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Tara West - SMX London 2016 - Supercharge Your RLSAs (Remarketing Lists for Search Ads)

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See how you can use RLSAs since their integration with Google analytics created many new powerful targeting opportunities.

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Tara West - SMX London 2016 - Supercharge Your RLSAs (Remarketing Lists for Search Ads)

  1. 1. #SMX #SMXLondon #22A1 @Tara_Dee_West Supercharge Your Remarketing Lists For Search Ads Tara West Head of PPC @EtchUK SMX London - May 2016
  2. 2. #SMX #SMXLondon #22A1 @Tara_Dee_West Over the last few years, the search landscape has been evolving
  3. 3. #SMX #SMXLondon #22A1 @Tara_Dee_West It’s no longer all about keywords
  4. 4. #SMX #SMXLondon #22A1 @Tara_Dee_West The search landscape now includes a lot more ‘people based marketing’ features
  5. 5. #SMX #SMXLondon #22A1 @Tara_Dee_West The first example of people based marketing within PPC search ads occurred in 2013 with the release of RLSAs Since their release, RLSAs have gained many new functionalities
  6. 6. #SMX #SMXLondon #22A1 @Tara_Dee_West The biggest update to RLSAs has been their integration with Google Analytics remarketing lists
  7. 7. #SMX #SMXLondon #22A1 @Tara_Dee_West
  8. 8. #SMX #SMXLondon #22A1 @Tara_Dee_West Product BrandAd ContentExit Page Transactions Revenue Days to Transaction Product Quantity Removed from Basket Product Category RLSA integration of the Google Analytics remarketing tag means you can now target by… Date of First Session No of Sessions & Duration Traffic Source Campaign, source, medium
  9. 9. #SMX #SMXLondon #22A1 @Tara_Dee_West Analytics uses standard analytics code AdWords tag requires AdWords tag code You can keep both codes on your site AdWords tag needs custom parameters to target beyond page views AdWords remarketing set-up lists VS Google Analytics remarketing lists set-up
  10. 10. #SMX #SMXLondon #22A1 @Tara_Dee_West Activate the remarketing function in your Google Analytics tag
  11. 11. #SMX #SMXLondon #22A1 @Tara_Dee_West
  12. 12. #SMX #SMXLondon #22A1 @Tara_Dee_West Increase bids for users who have visited your site the optimum number of times to purchase
  13. 13. #SMX #SMXLondon #22A1 @Tara_Dee_West Virgin Holidays might find that most of their users visit at least 5 times before booking
  14. 14. #SMX #SMXLondon #22A1 @Tara_Dee_West 1. Analyse your Path Length report in Google Analytics: What is the optimum number of interactions?
  15. 15. #SMX #SMXLondon #22A1 @Tara_Dee_West 2. Create this RLSA list in Google Analytics under the Admin then Audiences tab: Conditions: Sessions = more than 5 AND Transactions = 0
  16. 16. #SMX #SMXLondon #22A1 @Tara_Dee_West 3. Apply the list within the AdWords Audiences tab, to your existing ad groups:
  17. 17. #SMX #SMXLondon #22A1 @Tara_Dee_West 4. Choosing the bid only setting when you apply this list: This means ads will show to anyone searching, as well as your audience
  18. 18. #SMX #SMXLondon #22A1 @Tara_Dee_West 5. Set a bid adjustment for your RLSA audience so your bids are adjusted when this audience are searching using your keywords: What should your bid adjustment be set at? http://bit.ly/1SWVWZO (Credit Periscopix)
  19. 19. #SMX #SMXLondon #22A1 @Tara_Dee_West Always apply the audience to the ad groups and let it gather conversion data before you set bid adjustments.
