rlsa hero conf 2014 rod richmond clean digital
DESCRIPTION
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.TRANSCRIPT
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
APRIL 2014
ARE YOU SURE YOU WANT THAT? RETARGETING FOR SEARCH
INTENT
ROD RICHMOND
@rodppc
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+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. Comparison5. Final RLSA Tips
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
1. RLSA vs Remarketing for Display
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well - Research
tennisgear.com
Selling affordable tennis gear online
Analytics – Reverse Goal Path
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well - Research
tennisgear.com
Selling affordable tennis gear online
Analytics – Time to Purchase
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well - Research
tennisgear.com
Selling affordable tennis gear online
Adwords – Ad Group Click Path
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well - Building
Build Segmented Remarketing Lists
tennisgear.com
Selling affordable tennis gear online
Converters/ Non Converters
Custom Combination List: visitors of tennis rackets page who ALSO converted.
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well
New RLSA Campaigns (Target and bid adjustments)
tennisgear.com
Selling affordable tennis gear online
Adjust messaging AND bids. We know they are likely to buy complimentary products, especially bags and balls.
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
2. RLSA Done Well
New RLSA Campaigns (Target and bid adjustments)
tennisgear.com
Selling 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.
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
3. RLSA Gone Wrong!
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+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.
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+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.
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+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 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+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
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
5. Final RLSA Tips
Coupons/ OffersBids or MessagingComplementary ProductsDiscreetSegment
Things to bear in mind for your next RLSA campaign:
15 Queen StreetEdinburghEH2 1JE
@clean_digitalwww.cleandigital.co.uk
[email protected]+44 (0)131 20 20 347
15 Queen StreetEdinburghEH2 1JE
@[email protected]+44 (0)131 20 20 347 www.cleandigital.co.uk
Thank You!