Archive for ‘Google’

Business as Usual After Google Announcement

By April 9th, 2014

Over the past couple days, you likely heard some alarming reports speculating on changes in how Google passes data to analytics software and advertisers. This understandably created lots of buzz, but today we have the facts as reported in Google’s official Ads Developer Blog:

“Today, we are extending our efforts to keep search secure by removing the query from the referrer on ad clicks originating from SSL searches on Google.com.

Advertisers will continue to have access to useful data to optimize and improve their campaigns and landing pages.  For example, you can access detailed information in the AdWords search terms report and the Google Webmaster Tools Search Queries report.”

Marin Software will continue to receive keyword data from Google. Conversion and revenue tracking, reporting,  and analytics will not be disrupted. Our CMO Matt Ackley explained, “As an AdWords API partner, Marin Software leverages keyword data – separate from search query data – in providing its market-leading analytics, campaign management and optimization capabilities.”

For customers leveraging Marin Tracker, Tracker will no longer be used as a source for keyword expansion. However, Marin’s Keyword Expansion tool will continue to bring in keyword suggestions via the publisher search query reports for both Google and Bing, which provide the majority of keyword suggestions today. If you’re using Tracker and have questions, don’t hesitate to reach out to your customer success team.

We look forward to business as usual, helping our customers to be the best marketers in the industry.

3 Surefire Strategies for Driving Success with Remarketing Lists for Search Ads

By March 17th, 2014

Despite increasing complexity and competition, paid search advertising budgets are expected to work harder and drive more revenue than ever before. Unfortunately, marketers continue to struggle with driving relevancy and increasing engagement. For the most part, the challenge is that keywords, creative, and bid strategy remain the same for every search and every searcher. Remarketing lists for search ads (RLSA) address this challenge by enabling advertisers to optimize campaigns based on user demographics and behavioral attributes. Though the list of use cases for RLSAs is likely endless, here are three strategies used by Marin customers today that underscore the power and flexibility that RLSAs bring to any paid search program.

I Know Where You Clicked Last Session

A user who’s been to your website is more likely to convert in a subsequent visit. With RLSAs, you can increase ad visibility and continue driving customers down the purchase funnel by adjusting ad creative and bids for users who previously visited your website.

By adding visitors who navigated to deeper parts of your website, such as category and product pages, to remarketing lists, you can build highly targeted campaigns that rely on more relevant ads. Creative that include buying signals like “act now” or “buy today,” along with promotional offers, engage repeat visitors. Coupled with optimal bid adjustments, these strategies drive downstream conversions and revenue from visitors who are closer to the bottom of the purchase funnel.

Navigational Searches Cost $$$

Though there are benefits to bidding on brand terms—controlling brand messaging, combating aggressive competitors, increasing SERP real estate, and providing deep links via sitelinks—these tactics tend to address engagement with new customers, as opposed to existing ones.

Marin Software RLSAs

Marin Software RLSAs targeting

With RLSAs, you can effectively eliminate navigational searches by building lists for existing customers who are logged into their profile or account. These users are already paying customers or have converted into active profiles yet continue to click on paid ads to navigate to your website. This behavior ultimately results in wasted ad spend.  By integrating first-party, customer-oriented data into RLSAs, you can reallocate budget away from navigational searches in favor of targeting and engaging new users. This strategy is highly effective for subscription-based products and services.

Driving Repeat Customers

Soft goods and services are often repurchased and renewed. For instance, pet food might be purchased every month or an insurance policy renewed every six months. Understanding when customers are likely to become repeat customers enables you to leverage RLSAs to increase the lifetime value of your customers.

Marin Software RLSAs

For example, take a financial services company that requires customers to renew their subscription every quarter. With visibility into their first-party data, which includes subscription start and ends dates, this advertiser could generate two remarketing lists, one for recent subscriptions and another for upcoming renewals. Generating an RLSA for customers with recent subscriptions, the advertiser can decrease bids on expensive, generic keywords for these new customers. On the other hand, creating an RLSA for customers who are coming up for renewal, allows the advertiser to increase bids on those same keywords to increase ad visibility and drive renewals. This strategy enables advertisers to pay more for clicks that are more likely to convert and eliminate those that are less likely to convert.

