Remarketing Lists for Search Ads - A detailed Guide from Larry Kim

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Larry Kim | @larrykim Founder | WordStream RLSA Will Save The Day (RLSA = Remarketing Lists for Search Ads)

Transcript of Remarketing Lists for Search Ads - A detailed Guide from Larry Kim

1. Larry Kim | @larrykim Founder | WordStream RLSA Will Save The Day (RLSA = Remarketing Lists for Search Ads) 2. 3 Random Facts About Me: 3. 1. (Slightly) Obsessed With Unicorns & Quality Score @larrykim #heroconf 4. @larrykim #heroconf 2. Favorite Twitter Accounts: 5. 3. Originally From Winnipeg, Canada!3. Originally from Winnipeg, Canada 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. Whats RLSA? @larrykim #heroconf 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. Larry Kim (@larrykim) How Remarketing Lists for Search Ads Work: @larrykim #heroconf 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. Heres *Why* RLSA Works @larrykim #heroconf 12. Quality Score is Mostly Based on Click Through Rate. Brand Familiarity *Greatly* Increases CTR. @larrykim #heroconf 13. @larrykim #heroconf 14. Conversion Rates Doubles With More Ad Impressions Conversion Rates Also Increase With Increased Brand Awareness! @larrykim #heroconf 15. The 3 Most Common RLSA Strategies: Larry Kim (@larrykim) RLSA Strategy Name What Youre 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. 3 Super-Actionable RLSA Campaign Optimization Tips @larrykim #heroconf 17. RLSA Tip #1: Go With Your Widest Possible Segment! 18. RLSA Tip #2: Start with a +30% RLSA bid adjustment and go from there. 19. RLSA Tip #3: Try Excluding Segments, Too! 20. Summary: RLSA Will Save The Day Larry Kim (@larrykim) @larrykim #heroconf 21. Larry Kim | @larrykim Founder | WordStream Why RLSA Is Dumb 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. #1) Youre Often Just Pushing Conversions Around* Larry Kim (@larrykim) @larrykim #heroconf 24. Larry Kim (@larrykim) #2) RLSA = Less Useful for Businesses and Websites with Smaller Audiences @larrykim #heroconf 25. Larry Kim (@larrykim) RLSA is no GDN Display Remarketing: Display Remarketing Reach on GDN is Massive @larrykim #heroconf 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. Larry Kim (@larrykim) #3) Search Marketing is About Finding New Customers, Too. @larrykim #heroconf 28. Larry Kim (@larrykim) #4) Worst Acronym Ever: RLSA @larrykim #heroconf 29. Larry Kim (@larrykim) Summary: RLSA Sometimes Doesnt Move The Needle! @larrykim #heroconf 30. Larry Kim | @larrykim Founder | WordStream The Future of RLSA 31. THREE Presentations in One!!! Larry Kim (@larrykim) The Future of RLSA and of PPC Marketing! @larrykim #heroconf 32. PPC Marketing is Getting Way Harder! @larrykim #heroconf 33. Paid Search CPCs at All Time High in Established Markets CONFIDENTIAL DO NOT DISTRIBUTE 35@larrykim #heroconf 34. CONFIDENTIAL DO NOT DISTRIBUTE 36@larrykim #PPC101 35. Paid Search Inventory is Flat in Established Markets!! @larrykim #heroconf 36. Apps are Stealing from Desktop Search! @larrykim #heroconf 37. Far Fewer Ad Spots on Mobile vs. Desktop (Which is 50% of Searches in 2015) Larry Kim (@larrykim) VS. @larrykim #heroconf 38. Highest CPCs Ever and Flat Inventory for Established Markets (Yikes!) @larrykim #heroconf 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. Demographic Bidding Options in Bing Ads Larry Kim (@larrykim) @larrykim #heroconf 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. Email Targeting Coming to AdWords Larry Kim (@larrykim) @larrykim #heroconf 43. Identity Based Targeting Already Widely Used on Facebook Larry Kim (@larrykim) @larrykim #heroconf 44. List Based Remarketing on Twitter, Too! Larry Kim (@larrykim) Target Website Visitors OR Custom Lists @larrykim #heroconf 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. Future RLSA Will Let You Filter Audiences by Demographics & Interests Larry Kim (@larrykim) @larrykim #heroconf 47. Larry Kim (@larrykim) Filter Remarketing Audience By Income @larrykim #heroconf 48. Larry Kim (@larrykim) For More On Facebook Demographic & Interest Targeting Up Next! @larrykim #heroconf 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. Thank you! @larrykim, @wordstream [email protected] Slides Are Here!! bit.ly/heroconf2015 @larrykim #heroconf