REMARKETING

LISTS

FOR SEARCH

ADS

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Craig Galyon

SwellPath

@CraigGalyon

#SMX #13D

October 1, 2013

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Introduction

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SwellPath is a Search and Analytics agency based in Portland, OR

Craig GalyonSr. PPC & Media Specialist, SwellPath@craiggalyon

Agenda

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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

Part 1: What are RLSAs

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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

What are Remarketing Lists for Search Ads (RLSA)?

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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

Why do I care?

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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

Part 2: Setup

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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

Audiences (Google Search)

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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

How to Setup RLSA?

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Audience Settings

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Set at ad group level

Use any of your Remarketing lists or Custom combinations

Choose targeting type

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Choose targeting type

8 days of “whoops”…

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Applied wrong targeting

Changed targeting

Can you guess which?

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B

A

A) Target and Bid / Bid Only

B) Target and Bid / Bid Only

Can you guess which?

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B

A

A) Target and Bid / Bid Only

B) Target and Bid / Bid Only

Congratulations!

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So what happened?

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AdWords Editor happened.

Lists options, but no option to change Targeting setting in AdWords Editor

So what happened?

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Copy/Paste doesn’t work either…

If copying/pasting an audience, defaults to “Target and bid”(this was my error)

What’s the solution…

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Do whatever motivates you. Then do it manually.

That’s it!

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Implementation is the same as any Display Remarketing campaign.

Part 3: Ideas

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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

Quick Win #1 (we’re talking 2 minutes quick…)

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Excluding current users

Create audience for users who already subscribe to your product.Reduce wasted spend (particularly in Branded search) by excluding this audience

Quick Win #1 – Excluding current users

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Quick Win #2 – Quick but not as quick

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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.

Quick Win #2.1 – Adjust Ad Copy

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“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

Quick Win #2.2 – Adjust Bids

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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

Does it work?

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6x more likely to convert77% decrease in CPA

Separating new vs. returning visitors

New Visitors Return Visitors

54x clicks33% decrease in Avg. CPC

Quick Win #3 – Bid Modifier for Competitive Keywords

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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. CPC4% increase in CPA

The Good The Bad

36% increase in Conversions20% increase in Clicks (all from return visitors)

Not-So-Quick Wins – Buying Behavior

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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

$$

NSQW – Upsell Products

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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

NSQW – Market research

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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 type3. Bid aggressively to maximize impressions4. Monitor Search Query Reports for valuable insights

What you can expect:1. Terrible quality scores2. Low CTRs 3. Expensive CPCs4. Deeper understanding of your consumer’s needs and ways you can improve

engagement

Part 4: Is it worth it?

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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

Is it worth it?

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About 00,000,001 results (0.20 seconds)

Yes – Yes they are

Results for are rlsa campaigns worth the effort?

The Internet – 1 hour agoIt is official. You should implement RLSA campaigns today.

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ank

ou

How bout that Breaking Bad finale, right?

Craig GalyonSr. PPC & Media Specialist, SwellPath@craiggalyon

http://www.slideshare.net/SearchMarketingExpo

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