  20. 20. #SMX #SMXLondon #22A1 @Tara_Dee_West Generate awareness via Facebook ads, then move these users closer to purchase by bidding on broader keywords in search, with bespoke ad text
  21. 21. #SMX #SMXLondon #22A1 @Tara_Dee_West Tony&Guy could run Facebook ads for awareness, and then use RLSAs to reach these users when they are searching for new hairstyle ideas on Google
  22. 22. #SMX #SMXLondon #22A1 @Tara_Dee_West 1. Target new audiences on Facebook: Remember to use UTM tagging on the Facebook ads
  23. 23. #SMX #SMXLondon #22A1 @Tara_Dee_West 2. Create your RLSA list in Google Analytics based on the UTM tags you attached to your Facebook ad URLs Traffic source: • Campaign • Medium • Source
  24. 24. #SMX #SMXLondon #22A1 @Tara_Dee_West 3. Create a new AdWords campaign and ad groups, bidding on generic keywords: These keywords will reach users further up the path to purchase
  25. 25. #SMX #SMXLondon #22A1 @Tara_Dee_West 4. Create custom ad text designed for these users who are higher up the path to purchase and still in research mode: Think about how the ad message can move them closer to purchase
  26. 26. #SMX #SMXLondon #22A1 @Tara_Dee_West 4. Apply the RLSA list within the audiences tab, choosing the ‘target and bid’ setting: This means ads will only show when the searcher is on your RLSA list
  27. 27. #SMX #SMXLondon #22A1 @Tara_Dee_West Use RLSAs & Dynamic Search Ads together to show ads for your entire product inventory if the searcher is a regular customer
  28. 28. #SMX #SMXLondon #22A1 @Tara_Dee_West Amazon could show text ads for any of the products on it’s site if the user searching is a regular purchaser
  29. 29. #SMX #SMXLondon #22A1 @Tara_Dee_West Create this RLSA list: Conditions: • Transactions per user = >5 • List duration = 4 weeks Apply this as target & bid on your Dynamic Search Ads campaign
  30. 30. #SMX #SMXLondon #22A1 @Tara_Dee_West Let Google do the hard work for you, by using Smart Lists You need >500 transactions per month & 10,000 daily pageviews Smart Lists work best on ecommerce accounts Includes: location, device, browser, referrer, duration, If not, they’ll optimise based on similar businesses
  31. 31. #SMX #SMXLondon #22A1 @Tara_Dee_West M&S could apply a Smart List to existing search & shopping ad groups with a positive bid adjustment if the Smart List conversion rate is higher than average
  32. 32. #SMX #SMXLondon #22A1 @Tara_Dee_West This is a pre-defined list Create this RLSA list: Apply it as bid only to your existing ad groups then set bid adjustments
  33. 33. #SMX #SMXLondon #22A1 @Tara_Dee_West Show users who engaged with your email marketing specific ad text when they are searching on Google
  34. 34. #SMX #SMXLondon #22A1 @Tara_Dee_West Fabletics could show bespoke ad text when the user searching previously arrived on their site via a particular email campaign
  35. 35. #SMX #SMXLondon #22A1 @Tara_Dee_West Create this RLSA list: Traffic source: • Campaign • Medium • Source Apply this list as target & bid on new ad groups with custom sd text
  36. 36. #SMX #SMXLondon #22A1 @Tara_Dee_West Turn high value Black Friday shoppers into repeat customers
  37. 37. #SMX #SMXLondon #22A1 @Tara_Dee_West John Lewis could increase their bids on search & shopping ads for high value Black Friday shoppers after Black Friday
  38. 38. #SMX #SMXLondon #22A1 @Tara_Dee_West Conditions: • Session date • Revenue per session Create this RLSA list: Apply this list as bid only to existing ad groups
  39. 39. #SMX #SMXLondon #22A1 @Tara_Dee_West Increase bids for users who clicked a promotional ad but didn’t convert
  40. 40. #SMX #SMXLondon #22A1 @Tara_Dee_West Boots could increase bids for users who clicked their promotional ad but didn’t convert
  41. 41. #SMX #SMXLondon #22A1 @Tara_Dee_West Conditions: • Ad content • Transactions • Session duration Create this RLSA list: Apply this list as bid only on existing ad groups
  42. 42. #SMX #SMXLondon #22A1 @Tara_Dee_West Increase bids if the user searching has generated a high conversion value for you historically
