Tara West - SMX London 2016 - Supercharge Your RLSAs (Remarketing Lists for Search Ads)
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See how you can use RLSAs since their integration with Google analytics created many new powerful targeting opportunities.
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Tara West - SMX London 2016 - Supercharge Your RLSAs (Remarketing Lists for Search Ads)
- 1. #SMX #SMXLondon #22A1 @Tara_Dee_West Supercharge Your Remarketing Lists For Search Ads Tara West Head of PPC @EtchUK SMX London - May 2016
- 2. #SMX #SMXLondon #22A1 @Tara_Dee_West Over the last few years, the search landscape has been evolving
- 3. #SMX #SMXLondon #22A1 @Tara_Dee_West It’s no longer all about keywords
- 4. #SMX #SMXLondon #22A1 @Tara_Dee_West The search landscape now includes a lot more ‘people based marketing’ features
- 5. #SMX #SMXLondon #22A1 @Tara_Dee_West The first example of people based marketing within PPC search ads occurred in 2013 with the release of RLSAs Since their release, RLSAs have gained many new functionalities
- 6. #SMX #SMXLondon #22A1 @Tara_Dee_West The biggest update to RLSAs has been their integration with Google Analytics remarketing lists
- 7. #SMX #SMXLondon #22A1 @Tara_Dee_West
- 8. #SMX #SMXLondon #22A1 @Tara_Dee_West Product BrandAd ContentExit Page Transactions Revenue Days to Transaction Product Quantity Removed from Basket Product Category RLSA integration of the Google Analytics remarketing tag means you can now target by… Date of First Session No of Sessions & Duration Traffic Source Campaign, source, medium
- 9. #SMX #SMXLondon #22A1 @Tara_Dee_West Analytics uses standard analytics code AdWords tag requires AdWords tag code You can keep both codes on your site AdWords tag needs custom parameters to target beyond page views AdWords remarketing set-up lists VS Google Analytics remarketing lists set-up
- 10. #SMX #SMXLondon #22A1 @Tara_Dee_West Activate the remarketing function in your Google Analytics tag
- 11. #SMX #SMXLondon #22A1 @Tara_Dee_West
- 12. #SMX #SMXLondon #22A1 @Tara_Dee_West Increase bids for users who have visited your site the optimum number of times to purchase
- 13. #SMX #SMXLondon #22A1 @Tara_Dee_West Virgin Holidays might find that most of their users visit at least 5 times before booking
- 14. #SMX #SMXLondon #22A1 @Tara_Dee_West 1. Analyse your Path Length report in Google Analytics: What is the optimum number of interactions?
- 15. #SMX #SMXLondon #22A1 @Tara_Dee_West 2. Create this RLSA list in Google Analytics under the Admin then Audiences tab: Conditions: Sessions = more than 5 AND Transactions = 0
- 16. #SMX #SMXLondon #22A1 @Tara_Dee_West 3. Apply the list within the AdWords Audiences tab, to your existing ad groups:
- 17. #SMX #SMXLondon #22A1 @Tara_Dee_West 4. Choosing the bid only setting when you apply this list: This means ads will show to anyone searching, as well as your audience
- 18. #SMX #SMXLondon #22A1 @Tara_Dee_West 5. Set a bid adjustment for your RLSA audience so your bids are adjusted when this audience are searching using your keywords: What should your bid adjustment be set at? http://bit.ly/1SWVWZO (Credit Periscopix)
- 19. #SMX #SMXLondon #22A1 @Tara_Dee_West Always apply the audience to the ad groups and let it gather conversion data before you set bid adjustments.
