Rakuten Marketing and Google Webinar 'How to Stuff Your Q4 Stockings With RLSA Tips, Tricks &...
-
Upload
rakutenmarketingus -
Category
Marketing
-
view
594 -
download
4
Transcript of Rakuten Marketing and Google Webinar 'How to Stuff Your Q4 Stockings With RLSA Tips, Tricks &...
Agenda•What Is RLSA: Campaign Basics • Customer Acquisition Strategies• Customer Retention Strategies
*US only
of holiday shoppers said they did majority
of shopping on or before cyber
monday(Nov 30 this year)
took advantage of post-holiday sales
and promotions
said they started holiday shopping
before halloween
(Oct 31 every year)
48% 44%25%
Holiday 2014 Trends
In The Pursuit of Conversions, One Visit Is Typically Not Enough
96%70% Abandon shopping carts without
purchasing1
Leave a website without converting 1
49% Typically visit 2 - 4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)
Remarketing lists members convert at
almost twice the rate of regular traffic
96%
All Search Users Are NOT Created EqualUsers already familiar with your site, products or brand are
more likely to convert.
Leverage Your Site Traffic To Lift Revenue
RLSA Makes A Big Difference...
-56%average CPA decrease for
conversions from an RLSA user list vs.
entire campaign
Retail Search
+10%average increase in
conversions for advertisers that use
RLSA vs. advertisers that
do not use RLSA
Source: Google Internal Data
-35%Shopping Campaigns
Ads
average CPA decrease for
conversions from an RLSA user list vs.
entire campaign
1) What Is RLSA?
What is Remarketing Lists for Search Ads (RLSA)?
Keyword
targeting
Audience signals from
your site
Advertise more profitably on new keywords
Customize bids, search ads and keywords based on visitors’ past
activity on your website.
Be more competitive in auctions based on data
Increase relevance for key audiences with better targeting & messaging
Improving Shopping Campaign Impression Share
by increasing bids for returning users
Returning site visitors convert 2x more!
Homepage Visitors
Category Page visitors
Product Page Visitors
Cart Abandoners
Converters
+40%
+60%
+80%
+120%
+160%
Segment Your List Based On The Conversion Funnel
*
2) Customer Acquisition
• Brand/Promotional (visited, but did not convert)• Engage consumers with lifestyle & brand messaging• 20% Off Your First Order
• Non-brand Keywords• Introduce your brand early in the journey by casting a
wide net• Free Gift With Purchase
Customer Acquisition: Capture Qualified Customers
• Third Party Brand/Product Launches• Showcase the new selection of products to engage
customers• Browse Our Spring 2016 Look Book; Extra 10% Off
• Competitors/Resellers• Get in front of customers ready to purchase • Today Only, Save 10% Code:Today10!
Customer Acquisition: Capture Qualified Customers
Expand Reach Via Non-BrandBid higher when your audience searches for your existing keywords
High-end retailer selling a number of brands The problemNon-brand keyword value-per-click too low to bid for top spots
The solution✓ Create an audience user list of visitors to
your site. Add Audience as “Bid only” to ad groups.
✓ Examine Audiences report and compare user list to overall traffic.
✓ Set appropriate bid adjustment for audience.
3) Customer Retention
• Brand• Create sense of exclusivity• VIPs: Shop Friends & Family First!
• Promotional• Increase bids to capitalize during promotions• Gather insights on which promotions work best with
existing consumer• Get free gift wrapping this holiday season w/ code: vbgift
Customer Retention: Keep Customers Interested
• Non-Brand Keywords• Pursue generic keywords & engage consumers more likely
to buy• 15% Off Your Next Order
• New Product Launches• New seasonal collection for existing brand• Cross-target similar brands• Browse Our Spring 2016 Look Book
Customer Retention: Keep Customers Interested
Re-Engage Brand AdvocatesSupport and reinforce brand loyalty
Camera company selling cameras and accessories The problemWants to upsell and/or cross-sell recent converters
The solution✓ Create a remarketing list for people who
have reached your purchase confirmation page.
✓ Use a 180-day lookback window to reach recent buyers who’ll still have you at the top of their minds.
RLSA Campaign Success
Non-Brand Click-through-Rates: Non-Brand Conversion Rates:
Compared To Search Campaigns:
Retailer - Target & Bid, Previous Customers (Non-Converters) Back to School Focus
4.4% 2.6% +41% CTR+350% CVR
RLSA Campaign Success
Click-through-Rates: Conversion Rates:
Return On Investment:
Retailer - Bid Only For Previous Visitors, Shopping
+191% +51% +13%
Summary
Collect Your Audience/Put Out The Cookie Plate1.Tag your entire desktop and mobile site
Create Your Target Segment/Make Your List, Check It Twice2.Based on your conversion funnel: general visitors, cart abandoners,
past converters, ...Determine Targeting & Bid Adjustments/ Pick Your Recipe
Ingredients3.Choose the best targeting setting for your strategy.4.Set bids based on segmenting your conversion funnel.5.Identify RLSA bid adjustments based on goals.
Tailor Messaging/Wrap It Up With A Bow6.Tailor ad copy to connect with the targeted user segment.
RLSA Quick Launch Guide
• Have a gameplan: separate campaigns for RLSA?• Break things down: segment your audience properly• Messaging is key: custom messages by segment• The price is right: know the value of your customer• Don’t “set it and forget it”: review results & optimize
5 RLSA Tips/Tricks To Stuff Your Stocking
Thank you!
Questions?