Tara West - Friends of Search - Unlocking the True Potential of RLSAs With Go...Tara Dee West
Are you using Remarketing Lists for Seach Ads? Using them with Google Analytics can open up a whole world of opportunity. In this presentation I'll share some tactics for using RLSAs and Google Analytics, as well as some set-up instructions and tips. #FOS17
Man & Machine: The Role Of Search Practitioners Utilizing TechnologyRyan Fitzgibbon
With the increased discussion of using data and technology to automate paid search advertising, what is the role for humans in this new world?
Ryan Fitzgibbon's presentation from the "Friends of Search" 2017 event in Amsterdam.
In this presentation from RIMC in February 2016, I look at various ways of using audience targeting in your Google AdWords campaigns. From RLSAs and Customer Match to Gmail Ads, there are strategies for everyone!
The document provides tips and strategies for pay-per-click (PPC) advertising on Google AdWords and Microsoft AdCenter/Bing Ads. It discusses tools like sitelinks, product listing ads, remarketing, custom audiences, and modified broad match keywords. It also touches on testing ad formats, dynamic insertion, and transitioning accounts between Yahoo and Microsoft following their merger.
Advertisers typically use Google AdWords to drive conversions but very few look at how it can be used to encourage customer loyalty and advocacy.
In this presentation you will learn 14 strategies that can used to target people after they have converted.
Sequential Advertising in Facebook - PPC Hero - Heroconf London - Tara Dee We...Tara Dee West
Sequential advertising is a powerful tool for generating both awareness and conversions. In this presentation, I'll share everything you need to know about sequrntial ads in Facebook, from which ad formats to use and which campain types.
Driving Local Sales through Funnel MarketingKoozai
Local businesses can do so much when it comes to marketing their businesses online especially if they are looking to use paid media. Throughout this slidedeck you will have your eyes opened to over 20 strategies that local businesses can deploy using paid media platforms and channels such as Google AdWords, Bing and Facebook.
Tara West - Friends of Search - Unlocking the True Potential of RLSAs With Go...Tara Dee West
Are you using Remarketing Lists for Seach Ads? Using them with Google Analytics can open up a whole world of opportunity. In this presentation I'll share some tactics for using RLSAs and Google Analytics, as well as some set-up instructions and tips. #FOS17
Man & Machine: The Role Of Search Practitioners Utilizing TechnologyRyan Fitzgibbon
With the increased discussion of using data and technology to automate paid search advertising, what is the role for humans in this new world?
Ryan Fitzgibbon's presentation from the "Friends of Search" 2017 event in Amsterdam.
In this presentation from RIMC in February 2016, I look at various ways of using audience targeting in your Google AdWords campaigns. From RLSAs and Customer Match to Gmail Ads, there are strategies for everyone!
The document provides tips and strategies for pay-per-click (PPC) advertising on Google AdWords and Microsoft AdCenter/Bing Ads. It discusses tools like sitelinks, product listing ads, remarketing, custom audiences, and modified broad match keywords. It also touches on testing ad formats, dynamic insertion, and transitioning accounts between Yahoo and Microsoft following their merger.
Advertisers typically use Google AdWords to drive conversions but very few look at how it can be used to encourage customer loyalty and advocacy.
In this presentation you will learn 14 strategies that can used to target people after they have converted.
Sequential Advertising in Facebook - PPC Hero - Heroconf London - Tara Dee We...Tara Dee West
Sequential advertising is a powerful tool for generating both awareness and conversions. In this presentation, I'll share everything you need to know about sequrntial ads in Facebook, from which ad formats to use and which campain types.
Driving Local Sales through Funnel MarketingKoozai
Local businesses can do so much when it comes to marketing their businesses online especially if they are looking to use paid media. Throughout this slidedeck you will have your eyes opened to over 20 strategies that local businesses can deploy using paid media platforms and channels such as Google AdWords, Bing and Facebook.
Understanding The Power of Dynamic Search Ads Cat Birch
This document discusses how advertisers can use dynamic and adaptive advertising techniques to better target users. It provides examples of how location, demographic and remarketing data can be used to dynamically update ad copy. Key recommendations include using tools like dynamic search ads, remarketing lists for search ads, and IF function ads to tailor messages to different audiences. Countdown ads and customisers are also discussed as ways to make ads more relevant and trigger responses from users.
Harnessing the Power of Audience through PPCSamantha Noble
Audience marketing is one of the greatest techniques to come to Paid Media and this deck from BrightonSEO covers lots of techniques including Remarketing, RLSAs and Customer Match.
Local businesses don't often use all the features available within the Paid Media space which means there is less competition across the board. This talk from MozTalk in London covers 24 strategies the businesses targeting local areas could be using to really dominate in their marketplace.
Reach, Follow and Convert with Targeted Remarketing #BiddableWorldKoozai
The world of remarketing is forever changing and with so many new features being released, it isn’t always easy to stay ahead of the game. Remarketing used in the right way can yield fantastic results for any business. In this presentation, I am going to look into some of the features you may or may not be using.
