rlsa will save the day!
TRANSCRIPT
Larry Kim | @larrykim
Founder | WordStream
RLSA Will Save The Day(RLSA = Remarketing Lists for Search Ads)
3 Random Facts
About Me:
1. (Slightly) Obsessed With Unicorns & Quality Score
@larrykim #heroconf
@larrykim #heroconf
2. Favorite Twitter Accounts:
3. Originally From Winnipeg, Canada!3. Originally from Winnipeg, Canada
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
What’s RLSA?
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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)!
Larry Kim
(@larrykim)
How Remarketing Lists for Search Ads Work:
@larrykim #heroconf
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
Here’s *Why* RLSA Works
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Quality Score is Mostly Based on Click Through Rate.
Brand Familiarity *Greatly* Increases CTR.
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Conversion
Rates
Doubles With
More Ad
Impressions
Conversion Rates Also Increase With Increased Brand Awareness!
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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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3 Super-Actionable RLSA Campaign Optimization Tips
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RLSA Tip #1:Go With Your Widest Possible
Segment!
RLSA Tip #2:Start with a +30% RLSA bid adjustment and go from there.
RLSA Tip #3:Try Excluding Segments, Too!
Summary: RLSA Will Save The Day
Larry Kim
(@larrykim)@larrykim #heroconf
Larry Kim | @larrykim
Founder | WordStream
Why RLSA Is Dumb
A Presentation in a Presentation!!
Larry Kim
(@larrykim)
• 4 Reasons why RLSA
Stinks
• RLSA Special: Two
Heroic Presentations
for the Price of One!
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#1) You’re Often Just Pushing Conversions Around*
Larry Kim
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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
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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
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Larry Kim
(@larrykim)
#3) Search Marketing is About Finding New Customers, Too.
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Larry Kim
(@larrykim)
#4) Worst Acronym Ever: “RLSA”
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Larry Kim
(@larrykim)
Summary: RLSA Sometimes
Doesn’t Move The Needle!
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Larry Kim | @larrykim
Founder | WordStream
The Future of RLSA
THREE Presentations in One!!!
Larry Kim
(@larrykim)
• The Future of RLSA and of
PPC Marketing!
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PPC Marketingis Getting Way Harder!
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Paid Search CPCs at All Time High in Established Markets
CONFIDENTIAL – DO NOT
DISTRIBUTE 35@larrykim #heroconf
CONFIDENTIAL – DO NOT
DISTRIBUTE 36@larrykim #PPC101
Paid Search Inventory is Flat in Established Markets!!
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Apps are Stealing from Desktop Search!
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Far Fewer Ad Spots on Mobile vs. Desktop (Which is 50% of Searches in 2015)
Larry Kim
(@larrykim)
VS.
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Highest CPCs Ever and Flat Inventory for Established Markets (Yikes!)
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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
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Demographic Bidding Options in Bing Ads
Larry Kim
(@larrykim)@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)
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Email Targeting Coming to AdWords
Larry Kim
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Identity Based Targeting Already Widely Used on Facebook
Larry Kim
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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
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Future “RLSA” Will Let You Filter Audiences by Demographics & Interests
Larry Kim
(@larrykim)@larrykim #heroconf
Larry Kim
(@larrykim)
Filter Remarketing Audience By Income
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Larry Kim
(@larrykim)
For More On Facebook Demographic & Interest Targeting Up Next!
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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!
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Thank you!@larrykim, @wordstream
Slides Are Here!!
bit.ly/heroconf2015
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