pro level tips for retargeting | smx east | october 2013
TRANSCRIPT
SMX East 2013 1
Introduction
SwellPath is a Search and Analytics agency based in Portland, OR
Craig GalyonSr. PPC & Media Specialist, SwellPath@craiggalyon
SMX East 2013 2
Agenda
1. What are Remarketing Lists for Search Ads (RLSA)?• Why do we (Advanced Retargeters) care?
2. How do I do that?• Setup• Pitfalls
3. What should I do?• Quick Wins• Endless possibilities
4. Is it worth doing?• Yes
SMX East 2013 3
Part 1: What are RLSAs
1. What are Remarketing Lists for Search Ads (RLSA)?• Why do we (Advanced Retargeters) care?
2. How do I do that?• Setup• Pitfalls
3. What should I do?• Quick Wins• Endless possibilities
4. Is it worth doing?• Yes
SMX East 2013 4
What are Remarketing Lists for Search Ads (RLSA)?
Remarketing Lists for Search Ads
• Product feature in Google AdWords
• Layers Remarketing audience targeting over Search PPC campaigns
• Released in Beta July, 2012. Released to all advertisers July, 2013
SMX East 2013 5
Why do I care?
RLSA combines power of display audience targeting with context and intent of search marketing.
Search Display
Strength Determining intent Identifying audience
Weakness Identifying audience Determining intent
Gross over simplification of digital channels
SMX East 2013 6
Part 2: Setup
1. What are Remarketing Lists for Search Ads (RLSA)?• Why do we (Advanced Retargeters) care?
2. How do I do that?• Setup• Pitfalls
3. What should I do?• Quick Wins• Endless possibilities
4. Is it worth doing?• Yes
SMX East 2013 7
Audiences (Google Search)
Create Remarketing segments, as simple or complex as you would like
List size may differ between Google Search and Display Network.
• Separate cookie for Search/Display lists
• Search was introduced in July, 2013. Any visitors prior to that date would not be included Search list
• Search list does not include users who are signed-in to Google
SMX East 2013 9
Audience Settings
Set at ad group level
Use any of your Remarketing lists or Custom combinations
Choose targeting type
SMX East 2013 15
So what happened?
AdWords Editor happened.
Lists options, but no option to change Targeting setting in AdWords Editor
SMX East 2013 16
So what happened?
Copy/Paste doesn’t work either…
If copying/pasting an audience, defaults to “Target and bid”(this was my error)
What’s the solution…
SMX East 2013 19
Part 3: Ideas
1. What are Remarketing Lists for Search Ads (RLSA)?• Why do we (Advanced Retargeters) care?
2. How do I do that?• Setup• Pitfalls
3. What should I do?• Quick Wins• Endless possibilities
4. Is it worth doing?• Yes
SMX East 2013 20
Quick Win #1 (we’re talking 2 minutes quick…)
Excluding current users
Create audience for users who already subscribe to your product.Reduce wasted spend (particularly in Branded search) by excluding this audience
SMX East 2013 22
Quick Win #2 – Quick but not as quick
Separate new vs. returning visitors
1. Duplicate campaigns (easiest in AdWords Editor)2. Apply “Target and bid” targeting to new campaign
Hidden trap:Ads from each version of campaign will compete with one another.
• Google recommends increasing CPCs on new campaign to outrank original ads.
• Craig recommends excluding your audience from the original campaign. No increase in cost, no chance ads will overlap.
SMX East 2013 23
Quick Win #2.1 – Adjust Ad Copy
“If you tell the same story over and over, people stop wanting to talk to you.”-Jennie Smythe, Owner, Girlilla Marketing
Adjust ad copy for returning visitors
• Use stronger buying signals like “Buy Now”, “Save Money”, “Don’t Leave Me Again”• Ads cannot target users with messaging that suggests you know they’ve taken any action.
• “Exclusive Selection of Red Nike Shoes” – ok• “Looking for Red Nikes? We have ‘em” – not ok
• Send return visitors to deeper, more targeted landing pages
SMX East 2013 24
Quick Win #2.2 – Adjust Bids
Adjust bids for new vs. returning visitors• Use insights from Google Analytics to determine value of each
Returning Visitors are worth 3x a New Visitor
SMX East 2013 25
Does it work?
6x more likely to convert77% decrease in CPA
Separating new vs. returning visitors
New Visitors Return Visitors
54x clicks33% decrease in Avg. CPC
SMX East 2013 26
Quick Win #3 – Bid Modifier for Competitive KeywordsUse “Bid only” targeting to increase traffic from high value/high cost keywords
Increasing volume of conversions, mitigate increase in CPA in process
Results
Implemented “Bid Only” targeting adjustment
18% increase in Avg. CPC4% increase in CPA
The Good The Bad
36% increase in Conversions20% increase in Clicks (all from return visitors)
SMX East 2013 27
Not-So-Quick Wins – Buying Behavior
Use Analytics to better understand your buying cycles
Most transactions occur on the first day, but lower value products
Create audience segment for 3-5 days and target ads towards higher value products
$$
SMX East 2013 28
NSQW – Upsell Products
Problem:• Typically restrictive to advertise for small ticket items
based on low margins. Missed opportunity due to CPA.
Solution:• Segment users based on past buying behavior, and
time, to only serve to most relevant audience. • Promote accessories, add-ons, complimentary products
• In addition to revenue gains, creates more loyal, long-term customers
Example:Brand selling consumer electronics can segment visitors who purchased a camera.• Upsell camera bags, stands between 7-14 days• Upsell camera lenses 30-45 days
SMX East 2013 29
NSQW – Market research
Stalk Get to know your customers
Use Broad match keywords as a tool to better understand your consumers search behavior post-conversion.
How-to:1. Create lists of converted users with short cookie length (1-2 days)2. Target head terms with Broad Match type3. Bid aggressively to maximize impressions4. Monitor Search Query Reports for valuable insights
What you can expect:5. Terrible quality scores6. Low CTRs 7. Expensive CPCs8. Deeper understanding of your consumer’s needs and ways you can improve
engagement
SMX East 2013 30
Part 4: Is it worth it?
1. What are Remarketing Lists for Search Ads (RLSA)?• Why do we (Advanced Retargeters) care?
2. How do I do that?• Setup• Pitfalls
3. What should I do?• Quick Wins• Endless possibilities
4. Is it worth doing?• Yes
SMX East 2013 31
Is it worth it?
About 00,000,001 results (0.20 seconds)
Yes – Yes they areResults for are rlsa campaigns worth the effort?
The Internet – 1 hour agoIt is official. You should implement RLSA campaigns today.