Some of the key lessons include:
· Best practices for implementing the code
· Creating targeted lists using demographics and conditions
· Smart Lists and who should be using them
· Optimising tips and techniques for better converting campaigns
· Remarketing Lists for Search Ads
· Real life example targeting strategies
Leading PPC promoting through Google Ads is especially significant in light of the fact that, as the most prominent internet searcher, Google gets gigantic measures of traffic and accordingly conveys the most impressions and snaps to your advertisements.
Leading PPC promoting through Google Ads is especially significant in light of the fact that, as the most prominent internet searcher, Google gets gigantic measures of traffic and accordingly conveys the most impressions and snaps to your advertisements.
Paid Media - It's Not All About The End Game!Koozai
So many people focus their efforts when it comes to paid media on the buying stage of the customer purchase funnel but this is a huge mistake. Not focusing any attention on the other sections of the funnel simply means that advertisers are only capitalising on a small slice of the pie.
In this slide deck you will learn 32 different strategies that will help you to channel your audience through the funnel from being completely unaware of your brand right the way through to getting customers to recommend your business to their friends and family.
This talk was originally prepared for the Turing Festival in August 2016
Sam Noble of Koozai gave a presentation on using audience data and remarketing tools in Google to improve marketing campaigns. She discussed Customer Match to target lists using email addresses, Remarketing Lists for Search Ads to retarget past website visitors, and Gmail Sponsored Promotions to target audiences based on their email behavior. She provided strategies for each tool like focusing repeat customers, upselling related products to past buyers, and targeting competitors' customers. The key message was that audience data accessed through these Google tools is the unique marketing point for 2016.
Samantha Noble's BrightonSEO talk in April 2016 that looks at ways you can harness the power of audience in your pay per click marketing. The slides include strategies for Customer Match, Remarketing Lists for Search (RLSA) and Gmail Sponsored Promotions (GSPs)
So many of us look at Paid Media as being a direct response channel; a channel that elicits sales off the back of the campaigns that we run. This is definitely true in some form but there is so much more we can do with paid media to drive people into the top of the sales funnel, nurture them through their journey, entice them to purchase, maintain a level of loyalty and encourage advocacy.
These slides will help you to understand the different techniques that you can use within Paid Media to target the various stages of the purchase funnel.
- Google AdWords enables online advertising campaigns to invest budget flexibly without predetermined budgets, unlike TV, print, and radio ads which require set budgets.
- Online advertising provides return on investment (ROI) benefits over traditional media by allowing measurement of results and optimization of bids and keywords.
- Creating multiple ad groups allows targeting of different audiences with relevant ads.
This document discusses key metrics for optimizing pay-per-click advertising campaigns: click-through rate (CTR), cost per click (CPC), and conversion rate. It explains that CTR is affected by ads and keyphrases but not landing pages. CPC is practically synonymous with bid prices. Conversion rate is impacted by keyphrases, ads, and landing pages. The document stresses that these metrics should be treated independently to maximize campaign profitability.
Real-time bidding (RTB) is an online auction system that allows advertisers to bid on individual ad impressions in real-time and display ads to users that match their targeting criteria. RTB provides benefits like access to more high-quality leads by targeting specific audiences, cost efficiency through competitive bidding, and insights for optimizing campaigns. The document recommends partnering with an RTB expert to effectively leverage the platform's customization options and data to maximize spending and ad performance.
- Dynamic search ads would be most helpful for reaching people who have already browsed a company's website by targeting them on the Search Network with personalized ads.
- The most efficient tool for an advertiser to make frequent, specific changes to bids for over 100,000 keywords would be the AdWords Editor.
- Analyzing the search terms report data can provide insights into what keywords people are using to find an advertiser's products or services on Google Search.
Paid Media can and should be used to target people at every stage of the marketing funnel. This slide deck from The Inbounder in Valencia looks at strategies for each of the stages.
This document provides guidance on creating effective paid search marketing campaigns. It discusses locating targeted keywords, creating targeted ad campaigns focused on specific pages, and constructing compelling advertisements. Key points include using the KeywordSpy tool to find relevant keywords competitors are using, focusing campaigns on niche-specific pages for lower costs per click, and optimizing ad headlines and descriptions to directly address the target audience and motivate clicks through the use of keywords, emotional language, and clear calls to action. The overall aim is to create highly targeted ads that convert visitors into customers as efficiently as possible.
Keywords are words or phrases you choose to match your ads with corresponding user search terms and
relevant web content on the Google Network. Selecting high quality, relevant keywords for your advertising
campaign can help you reach the customers you want, when you want.
This document provides tips for taking dynamic search ads (DSA) strategies to the next level. It discusses setting up DSAs with layered targets and exclusions, using audiences for retargeting and similar audiences, incorporating demographics and income targeting, customizing ads dynamically, and finding missing headlines and URLs from Google Analytics. The overall message is that DSAs can be enhanced through more advanced segmentation, customization, and leveraging audience data.
The document discusses best practices for audience management and optimization in paid search campaigns. It provides tips for setting up customized audience-based campaigns using remarketing lists, similar audiences, and customer match lists. It also recommends conducting an audience audit to optimize advertising efforts by reviewing existing audiences, owners, and targeting methods.