  43. 43. #SMX #SMXLondon #22A1 @Tara_Dee_West Waitrose could increase bids when they know the user searching is someone who spends more than average when they purchase
  44. 44. #SMX #SMXLondon #22A1 @Tara_Dee_West Ecommerce: • Revenue per session Create this RLSA list: Apply this as bid only on existing ad groups
  45. 45. #SMX #SMXLondon #22A1 @Tara_Dee_West Adjust your bids when the person searching is similar to your existing customers They include people with similar characteristics Google automatically Create Similar Audiences The larger the original list, the better they work Based on browsing activity in the last 30 days
  46. 46. #SMX #SMXLondon #22A1 @Tara_Dee_West Fee Unique could use similar audiences of their existing customers as a bid adjustment on their existing campaigns
  47. 47. #SMX #SMXLondon #22A1 @Tara_Dee_West Find this RLSA list: This is a pre-defined list that will appear automatically Apply this as bid only on existing ad groups
  48. 48. #SMX #SMXLondon #22A1 @Tara_Dee_West Upsell on products you wouldn’t normally bid on, because you know the user has already purchased something related
  49. 49. #SMX #SMXLondon #22A1 @Tara_Dee_West Pandora might not usually advertise silver cleaning kits, unless the user searching has recently purchased a silver bracelet from them
  50. 50. #SMX #SMXLondon #22A1 @Tara_Dee_West Conditions: • Product contains Create this RLSA list: Apply this as target & bid on new ad groups of your target keywords
  51. 51. #SMX #SMXLondon #22A1 @Tara_Dee_West Increase bids on users searching for brands that are similar to other brands they have purchased from you in the past
  52. 52. #SMX #SMXLondon #22A1 @Tara_Dee_West ASOS could increase bids on other petite brands, if they know the user searching has previously bought something from them by another petite brand This could be applied across their search and shopping campaigns
  53. 53. #SMX #SMXLondon #22A1 @Tara_Dee_West Conditions: • Product brand contains Create this RLSA list: Apply this as bid only on existing ad groups
  54. 54. #SMX #SMXLondon #22A1 @Tara_Dee_West Increase bids for users who completed a micro goal, but not your main macro goal
  55. 55. #SMX #SMXLondon #22A1 @Tara_Dee_West Halifax could increase bids for users who used their mortgage calculator, but didn’t make an appointment with their mortgage advisor team You could make your micro-goal a time-on-site requirement
  56. 56. #SMX #SMXLondon #22A1 @Tara_Dee_West Conditions: • At least 1 micro-goal • No macro- goals Create this RLSA list: Apply this as bid only on existing ad groups
  57. 57. #SMX #SMXLondon #22A1 @Tara_Dee_West
  58. 58. #SMX #SMXLondon #22A1 @Tara_Dee_West RLSA audiences work with Conversion Optimiser and other automated bidding strategies Conversion Optimiser Target CPA, & ROAS will override manual bid adjustments & automatically adjust your bids for RLSA audiences you apply Enhanced CPC will make bid adjustments on top of any adjustments you have already set. Avoid audience overlap on any ad groups using automated bidding if you are applying multiple RLSAs
  59. 59. #SMX #SMXLondon #22A1 @Tara_Dee_West Remember that RLSA bid adjustments stack up, just like other bid adjustments
  60. 60. #SMX #SMXLondon #22A1 @Tara_Dee_West Test your list durations The maximum list duration is 180 days Use the time lag report and consider your average sales cycle
  61. 61. #SMX #SMXLondon #22A1 @Tara_Dee_West Other handy tips for RLSAs You can have up to 2,000 audiences per analytics account Lists need at least 1,000 members Demographics Such as age and gender aren’t available In market segments & days since last visit are not available
  62. 62. #SMX #SMXLondon #22A1 @Tara_Dee_West
  63. 63. #SMX #SMXLondon #22A1 @Tara_Dee_West Thank you Email: tara.west@etchuk.com Phone: 023 8000 4800 Twitter: @Tara_Dee_West @EtchUK
