Using remarketing lists for search ads (RLSA) in Google AdWords. A quick run through of best practices, how to research, and things to watch out for.
Presented at Hero Conf, April 2014, Austin, TX.
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RLSA Hero Conf 2014 Rod Richmond Clean Digital
1. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
APRIL 2014
ARE YOU SURE YOU WANT THAT? RETARGETING FOR
SEARCH INTENT
ROD RICHMOND
@rodppc
2. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
CONTENTS
1. Intro: RLSA v Remarketing for Display
2. RLSA Done Well
3. RLSA Gone Wrong!
RLSA = REMARKETING LISTS FOR SEARCH ADS
4. Comparison
5. Final RLSA Tips
3. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
1. RLSA vs Remarketing for Display
6. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well - Research
tennisgear.comSelling affordable tennis gear online
Analytics – Time to Purchase
7. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well - Research
tennisgear.comSelling affordable tennis gear online
Adwords – Ad Group Click Path
8. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well - Building
Build Segmented Remarketing Lists
tennisgear.comSelling affordable tennis gear online
Converters/ Non Converters
Custom Combination List: visitors of
tennis rackets page who ALSO converted.
9. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well
New RLSA Campaigns (Target and bid adjustments)
tennisgear.comSelling affordable tennis gear online
Adjust messaging AND bids. We know they are likely to buy complimentary products,
especially bags and balls.
10. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well
New RLSA Campaigns (Target and bid adjustments)
tennisgear.comSelling affordable tennis gear online
Messaging AND Bid adjustments: Up bids 30%. Racket adcopy that leads to our
bestselling rackets landing page.
Rationale People who visited the Compare Rackets page are 45% more likely to convert.
12. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
3. RLSA Gone Wrong!
superinsurance.netFor all your insurance needs
Lazy Setup: 1 remarketing list, no segmentation, long membership duration
1 adgroup for all visitors in a new campaign, targeting them with ads from elsewhere in
the account
No background research into user journey, how their products/services relate to each
other.
13. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
3. RLSA Gone Wrong!
superinsurance.netFor all your insurance needs
1 adgroup for all visitors in a new campaign, targeting them with ads from elsewhere in
the account
Same ad messaging: not tailored to users. Bids have been increased 10% across the
board.
14. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
3. RLSA Gone Wrong!
superinsurance.netFor all your insurance needs
May lead to higher CPCs
15. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
4. Comparison
Well Researched No user journey
research
Lots of remarketing segments
Tailored Ads and Bids
1 blanket segment
Lazy campaign setup, just
bids
16. 15 Queen Street
Edinburgh
EH2 1JE
@clean_digital
www.cleandigital.co.uk
rod@cleandigital.co.uk
+44 (0)131 20 20 347
15 Queen Street
Edinburgh
EH2 1JE
@clean_digitalrod@cleandigital.co.uk
+44 (0)131 20 20 347 www.cleandigital.co.uk
5. Final RLSA Tips
Coupons/ Offers
Bids or Messaging
Complementary Products
Discreet
Segment
Things to bear in mind for your next RLSA campaign: