RLSA Hero Conf 2014 Rod Richmond Clean Digital

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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.

Marketing Sports Divertissement et humour

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

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

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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

4. 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

5. 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 – Reverse Goal Path

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.

11. 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!

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:

17. 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 Thank You!

RLSA Hero Conf 2014 Rod Richmond Clean Digital

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