- 20. #SMX #SMXLondon #22A1 @Tara_Dee_West Generate awareness via Facebook ads, then move these users closer to purchase by bidding on broader keywords in search, with bespoke ad text
- 21. #SMX #SMXLondon #22A1 @Tara_Dee_West Tony&Guy could run Facebook ads for awareness, and then use RLSAs to reach these users when they are searching for new hairstyle ideas on Google
- 22. #SMX #SMXLondon #22A1 @Tara_Dee_West 1. Target new audiences on Facebook: Remember to use UTM tagging on the Facebook ads
- 23. #SMX #SMXLondon #22A1 @Tara_Dee_West 2. Create your RLSA list in Google Analytics based on the UTM tags you attached to your Facebook ad URLs Traffic source: • Campaign • Medium • Source
- 24. #SMX #SMXLondon #22A1 @Tara_Dee_West 3. Create a new AdWords campaign and ad groups, bidding on generic keywords: These keywords will reach users further up the path to purchase
- 25. #SMX #SMXLondon #22A1 @Tara_Dee_West 4. Create custom ad text designed for these users who are higher up the path to purchase and still in research mode: Think about how the ad message can move them closer to purchase
- 26. #SMX #SMXLondon #22A1 @Tara_Dee_West 4. Apply the RLSA list within the audiences tab, choosing the ‘target and bid’ setting: This means ads will only show when the searcher is on your RLSA list
- 27. #SMX #SMXLondon #22A1 @Tara_Dee_West Use RLSAs & Dynamic Search Ads together to show ads for your entire product inventory if the searcher is a regular customer
- 28. #SMX #SMXLondon #22A1 @Tara_Dee_West Amazon could show text ads for any of the products on it’s site if the user searching is a regular purchaser
- 29. #SMX #SMXLondon #22A1 @Tara_Dee_West Create this RLSA list: Conditions: • Transactions per user = >5 • List duration = 4 weeks Apply this as target & bid on your Dynamic Search Ads campaign
- 30. #SMX #SMXLondon #22A1 @Tara_Dee_West Let Google do the hard work for you, by using Smart Lists You need >500 transactions per month & 10,000 daily pageviews Smart Lists work best on ecommerce accounts Includes: location, device, browser, referrer, duration, If not, they’ll optimise based on similar businesses
- 31. #SMX #SMXLondon #22A1 @Tara_Dee_West M&S could apply a Smart List to existing search & shopping ad groups with a positive bid adjustment if the Smart List conversion rate is higher than average
- 32. #SMX #SMXLondon #22A1 @Tara_Dee_West This is a pre-defined list Create this RLSA list: Apply it as bid only to your existing ad groups then set bid adjustments
- 33. #SMX #SMXLondon #22A1 @Tara_Dee_West Show users who engaged with your email marketing specific ad text when they are searching on Google
- 34. #SMX #SMXLondon #22A1 @Tara_Dee_West Fabletics could show bespoke ad text when the user searching previously arrived on their site via a particular email campaign
- 35. #SMX #SMXLondon #22A1 @Tara_Dee_West Create this RLSA list: Traffic source: • Campaign • Medium • Source Apply this list as target & bid on new ad groups with custom sd text
- 36. #SMX #SMXLondon #22A1 @Tara_Dee_West Turn high value Black Friday shoppers into repeat customers
- 37. #SMX #SMXLondon #22A1 @Tara_Dee_West John Lewis could increase their bids on search & shopping ads for high value Black Friday shoppers after Black Friday
- 38. #SMX #SMXLondon #22A1 @Tara_Dee_West Conditions: • Session date • Revenue per session Create this RLSA list: Apply this list as bid only to existing ad groups
- 39. #SMX #SMXLondon #22A1 @Tara_Dee_West Increase bids for users who clicked a promotional ad but didn’t convert
- 40. #SMX #SMXLondon #22A1 @Tara_Dee_West Boots could increase bids for users who clicked their promotional ad but didn’t convert
- 41. #SMX #SMXLondon #22A1 @Tara_Dee_West Conditions: • Ad content • Transactions • Session duration Create this RLSA list: Apply this list as bid only on existing ad groups
