RLSA Hero Conf 2014 Rod Richmond Clean Digital

15 Queen StreetEdinburghEH2 1JE

@clean_digitalwww.cleandigital.co.uk

rod@cleandigital.co.uk+44 (0)131 20 20 347

APRIL 2014

ARE YOU SURE YOU WANT THAT? RETARGETING FOR SEARCH

INTENT

ROD RICHMOND

@rodppc

@clean_digitalrod@cleandigital.co.uk+44 (0)131 20 20 347 www.cleandigital.co.uk

CONTENTS

1. Intro: RLSA v Remarketing for Display

2. RLSA Done Well

3. RLSA Gone Wrong!

RLSA = REMARKETING LISTS FOR SEARCH ADS

4. Comparison5. Final RLSA Tips

1. RLSA vs Remarketing for Display

2. RLSA Done Well

2. RLSA Done Well - Research

tennisgear.com

Selling affordable tennis gear online

Analytics – Reverse Goal Path

tennisgear.com

Analytics – Time to Purchase

tennisgear.com

Adwords – Ad Group Click Path

2. RLSA Done Well - Building

Build Segmented Remarketing Lists

tennisgear.com

Converters/ Non Converters

Custom Combination List: visitors of tennis rackets page who ALSO converted.

2. RLSA Done Well

New RLSA Campaigns (Target and bid adjustments)

tennisgear.com

Adjust messaging AND bids. We know they are likely to buy complimentary products, especially bags and balls.

2. RLSA Done Well

New RLSA Campaigns (Target and bid adjustments)

tennisgear.com

Messaging AND Bid adjustments: Up bids 30%. Racket adcopy that leads to our bestselling rackets landing page.Rationale People who visited the Compare Rackets page are 45% more likely to convert.

3. RLSA Gone Wrong!

superinsurance.netFor all your insurance needs

Lazy Setup: 1 remarketing list, no segmentation, long membership duration

1 adgroup for all visitors in a new campaign, targeting them with ads from elsewhere in the account

No background research into user journey, how their products/services relate to each other.

3. RLSA Gone Wrong!

1 adgroup for all visitors in a new campaign, targeting them with ads from elsewhere in the account

Same ad messaging: not tailored to users. Bids have been increased 10% across the board.

3. RLSA Gone Wrong!

May lead to higher CPCs

4. Comparison

Well Researched

No user journey research

Lots of remarketing

segments

Tailored Ads and Bids

1 blanket segment

Lazy campaign setup, just bids

5. Final RLSA Tips

Coupons/ OffersBids or MessagingComplementary ProductsDiscreetSegment

Things to bear in mind for your next RLSA campaign:

Thank You!

RLSA Hero Conf 2014 Rod Richmond Clean Digital

Marketing

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