scale and efficiency in remarketing become accessible even with a vast catalog. Unleash the power of dynamic creatives to retarget with surgical precision, showcasing products viewed or carted by potential customers. Don’t just stop there; re-engage your previous purchasers, keeping your brand at the forefront of their minds. Amazon DSP for remarketing? A game-changer. Embrace the innovation, scale the heights.

In the digital ocean, every user action makes ripples. Imagine casting a net, but missing some elusive fish. That’s where search ad retargeting comes in, refining the net to recapture interest. Users often start with intent, but drift away due to distractions or indecisions. Retargeting steers them back by presenting previously viewed products, ensuring their quest isn’t forgotten. Yet, balance is key. Excessive retargeting can deter, feeling more like entrapment than assistance. Properly navigated, retargeting is a compass, guiding users back to brands amidst the vast digital seascape.

Remarketing can be a high ROI channel for many product categories. If you can launch remarketing with a flexible budget, cost and timing wise, without long-term commitments and IOs that could underdeliver, it's worth testing in your advertising portfolio. Remarketing tends to be a high ROI channel because it's more efficient to convert customers who have engaged in your prior marketing vs customers who haven’t. As always, it’s key to measure topline sales to measure the true incremental impact of any campaign.