5 advanced strategies to supercharge your rlsa campaigns
TRANSCRIPT
LIVE SEMINAR:
5 Advanced Strategies to Supercharge Your RLSA Campaigns
Winning RLSA & Remarketing Strategies That’ll Improve Bottom Line Revenue
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Today’s Resources
OVERVIEW
•Founded in 2007
•Recognized as an Official Google Shopping Partner
•Recognized as a Google Premier Partner
•350+ Active Retail Clients
•Recognized as one of the Top 10 best places to work in SD
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
• Facebook Advertising Management
About CPC Strategy
Today’s Seminar Speakers
Christina BerryAgency Development Manager
Lewis BrannonSenior Paid Search Manager
Today’s Topics
• Why is RSLA valuable?
• Using RLSA in conjunction with Google Shopping
• Adjusting Your Bid Strategy for only Most Qualified Users
• Strategic Ways to Maximize Your Branded & Non-Branded Traffic
• Implement an upsell strategy for previously converted users
• Live Q&A with Google
t
But reaching the right customers can feel like finding a needle in a haystack
How to navigate this complexity: ● Find your ideal audience● Reach that audience at scale● Be cost efficient
Why is RLSA Valuable?
Why is RLSA Valuable?
96% 70%Abandon shopping
carts without purchasing1
Leave a websitewithout converting1
49%Typically visit
2–4 sites before purchasing2
In the pursuit of conversions, one visit is not enough
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010 2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Auction bidding has traditionally been contextualKey
word
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Keyword
Bids
Why is RLSA Valuable?
Supercharge your search campaigns
Remarketing Lists for Search Ads (RLSA)
Keyword Searches
Your Audience Data
Why is RLSA Valuable?
But Audience data has dramatically changed things
Keyword + Audience
Keyword + A
udience
Keyword + A
udience
Keyword + A
udience
Keyword + A
udience
Keyword + A
udience
Keyword + A
udience
Keyword + A
udience
Bids
Bidding up on Audiences Bidding down on Audiences
Why is RLSA Valuable?
20%average increase in
conversions rate
53%average CPA decrease for
conversions from an RLSA user list
vs. entire campaign
10%average increase in conversions for
advertisers that use RLSA vs.
advertisers that do not use RLSA
Audience + Intent = Power
Why is RLSA Valuable?
1. Remarketing pixel placed on your site
Using RLSA in conjunction with Google Shopping
3. Launch RLSA strategy for Adwords Search campaigns
Targeted GoogleDisplay Network ads
2. Create “Audience” list of visitors*
How RLSA works
Already familiar with your products or brand
“Audiences” of higher-converting consumers
Using RLSA in conjunction with Google Shopping
Improve your Shopping Campaign Impression Share for existing shoppers
Strategic Ways to Maximize Your Branded & Non-Branded Traffic
All Visitors - 30d+25%Brand Search Cart Abandon - 10d
+50%
All Visitors - 30d+50%
Non-Brand Search
Cart Abandon - 10d+100%
All Visitors - 30d+30%Brand Shopping Cart Abandon - 10d
+60%
All Visitors - 30d+75%
Non-Brand Shopping
Cart Abandon - 10d+150%
SEA
RCH
SHO
PPIN
G
Understand your website visitors
Three simple steps
Capture signals from your website that your audience leaves
Collect & Segment
Segment your audiences to align signal, strategy, and value
Adjusting Your Bid Strategy for Only Most Qualified Users
Adjusting Your Bid Strategy for Only Most Qualified Users
Capture Signals from your website
Basic AdvancedBasic lists including Site
VisitorsLeverage variety of lists
based on site activity
All visitors of the website that have not
converted
Existing customers that are shopping/ researching
Consumers that have added an item to the
shopping cart, but not purchased
Homepage Visitors Start Conversion, but No Completion Converter (Customer)Signal
Strategy
Visitor Abandon Retention
Adjusting Your Bid Strategy for Only Most Qualified Users
CPA Bid Multiplier
Low + 900% (max)Converters
Homepage Visitors
Product Page
Cart Abandoners
Category Pages
PreviousBuyers
Segment your lists and bid strategically based on the conversion funnel
High 0%
Adjusting Your Bid Strategy for Only Most Qualified Users
Purchasers
AbandonersCart
abandonerCheckout
abandoner
Micro-conversions
Email sign-upAccount creation
Quote RequestForm completion
Engaged Visitors
Time On SitePage Depth
Live ChatSite Search
Key User Signals Browsing Activity
Landing PageHomepage viewersCategory viewersProduct viewers
Adjusting Your Bid Strategy for Only Most Qualified Users
Incorporate Audience Value into Bidding
Basic Advanced
No bid adjustments (reporting only or targeting
RLSA separately)
Flat bid adjustments that are updated regularly
Google Analytics
Expert
Diverse bid adjustments based on audience value to
company
KEYWORD SEARCHES AUDIENCE LIST MEMBERS
AUDIENCE
LIST MEMBERS
SEARCHING
Bid Only
Adjusting Your Bid Strategy for Only Most Qualified Users
Best Practices✓ Save filters for high converting audiences above target ROI / below target CPA
✓ Save filters for higher spending audiences below ROI / above target CPA
Campaign/Adgroup View within AdWords
** Not enough data =(
Setting Audience Bid Modifiers
Adjusting Your Bid Strategy for Only Most Qualified Users
Best Practices
✓ Download audience report at the account level
✓ Pivot the data to see how an audience is doing across an entire account
✓ This will give you more insight into audiences that are doing well holistically
✓ This can empower you to take action and potentially bid up/down on audiences that
don’t have enough data to act at the campaign/adgroup level.
Pivoted Audience Level
Report
Setting Audience Bid Modifiers
Implement an Upsell Strategy for Previously Converted Users
Promote new offers, complimentary products and services to past converters
✓ Allocate specific budget
✓ Bid on new or generic keywords
✓ Customize messaging for past clients
Target & Bid
Implement an Upsell Strategy for Previously Converted Users
UPSELL CROSS SELL
● Mobile phone case brand that wanted to reach upper funnel traffic at scale● Very poor ROAS on upper funnel historically● Knew that past purchasers tend to repeat when new model is released● Knew that case buyers tended to later buy headphones● Utilized Customer Match - Target & Bid
Campaign Structure
Success Stories with RLSA Campaigns
● Micro-conversions — Using back-end data, determined that 80% of approved finance
applicants become a purchase, with the average application value over $750.
● Engagements — Users who do a site search (+68%), engage with live chat (+50%), or play a
product video (+9%) on the site are more likely to convert.
Furniture store increases conversions with RLSA for micro-conversions and engagements
Success Stories with RLSA Campaigns
● Used RLSA to remarket users
who purchased Sept-Oct, 2015
● Uploaded email lists (Customer
Match) of purchasers Sept-Oct
over the past 5 years
● Used with ISO™ to target Upper
Funnel traffic for Last
Halloween Purchasers
Halloween costume brand sees YoY ROI gains through RLSA in Shopping