Download - RLSA Will Save The Day!
Larry Kim | @larrykim
Founder | WordStream
RLSA Will Save The Day(RLSA = Remarketing Lists for Search Ads)
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
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)!
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
Quality Score is Mostly Based on Click Through Rate.
Brand Familiarity *Greatly* Increases CTR.
@larrykim #heroconf
Conversion
Rates
Doubles With
More Ad
Impressions
Conversion Rates Also Increase With Increased Brand Awareness!
@larrykim #heroconf
The 3 Most Common RLSA Strategies:
Larry Kim
(@larrykim)
RLSA Strategy
Name
What You’re
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
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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
Larry Kim
(@larrykim)
#2) RLSA = Less Useful for Businesses and Websites with Smaller Audiences
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Larry Kim
(@larrykim)
RLSA is no GDN Display Remarketing: Display Remarketing Reach on GDN is Massive
@larrykim #heroconf
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
THREE Presentations in One!!!
Larry Kim
(@larrykim)
• The Future of RLSA and of
PPC Marketing!
@larrykim #heroconf
Paid Search CPCs at All Time High in Established Markets
CONFIDENTIAL – DO NOT
DISTRIBUTE 35@larrykim #heroconf
Far Fewer Ad Spots on Mobile vs. Desktop (Which is 50% of Searches in 2015)
Larry Kim
(@larrykim)
VS.
@larrykim #heroconf
Wining at Paid Search in 2015 Means Being More Picky Than Ever
Larry Kim
(@larrykim)
Quantity of Searches
Price o
f Paid
Searc
h C
licks
Fewer, Higher Quality, more
expensive clicks
@larrykim #heroconf
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
List Based Remarketing on Twitter, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
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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
Future “RLSA” Will Let You Filter Audiences by Demographics & Interests
Larry Kim
(@larrykim)@larrykim #heroconf
Larry Kim
(@larrykim)
For More On Facebook Demographic & Interest Targeting Up Next!
@larrykim #heroconf
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
Thank you!@larrykim, @wordstream
Slides Are Here!!
bit.ly/heroconf2015
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