Larry Kim's Presentation on Google AdWords Remarketing lists For Search Ads at PPC Hero Conference in Portland, April 2015.

1. Larry Kim | @larrykim
Founder | WordStream
RLSA Will Save The Day
(RLSA = Remarketing Lists for Search Ads)

2. 3 Random Facts
About Me:

3. 1. (Slightly) Obsessed With
Unicorns & Quality Score
@larrykim #heroconf

4. @larrykim #heroconf
2. Favorite Twitter Accounts:

5. 3. Originally From Winnipeg, Canada!3. Originally from Winnipeg, Canada

8. Agenda: How RLSA Will Save The Day
1. What is RLSA?
2. How it Works
3. Common RLSA Strategies
4. Typical RLSA Campaign Performance
5. My Top 3 Actionable RLSA Tips!!
Larry Kim
(@larrykim)
@larrykim #heroconf

9. What’s
RLSA?
@larrykim #heroconf

10. Larry Kim
(@larrykim)
3. Browsing
History
The Three Main Ways to Target Search Ads:
2. User
Context
- Location
- Device
- Time
1. Search
Query
Remarketing
Lists for Search
Ads (RLSA)!

11. Larry Kim
(@larrykim)
How Remarketing Lists for Search Ads Work:
@larrykim #heroconf

12. RLSA = Easy Hack To Make High
Performing PPC Ads (Instant Unicorns!!)
On Average, Clicks
from RLSA
Campaigns:
• 2x Higher CTR
• 50% Lower CPC
• 2x Higher
Conversion Rate!
Larry Kim
(@larrykim)
@larrykim #heroconf

13. Here’s *Why*
RLSA Works
@larrykim #heroconf

14. Quality Score is Mostly Based on Click
Through Rate.
Brand Familiarity *Greatly* Increases CTR.
@larrykim #heroconf

15. @larrykim #heroconf

16. Conversion
Rates
Doubles With
More Ad
Impressions
Conversion Rates Also Increase With
Increased Brand Awareness!
@larrykim #heroconf

17. The 3 Most Common RLSA Strategies:
Larry Kim
(@larrykim)
RLSA Strategy
Name
What You’re
Customizing
Why Bother
With This?
Customize Ad
Text
Keywords & Ads Lower Costs
Adjust Bids Just Keyword
Bids
Get More Traffic
From People
Likely to Convert
Broaden
Keywords
Keywords & Ads More Clicks &
Conversions
@larrykim #heroconf

18. 3 Super-Actionable
RLSA Campaign
Optimization Tips
@larrykim #heroconf

19. RLSA Tip #1:
Go With Your Widest Possible
Segment!

20. RLSA Tip #2:
Start with a +30% RLSA bid
adjustment and go from there.

21. RLSA Tip #3:
Try Excluding Segments, Too!

22. Summary: RLSA Will Save The Day
Larry Kim
(@larrykim)
@larrykim #heroconf

23. Larry Kim | @larrykim
Founder | WordStream
Why RLSA Is Dumb

24. A Presentation in a Presentation!!
Larry Kim
(@larrykim)
• 4 Reasons why RLSA
Stinks
• RLSA Special: Two
Heroic Presentations
for the Price of One!
@larrykim #heroconf

25. #1) You’re Often Just Pushing Conversions Around*
Larry Kim
(@larrykim)
@larrykim #heroconf

26. Larry Kim
(@larrykim)
#2) RLSA = Less Useful for Businesses and
Websites with Smaller Audiences
@larrykim #heroconf

27. Larry Kim
(@larrykim)
RLSA is no GDN Display Remarketing:
Display Remarketing Reach on GDN is Massive
@larrykim #heroconf

28. Larry Kim
(@larrykim)
@larrykim #PPC101
Insanely High Reach of Display Remarketing Campaigns on GDN
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarketing
audience, find
Reach them on between As they visit 20 or more pages
on a typical day across
84%
…within a month
10-18 days
… or more out of the month
5-10 sites
… of which all pages and
sites have ad space available
to Google Display Network buyers
@larrykim #heroconf

