rlsa hero conf 2014 rod richmond clean digital

15 Queen StreetEdinburghEH2 1JE

@clean_digitalwww.cleandigital.co.uk

[email protected]+44 (0)131 20 20 347

APRIL 2014

ARE YOU SURE YOU WANT THAT? RETARGETING FOR SEARCH

INTENT

ROD RICHMOND

@rodppc



[email protected]+44 (0)131 20 20 347


@[email protected]+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



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1. RLSA vs Remarketing for Display



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2. RLSA Done Well



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2. RLSA Done Well - Research

tennisgear.com

Selling affordable tennis gear online

Analytics – Reverse Goal Path



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tennisgear.com


Analytics – Time to Purchase



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tennisgear.com


Adwords – Ad Group Click Path



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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.



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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.



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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.



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3. RLSA Gone Wrong!



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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.



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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.



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3. RLSA Gone Wrong!


May lead to higher CPCs



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4. Comparison

Well Researched

No user journey research

Lots of remarketing

segments

Tailored Ads and Bids

1 blanket segment

Lazy campaign setup, just bids



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5. Final RLSA Tips

Coupons/ OffersBids or MessagingComplementary ProductsDiscreetSegment

Things to bear in mind for your next RLSA campaign:



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Thank You!

rlsa hero conf 2014 rod richmond clean digital

Marketing

queen street edinburgh

rlsa v remarketing

rlsa vs remarketing

final rlsa tips

new rlsa campaigns target

research tennisgear

bid adjustments tennisgear

new campaign