- 42. #SMX #SMXLondon #22A1 @Tara_Dee_West Increase bids if the user searching has generated a high conversion value for you historically
- 43. #SMX #SMXLondon #22A1 @Tara_Dee_West Waitrose could increase bids when they know the user searching is someone who spends more than average when they purchase
- 44. #SMX #SMXLondon #22A1 @Tara_Dee_West Ecommerce: • Revenue per session Create this RLSA list: Apply this as bid only on existing ad groups
- 45. #SMX #SMXLondon #22A1 @Tara_Dee_West Adjust your bids when the person searching is similar to your existing customers They include people with similar characteristics Google automatically Create Similar Audiences The larger the original list, the better they work Based on browsing activity in the last 30 days
- 46. #SMX #SMXLondon #22A1 @Tara_Dee_West Fee Unique could use similar audiences of their existing customers as a bid adjustment on their existing campaigns
- 47. #SMX #SMXLondon #22A1 @Tara_Dee_West Find this RLSA list: This is a pre-defined list that will appear automatically Apply this as bid only on existing ad groups
- 48. #SMX #SMXLondon #22A1 @Tara_Dee_West Upsell on products you wouldn’t normally bid on, because you know the user has already purchased something related
- 49. #SMX #SMXLondon #22A1 @Tara_Dee_West Pandora might not usually advertise silver cleaning kits, unless the user searching has recently purchased a silver bracelet from them
- 50. #SMX #SMXLondon #22A1 @Tara_Dee_West Conditions: • Product contains Create this RLSA list: Apply this as target & bid on new ad groups of your target keywords
- 51. #SMX #SMXLondon #22A1 @Tara_Dee_West Increase bids on users searching for brands that are similar to other brands they have purchased from you in the past
- 52. #SMX #SMXLondon #22A1 @Tara_Dee_West ASOS could increase bids on other petite brands, if they know the user searching has previously bought something from them by another petite brand This could be applied across their search and shopping campaigns
- 53. #SMX #SMXLondon #22A1 @Tara_Dee_West Conditions: • Product brand contains Create this RLSA list: Apply this as bid only on existing ad groups
- 54. #SMX #SMXLondon #22A1 @Tara_Dee_West Increase bids for users who completed a micro goal, but not your main macro goal
- 55. #SMX #SMXLondon #22A1 @Tara_Dee_West Halifax could increase bids for users who used their mortgage calculator, but didn’t make an appointment with their mortgage advisor team You could make your micro-goal a time-on-site requirement
- 56. #SMX #SMXLondon #22A1 @Tara_Dee_West Conditions: • At least 1 micro-goal • No macro- goals Create this RLSA list: Apply this as bid only on existing ad groups
- 57. #SMX #SMXLondon #22A1 @Tara_Dee_West
- 58. #SMX #SMXLondon #22A1 @Tara_Dee_West RLSA audiences work with Conversion Optimiser and other automated bidding strategies Conversion Optimiser Target CPA, & ROAS will override manual bid adjustments & automatically adjust your bids for RLSA audiences you apply Enhanced CPC will make bid adjustments on top of any adjustments you have already set. Avoid audience overlap on any ad groups using automated bidding if you are applying multiple RLSAs
- 59. #SMX #SMXLondon #22A1 @Tara_Dee_West Remember that RLSA bid adjustments stack up, just like other bid adjustments
- 60. #SMX #SMXLondon #22A1 @Tara_Dee_West Test your list durations The maximum list duration is 180 days Use the time lag report and consider your average sales cycle
- 61. #SMX #SMXLondon #22A1 @Tara_Dee_West Other handy tips for RLSAs You can have up to 2,000 audiences per analytics account Lists need at least 1,000 members Demographics Such as age and gender aren’t available In market segments & days since last visit are not available
- 62. #SMX #SMXLondon #22A1 @Tara_Dee_West
- 63. #SMX #SMXLondon #22A1 @Tara_Dee_West Thank you Email: tara.west@etchuk.com Phone: 023 8000 4800 Twitter: @Tara_Dee_West @EtchUK