A Few Things to Remember

As you start to think about how these strategies will benefit your paid search program, there are a few things you should keep in mind:

  • The maximum membership duration, or how long a visitor’s cookie stays on a list, for RLSAs is 180 days. Consequently, advertisers can’t remarket to a customer from last year, eliminating the ability to drive renewals for customers with annual subscriptions.
  • Don’t get too cute and clever with RLSAs. Since lists must have a minimum of 1,000 cookies (users) before they can be used, highly targeted strategies can fall flat in terms of effectiveness if the audience isn’t large enough.
  • Remarketing lists don’t include users who are signed-in to Google. *Sigh*

Are there other RLSA strategies that you’ve executed on with impressive results?

Learn to Reduce Irrelevant AdWords Costs & Boost Conversions in 15 Minutes

By February 25th, 2014

As a search marketer, my ultimate goal is to generate the most relevant clicks to my website and to trim the costs of my campaigns so I’m spending efficiently and optimally. Given this, my biggest enemy is irrelevant clicks because it can suck the life out of my piggy bank. While I think Google AdWords is a great channel, it can definitely run up your costs in a wasteful manner if you don’ t know what you’re doing. But when paid search is done right, it can really help drive visitors that are highly interested in your product or services.

In this quick 15 minute read, you’ll learn a few targeting option basics and how to identify where you might be wasting costs. I’ll also cover how understanding data performances will help you optimize to boost your conversions. If you’re able to pay less for clicks, your cost per conversion will also be less – and that’s a big win. For each of my suggestions below, I strongly advise you to add in the Google Conversion Pixel so that you can see the performances against your marketing goals.

Here are 3 questions you need to ask yourself:

1. Is your campaign on the Display Network?

When you’re setting up your campaign for the first time, Google Adwords will default to traffic your ads on both the “Search & Display Network.” In most cases, this isn’t the option you’re looking for. Here’s a quick breakdown of what the difference is:

  • Search Network: Your ads will appear next to Google search results, and you’ll reach people with intent in mind who are searching for a specific product or service.
  • Display Network: Your ads will be placed on websites opted into Google AdSense, a program that gives websites a way to earn money by displaying ads on their site. By selecting ads to run with this option, AdWords will take your keywords and match them up with related websites. While this may sound like a good idea, the user intent is usually very different than Search Network ads; these ads are usually shown to people that fall into the “browsing” category where they are simply surfing the web to read – not having specific intent.

There are two ways to find out if you are active on the Display Network. First is the small text above the “Settings” tab, or you can find it by clicking on the “Settings” tab and navigating over to “Type.” Here you will be able to see and change what network you are running on.

AdWords campaign settings example

To see how your network placements are performing, click into the “Campaigns” tab, then select “Segment” and navigate to “Network”.  Here you will see the breakdown per network and make strategic decisions from there.

AdWords segment setting example

Tip: If you are going to try out Display Network, it’s best to break it into a separate campaign so you can monitor the campaigns and bid separately. Be sure to also check the placements to see where your ads are appearing.

2. Should you be bidding on mobile devices?

The first question you should ask yourself is if your website has an optimal mobile experience. If it doesn’t then you could be wasting clicks away. You can view this data through your analytics platform to see what the engagement metrics are between mobile traffic versus computer traffic – or better, import the data from Google Analytics into Adwords to get one full view. While mobile searches are growing and it sounds great to reach new customers from any device, marketers need to realize that mobile users have different intent and behaviors than someone on a computer. For example, mobile users may encounter your ads at 7:00pm while waiting for dinner and are simply just browsing to pass the time, whereas those who are in front of a computer may be more engaged and looking for something specific with intent in mind.

Due to the way Google Adwords is setup, it’s likely that you are trafficking ads to mobile devices. To see how your mobile ads are performing, click into the “Campaigns” tab then select “Segment” and navigate to “Device.”

With the presented data, you can decide to reduce or increase the bid adjustments across your different device targeting options anywhere from 90% and +300%, or at -100% to opt out of traffic from mobile devices completely.

3. Do you know what geographic locations are high-performing or low-performing?

Let’s role-play and say that you’re a company that specializes in selling custom teddy bears and you operate in the entire United States. For some reason, the conversion rates are lower in the Midwestern states compared to all the other states you’re targeting. This is your opportunity to optimize your bids and reduce the bid adjustments.

When you set yourself up for bidding in locations with a large audience size, such as all of the United States, your reach is broadened and it’s best to put some controls so that you’re reaching locations that resonate best with your product, services, or goals. Geographic bid modifiers is a fantastic way to boost bids on high-performing locations and lower bids on poor-performing locations.