Understanding The Power of Dynamic Search Ads Cat Birch
This document discusses how advertisers can use dynamic and adaptive advertising techniques to better target users. It provides examples of how location, demographic and remarketing data can be used to dynamically update ad copy. Key recommendations include using tools like dynamic search ads, remarketing lists for search ads, and IF function ads to tailor messages to different audiences. Countdown ads and customisers are also discussed as ways to make ads more relevant and trigger responses from users.
Harnessing the Power of Audience through PPCSamantha Noble
Audience marketing is one of the greatest techniques to come to Paid Media and this deck from BrightonSEO covers lots of techniques including Remarketing, RLSAs and Customer Match.
Local businesses don't often use all the features available within the Paid Media space which means there is less competition across the board. This talk from MozTalk in London covers 24 strategies the businesses targeting local areas could be using to really dominate in their marketplace.
Reach, Follow and Convert with Targeted Remarketing #BiddableWorldKoozai
The world of remarketing is forever changing and with so many new features being released, it isn’t always easy to stay ahead of the game. Remarketing used in the right way can yield fantastic results for any business. In this presentation, I am going to look into some of the features you may or may not be using.
Some of the key lessons include:
· Best practices for implementing the code
· Creating targeted lists using demographics and conditions
· Smart Lists and who should be using them
· Optimising tips and techniques for better converting campaigns
· Remarketing Lists for Search Ads
· Real life example targeting strategies
Leading PPC promoting through Google Ads is especially significant in light of the fact that, as the most prominent internet searcher, Google gets gigantic measures of traffic and accordingly conveys the most impressions and snaps to your advertisements.
Leading PPC promoting through Google Ads is especially significant in light of the fact that, as the most prominent internet searcher, Google gets gigantic measures of traffic and accordingly conveys the most impressions and snaps to your advertisements.
Paid Media - It's Not All About The End Game!Koozai
So many people focus their efforts when it comes to paid media on the buying stage of the customer purchase funnel but this is a huge mistake. Not focusing any attention on the other sections of the funnel simply means that advertisers are only capitalising on a small slice of the pie.
In this slide deck you will learn 32 different strategies that will help you to channel your audience through the funnel from being completely unaware of your brand right the way through to getting customers to recommend your business to their friends and family.
This talk was originally prepared for the Turing Festival in August 2016
Sam Noble of Koozai gave a presentation on using audience data and remarketing tools in Google to improve marketing campaigns. She discussed Customer Match to target lists using email addresses, Remarketing Lists for Search Ads to retarget past website visitors, and Gmail Sponsored Promotions to target audiences based on their email behavior. She provided strategies for each tool like focusing repeat customers, upselling related products to past buyers, and targeting competitors' customers. The key message was that audience data accessed through these Google tools is the unique marketing point for 2016.
Samantha Noble's BrightonSEO talk in April 2016 that looks at ways you can harness the power of audience in your pay per click marketing. The slides include strategies for Customer Match, Remarketing Lists for Search (RLSA) and Gmail Sponsored Promotions (GSPs)
So many of us look at Paid Media as being a direct response channel; a channel that elicits sales off the back of the campaigns that we run. This is definitely true in some form but there is so much more we can do with paid media to drive people into the top of the sales funnel, nurture them through their journey, entice them to purchase, maintain a level of loyalty and encourage advocacy.
These slides will help you to understand the different techniques that you can use within Paid Media to target the various stages of the purchase funnel.
- Google AdWords enables online advertising campaigns to invest budget flexibly without predetermined budgets, unlike TV, print, and radio ads which require set budgets.
- Online advertising provides return on investment (ROI) benefits over traditional media by allowing measurement of results and optimization of bids and keywords.
- Creating multiple ad groups allows targeting of different audiences with relevant ads.
This document discusses key metrics for optimizing pay-per-click advertising campaigns: click-through rate (CTR), cost per click (CPC), and conversion rate. It explains that CTR is affected by ads and keyphrases but not landing pages. CPC is practically synonymous with bid prices. Conversion rate is impacted by keyphrases, ads, and landing pages. The document stresses that these metrics should be treated independently to maximize campaign profitability.
Real-time bidding (RTB) is an online auction system that allows advertisers to bid on individual ad impressions in real-time and display ads to users that match their targeting criteria. RTB provides benefits like access to more high-quality leads by targeting specific audiences, cost efficiency through competitive bidding, and insights for optimizing campaigns. The document recommends partnering with an RTB expert to effectively leverage the platform's customization options and data to maximize spending and ad performance.
- Dynamic search ads would be most helpful for reaching people who have already browsed a company's website by targeting them on the Search Network with personalized ads.
- The most efficient tool for an advertiser to make frequent, specific changes to bids for over 100,000 keywords would be the AdWords Editor.
- Analyzing the search terms report data can provide insights into what keywords people are using to find an advertiser's products or services on Google Search.
Paid Media can and should be used to target people at every stage of the marketing funnel. This slide deck from The Inbounder in Valencia looks at strategies for each of the stages.
This document provides guidance on creating effective paid search marketing campaigns. It discusses locating targeted keywords, creating targeted ad campaigns focused on specific pages, and constructing compelling advertisements. Key points include using the KeywordSpy tool to find relevant keywords competitors are using, focusing campaigns on niche-specific pages for lower costs per click, and optimizing ad headlines and descriptions to directly address the target audience and motivate clicks through the use of keywords, emotional language, and clear calls to action. The overall aim is to create highly targeted ads that convert visitors into customers as efficiently as possible.