- 64. #SMX #SMXLondon #22A1 @Tara_Dee_West http://www.shutterstock.com/dl2_lim.mhtml?src=5ynmpDq3Hze94gksmgBLPw-1-13&id=394771744&size=medium_jpg http://www.shutterstock.com/pic-391068082/stock-photo-updating-software-technology-upgrade-concept.html?src=ic5Zp66iLXtDqOJnl5Yjbg-1-42 http://www.shutterstock.com/pic-391610881/stock-photo-job-interview-concept-office-table-top-view-notepad-pen-and-reminder-with-word-let-s-get-started.html?src=fsRHTv0r2ViOiqpwX9HMYQ-1-29 http://www.shutterstock.com/dl2_lim.mhtml?src=1Swheuwy_2kQAC7yuQV1pQ-1-0&id=302024738&size=medium_jpghttp://www.shutterstock.com/dl2_lim.mhtml?src=1Swheuwy_2kQAC7yuQV1pQ-1- 0&id=302024738&size=medium_jpg http://www.shutterstock.com/pic-302024738/stock-photo-ostersund-sweden-august-close-up-of-google-analytics-main-page-on-a-computer-screen.html?src=1Swheuwy_2kQAC7yuQV1pQ-1-0 http://www.shutterstock.com/pic-247761133/stock-photo-funny-girl-female-boxer-model-wearing-big-fun-pink-gloves-playing-sports-boxing-studio-shot-blue.html?src=5j5xnCSmlHo9Yay4FyBDIg-1-3 http://www.shutterstock.com/pic-287726324/stock-photo-soccer-field-with-the-text-tactics.html?src=IPAxilBX6JFgX0YhlYbxuw-1-94 http://www.shutterstock.com/pic-337424894/stock-photo-modern-shopper-with-black-friday-paperbag-going-in-the-mall.html?src=aa6eQnCnj4rvWv7E9R-w8Q-1-0 http://www.shutterstock.com/pic-245050771/stock-photo--off-sign-in-glowing-sparkler-on-dark-background.html?src=A6pyqUP_lWyxVKiK_kwxrw-1-32 http://www.shutterstock.com/pic-215970922/stock-photo-fire-exit-sign.html?src=AwOeBBY39Xu549Bzv_WHow-5-133 http://www.shutterstock.com/pic-373000474/stock-photo-gold-coins-of-one-malaysian-currency-isolated-on-white.html?src=-p3jxzSp1Y2PMej_SwKL1w-2-71 http://www.shutterstock.com/pic-324873815/stock-photo-notebook-with-text-inside-goals-on-table-with-coffee-mobile-phone-and-glasses.html?src=JqSpIk9On0eDJtonM5jPwQ-1-28 http://www.shutterstock.com/pic-351894695/stock-photo-hand-woman-using-smartphone-in-coffee-shop-and-soft-light-with-vintage-filter.html?src=yeeH9d1j5zgM3cLfysizRw-1-147 http://www.shutterstock.com/pic-319698185/stock-photo-kiev-ukraine-august-facebook-like-logos-for-e-business-web-sites-mobile-applications.html?src=GcyRSVUGgCrNGSUax9KdhQ-1-49 <a href="http://www.shutterstock.com/gallery-1473704p1.html?cr=00&pl=edit-00">tanuha2001</a> / <a href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a> tanuha2001 / Shutterstock.com http://www.shutterstock.com/pic-404246509/stock-photo-shopping.html?src=ypHOcal9lpHJWHvzTHuPJw-1-73 http://www.shutterstock.com/pic-285028094/stock-photo-helpful-tips-concept-on-black-blackboard-with-businessman-hand-holding-paper-plane.html?src=sxq61Dh99H59zzKwSrt3IQ-1-4 http://www.shutterstock.com/pic-169002578/stock-photo-vintage-tin-toy-robot.html?src=t3kOITJAu4LZ2Wkzt0D56g-1-1 http://www.shutterstock.com/pic-387759382/stock-photo-hand-of-engineer-playing-a-blocks-wood-game-jenga-on-blueprint-or-architectural-project.html?src=1iF70lmpE7XYG56Tc6GM8Q-1-23 http://www.shutterstock.com/pic-227705986/stock-photo-mountain-view-ca-usa-nov-android-lollipop-latest-android-os-replica-in-front-of.html?src=T7Ai_6iKAojkHpT8mIvldg-1-6 Asif Islam / Shutterstock.com <a href="http://www.shutterstock.com/gallery-2633281p1.html?cr=00&pl=edit-00">Asif Islam</a> / <a href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a> http://www.shutterstock.com/pic-305918402/stock-photo-business-term-business-phrase-on-tablet-pc-blues-cup-of-coffee-pens-paper-clips-calculator.html?src=yu0fIjuvouABZNrGJoTwIQ-1-1 http://www.shutterstock.com/pic-311519384/stock-photo--wooden-blocks-the-inscription-money-a-lot-of-money-out-of-a-paper-bag.html?src=bdJpUBAiPAYsVmRBg0lpMA-1-1 http://www.shutterstock.com/pic-407196844/stock-vector-start-today-inspirational-inscription-greeting-card-with-calligraphy-hand-drawn-lettering-design.html?src=RzsVA-knRks15jG7ojM0HQ-1-37 http://www.shutterstock.com/pic-25235896/stock-photo-aeroplane-at-the-airport-with-good-weather.html?src=d9SIS2CGZqmTxWV0eYZoPQ-1-18 http://www.shutterstock.com/pic-302793251/stock-photo-hand-pressing-an-email-icon-on-blurred-cityscape-background.html?src=8qNm90JVP-TPHmQOZyFnmg-1-1 Image sources:
Notes de l'éditeur
- Over the last few years, we’ve seen the search landscape evolve It’s moved far beyond keyword targeting, and now includes a lot more ‘people based marketing’ tactics One of the very first steps that AdWords took towards people based marketing was the introduction of RLSAs back in 2013 And since then, we’ve seen RLSAs go from strength to strength, with lots of new functionalities and features…
- One of the biggest updates to the functionality of RLSAs has been their integration with the Google Analytics remarketing code Despite this being a relatively quiet announcement from Google, the impact of this update was huge! It meant that advertisers could use almost all the data in their Google Analytics account for RLSAs, instead of being bound by the standard AdWords RLSA code which are largely based on targeting by page views It’s the opportunities that this update gave us that I’m going to be talking about today… I’ll go over tactics and examples for using RLSAs with the GA code, and give some handy set-up tips and tricks
- Lets get started!
- The integration of GA and RLSAs means you can now create lists based on almost all the data in Google Analytics, from traffic source to transaction value
- There are also other benefits of using the GA remarketing tag instead of the AdWords tag: The AdWords tag means you need extra code on your site, Whilst Google Analytics uses the standard code with no adjustments needed (unless you are tracking app traffic) You were limited to targeting based only on page views with the AdWords tag (unless you set up custom parameters which requires yet another piece of code & customisations) Whereas you’ve just seen all the different ways you can target using the analytics tag Although there’s no harm in keeping both codes on your site (for example you will need AdWords code if you’re doing dynamic remarketing), I think it’s clear which one wins the fight in terms of ease and remarketing functionality! IMAGE: http://www.shutterstock.com/pic-247761133/stock-photo-funny-girl-female-boxer-model-wearing-big-fun-pink-gloves-playing-sports-boxing-studio-shot-blue.html?src=5j5xnCSmlHo9Yay4FyBDIg-1-3
- And It’s easier than ever before to set it the code up Just go to the Admin tab, and then tracking info, and data collection. Toggle the switch next to remarketing to say ‘on’ That’s it! You still need to update your privacy policy to declare your cookies as normal If you want to use RLSA lists based on users of your app, you’ll need to customise the GA code on your site, which you can learn about here https://support.google.com/analytics/answer/2444872?hl=en
- Now I’ve shown you the benefits of RLSAs via Google Analytics, I’m going to look examples of the tactics that are possible A bit of a disclaimer: I’m not going to cover the tactics which were already possible with the AdWords code based on page visits or I’d be here forever, so I’m just focussing on tactics specifically possible with GA integration The first couple of tactics I’ll go into detail on how to set them up, and then that set-up should be applicable to all the other tactics too IMAGE:http://www.shutterstock.com/pic-287726324/stock-photo-soccer-field-with-the-text-tactics.html?src=IPAxilBX6JFgX0YhlYbxuw-1-94
- Many transactions occur after a user has visited your site more than once (maybe they’ve been comparison shopping. You can look at the optimum number of times most users visit your site before making a conversion, and increase your bids when they have reached that level of visits because you know they are more likely to convert that time.