To drill in and see how geography locations are performing, click into the “Dimensions” tab then select to view “Geographic.”

AdWords geographic setting example

With these three things in mind, don’t let irrelevant clicks drain your piggy bank. Be sure to keep tabs on your campaign, at the very least, once per week. The more informed you are about who you’re targeting, the better you can optimize to efficiency and profitability.

Getting to Know Google’s New “Shopping Campaigns”

By November 25th, 2013

Google, Shopping campaigns, PLAs, marin software, ppc, semLate last month, Google introduced Shopping campaigns, a new way for retail advertisers to manage and report on Product Listing Ads. While retailers can continue running regular Product Listing Ads campaigns, Shopping campaigns offer additional flexibility and visibility that advertisers will truly appreciate. This new campaign type is only available to a select number of retailers today;, however, it’s important to understand what the changes and benefits are before they’re generally available early next year.

How Do Shopping Campaigns Work?

By now retail search marketers know that Merchant Center data is critical in creating and managing Product Listing Ads. Shopping campaigns address this requirement by making all product data accessible within AdWords, removing the need to reference Merchant Center. Advertisers can now easily browse and organize their product inventory and make informed decisions about their advertising strategy within a single interface.

One of the biggest changes is the replacement of product targets with product groups. Product groups are used to select which products retailers want to bid on for a given campaign. There can be multiple product groups within a single campaign. Advertisers can subdivide inventory into customized product groups using any product attributes and the products that aren’t subdivided remain in an “Everything else” product group. Bids can then be calculated and set for individual groups.

Google, Shopping campaigns, PLAs, marin software, ppc, sem

What’s Changed?

Here’s what has and hasn’t changed:

  • Product Listing Ads are still Product Listing Ads: Ads appear in the same places, on the same networks.
  • Product groups, not product targets: Shopping campaigns are powered entirely by Merchant Center product data and products are organized into product groups using any combination of product attributes.
  • No more “AdWords grouping” and “AdWords labels”:  “AdWords grouping” and “AdWords labels” attributes no longer exist. If additional categorization is needed beyond product attributes, custom labels can be used.
  • New custom labels: Use the custom labels attribute to subdivide products. Create up to five custom labels per product in the Merchant Center feed and assign values to each label as needed.

What Are the Benefits?

There are four key benefits to using Shopping campaigns:

  • Increased Efficiency: Marketers can browse their product catalogue directly with AdWords and create product groups for inventory they want to bid on.
  • Greater visibility: Gain visibility into how individual products or categories of products are performing at any level of granularity.
  • Deeper Insights: Benchmarking data (CPC and CTR) provides insight into the competitive landscape. Furthermore, marketers can identify revenue opportunities with impression share data and bid more aggressively to remain competitive in the auction.
  • More Control: Assign priority to multiple Shopping campaigns (containing the same products) to determine which campaign and bids will be used when ads for those products show. Additionally, limit the products advertised using inventory filters, which leverage defined Merchant Center product attributes, like brand or product type.

Let us know your thoughts on Google’s new Shopping campaigns and how you think they’ll impact your PLA strategy for 2014.

Note: At this time, shopping campaigns are not supported via the AdWords API.

Remarketing Lists for Search Ads

By September 30th, 2013

Google Adwords Remarketing Retargetting Marin SoftwareIn July, we talked about a new feature that Google was rolling out of beta – Remarketing Lists for Search Ads (RLSA). For those still new to RLSAs, Google is now allowing advertisers to update their bids and creatives to people that have visited their website in the past. We were quite excited to try out this new feature out, see how easy (or hard) it would be to implement, and what the results would look like.

One of the hardest things about managing paid search accounts over time is staying up to date with new Google features and how it all integrates within AdWords. Account structure becomes vital as you look to keep your account organized to manage but also to generate the best possible results. While I mentioned my excitement earlier, I was also slightly stressed out over how difficult it may be to setup and manage results for yet another new campaign and set of rules.