Keywords are words or phrases you choose to match your ads with corresponding user search terms and
relevant web content on the Google Network. Selecting high quality, relevant keywords for your advertising
campaign can help you reach the customers you want, when you want.
This document provides tips for taking dynamic search ads (DSA) strategies to the next level. It discusses setting up DSAs with layered targets and exclusions, using audiences for retargeting and similar audiences, incorporating demographics and income targeting, customizing ads dynamically, and finding missing headlines and URLs from Google Analytics. The overall message is that DSAs can be enhanced through more advanced segmentation, customization, and leveraging audience data.
The document discusses best practices for audience management and optimization in paid search campaigns. It provides tips for setting up customized audience-based campaigns using remarketing lists, similar audiences, and customer match lists. It also recommends conducting an audience audit to optimize advertising efforts by reviewing existing audiences, owners, and targeting methods.
Precision Search Targeting with AdWords Customer MatchAdStage
In this deck, you'll learn how to use AdWords Customer Match do the following:
- Expand your visibility to more buyers: Use a seed list of your top customers in your CRM and upload it via Customer Match. With Similar Audiences, you can serve ads to people that are similar to people who’ve purchased from you in the past.
- Drive recurring revenue with your past purchasers: Mirror your CRM database lists with your Customer Match lists and run remarketing campaigns that will keep your products top of mind with your prospects and drive more purchases.
- Extend search campaigns to display, YouTube, and gmail ads can help you syndicate your message across various AdWords properties. We’ll walk you through how to do this, but also include what types of results we’re seeing with this added syndication.
From the SMX West Conference in San Jose, California March 21-23, 2017. SESSION: Fun (And Profit!) With Dynamic Ads. PRESENTATION: Stop Being Boring: Take Your DSA Strategy to the Next Level - Given by Michelle Morgan, @michellemsem - Clix Marketing, Director of Client Services. #SMX #13B
How Dynamic Search Ads Can Supercharge Your SEM CampaignsAdStage
The document discusses how to leverage dynamic search ads (DSAs) to improve search engine marketing campaigns. It covers how DSAs work, who should use them, their pros and cons, best practices, and advanced automated strategies. DSAs allow advertisers to target long-tail search queries without having to create many individual ads. The document provides tips on setting up DSAs, optimizing with negative keywords and analytics, and using automation to further optimize bids, budgets, and ad pausing based on performance metrics.
Scale, Meet Performance | The Powerful Interplay of Social, Display & SearchDFWSEM
This document discusses strategies for scaling digital advertising performance using social, display, and search marketing. It provides tips for segmenting customers, developing tailored ad campaigns, leveraging remarketing and lookalike audiences, and re-engaging existing customers to drive ongoing sales. The goal is to use targeted advertising, customized content, and repeat messaging to fully capture high lifetime value users at each stage of the customer journey.
How to Reach Ideal Customers Using Search & Social Tactics - SMX West 2017 - ...AdStage
Multidisciplinary search marketers (yes, that means you!) are best prepared to handle the growing complexity of digital advertising and fulfill the omnichannel promise. If you've mastered scripts, bid modifications and elaborate combinations of extensions, using paid search and social media together could be your next big move.
In this session, you'll learn how to apply your hard-earned expertise to marrying search and social media advertising, creating the ultimate combination of push and pull.
Michael McEuen, Director of Marketing at AdStage reveals insights on how to reach your best fit customers using search and social paid media tactics.
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: The Rapidly Changing World Of Offline Targeting And Attribution. PRESENTATION: Measuring and Analyzing Call Conversions - Given by Kelley Schultz, @kelleyliefer - DialogTech, Director of Digital & Analytics. #SMX #12C
Wicked Tuna Has Nothing on This Hook: Leveraging the Almighty Power of Remark...Lauren Sickel
This document discusses remarketing strategies using Google's advertising platforms. It defines remarketing as reconnecting with website visitors through targeted ads. The presentation covers the types of remarketing like display, search, and Gmail ads. It emphasizes segmenting audiences based on past actions like cart abandonment. Best practices include continuity with website design in ads and testing ad copy. Overall it provides an overview of leveraging remarketing to efficiently retarget audiences.
Tis' the season to take a look back at your annual AdWords' performance and figure out where you can build profit for 2018.
Our resident paid search data scientist will be highlighting Google's 7 biggest updates from the year past, and provide insight into how you can use these updates moving forward.
You'll walk away knowing everything there is to know about:
- New ad formats and ad extensions
- New targeting features that go beyond keyword research
- Strategies to make managing your holiday campaigns quick & easy
The AdWords Evolution of 2017 - Top 7 Updates you NEED to Know AboutMark Irvine
In this webinar, we review the top 7 updates of AdWords in 2017. Learn more about Ad Variations, AdWords Promotion Extensions, Shopping Showcase Ads, Gmail Dynamic Remarketing, Custom Match Targeting by Phone Number & Address, Custom Intent Audiences, and Life Event Targeting within AdWords!