- For example Virgin Holidays might know that their users visit their site at least 5 times on average before booking So they could increase bids if the user searching is someone who has visited their site at least 5 times, Because they know that person is likely to be close to purchasing They could even reduce bids if the user visits the site more than 1 times if the data shows that people who visit the site 12 times or more rarely end up converting Obviously there are considerations with a site like this, such as offline conversions and phone calls etc that should be taken into account
- Analyse your Path Length report to see what the optimum number of sessions before conversion is
- Under the conditions tab Sessions = >5 Use AND option, not or option Transactions = 0
- It’s a sanity check, because although in theory your GA data has shown that people who visit 5 times or more convert more, it’s good to apply the list witout any bid adjustments and see this for yourself, and then add bid adjustments once you’ve confirmed it’s the case. This applies to all bid adjustment RLSA tactics
- Facebook is a great platform for generating interest in your products or services amongst an audience who may not even realise they want them yet! You can run a campaign on Facebook and generate lots of cost effective traffic, and then use RLSAs to bid on more general search terms that they might be using to search, and show bespoke ad copy based on their stage in the purchase process IMAGE: http://www.shutterstock.com/cat.mhtml?lang=en&language=en&ref_site=photo&search_source=search_form&version=llv1&anyorall=all&safesearch=1&use_local_boost=1&autocomplete_id=&search_tracking_id=3r-bqV73jUUfgjBYsDw5xw&searchterm=facebook&show_color_wheel=1&orient=&commercial_ok=&media_type=images&search_cat=&searchtermx=&photographer_name=&people_gender=&people_age=&people_ethnicity=&people_number=&color=&page=1&inline=276608177
- For example Tony&Guy could run Facebook ads to their target demographic with inspiration for new hair styles Some of this audience will click through to the site They might not be ready to actually book a hair cut / colour yet, but just be looking for inspiration Tony &Guy would track these users using UTM tags on the end of their Facebook ads, so they can identify the traffic from this particular campaign Then when those users are searching on Google for terms that T&G might not unusually bid on, like ‘hair cut inspiration’ they can bid on them but only in instances where the user has visited their site as a result of the campaign These text ads could have bespoke messaging too – prompting the user to book a consultation with a stylist for hair cut inspiration
- Egg this ad prompts them to make a free consultation appointment
- Some consumers are creatures of habbit. Even if they can find the same product cheaper on other websites, they’d rather buy it from the site they know and trust. You can capitalise on this behaviour by combining RLSA lists and Dynamic Search Ads to always show ads for this particular customer type, regardless of what they are searching for and whether you already have search ads set-up for them.
- I’m usually quit a savvy online shopper and I’ll do my comparisons to get the best deal, but since I got amazon prime I’ve started buying all sorts things from amazon that I would normally just wait and buy on my weekly supermarket shop, from air fresheners to cleaning products. Amazon could use dymanic search ads, layered with RLSAs to show text ads whenever a user searches for something that matches a product on their website, if the user is someone like me who makes very regular purchases and is likely to buy from them out of convenience.
- For this list you want to say the number of transactions has been at least 5, or whatever number you want them to have made, and then say the list duration is 4 weeks for example, or however long you want those 5 transactions to have taken place over.