Setup was surprisingly easy, albeit one catch:

  1. Make sure your Remarketing Ads tracking code is active on all the appropriate pages on your website. Build out the audiences that you’d like to track and remarket to. (For example, group the folks looking at shoes differently than those looking at apparel.)
  2. If you want to change your creative for the remarketing ads, you need to create a second duplicate campaign. The original campaign will remain as is, and the new campaign will show to anyone that is part of the cookie pool. I did not account for this originally so I had to go back and do this step.
  3. Once you’ve decided whether you are going to clone your campaign or not for step B, then you can go ahead and start implementing the remarketing campaign. You simply go to the audiences tab and click the +Remarketing button. Choose the ad group you want to use and then add the audience from your website you want to target.
  4. You’ll want to go in and make the appropriate bid adjustment. This works the same way as the enhanced campaigns functionality.
  5. Last but not least, go in and change the creative if you decided to clone the campaign from step B to show different ads.

I think the implementation was fairly easy. Cloning campaigns and creating new ads is simple enough. Again, the hardest part is potentially just managing another new campaign. This gets especially difficult for those of you managing intricate campaigns with hundreds and thousands of campaigns and ad groups.

Without divulging into too much detail on our performance, we’ve seen some good results. With the retargeting lists, we set up bid adjustments of return visitors on key ad groups and upped the bids anywhere from 20-40%. We also updated the copy and, in some cases, the offer. While the CPCs are naturally higher, the CTR and CPL are both improved for a majority if the campaigns. The volume is a lot lower than our main campaigns, but this will be mainly dependent on the number of visitors in your cookie pool.

In all, Google does a great job giving marketers the tools and resources they need to find their customers. This is another win for the advertiser. I hope many of you are taking advantage of this new feature and testing it out to see if it works as well for you. If anyone has any stories, tips, or best practices, we would love to hear them.

Dos and Don’ts for Contextual Keyword Targeting, Part 2

By August 19th, 2013

display2This is a guest post by Jana Fung of MixRank.

In my first post in this series, we looked at the 5 biggest don’ts when it comes to contextual keywords. Now let’s consider a few things you can do to make your ads a success:

  • Do: Experiment with lower bidding strategies. When you’re testing out campaigns, it is usually recommended to start with a large budget and optimize as you go. However, clicks on the GDN can be up to 75% cheaper than paid search clicks. So don’t be afraid to start a test campaign with a small budget. If you find that you’re continuously missing out on impressions due to budget constraints, increase your budget incrementally and optimize your keywords and placements as you go.
  • Do: Try targeting keywords that are outside your current product offering. Although counter-intuitive, this actually expands your reach to the right audience. For example, if you’re selling luggage, your target audience includes travelers and you would use travel-related keywords. However, you may also want to use the keyword “airport security rules.” Although not included in your product offering, this keyword will reach an audience that is new to travelling and in need of luggage. Targeting keywords that are outside your product offering works well because keyword targeting on the GDN is not like paid search where you try to match intent. On the GDN, keyword targeting and ads should be created to reach new audiences, and should focus less on exact match product offerings.
  • Do: Spy on your competitors’ contextual keywords and scale your own keywords accordingly, by using free competitive intelligence tools like MixRank. As mentioned in Part 1 of this blog series, you shouldn’t be using a thesaurus to identify relevant keywords for your target audience. Free competitive intelligence tools like MixRank provide instant access to your competitors’ top performing contextual keywords and give you relevant keyword suggestions that you can test with your own campaigns.
  • Do: Add other layers of targeting in conjunction with keyword targeting. In addition to keyword targeting, the GDN offers placement targeting, interest targeting, topic targeting and re-marketing. With the exception of re-marketing, you should add at least one layer of targeting to increase precision for your intended audience. Keep in mind that if you add too many layers of targeting, volume may significantly decrease, so be sure to check the estimated display reach within your Display Network tab.
  • Do: Limit the number of keywords per ad group to 3-6 to increase precision, relevancy and Quality Score (QS). Because keyword targeting on the GDN only allows for broad match, it doesn’t make sense to add variations of the same keyword as you would in paid search for exact and phrase match targeting. If you’re targeting too many broad match keywords that aren’t thematically related within a single ad group, your QS may suffer and hurt campaign performance.

While this is just a starter list of what you should consider when building out your contextual keywords and ad campaigns, it is imperative to understand the differences between the Search network and the Display network. Display advertisers are creating ads and keyword targets to reach specific audiences, while search advertisers are creating ads and keyword targets to reach specific intentions.

What contextual keyword dos or don’ts have you had success with in the past? Share them with us in the comments section below.

