Audience-Based Search Targeting: How Google RLSA Can Work for Your Brand

A DATA DRIVEN APPROACH:
HOW TO MAKE RLSA WORK
FOR YOUR BRAND
Remarketing Lists
for Search Ads
Ty
Mar'n,
Director
of
Digital
Media,
iCrossing
San
Francisco

A little about me
TOPIC: Remarketing Lists for Search Ads
A little about me Ty Martin | San Francisco
Director of Digital Media Strategy

In the Year 2000
•  Search engines were fragmented
•  Keyword targeting was unsophisticated
•  Bid prices were low
•  Huge opportunity for early adopters

In the Year 2000
1.  Started a new
search engine
for finding wav
sound files

In the Year 2000
2.  Monetized it with paid links within the search results
per click
revenue
$0.06Sold
Clicks

In the Year 2000
3.  Boosted visits to the site by bidding on keywords on
GoTo.com, the original pay-per-click engine
Bought
Clicks
per click
cost
$0.01
* Ad click rate of 30%

In the Year 2000
3.  Boosted visits to the site by bidding on keywords on
GoTo.com, the original pay-per-click engine

In the Year 2000
4.  Enjoyed couple months of arbitrage…
per click
revenue
$0.06
per click
profit
$0.008=
Bought
Clicks
per click
cost
$0.01
Sold
Clicks

In the Year 2000
5.  …until the dot com bubble
burst

Fast forward to 2014
•  Engines are consolidated
•  Targeting is incredibly precise
•  Prices are high…and it’s worth it
•  Still opportunity for early adopters of search
engine features

Inside the AdWords interface
body

body
Inside the AdWords interface: Location Targeting

Inside the AdWords interface: Bid Simulator
body

body
Inside the AdWords interface: Location Bidding

Remarketing
Lists can be
thought of as
cookie pools of
users who
visited your
web site
They are the
basis for RLSA
Inside the AdWords interface: Remarketing Lists

Our main topic today:
A relatively new AdWords feature
Remarketing Lists
for Search Ads
(RLSA)

What is RLSA?
THE BORING VERSION:
RLSA is a feature of the AdWords search platform
that enables advertisers to specify custom bids and
ad copy for searchers who have previously visited
their web site

What is RLSA?
THE HYPERBOLIC VERSION:
RLSA is a once-in-a-decade milestone in search.

By overlaying audience targeting and keyword targeting,
advertisers can know the people behind the behavior
What is RLSA?

By overlaying audience targeting and keyword targeting,
advertisers can know the people behind the behavior
What is RLSA?
* In a non-personally-identifiable way

It’s another way to
slice and dice your
campaign, and
differentiate the
experience for
searchers
Geography
Search
Campaign
Language
RLSA

How does it work?
Place Google Remarketing Tags on your site
1 Define Remarketing Lists in AdWords interface
(based on Remarketing Tags)2
Apply Remarketing Lists to campaigns
3
Set bid adjustments or copy changes
4

RLSA will only account for a portion of
your campaign impressions…
RLSA
About 1%-30%

…because it only reaches people who have
visited your site and searched your keywords
Site

Visitors

RLSA
Keyword

Searchers

Why should I care?
By tailoring the experience for searchers that have
demonstrated prior interest in my brand,
I can increase the
likelihood they
will convert.
easy
money

How should I use it?
Here are our 7 favorite ways…

Bid higher on searchers that have visited
your site because they’ve expressed
intent
1 Client
X
Avg.
Rank
Cost-‐Per-‐Click
Conversion
Rate
Cost-‐Per-‐Order
ROAS

New
3.4
$0.70
1.1%
$64.92
1.64

Returning
1.9
$0.87
2.1%
$41.84
2.40

Like many advertisers, this travel client found
that return visitors tend to have far stronger
conversion rates than new site visitors
TRAVEL BRAND

Broaden your
keyword list to reach
past site visitors more
often in daily life
2
Exis'ng

Keywords

Addi'onal
keywords

targeted
only
to
site

visitors
“buy
a
car”

“auto
insurance”

INSURANCE BRAND

Save media spend
by blocking ads from
showing to previous
buyers
3
(If
you’re
a
one-‐7me-‐
purchase
brand)

TELCO BRAND
TV Service
Sign-Up
Exclude from future
TV Service ads

Drive repeat purchases
from previous buyers4(If
you’re
a
repeat
purchase
brand)