- Very rarely would I say trust Google to do the work for you, but I’ve seen good results for Smart Lists when they have been used properly. They work best on ecoms sites You need 500+ ecoms transactions a month and 10k daily page views If you don’t reach this, Google will use data from similar businesses to create your smart lists, which is why it’s important to remember this and use them properly otherwise it’ll be based on irrelevant data and you’ll get rubbish results The data it optimises on includes device, location, browser, page depth, session duration, referer etc
- For example Marks and Spencer might find that because they have a lot of conversion data, smart lists could work well for them. They could create the list an then apply it to existing campaigns, Setting a positive bid adjustment if the audience has a higher conversion rate than their standard campaign
- Smart lists are a pre defined option on the first screen after you click to create a remarketing list, so they are super easy to make! It doesn’t matter what you set the list duration for as Analytics updates the list daily depending on performance
- Black Friday has become a huge deal for ecoms, and you can use RLSAs to capitalise on this sudden surge of transactions, and turn these shoppers into repeat purchasers. Image: http://www.shutterstock.com/pic-337424894/stock-photo-modern-shopper-with-black-friday-paperbag-going-in-the-mall.html?src=aa6eQnCnj4rvWv7E9R-w8Q-1-0
- For example, John Lewis could create a list of users who had high transaction values on the date of Black Friday That list could then be applied as a bid adjustment so they can increase bids on their existing search and shopping campaigns when these users are searching after Black Friday, to increase visibility in terms of impression share and average position This increases the likelihood of bringing them back to the site and making a repeat purchase
- To create this list, go to the Google Analytics Audience section as you normally would for creating a remarketing list, and choose the ‘custom’ option Then under the ‘Conditions’ tab, simply select Black Friday’s date (27th Nov last year) as the session date, and then choose ‘and’ for the next condition. Select Revenue per session, and write whatever you’d like the minimum amount spent to be Hit apply!
- If you’re testing promotional ad copy, you can increase bids or specifically target users who clicked your promotional ad copy but didn’t convert Image: http://www.shutterstock.com/cat.mhtml?lang=en&language=en&ref_site=photo&search_source=search_form&version=llv1&anyorall=all&safesearch=1&use_local_boost=1&autocomplete_id=&search_tracking_id=79Fvjy_ROs-ERvhATFwmyA&searchterm=sale%20gold%2050%25%20off&show_color_wheel=1&orient=&commercial_ok=&media_type=images&search_cat=&searchtermx=&photographer_name=&people_gender=&people_age=&people_ethnicity=&people_number=&color=&page=1&inline=245050771
- For example, Boots were offering a discount on their Mac Jacobs Daisy perfume and provide the user with a code in the ad copy If a user clicks the ad but doesn’t convert, they could either increase bids when this user is searching on the brand again, or create a campaign specifically to reach only these users which would have bespoke ad copy and landing pages relating to the offer The list could also be applied to their shopping campaigns
- To create this list, go to the Google Analytics Audience section as you normally would for creating a remarketing list, and choose the ‘custom’ option Then under the ‘Conditions’ tab, select: Ad Content = whatever your promo code / messaging was Transactions = <0 Time on site = >30 (this makes sure they didn’t just leave really quick because maybe they clicked by accident or it’s not what they’re looking for!) Hit apply!
- For example Waitrose could increase their bids when the user searching spends more than average usually It’s also a great way to keep your high value customers away from competitors because they might search for a generic term like ‘online grocery shopping companies’ and you can make sure you’ve got the best visibility when they search and could find a competitor ad
- Create this list under ecommerce Remember to change the default ‘user’ option to session as you want revenue in a single session, rather than cumulative for a user
- Smart lists are a pre defined option on the first screen after you click to create a remarketing list, so they are super easy to make! It doesn’t matter what you set the list duration for as Analytics updates the list daily depending on performance
- If you know someone’s purchase history, you can make pretty well informed guesses about what they might purchase next! RLSAs allow you to advertise on the products that you maybe wouldn’t always advertise on, because they have low conversion rates for example, because you know the user searching has already purchased a related product from you
- For example Pandora might not usually bid on silver cleaning kits, but they could use RLSAs to still bid on these items when the user searching is someone who has recently bought a silver bracelet from them
- Create this under the conditions tab again, choosing product as the criteria, and then whatever the product is that you’re basing it on, in this case silver bracelet. Apply the list to an ad group about silver cleaning cloths, using the target and bid setting, so the ads only show IF the user is on the remarketing list
- Because you can create lists based on the brands people have bought in the passed, you can adjust bids on their future searches.