About the Author
Jana Fung, guest author of this post, is the Marketing Manager of MixRank. She has managed successful demand generation programs for over 6 years. MixRank.com is a spy tool for contextual and display ads. With MixRank you can see exactly where your competitors are buying traffic and which ad copy is performing best for them across over 100,000 sites. If you’re a MixRank fan or just want to say hi, Jana is interested in connecting with you! Follow her on Twitter @jana_fung.

Dos and Don’ts for Contextual Keyword Targeting, Part 1

By August 16th, 2013

google display network keywords contextualThis is a guest post by Jana Fung with MixRank.

Contextual advertising on the Google Display Network (GDN) is often an overlooked strategy to gain additional traffic at a low cost. Although willing to test out campaigns, advertisers have had little success optimizing them due to the vast difference between contextual keyword targeting and paid search keyword targeting. With high expectations for contextual ads, advertisers are often disappointed and shocked when the ads do not perform similarly to paid search campaigns.

In this series, I’ll discuss some dos and don’ts when it comes to testing contextual keywords on the GDN. Let’s start with some watch-outs:

  • Don’t: Copy and paste your best performing long tail keywords from paid search campaigns into new contextual ad groups. The GDN only offers broad match keyword targeting, so lengthy, descriptive keywords are more likely to harm your campaigns than to help them.
  • Don’t: Group keywords the same way you would group them for paid search campaigns. Consider using shorter and broader keyword terms that you can thematically group together.
  • Don’t: Add negative keywords as an optimization strategy. Since you’re using a variety of websites to reach as many relevant audiences as possible, you’re better off noting what sites your ads are performing poorly on and excluding those from your campaign using negative placements.
  • Don’t: Expect contextual keyword performance to have similar or comparable outcomes to your paid search keywords. Even though you’re using the same ad platform, Google AdWords, this does not mean the ad channels are equal or that they should they be measured in the same way.
  • Don’t: Rely on a thesaurus to expand your contextual keyword targets and scale quickly. A thesaurus helps with paid search campaigns where you aim to expand your reach to every query that’s synonymous with your product offering. However, for contextual keyword targeting, the main goal is to reach your target audience on different websites. Therefore, instead of focusing on synonymous keywords, focus on keywords that will help you reach similar audiences. In the next post, we’ll discuss some strategies to help you expand and scale on contextual keywords.

Now that you know what not to do, join us next week with Part 2 of this series where will discuss what contextual keyword strategies to implement and how to create precise targeting for your campaigns.

About the Author
Jana Fung, guest author of this post, is the Marketing Manager of MixRank. She has managed successful demand generation programs for over 6 years. MixRank.com is a spy tool for contextual and display ads. With MixRank you can see exactly where your competitors are buying traffic and which ad copy is performing best for them across over 100,000 sites. If you’re a MixRank fan or just want to say hi, Jana is interested in connecting with you! Follow her on Twitter @jana_fung.

The Search Marketer’s Guide for Migrating to Google Enhanced Campaigns: Best Practices, Part 2

By July 16th, 2013

willy wonka enhanced capaigns memeLast week we delved into best practices for Google enhanced campaigns, and now we’re back with six more ways to ensure your transition is as seamless and profitable as possible.

 

Best Practice #6 – Use Mobile-Optimized Landing Pages

Make sure to use mobile-optimized landing pages to ensure a good experience for mobile users. If you leverage creative-level destination URLs that direct users to various landing pages, use the {ifmobile} and {ifnotmobile} ValueTrack parameters. For example: {ifmobile:m}{ifnotmobile:www}.marinsoftware.com.

 

Best Practice #7 – Track Conversions and Revenue by Device

Google’s new {device} ValueTrack parameter enables advertisers to track paid search performance by device. If destination URLs are tagged with this parameter, a “c,” “t,” or “m” will be inserted based on the device the user has clicked and converted from. To make use of this new feature, it is critical to migrate your URLs correctly and confirm their function properly. We recommend migrating URLs after merging parent and sibling campaigns in order to reduce the number of URL changes required.

 

Best Practice #8 – Leverage Upgraded Ad Extensions

During a campaign merge, ensure that all ad extensions in sibling campaigns are present in the parent campaign. If your mobile sitelink or call extensions are unique from your desktop ad extensions, you will want to leverage upgraded extensions. Simply specify “Mobile” next to device preferences to customize your extensions for a mobile-optimized experience. Mobile-optimized extensions will be triggered more frequently over standard extensions for searches on mobile devices.