From the SMX East Conference in New York City, September 27-29, 2016. SESSION: The Lowdown on Google Customer Match One Year Later. PRESENTATION: The Lowdown on Google Customer Match One Year Later - Given by Andy Taylor, @ProunouncedAhndy - Merkle | RKG, Senior Research Analyst. #SMX #33B2
How to Research Keywords for your SEO Strategy, Basic considerations During Keyword research, Understanding the Long Tail of Keyword Demand. www.meritas.in , www.meritasdigitalmarketing.com
Ultimate Search Audience Development GuideChristi Olson
The document provides an overview and guidance on using audiences and remarketing for paid search campaigns. It discusses key concepts like segmentation, targeting, and optimization of audiences. The agenda includes basics of tracking, cookies, and bid strategies. It also offers strategies for defining audiences, matching them to goals, and layering targeting approaches to improve performance.
From the SMX Advanced Conference in Seattle, Washington, June 12-14, 2017. SESSION: Advanced Audience Testing Strategies & Tactics. PRESENTATION: Create for Someone, Not Just Anyone: Adobe's Audience Audit - Given by Maria Corcoran, @mariacorcoran - Adobe Systems, Search Marketing Program Manager. #SMX #21C3
Now You See it! Visualizing your PPC Competition - SMX West 2016Maddie Cary Deuel
It's not enough to be brilliant with your own paid search efforts. You also need to understand what your competitors are up to, including their keywords, landing page and quality score strategies, and campaign management efforts. In short, you need to know everything they’re doing to enhance their visibility and diminish yours.
This session reviews how eeasy it is to apply the time-tested techniques of competitive intelligence to give yourself a marketing edge.
Google is improving Search Ads! Are you ready to maximize your success?
Expanded Text Ads are expanding... AGAIN.
Over the last 2 years so much has changed within online advertising. Our devices has become larger, we search more often, and more specifically.
Google's response to these changes? Bigger. Better. Search Ads.
Our expert will walk you through everything you need to know about it's newest ad format, including:
- Exactly what the new search ads will look like and how they work
- What will happen to your existing ads
- How to use the improved ETAs to boost your campaign performance
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: The Nine Billion Ads Of Search. PRESENTATION: ETAs: Evolved Text Ads - Given by Mark Irvine, @MarkIrvine89 - WordStream, Senior Data Scientist. #SMX #12B
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Paid Search Fundamentals. PRESENTATION: Paid Search Fundamentals - Given by Matt VanWagner, @mvanwagner - FindMeFaster, President. #SMX #13D
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
THE STORY COMMUNICATION Credential 2024.pptxhuyenngo62
The Story Communication là công ty quảng cáo truyền thông tích hợp (IMC) được xây dựng trên thế mạnh về Digital & Performance.
#Assemble #Integrity #Transformation #Initiative
Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
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4. #SMX #SMXLondon #22A1 @Tara_Dee_West
The search landscape now includes a lot more
‘people based marketing’ features
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
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The biggest update to RLSAs has been their
integration with Google Analytics remarketing lists
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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
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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
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Activate the remarketing function
in your Google Analytics tag
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Increase bids for users who have visited your
site the optimum number of times to purchase
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Virgin Holidays might find that most of
their users visit at least 5 times before booking
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1. Analyse your Path Length report in Google Analytics:
What is the
optimum number
of interactions?
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2. Create this RLSA list in Google Analytics under the Admin then Audiences
tab:
Conditions:
Sessions
= more than 5
AND
Transactions = 0
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3. Apply the list within the AdWords Audiences tab, to your existing ad groups:
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4. Choosing the bid only setting when you apply this list:
This means
ads will show to
anyone searching,
as well as your
audience
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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)
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Always apply the audience to
the ad groups and let it gather
conversion data before you set
bid adjustments.
