audience and google rlsa overview from agenda21
DESCRIPTION
From the "Paid Search Gets Personal" briefing by agenda21 in April 2014. Remarketing Lists for Search Ads (RLSA) case studies and advice on how to implement RLSA from agenda21 Digital at www.agenda21digital.com or call 020 7036 7000TRANSCRIPT
© agenda21 2014
Paid Search Gets Personalagenda21
Joe Roman
© agenda21 2014 – www.agenda21digital.com
Overview
▸ What “audience” means to agenda21 & why we believe it’s valuable?
▸ How can we use “audience” now?
▸ “Audience” is improving performance today...
▸ Where do we think “audience” is going?
▸ 5 things you should do on Monday morning…
© agenda21 2014
What “audience” means to agenda21 &why we believe it’s valuable?
© agenda21 2014 – www.agenda21digital.com
What “audience” means to agenda21
© agenda21 2014 – www.agenda21digital.com
What “audience” means to agenda21
© agenda21 2014 – www.agenda21digital.com
What “audience” means to agenda21
© agenda21 2014 – www.agenda21digital.com
What “audience” means to agenda21
© agenda21 2014 – www.agenda21digital.com
Why is “audience” valuable?
Efficiency Relevancy
© agenda21 2014
How can we use “audience” now?
© agenda21 2014 – www.agenda21digital.com
Behavioural signals v. Audience signals
Behavioural
Audience
LocationLanguageTimeDevice
Keywords
Audience lists (RLSA)
© agenda21 2014 – www.agenda21digital.com
RLSA
▸ RLSA or Remarketing Lists for Search Ads
▸ Create audience lists based on site visitorsand where they have navigated to
▸ For example – visitors that have reached the basket page BUT haven’t converted
▸ One simple tag
▸ New users do not have to have reached your sitevia paid search
© agenda21 2014 – www.agenda21digital.com
RLSA
Efficiency = Bid Only Relevancy = Target & Bid
Bid Bid
© agenda21 2014 – www.agenda21digital.com
3 broad segments…
Audience Diagram
© agenda21 2014
“Audience” is improving performance today...
© agenda21 2014 – www.agenda21digital.com
Jurys Inn – Bid Only
© agenda21 2014 – www.agenda21digital.com
Plan UK – Bid Only
© agenda21 2014 – www.agenda21digital.com
Engagement Based Bid Modification Example
Homepage
Category Page
Product Page
Basket Checkout
10%
20%
30%
40%
50%
© agenda21 2014 – www.agenda21digital.com
Totaljobs – Target & Bid
© agenda21 2014 – www.agenda21digital.com
Other tests we are currently running
© agenda21 2014
Where do we think “audience” is going?
© agenda21 2014 – www.agenda21digital.com
Google Analytics Audience Data
Proactive
Reactive
© agenda21 2014
Google Analytics Audience Data can be revealing
4 times more likely to convert than…
2.5 times more likely to convert than…
© agenda21 2014
5 things you should do on Monday morning…
© agenda21 2014 – www.agenda21digital.com
5 things you should do right now…
1. Set up Google Adwords universal remarketing tag
2. Google Tag Manager
3. Segmenting your audience data
4. Assess your goals – what’s important for you?
5. Set up Google Analytics demographic & interest data