How To Use Remarketing Lists for Search Ads by Craig Galyon

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From SMX East 2013 - Pro-Level Tips for Succeeding at Retargeting - How To Use Remarketing Lists for Search Ads by Craig Galyon - #SMX #13D

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How To Use Remarketing Lists for Search Ads by Craig Galyon

  1. 1. REMARKETING LISTS FOR SEARCH ADS # Craig Galyon SwellPath @CraigGalyon #SMX #13D October 1, 2013 #
  2. 2. Introduction SMX East 2013 1 SwellPath is a Search and Analytics agency based in Portland, OR Craig Galyon Sr. PPC & Media Specialist, SwellPath @craiggalyon
  3. 3. Agenda SMX East 2013 2 1. What are Remarketing Lists for Search Ads (RLSA)? • Why do we (Advanced Retargeters) care? 2. How do I do that? • Setup • Pitfalls 3. What should I do? • Quick Wins • Endless possibilities 4. Is it worth doing? • Yes
  4. 4. Part 1: What are RLSAs SMX East 2013 3 1. What are Remarketing Lists for Search Ads (RLSA)? • Why do we (Advanced Retargeters) care? 2. How do I do that? • Setup • Pitfalls 3. What should I do? • Quick Wins • Endless possibilities 4. Is it worth doing? • Yes
  5. 5. What are Remarketing Lists for Search Ads (RLSA)? SMX East 2013 4 Remarketing Lists for Search Ads • Product feature in Google AdWords • Layers Remarketing audience targeting over Search PPC campaigns • Released in Beta July, 2012. Released to all advertisers July, 2013
  6. 6. Why do I care? SMX East 2013 5 RLSA combines power of display audience targeting with context and intent of search marketing. Search Display Strength Determining intent Identifying audience Weakness Identifying audience Determining intent Gross over simplification of digital channels
  7. 7. Part 2: Setup SMX East 2013 6 1. What are Remarketing Lists for Search Ads (RLSA)? • Why do we (Advanced Retargeters) care? 2. How do I do that? • Setup • Pitfalls 3. What should I do? • Quick Wins • Endless possibilities 4. Is it worth doing? • Yes
  8. 8. Audiences (Google Search) SMX East 2013 7 Create Remarketing segments, as simple or complex as you would like List size may differ between Google Search and Display Network. • Separate cookie for Search/Display lists • Search was introduced in July, 2013. Any visitors prior to that date would not be included Search list • Search list does not include users who are signed-in to Google
  9. 9. How to Setup RLSA? SMX East 2013 8
  10. 10. Audience Settings SMX East 2013 9 Set at ad group level Use any of your Remarketing lists or Custom combinations Choose targeting type
  11. 11. SMX East 2013 10 Choose targeting type
  12. 12. 8 days of “whoops”… SMX East 2013 11 Applied wrong targeting Changed targeting
  13. 13. Can you guess which? SMX East 2013 12 B A A) Target and Bid / Bid Only B) Target and Bid / Bid Only
  14. 14. Can you guess which? SMX East 2013 13 B A A) Target and Bid / Bid Only B) Target and Bid / Bid Only
  15. 15. Congratulations! SMX East 2013 14
  16. 16. So what happened? SMX East 2013 15 AdWords Editor happened. Lists options, but no option to change Targeting setting in AdWords Editor
  17. 17. So what happened? SMX East 2013 16 Copy/Paste doesn’t work either… If copying/pasting an audience, defaults to “Target and bid” (this was my error) What’s the solution…
  18. 18. SMX East 2013 17 Do whatever motivates you. Then do it manually.
  19. 19. That’s it! SMX East 2013 18 Implementation is the same as any Display Remarketing campaign.
  20. 20. Part 3: Ideas SMX East 2013 19 1. What are Remarketing Lists for Search Ads (RLSA)? • Why do we (Advanced Retargeters) care? 2. How do I do that? • Setup • Pitfalls 3. What should I do? • Quick Wins • Endless possibilities 4. Is it worth doing? • Yes
  21. 21. Quick Win #1 (we’re talking 2 minutes quick…) SMX East 2013 20 Excluding current users Create audience for users who already subscribe to your product. Reduce wasted spend (particularly in Branded search) by excluding this audience
  22. 22. Quick Win #1 – Excluding current users SMX East 2013 21