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Generate awareness via Facebook ads,
then move these users closer to purchase by bidding
on broader keywords in search, with bespoke ad text
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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
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1. Target new audiences on Facebook:
Remember to
use UTM tagging
on the
Facebook ads
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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
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3. Create a new AdWords campaign and ad groups, bidding on generic keywords:
These
keywords
will reach
users further
up the path to
purchase
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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
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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
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Use RLSAs & Dynamic Search Ads together to
show ads for your entire product inventory if the
searcher is a regular customer
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Amazon could show text ads for any of the products
on it’s site if the user searching is a regular purchaser
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Create this RLSA list:
Conditions:
• Transactions
per user = >5
• List duration
= 4 weeks
Apply this as
target & bid on
your Dynamic
Search Ads
campaign
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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
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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
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This is a
pre-defined list
Create this RLSA list:
Apply it as
bid only to your
existing ad
groups then
set bid
adjustments
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Show users who engaged with your email marketing
specific ad text when they are searching on Google
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Fabletics could show bespoke ad text when the user
searching previously arrived on their site via a
particular email campaign
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Create this RLSA list:
Traffic source:
• Campaign
• Medium
• Source
Apply this
list as
target & bid on
new ad groups
with custom
sd text
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Turn high value Black Friday shoppers
into repeat customers
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John Lewis could increase their bids on search &
shopping ads for high value Black Friday
shoppers after Black Friday
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Conditions:
• Session date
• Revenue
per session
Create this RLSA list:
Apply this list
as bid only
to existing
ad groups
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Increase bids for users who clicked a promotional
ad but didn’t convert
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Boots could increase bids for users
who clicked their promotional ad but didn’t convert
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Conditions:
• Ad content
• Transactions
• Session
duration
Create this RLSA list:
Apply this list
as bid only
on existing
ad groups
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Increase bids if the user searching has generated
a high conversion value for you historically
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Waitrose could increase bids when they know the
user searching is someone who spends more than
average when they purchase
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Ecommerce:
• Revenue per
session
Create this RLSA list:
Apply this as
bid only
on existing
ad groups
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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
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Fee Unique could use similar audiences of their
existing customers as a bid adjustment on their
existing campaigns
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Find this RLSA list:
This is a
pre-defined list
that will appear
automatically
Apply this as
bid only on
existing ad
groups
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Upsell on products you wouldn’t
normally bid on, because you know the user
has already purchased something related
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Pandora might not usually advertise
silver cleaning kits, unless the user searching has
recently purchased a silver bracelet from them
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Conditions:
• Product
contains
Create this RLSA list:
Apply this as
target & bid on
new ad groups
of your target
keywords
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Increase bids on users searching for brands
that are similar to other brands they have purchased
from you in the past
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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
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Conditions:
• Product brand
contains
Create this RLSA list:
Apply this as
bid only on
existing ad
groups
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Increase bids for users who completed a micro goal,
but not your main macro goal
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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
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Conditions:
• At least 1
micro-goal
• No macro-
goals
Create this RLSA list:
Apply this as
bid only on
existing ad
groups
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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
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Remember that RLSA bid adjustments stack up,
just like other bid adjustments
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Test your list durations
The maximum
list duration is
180 days
Use the time
lag report and
consider your
average sales
cycle
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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
Over the last few years, we’ve seen the search landscape evolve
It’s moved far beyond keyword targeting, and now includes a lot more ‘people based marketing’ tactics
One of the very first steps that AdWords took towards people based marketing was the introduction of RLSAs back in 2013
And since then, we’ve seen RLSAs go from strength to strength, with lots of new functionalities and features…
One of the biggest updates to the functionality of RLSAs has been their integration with the Google Analytics remarketing code
Despite this being a relatively quiet announcement from Google, the impact of this update was huge!
It meant that advertisers could use almost all the data in their Google Analytics account for RLSAs, instead of being bound by the standard AdWords RLSA code which are largely based on targeting by page views
It’s the opportunities that this update gave us that I’m going to be talking about today…
I’ll go over tactics and examples for using RLSAs with the GA code, and give some handy set-up tips and tricks
Lets get started!
The integration of GA and RLSAs means you can now create lists based on almost all the data in Google Analytics, from traffic source to transaction value
There are also other benefits of using the GA remarketing tag instead of the AdWords tag:
The AdWords tag means you need extra code on your site, Whilst Google Analytics uses the standard code with no adjustments needed (unless you are tracking app traffic)
You were limited to targeting based only on page views with the AdWords tag (unless you set up custom parameters which requires yet another piece of code & customisations)
Whereas you’ve just seen all the different ways you can target using the analytics tag
Although there’s no harm in keeping both codes on your site (for example you will need AdWords code if you’re doing dynamic remarketing), I think it’s clear which one wins the fight in terms of ease and remarketing functionality!
IMAGE: 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
And It’s easier than ever before to set it the code up
Just go to the Admin tab, and then tracking info, and data collection.
Toggle the switch next to remarketing to say ‘on’
That’s it!
You still need to update your privacy policy to declare your cookies as normal
If you want to use RLSA lists based on users of your app, you’ll need to customise the GA code on your site, which you can learn about here https://support.google.com/analytics/answer/2444872?hl=en
Now I’ve shown you the benefits of RLSAs via Google Analytics, I’m going to look examples of the tactics that are possible
A bit of a disclaimer: I’m not going to cover the tactics which were already possible with the AdWords code based on page visits or I’d be here forever, so I’m just focussing on tactics specifically possible with GA integration
The first couple of tactics I’ll go into detail on how to set them up, and then that set-up should be applicable to all the other tactics too
IMAGE:http://www.shutterstock.com/pic-287726324/stock-photo-soccer-field-with-the-text-tactics.html?src=IPAxilBX6JFgX0YhlYbxuw-1-94
Many transactions occur after a user has visited your site more than once (maybe they’ve been comparison shopping.
You can look at the optimum number of times most users visit your site before making a conversion, and increase your bids when they have reached that level of visits because you know they are more likely to convert that time.
For example Virgin Holidays might know that their users visit their site at least 5 times on average before booking
So they could increase bids if the user searching is someone who has visited their site at least 5 times,
Because they know that person is likely to be close to purchasing
They could even reduce bids if the user visits the site more than 1 times if the data shows that people who visit the site 12 times or more rarely end up converting
Obviously there are considerations with a site like this, such as offline conversions and phone calls etc that should be taken into account
Analyse your Path Length report to see what the optimum number of sessions before conversion is
Under the conditions tab
Sessions = >5
Use AND option, not or option
Transactions = 0
It’s a sanity check, because although in theory your GA data has shown that people who visit 5 times or more convert more, it’s good to apply the list witout any bid adjustments and see this for yourself, and then add bid adjustments once you’ve confirmed it’s the case.
