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RLSA Will Save The Day!

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Larry Kim's Presentation on Google AdWords Remarketing lists For Search Ads at PPC Hero Conference in Portland, April 2015.

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RLSA Will Save The Day!

  1. 1. Larry Kim | @larrykim Founder | WordStream RLSA Will Save The Day (RLSA = Remarketing Lists for Search Ads)
  2. 2. 3 Random Facts About Me:
  3. 3. 1. (Slightly) Obsessed With Unicorns & Quality Score @larrykim #heroconf
  4. 4. @larrykim #heroconf 2. Favorite Twitter Accounts:
  5. 5. 3. Originally From Winnipeg, Canada!3. Originally from Winnipeg, Canada
  6. 6. Agenda: How RLSA Will Save The Day 1. What is RLSA? 2. How it Works 3. Common RLSA Strategies 4. Typical RLSA Campaign Performance 5. My Top 3 Actionable RLSA Tips!! Larry Kim (@larrykim) @larrykim #heroconf
  7. 7. What’s RLSA? @larrykim #heroconf
  8. 8. Larry Kim (@larrykim) 3. Browsing History The Three Main Ways to Target Search Ads: 2. User Context - Location - Device - Time 1. Search Query Remarketing Lists for Search Ads (RLSA)!
  9. 9. Larry Kim (@larrykim) How Remarketing Lists for Search Ads Work: @larrykim #heroconf
  10. 10. RLSA = Easy Hack To Make High Performing PPC Ads (Instant Unicorns!!) On Average, Clicks from RLSA Campaigns: • 2x Higher CTR • 50% Lower CPC • 2x Higher Conversion Rate! Larry Kim (@larrykim) @larrykim #heroconf
  11. 11. Here’s *Why* RLSA Works @larrykim #heroconf
  12. 12. Quality Score is Mostly Based on Click Through Rate. Brand Familiarity *Greatly* Increases CTR. @larrykim #heroconf
  13. 13. @larrykim #heroconf
  14. 14. Conversion Rates Doubles With More Ad Impressions Conversion Rates Also Increase With Increased Brand Awareness! @larrykim #heroconf
  15. 15. The 3 Most Common RLSA Strategies: Larry Kim (@larrykim) RLSA Strategy Name What You’re Customizing Why Bother With This? Customize Ad Text Keywords & Ads Lower Costs Adjust Bids Just Keyword Bids Get More Traffic From People Likely to Convert Broaden Keywords Keywords & Ads More Clicks & Conversions @larrykim #heroconf
  16. 16. 3 Super-Actionable RLSA Campaign Optimization Tips @larrykim #heroconf
  17. 17. RLSA Tip #1: Go With Your Widest Possible Segment!
  18. 18. RLSA Tip #2: Start with a +30% RLSA bid adjustment and go from there.
  19. 19. RLSA Tip #3: Try Excluding Segments, Too!
  20. 20. Summary: RLSA Will Save The Day Larry Kim (@larrykim) @larrykim #heroconf
  21. 21. Larry Kim | @larrykim Founder | WordStream Why RLSA Is Dumb
  22. 22. A Presentation in a Presentation!! Larry Kim (@larrykim) • 4 Reasons why RLSA Stinks • RLSA Special: Two Heroic Presentations for the Price of One! @larrykim #heroconf
  23. 23. #1) You’re Often Just Pushing Conversions Around* Larry Kim (@larrykim) @larrykim #heroconf
  24. 24. Larry Kim (@larrykim) #2) RLSA = Less Useful for Businesses and Websites with Smaller Audiences @larrykim #heroconf
  25. 25. Larry Kim (@larrykim) RLSA is no GDN Display Remarketing: Display Remarketing Reach on GDN is Massive @larrykim #heroconf
  26. 26. Larry Kim (@larrykim) @larrykim #PPC101 Insanely High Reach of Display Remarketing Campaigns on GDN 1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently Of the typical remarketing audience, find Reach them on between As they visit 20 or more pages on a typical day across 84% …within a month 10-18 days … or more out of the month 5-10 sites … of which all pages and sites have ad space available to Google Display Network buyers @larrykim #heroconf