  23. 23. Quick Win #2 – Quick but not as quick SMX East 2013 22 Separate new vs. returning visitors 1. Duplicate campaigns (easiest in AdWords Editor) 2. Apply “Target and bid” targeting to new campaign Hidden trap: Ads from each version of campaign will compete with one another. • Google recommends increasing CPCs on new campaign to outrank original ads. • Craig recommends excluding your audience from the original campaign. No increase in cost, no chance ads will overlap.
  24. 24. Quick Win #2.1 – Adjust Ad Copy SMX East 2013 23 “If you tell the same story over and over, people stop wanting to talk to you.” -Jennie Smythe, Owner, Girlilla Marketing Adjust ad copy for returning visitors • Use stronger buying signals like “Buy Now”, “Save Money”, “Don’t Leave Me Again” • Ads cannot target users with messaging that suggests you know they’ve taken any action. • “Exclusive Selection of Red Nike Shoes” – ok • “Looking for Red Nikes? We have ‘em” – not ok • Send return visitors to deeper, more targeted landing pages
  25. 25. Quick Win #2.2 – Adjust Bids SMX East 2013 24 Adjust bids for new vs. returning visitors • Use insights from Google Analytics to determine value of each Returning Visitors are worth 3x a New Visitor
  26. 26. Does it work? SMX East 2013 25 6x more likely to convert 77% decrease in CPA Separating new vs. returning visitors New Visitors Return Visitors 54x clicks 33% decrease in Avg. CPC
  27. 27. Quick Win #3 – Bid Modifier for Competitive Keywords SMX East 2013 26 Use “Bid only” targeting to increase traffic from high value/high cost keywords Increasing volume of conversions, mitigate increase in CPA in process Results Implemented “Bid Only” targeting adjustment 18% increase in Avg. CPC 4% increase in CPA The Good The Bad 36% increase in Conversions 20% increase in Clicks (all from return visitors)
  28. 28. Not-So-Quick Wins – Buying Behavior SMX East 2013 27 Use Analytics to better understand your buying cycles Most transactions occur on the first day, but lower value products Create audience segment for 3-5 days and target ads towards higher value products $$
  29. 29. NSQW – Upsell Products SMX East 2013 28 Problem: • Typically restrictive to advertise for small ticket items based on low margins. Missed opportunity due to CPA. Solution: • Segment users based on past buying behavior, and time, to only serve to most relevant audience. • Promote accessories, add-ons, complimentary products • In addition to revenue gains, creates more loyal, long-term customers Example: Brand selling consumer electronics can segment visitors who purchased a camera. • Upsell camera bags, stands between 7-14 days • Upsell camera lenses 30-45 days
  30. 30. NSQW – Market research SMX East 2013 29 Stalk Get to know your customers Use Broad match keywords as a tool to better understand your consumers search behavior post-conversion. How-to: 1. Create lists of converted users with short cookie length (1-2 days) 2. Target head terms with Broad Match type 3. Bid aggressively to maximize impressions 4. Monitor Search Query Reports for valuable insights What you can expect: 1. Terrible quality scores 2. Low CTRs 3. Expensive CPCs 4. Deeper understanding of your consumer’s needs and ways you can improve engagement
  31. 31. Part 4: Is it worth it? SMX East 2013 30 1. What are Remarketing Lists for Search Ads (RLSA)? • Why do we (Advanced Retargeters) care? 2. How do I do that? • Setup • Pitfalls 3. What should I do? • Quick Wins • Endless possibilities 4. Is it worth doing? • Yes
  32. 32. Is it worth it? SMX East 2013 31 About 00,000,001 results (0.20 seconds) Yes – Yes they are Results for are rlsa campaigns worth the effort? The Internet – 1 hour ago It is official. You should implement RLSA campaigns today.
  33. 33. SMX East 2013 32 ank ou How bout that Breaking Bad finale, right? Craig Galyon Sr. PPC & Media Specialist, SwellPath @craiggalyon
  34. 34. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # Presentation for OHSU | July 33

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