This applies to all bid adjustment RLSA tactics
Facebook is a great platform for generating interest in your products or services amongst an audience who may not even realise they want them yet!
You can run a campaign on Facebook and generate lots of cost effective traffic, and then use RLSAs to bid on more general search terms that they might be using to search, and show bespoke ad copy based on their stage in the purchase process
IMAGE: http://www.shutterstock.com/cat.mhtml?lang=en&language=en&ref_site=photo&search_source=search_form&version=llv1&anyorall=all&safesearch=1&use_local_boost=1&autocomplete_id=&search_tracking_id=3r-bqV73jUUfgjBYsDw5xw&searchterm=facebook&show_color_wheel=1&orient=&commercial_ok=&media_type=images&search_cat=&searchtermx=&photographer_name=&people_gender=&people_age=&people_ethnicity=&people_number=&color=&page=1&inline=276608177
For example Tony&Guy could run Facebook ads to their target demographic with inspiration for new hair styles
Some of this audience will click through to the site
They might not be ready to actually book a hair cut / colour yet, but just be looking for inspiration
Tony &Guy would track these users using UTM tags on the end of their Facebook ads, so they can identify the traffic from this particular campaign
Then when those users are searching on Google for terms that T&G might not unusually bid on, like ‘hair cut inspiration’ they can bid on them but only in instances where the user has visited their site as a result of the campaign
These text ads could have bespoke messaging too – prompting the user to book a consultation with a stylist for hair cut inspiration
Egg this ad prompts them to make a free consultation appointment
Some consumers are creatures of habbit.
Even if they can find the same product cheaper on other websites, they’d rather buy it from the site they know and trust.
You can capitalise on this behaviour by combining RLSA lists and Dynamic Search Ads to always show ads for this particular customer type, regardless of what they are searching for and whether you already have search ads set-up for them.
I’m usually quit a savvy online shopper and I’ll do my comparisons to get the best deal,
but since I got amazon prime I’ve started buying all sorts things from amazon that I would normally just wait and buy on my weekly supermarket shop, from air fresheners to cleaning products.
Amazon could use dymanic search ads, layered with RLSAs to show text ads whenever a user searches for something that matches a product on their website, if the user is someone like me who makes very regular purchases and is likely to buy from them out of convenience.
For this list you want to say the number of transactions has been at least 5, or whatever number you want them to have made, and then say the list duration is 4 weeks for example, or however long you want those 5 transactions to have taken place over.
Very rarely would I say trust Google to do the work for you, but I’ve seen good results for Smart Lists when they have been used properly.
They work best on ecoms sites
You need 500+ ecoms transactions a month and 10k daily page views
If you don’t reach this, Google will use data from similar businesses to create your smart lists, which is why it’s important to remember this and use them properly otherwise it’ll be based on irrelevant data and you’ll get rubbish results
The data it optimises on includes device, location, browser, page depth, session duration, referer etc
For example Marks and Spencer might find that because they have a lot of conversion data, smart lists could work well for them.
They could create the list an then apply it to existing campaigns,
Setting a positive bid adjustment if the audience has a higher conversion rate than their standard campaign
Smart lists are a pre defined option on the first screen after you click to create a remarketing list, so they are super easy to make!
It doesn’t matter what you set the list duration for as Analytics updates the list daily depending on performance
Black Friday has become a huge deal for ecoms, and you can use RLSAs to capitalise on this sudden surge of transactions, and turn these shoppers into repeat purchasers.
Image: http://www.shutterstock.com/pic-337424894/stock-photo-modern-shopper-with-black-friday-paperbag-going-in-the-mall.html?src=aa6eQnCnj4rvWv7E9R-w8Q-1-0
For example, John Lewis could create a list of users who had high transaction values on the date of Black Friday
That list could then be applied as a bid adjustment so they can increase bids on their existing search and shopping campaigns when these users are searching after Black Friday, to increase visibility in terms of impression share and average position
This increases the likelihood of bringing them back to the site and making a repeat purchase
To create this list, go to the Google Analytics Audience section as you normally would for creating a remarketing list, and choose the ‘custom’ option
Then under the ‘Conditions’ tab, simply select Black Friday’s date (27th Nov last year) as the session date, and then choose ‘and’ for the next condition.
Select Revenue per session, and write whatever you’d like the minimum amount spent to be
Hit apply!