JAN FEB MAR APR MAY JUN JUL AUG SEP
RETAIL BRAND

Cross-sell other
products & services
to existing customers
5 Mortgage
Sign-Up
Promote Checking
Accounts product
FINANCIAL SERVICES BRAND

Design sequential messaging
that guides customers through
the shopping journey
6
One
ad
for
searchers
who

haven’t
been
to
your
site

A
diﬀerent
ad
for
a
search

aXer
they’ve
visited
your
site

Custom-tailor the
search experience
by audience personas
or attributes
7
Age
Gender
Income
Education
Interests
§  Health & Fitness
§  Computer GamesExamples
(Requires a data management platform)

Where should I start when
designing my RLSA campaign?
Site

Visitors

Keyword

Searchers

Gauge
Volume

Poten7al

Start
Broad
and

Basic

All Site Visitors:
+X% bid boost
Add
Granularity

Where
it
MaJers

Treatment
Remarke'ng
List

All Site Visitors
Start with
one
treatment for
all site
visitors
Sophis'ca'on

+15% bid adj.Low

hanging

fruit

Innova've

Tac'cs

Treatment
Remarke'ng
List

All Site Visitors
Add the next
level of
targeting
granularity
Sophis'ca'on

+15% bid adj.
+30% bid adj.
Viewed
Home
&
Garden
Pages

Viewed
Furniture
Pages

Shopping Cart
Abandoners
+50% bid adj.
+40% bid adj.
Low

hanging

fruit

Innova've

Tac'cs

Look for high list size and
anticipated difference in
conversion rate

Treatment
Remarke'ng
List

All Site Visitors
Try modifying
the ad copy
with a
“closer” offer
Sophis'ca'on

+15% bid adj.
+30% bid adj.
All Site Visitors Acquisition
Ad Copy
Viewed
Home
&
Garden
Pages

Viewed
Furniture
Pages

Shopping Cart
Abandoners
+50% bid adj.
+40% bid adj.
Low

hanging

fruit

Innova've

Tac'cs

Treatment
Remarke'ng
List

All Site Visitors
Do it by
persona.
(Requires a data
management
platform)
Sophis'ca'on

+15% bid adj.
+30% bid adj.
All Site Visitors Acquisition
Ad Copy
Viewed
Home
&
Garden
Pages

Viewed
Furniture
Pages

Shopping Cart
Abandoners
+50% bid adj.
+40% bid adj.
“Young Families”
Persona
Custom copy &
bid adj.
Low

hanging

fruit

Innova've

Tac'cs

By combining RLSA with a data
management platform, the system
can look up a user’s past behaviors in
milliseconds and add the user to
Remarketing Lists if they match your
target persona
3rd Party Data Partners
Do it by
persona
iCrossing’s 2nd Party Data Partners
Many more…

For example, you might choose to
increase bids on personas that are
known to have the highest lifetime value
+15% bid adj.
Age: 30-35, HHI: $45K+
Lifestyle: Up & Comer
Life Stage: Single
DMA: Des Moines, IA
Intent: Travel, FurnitureSingles
Target
Persona

Do it by
persona.

Custom ad copy
Young Families
Campaign

Technophiles
Custom ad copy
Do it by
persona.
For a financial services client, iCrossing
promoted the product features that research
shows resonates they most with each persona
Mobile
check
deposit

Bill
Reminders

What are some more tricks & tips?
•  Link your AdWords and DFA accounts to share
remarketing lists and messaging in search and display
•  Link your AdWords and YouTube accounts to build
remarketing lists of people who viewed your videos
•  Don’t forget to apply RLSA to Product Listing Ads too!

Three things to remember:
•  RLSA is low-hanging fruit to improve search campaign
performance by customizing the experience for people who
have visited your site
•  The main requirement is implementing Google remarketing tags
on pertinent web pages
•  By combining RLSA with a DMP, you will get ahead of the
competition by customizing the experience based on gender,
age, interests and other attributes

Q&A +
THANK YOU
Download
the
POV
at

www.icrossing.com

Ty
Mar7n

Director,
Digital
Media
Strategy,
iCrossing

Ty.Mar'n@icrossing.com

Stay
connected
with
iCrossing

Visit
us
at
icrossing.com

Call
us
at
866.620.3780

Google.com/+iCrossing

Twider
@iCrossing

Facebook.com/iCrossing

Linkedin.com/company/iCrossing

Audience-Based Search Targeting: How Google RLSA Can Work for Your Brand

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