  27. 27. Larry Kim (@larrykim) #3) Search Marketing is About Finding New Customers, Too. @larrykim #heroconf
  28. 28. Larry Kim (@larrykim) #4) Worst Acronym Ever: “RLSA” @larrykim #heroconf
  29. 29. Larry Kim (@larrykim) Summary: RLSA Sometimes Doesn’t Move The Needle! @larrykim #heroconf
  30. 30. Larry Kim | @larrykim Founder | WordStream The Future of RLSA
  31. 31. THREE Presentations in One!!! Larry Kim (@larrykim) • The Future of RLSA and of PPC Marketing! @larrykim #heroconf
  32. 32. PPC Marketing is Getting Way Harder! @larrykim #heroconf
  33. 33. Paid Search CPCs at All Time High in Established Markets CONFIDENTIAL – DO NOT DISTRIBUTE 35@larrykim #heroconf
  34. 34. CONFIDENTIAL – DO NOT DISTRIBUTE 36@larrykim #PPC101
  35. 35. Paid Search Inventory is Flat in Established Markets!! @larrykim #heroconf
  36. 36. Apps are Stealing from Desktop Search! @larrykim #heroconf
  37. 37. Far Fewer Ad Spots on Mobile vs. Desktop (Which is 50% of Searches in 2015) Larry Kim (@larrykim) VS. @larrykim #heroconf
  38. 38. Highest CPCs Ever and Flat Inventory for Established Markets (Yikes!) @larrykim #heroconf
  39. 39. Wining at Paid Search in 2015 Means Being More Picky Than Ever Larry Kim (@larrykim) Quantity of Searches PriceofPaidSearchClicks Fewer, Higher Quality, more expensive clicks @larrykim #heroconf
  40. 40. Demographic Bidding Options in Bing Ads Larry Kim (@larrykim) @larrykim #heroconf
  41. 41. Evolution of Ad Targeting Options Larry Kim (@larrykim) 5. Website Targeting (e.g.: Inc. Magazine or Home & Garden Weekly) 4. Keyword Targeting (e.g. Articles containing “Health Insurance”) 3. Interests & Market Segments (e.g. Business Services, Photography) 2. Remarketing (e.g. People who visited the “buy” page of your website) 1. Identity (e.g. Specific Emails or Phone Numbers) @larrykim #heroconf
  42. 42. Email Targeting Coming to AdWords Larry Kim (@larrykim) @larrykim #heroconf
  43. 43. Identity Based Targeting Already Widely Used on Facebook Larry Kim (@larrykim) @larrykim #heroconf
  44. 44. List Based Remarketing on Twitter, Too! Larry Kim (@larrykim) Target Website Visitors OR Custom Lists @larrykim #heroconf
  45. 45. Future “RLSA” Will Look More Like Email Advertising! Larry Kim (@larrykim) Email Marketing • Limit # of blasts to reduce unsubscribes • 0.5-2% unsubscribes each blast • People need to opt into your list • Tons if unqualified emails on the list People-Based Marketing • FIXED • FIXED • FIXED • FIXED @larrykim #heroconf
  46. 46. Future “RLSA” Will Let You Filter Audiences by Demographics & Interests Larry Kim (@larrykim) @larrykim #heroconf
  47. 47. Larry Kim (@larrykim) Filter Remarketing Audience By Income @larrykim #heroconf
  48. 48. Larry Kim (@larrykim) For More On Facebook Demographic & Interest Targeting Up Next! @larrykim #heroconf
  49. 49. Future RLSA Summary: Be Super Picky Larry Kim (@larrykim) • The Goal is NOT to buy tons of clicks • Instead buy clicks from the right target customer with the right search intent and user context! • RLSA is going to be awesome! @larrykim #heroconf
  50. 50. Thank you! @larrykim, @wordstream lkim@wordstream.com Slides Are Here!! bit.ly/heroconf2015 @larrykim #heroconf

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