If you’re testing promotional ad copy, you can increase bids or specifically target users who clicked your promotional ad copy but didn’t convert
Image: http://www.shutterstock.com/cat.mhtml?lang=en&language=en&ref_site=photo&search_source=search_form&version=llv1&anyorall=all&safesearch=1&use_local_boost=1&autocomplete_id=&search_tracking_id=79Fvjy_ROs-ERvhATFwmyA&searchterm=sale%20gold%2050%25%20off&show_color_wheel=1&orient=&commercial_ok=&media_type=images&search_cat=&searchtermx=&photographer_name=&people_gender=&people_age=&people_ethnicity=&people_number=&color=&page=1&inline=245050771
For example, Boots were offering a discount on their Mac Jacobs Daisy perfume and provide the user with a code in the ad copy
If a user clicks the ad but doesn’t convert, they could either increase bids when this user is searching on the brand again, or create a campaign specifically to reach only these users which would have bespoke ad copy and landing pages relating to the offer
The list could also be applied to their shopping campaigns
To create this list, go to the Google Analytics Audience section as you normally would for creating a remarketing list, and choose the ‘custom’ option
Then under the ‘Conditions’ tab, select:
Ad Content = whatever your promo code / messaging was
Transactions = <0
Time on site = >30 (this makes sure they didn’t just leave really quick because maybe they clicked by accident or it’s not what they’re looking for!)
Hit apply!
For example Waitrose could increase their bids when the user searching spends more than average usually
It’s also a great way to keep your high value customers away from competitors because they might search for a generic term like ‘online grocery shopping companies’ and you can make sure you’ve got the best visibility when they search and could find a competitor ad
Create this list under ecommerce
Remember to change the default ‘user’ option to session as you want revenue in a single session, rather than cumulative for a user
Smart lists are a pre defined option on the first screen after you click to create a remarketing list, so they are super easy to make!
It doesn’t matter what you set the list duration for as Analytics updates the list daily depending on performance
If you know someone’s purchase history, you can make pretty well informed guesses about what they might purchase next!
RLSAs allow you to advertise on the products that you maybe wouldn’t always advertise on, because they have low conversion rates for example, because you know the user searching has already purchased a related product from you
For example Pandora might not usually bid on silver cleaning kits,
but they could use RLSAs to still bid on these items when the user searching is someone who has recently bought a silver bracelet from them
Create this under the conditions tab again, choosing product as the criteria, and then whatever the product is that you’re basing it on, in this case silver bracelet.
Apply the list to an ad group about silver cleaning cloths, using the target and bid setting, so the ads only show IF the user is on the remarketing list
Because you can create lists based on the brands people have bought in the passed, you can adjust bids on their future searches.
For example ASOS sell lots of different petite clothing brnds
They could increase their bids on anyone searching on their petite brands, if they know the user has previously purchased from one of their other petite brands, because they’re more likely to buy from a petite brand again
Create this list under ‘conditions’ and choose ‘product brand’ as the criteria
This tactic is a bit more of an advanced version of ‘increase bid for anyone who visited your site but didn’t convert’
You can increase bids for people searching who completed a micro goal, such as viewing a key page or staying on the site for over ten minutes, but who have not yet completed your macro conversion (like purchasing or signing up)
Because they’ve completed a micro goal, it’s an indication that they are more likely to go on and complete a macro goal, and aren’t one of the people who have simply changed their mind
This means the user is more qualified than simply any user who visited the site but didn’t convert, because they completed a micro goal which shows a stronger likelihood of the conversion being completed
If you don’t have a mico goal being tracked such as a whitepaper download or a mortgage calculator, then use a target time on site as a goal, for example anyone that spends more than 3 minutes on your Services page could be considered to have completed a micro goal and expressed interest.
Create this list under the conditions tab again
Select the micro goal so the user has completed it at least once
Select the macro goal so there are zero completions
Make sure you’ve changed to users rather than sessions or hits, because the user might have performed the goal in another session so it doesn't matter about a particular session, it matters overall as a user
In this next section I’ll share some of the common questions I get asked about RLSAs, or things I wish I had know before I used them!
Using RLSAs with conversion optimiser
If you apply an RLSA list to an ad group using conversion optimiser, target CPA, or target ROAS bidding strategies, it will use the predicted performance of the list audience to make bid adjustment accordingly and ignore any manual bid adjustments you’ve set.
If you apply RLSAs to an ad group using enhanced CPC, the enhanced CPC bid adjustments will occur on top of any manual RLSA bid adjustments you have applied.
If you’re applying multiple RLSA lists to an ad group which uses an automated bidding strategy that I have mentioned, then make sure that there is no overlap on your lists, otherwise the automated strategy gets confused!
If in doubt, only apply one list per ad group if you are using one of these features
Remember to consider that RLSA bid adjustments behave just like all other bid adjustments and stack on top of each other,
So if you have location, device or scheduling bid adjustments, Google will start with the lowest bid adjustment and multiply your base bid by that, then they’ll take whatever the result it and apply your next lowest bid multiplier to that (not your original base bid), until they eventually apply the highest bid multiplier to the already high new bid.
The most your bid will ever be increased by is 900% even if the multipliers would have it increase further
You can use lists with longer durations, but Google will make those users not eligible on the lists once 180 days is reached
Remember to update your privacy policy to state that you’re using cookies for remarketing.
Remember that lists need at least 1000 active users before they can be used for RLSAs
List duration? 540 days?
limit of 2000 Remarketing Audiences per Analytics account
The In-Market Segment dimension is not available for Remarketing Audiences.
The Days Since Last Visit metric is not available for Remarketing Audiences.
Get started today!
Even if you don’t have time to come up with a full blown RLSA strategy, create the lists and apply them to your campaigns so they can start gathering performance data
Then you when you do have time, they’re ready to go!