29. Larry Kim
(@larrykim)
#3) Search Marketing is About Finding New
Customers, Too.
@larrykim #heroconf

30. Larry Kim
(@larrykim)
#4) Worst Acronym Ever: “RLSA”
@larrykim #heroconf

31. Larry Kim
(@larrykim)
Summary: RLSA Sometimes
Doesn’t Move The Needle!
@larrykim #heroconf

32. Larry Kim | @larrykim
Founder | WordStream
The Future of RLSA

33. THREE Presentations in One!!!
Larry Kim
(@larrykim)
• The Future of RLSA and of
PPC Marketing!
@larrykim #heroconf

34. PPC Marketing
is Getting Way
Harder!
@larrykim #heroconf

35. Paid Search CPCs at All Time
High in Established Markets
CONFIDENTIAL – DO NOT
DISTRIBUTE 35@larrykim #heroconf

36. CONFIDENTIAL – DO NOT
DISTRIBUTE 36@larrykim #PPC101

37. Paid Search
Inventory is Flat
in Established
Markets!!
@larrykim #heroconf

38. Apps are Stealing from Desktop Search!
@larrykim #heroconf

39. Far Fewer Ad Spots on Mobile vs. Desktop (Which
is 50% of Searches in 2015)
Larry Kim
(@larrykim)
VS.
@larrykim #heroconf

40. Highest CPCs Ever
and Flat Inventory
for Established
Markets (Yikes!)
@larrykim #heroconf

41. Wining at Paid Search in 2015 Means
Being More Picky Than Ever
Larry Kim
(@larrykim)
Quantity of Searches
PriceofPaidSearchClicks
Fewer, Higher
Quality, more
expensive clicks
@larrykim #heroconf

42. Demographic Bidding Options in Bing Ads
Larry Kim
(@larrykim)
@larrykim #heroconf

43. Evolution of Ad Targeting Options
Larry Kim
(@larrykim)
5. Website
Targeting
(e.g.: Inc. Magazine
or Home & Garden
Weekly)
4. Keyword
Targeting (e.g.
Articles containing
“Health Insurance”)
3. Interests &
Market Segments
(e.g. Business
Services,
Photography)
2. Remarketing
(e.g. People who
visited the “buy” page
of your website)
1. Identity
(e.g. Specific Emails or
Phone Numbers)
@larrykim #heroconf

44. Email Targeting Coming to AdWords
Larry Kim
(@larrykim)
@larrykim #heroconf

45. Identity Based Targeting Already Widely
Used on Facebook
Larry Kim
(@larrykim)
@larrykim #heroconf

46. List Based Remarketing on Twitter, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
@larrykim #heroconf

47. Future “RLSA” Will Look More
Like Email Advertising!
Larry Kim
(@larrykim)
Email Marketing
• Limit # of blasts to reduce
unsubscribes
• 0.5-2% unsubscribes each
blast
• People need to opt into your list
• Tons if unqualified emails on
the list
People-Based Marketing
• FIXED
• FIXED
• FIXED
• FIXED
@larrykim #heroconf

48. Future “RLSA” Will Let You Filter
Audiences by Demographics & Interests
Larry Kim
(@larrykim)
@larrykim #heroconf

49. Larry Kim
(@larrykim)
Filter Remarketing Audience By Income
@larrykim #heroconf

50. Larry Kim
(@larrykim)
For More On Facebook Demographic &
Interest Targeting Up Next!
@larrykim #heroconf

51. Future RLSA Summary: Be Super Picky
Larry Kim
(@larrykim)
• The Goal is NOT to buy tons of clicks
• Instead buy clicks from the right target customer with the
right search intent and user context!
• RLSA is going to be awesome!
@larrykim #heroconf

52. Thank you!
@larrykim, @wordstream
lkim@wordstream.com
Slides Are Here!!
bit.ly/heroconf2015
@larrykim #heroconf