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

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In this webinar, Ty Martin, Director of Digital Media Strategy for iCrossing, shared how brands can leverage Google’s new audience targeting method – Remarketing Lists for Search Ads (RLSA) – for an …

In this webinar, Ty Martin, Director of Digital Media Strategy for iCrossing, shared how brands can leverage Google’s new audience targeting method – Remarketing Lists for Search Ads (RLSA) – for an audience-based, content-driven, “always on” approach to reaching the right people, with the right message at the right moment.

Note: A video recording of the webinar is available on the Direct Marketing Association website: https://attendee.gotowebinar.com/g2wattendee/recording/3312336312168438530

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  • 1. 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  
  • 2. A little about me TOPIC: Remarketing Lists for Search Ads A little about me Ty Martin | San Francisco Director of Digital Media Strategy
  • 3. In the Year 2000 TOPIC: Remarketing Lists for Search Ads •  Search engines were fragmented •  Keyword targeting was unsophisticated •  Bid prices were low •  Huge opportunity for early adopters
  • 4. In the Year 2000 TOPIC: Remarketing Lists for Search Ads 1.  Started a new search engine for finding wav sound files
  • 5. In the Year 2000 TOPIC: Remarketing Lists for Search Ads 2.  Monetized it with paid links within the search results per click revenue $0.06Sold Clicks
  • 6. In the Year 2000 TOPIC: Remarketing Lists for Search Ads 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%
  • 7. In the Year 2000 TOPIC: Remarketing Lists for Search Ads 3.  Boosted visits to the site by bidding on keywords on GoTo.com, the original pay-per-click engine * Ad click rate of 30%
  • 8. In the Year 2000 TOPIC: Remarketing Lists for Search Ads 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 * Ad click rate of 30%
  • 9. In the Year 2000 TOPIC: Remarketing Lists for Search Ads 5.  …until the dot com bubble burst
  • 10. Fast forward to 2014 TOPIC: Remarketing Lists for Search Ads •  Engines are consolidated •  Targeting is incredibly precise •  Prices are high…and it’s worth it •  Still opportunity for early adopters of search engine features
  • 11. Inside the AdWords interface TOPIC: Remarketing Lists for Search Ads body
  • 12. TOPIC: Remarketing Lists for Search Ads body Inside the AdWords interface: Location Targeting
  • 13. Inside the AdWords interface: Bid Simulator TOPIC: Remarketing Lists for Search Ads body
  • 14. TOPIC: Remarketing Lists for Search Ads body Inside the AdWords interface: Location Bidding
  • 15. TOPIC: Remarketing Lists for Search Ads 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
  • 16. Our main topic today: A relatively new AdWords feature TOPIC: Remarketing Lists for Search Ads Remarketing Lists for Search Ads (RLSA)
  • 17. What is RLSA? TOPIC: Remarketing Lists for Search Ads 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
  • 18. What is RLSA? TOPIC: Remarketing Lists for Search Ads THE HYPERBOLIC VERSION: RLSA is a once-in-a-decade milestone in search.
  • 19. TOPIC: Remarketing Lists for Search Ads By overlaying audience targeting and keyword targeting, advertisers can know the people behind the behavior What is RLSA? THE HYPERBOLIC VERSION:
  • 20. TOPIC: Remarketing Lists for Search Ads By overlaying audience targeting and keyword targeting, advertisers can know the people behind the behavior What is RLSA? THE HYPERBOLIC VERSION: * In a non-personally-identifiable way
  • 21. TOPIC: Remarketing Lists for Search Ads It’s another way to slice and dice your campaign, and differentiate the experience for searchers Geography Search Campaign Language RLSA
  • 22. TOPIC: Remarketing Lists for Search Ads 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
  • 23. TOPIC: Remarketing Lists for Search Ads RLSA will only account for a portion of your campaign impressions… RLSA About 1%-30%
  • 24. TOPIC: Remarketing Lists for Search Ads …because it only reaches people who have visited your site and searched your keywords Site   Visitors   RLSA Keyword   Searchers  
  • 25. TOPIC: Remarketing Lists for Search Ads 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
  • 26. TOPIC: Remarketing Lists for Search Ads How should I use it? Here are our 7 favorite ways…
  • 27. TOPIC: Remarketing Lists for Search Ads 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
  • 28. TOPIC: Remarketing Lists for Search Ads 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
  • 29. TOPIC: Remarketing Lists for Search Ads 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
  • 30. TOPIC: Remarketing Lists for Search 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
  • 31. TOPIC: Remarketing Lists for Search Ads Cross-sell other products & services to existing customers 5 Mortgage Sign-Up Promote Checking Accounts product FINANCIAL SERVICES BRAND
  • 32. TOPIC: Remarketing Lists for Search Ads 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  
  • 33. TOPIC: Remarketing Lists for Search Ads 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)
  • 34. TOPIC: Remarketing Lists for Search Ads 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  
  • 35. TOPIC: Remarketing Lists for Search Ads 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  
  • 36. TOPIC: Remarketing Lists for Search Ads 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
  • 37. TOPIC: Remarketing Lists for Search Ads 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  
  • 38. TOPIC: Remarketing Lists for Search Ads 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  
  • 39. TOPIC: Remarketing Lists for Search Ads 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…
  • 40. TOPIC: Remarketing Lists for Search Ads 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.
  • 41. TOPIC: Remarketing Lists for Search Ads 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  
  • 42. TOPIC: Remarketing Lists for Search Ads 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!
  • 43. WHAT WE HAVE LEARNED
  • 44. TOPIC: Remarketing Lists for Search Ads 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
  • 45. 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