- For example ASOS sell lots of different petite clothing brnds They could increase their bids on anyone searching on their petite brands, if they know the user has previously purchased from one of their other petite brands, because they’re more likely to buy from a petite brand again
- Create this list under ‘conditions’ and choose ‘product brand’ as the criteria
- This tactic is a bit more of an advanced version of ‘increase bid for anyone who visited your site but didn’t convert’ You can increase bids for people searching who completed a micro goal, such as viewing a key page or staying on the site for over ten minutes, but who have not yet completed your macro conversion (like purchasing or signing up) Because they’ve completed a micro goal, it’s an indication that they are more likely to go on and complete a macro goal, and aren’t one of the people who have simply changed their mind This means the user is more qualified than simply any user who visited the site but didn’t convert, because they completed a micro goal which shows a stronger likelihood of the conversion being completed
- If you don’t have a mico goal being tracked such as a whitepaper download or a mortgage calculator, then use a target time on site as a goal, for example anyone that spends more than 3 minutes on your Services page could be considered to have completed a micro goal and expressed interest.
- Create this list under the conditions tab again Select the micro goal so the user has completed it at least once Select the macro goal so there are zero completions Make sure you’ve changed to users rather than sessions or hits, because the user might have performed the goal in another session so it doesn't matter about a particular session, it matters overall as a user
- In this next section I’ll share some of the common questions I get asked about RLSAs, or things I wish I had know before I used them!
- Using RLSAs with conversion optimiser If you apply an RLSA list to an ad group using conversion optimiser, target CPA, or target ROAS bidding strategies, it will use the predicted performance of the list audience to make bid adjustment accordingly and ignore any manual bid adjustments you’ve set. If you apply RLSAs to an ad group using enhanced CPC, the enhanced CPC bid adjustments will occur on top of any manual RLSA bid adjustments you have applied. If you’re applying multiple RLSA lists to an ad group which uses an automated bidding strategy that I have mentioned, then make sure that there is no overlap on your lists, otherwise the automated strategy gets confused! If in doubt, only apply one list per ad group if you are using one of these features
- Remember to consider that RLSA bid adjustments behave just like all other bid adjustments and stack on top of each other, So if you have location, device or scheduling bid adjustments, Google will start with the lowest bid adjustment and multiply your base bid by that, then they’ll take whatever the result it and apply your next lowest bid multiplier to that (not your original base bid), until they eventually apply the highest bid multiplier to the already high new bid. The most your bid will ever be increased by is 900% even if the multipliers would have it increase further
- You can use lists with longer durations, but Google will make those users not eligible on the lists once 180 days is reached
- Remember to update your privacy policy to state that you’re using cookies for remarketing. Remember that lists need at least 1000 active users before they can be used for RLSAs List duration? 540 days? limit of 2000 Remarketing Audiences per Analytics account The In-Market Segment dimension is not available for Remarketing Audiences. The Days Since Last Visit metric is not available for Remarketing Audiences.
- Get started today! Even if you don’t have time to come up with a full blown RLSA strategy, create the lists and apply them to your campaigns so they can start gathering performance data Then you when you do have time, they’re ready to go!
- https://support.google.com/adwords/answer/4782789 https://www.thinkwithgoogle.com/intl/en-gb/case-studies/clarks-remarketing-lists-search-ads.html http://searchengineland.com/remarketing-lists-search-ads-can-now-use-conversion-based-automated-bid-strategies-adwords-195193 https://support.google.com/analytics/answer/4628577?hl=en