  64. 64. #SMX #SMXLondon #22A1 @Tara_Dee_West http://www.shutterstock.com/dl2_lim.mhtml?src=5ynmpDq3Hze94gksmgBLPw-1-13&id=394771744&size=medium_jpg http://www.shutterstock.com/pic-391068082/stock-photo-updating-software-technology-upgrade-concept.html?src=ic5Zp66iLXtDqOJnl5Yjbg-1-42 http://www.shutterstock.com/pic-391610881/stock-photo-job-interview-concept-office-table-top-view-notepad-pen-and-reminder-with-word-let-s-get-started.html?src=fsRHTv0r2ViOiqpwX9HMYQ-1-29 http://www.shutterstock.com/dl2_lim.mhtml?src=1Swheuwy_2kQAC7yuQV1pQ-1-0&id=302024738&size=medium_jpghttp://www.shutterstock.com/dl2_lim.mhtml?src=1Swheuwy_2kQAC7yuQV1pQ-1- 0&id=302024738&size=medium_jpg http://www.shutterstock.com/pic-302024738/stock-photo-ostersund-sweden-august-close-up-of-google-analytics-main-page-on-a-computer-screen.html?src=1Swheuwy_2kQAC7yuQV1pQ-1-0 http://www.shutterstock.com/pic-247761133/stock-photo-funny-girl-female-boxer-model-wearing-big-fun-pink-gloves-playing-sports-boxing-studio-shot-blue.html?src=5j5xnCSmlHo9Yay4FyBDIg-1-3 http://www.shutterstock.com/pic-287726324/stock-photo-soccer-field-with-the-text-tactics.html?src=IPAxilBX6JFgX0YhlYbxuw-1-94 http://www.shutterstock.com/pic-337424894/stock-photo-modern-shopper-with-black-friday-paperbag-going-in-the-mall.html?src=aa6eQnCnj4rvWv7E9R-w8Q-1-0 http://www.shutterstock.com/pic-245050771/stock-photo--off-sign-in-glowing-sparkler-on-dark-background.html?src=A6pyqUP_lWyxVKiK_kwxrw-1-32 http://www.shutterstock.com/pic-215970922/stock-photo-fire-exit-sign.html?src=AwOeBBY39Xu549Bzv_WHow-5-133 http://www.shutterstock.com/pic-373000474/stock-photo-gold-coins-of-one-malaysian-currency-isolated-on-white.html?src=-p3jxzSp1Y2PMej_SwKL1w-2-71 http://www.shutterstock.com/pic-324873815/stock-photo-notebook-with-text-inside-goals-on-table-with-coffee-mobile-phone-and-glasses.html?src=JqSpIk9On0eDJtonM5jPwQ-1-28 http://www.shutterstock.com/pic-351894695/stock-photo-hand-woman-using-smartphone-in-coffee-shop-and-soft-light-with-vintage-filter.html?src=yeeH9d1j5zgM3cLfysizRw-1-147 http://www.shutterstock.com/pic-319698185/stock-photo-kiev-ukraine-august-facebook-like-logos-for-e-business-web-sites-mobile-applications.html?src=GcyRSVUGgCrNGSUax9KdhQ-1-49 <a href="http://www.shutterstock.com/gallery-1473704p1.html?cr=00&pl=edit-00">tanuha2001</a> / <a href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a> tanuha2001 / Shutterstock.com http://www.shutterstock.com/pic-404246509/stock-photo-shopping.html?src=ypHOcal9lpHJWHvzTHuPJw-1-73 http://www.shutterstock.com/pic-285028094/stock-photo-helpful-tips-concept-on-black-blackboard-with-businessman-hand-holding-paper-plane.html?src=sxq61Dh99H59zzKwSrt3IQ-1-4 http://www.shutterstock.com/pic-169002578/stock-photo-vintage-tin-toy-robot.html?src=t3kOITJAu4LZ2Wkzt0D56g-1-1 http://www.shutterstock.com/pic-387759382/stock-photo-hand-of-engineer-playing-a-blocks-wood-game-jenga-on-blueprint-or-architectural-project.html?src=1iF70lmpE7XYG56Tc6GM8Q-1-23 http://www.shutterstock.com/pic-227705986/stock-photo-mountain-view-ca-usa-nov-android-lollipop-latest-android-os-replica-in-front-of.html?src=T7Ai_6iKAojkHpT8mIvldg-1-6 Asif Islam / Shutterstock.com <a href="http://www.shutterstock.com/gallery-2633281p1.html?cr=00&pl=edit-00">Asif Islam</a> / <a href="http://www.shutterstock.com/editorial?cr=00&pl=edit-00">Shutterstock.com</a> http://www.shutterstock.com/pic-305918402/stock-photo-business-term-business-phrase-on-tablet-pc-blues-cup-of-coffee-pens-paper-clips-calculator.html?src=yu0fIjuvouABZNrGJoTwIQ-1-1 http://www.shutterstock.com/pic-311519384/stock-photo--wooden-blocks-the-inscription-money-a-lot-of-money-out-of-a-paper-bag.html?src=bdJpUBAiPAYsVmRBg0lpMA-1-1 http://www.shutterstock.com/pic-407196844/stock-vector-start-today-inspirational-inscription-greeting-card-with-calligraphy-hand-drawn-lettering-design.html?src=RzsVA-knRks15jG7ojM0HQ-1-37 http://www.shutterstock.com/pic-25235896/stock-photo-aeroplane-at-the-airport-with-good-weather.html?src=d9SIS2CGZqmTxWV0eYZoPQ-1-18 http://www.shutterstock.com/pic-302793251/stock-photo-hand-pressing-an-email-icon-on-blurred-cityscape-background.html?src=8qNm90JVP-TPHmQOZyFnmg-1-1 Image sources:

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