 

Best Practice #9 – Generate Mobile Preferred Creative

If you have creative that specifically target mobile devices, set the device preference to “Mobile” for these creative in the parent campaign. Creative text that contains phones numbers will be disallowed, so use call extensions instead. To make the most of your mobile campaigns, consider creating ads that leverage location identifiers. Finally, remember that mobile-preferred creative are eligible to show on desktop and tablet devices, so you will want to create desktop optimized creative as well.

 

Best Practice #10 – Separate Display Campaigns

At this time, advertisers are not required to merge separate, network-targeted campaigns. Continue to separate search campaigns from display campaigns in order to calculate optimal display mobile bid adjustments based on display performance. “Display Network only” campaigns can still target creative by device models and operating systems.

 

Best Practice #11 – Monitor Performance

Be sure to monitor the performance of your new enhanced campaigns to ensure they are achieving your performance goals and satisfying your business requirements. Generate recurring reports segmented by device, and create alerts to identify significant shifts in key performance indicators. This will allow you to successfully analyze and respond to your campaign results.

 

This concludes our series on best practices for Google enhanced campaigns, but you don’t have to stop there. Download our full guide, “The Search Marketer’s Guide for Migrating to Google Enhanced Campaigns,” for even more information on how to successfully advertise using this new upgrade.

The Search Marketer’s Guide for Migrating to Google Enhanced Campaigns: Best Practices, Part 1

By July 8th, 2013

how to geek mobile ads cartoon

With the July 22, 2013 migration deadline just around the corner, every search marketer is paying close attention to Google enhanced campaigns. We have yet to realize the full impact they will make, but one thing is clear – it is best to migrate early and armed with a plan.

 

To help create your plan of attack, download our white paper, “The Search Marketer’s Guide for Migrating to Google Enhanced Campaigns,” and read on for a selection of 11 best practices from our team of experts here at Marin Software.

 

Best Practice #1 – Maintain Historical Quality Scores

Quality Score estimates reflect a keyword’s overall performance across devices. Therefore, migrating to enhanced campaigns does not result in a loss of historical Quality Score information as long as keyword, creative, landing page, and device combinations remain the same. However, if your device combinations change or if you decide to merge matching campaigns, your Quality Scores will update to an average of the keywords’ original campaign Quality Scores, weighted by search volume.

 

 

Best Practice #2 – Separate Location-Targeted Campaigns

At this time, advertisers are not required to merge separate, location-targeted campaigns. Advertisers that have matching campaigns targeting separate locations should continue to segment these campaigns by location target. This will enable optimal bid calculations based on performance by location, rather than relying on campaign-level location bid adjustments.

 

 

Best Practice #3 – Adjust Campaign Daily Budgets

Upon merging your matching campaigns, your enhanced campaign daily budgets will likely need to be increased due to the additional click volume from expanded device targeting. Add the daily budget of the sibling campaigns to the parent campaign, and review the budget of the parent campaign to ensure it meets your business requirements. You can make adjustments from there based on your goals and the results you’re seeing.

 

 

Best Practice #4 – Calculate Optimal Mobile Bid Adjustments

If you previously separated your campaigns by device target, you can now set a mobile bid adjustment at the campaign or group level to bid on mobile devices separately from desktop and tablet devices. Mobile bid adjustments are set as a percentage of the keyword-level (desktop and tablet) bid. See our white paper for more details on these percentages.

 

 

Best Practice #5 – Utilize Time-of-Day Bid Adjustments

When it comes to scheduling your bids, there are a couple things to remember. First, scheduling reflects the account time zone and not the user’s time zone. Second, scheduling is applied across all devices regardless of performance. Therefore, we recommend applying a bid adjustment that accounts for the average performance between devices.

 

 

Next time: Check back soon to see six more best practices or download the white paper, “The Search Marketers’ Guide for Migrating to Google Enhanced Campaigns,” to get our full guide today.

Google Rolls Out Remarketing Lists for Search Ads

By June 27th, 2013

banner-retargeting-rlsa-marinsoftware

On Tuesday, Google announced that, after spending almost a year in beta, “Remarketing Lists for Search Ads (RLSA)” will be rolling out to all enhanced campaign advertisers. RLSA will allow marketers to update and customize search keywords, bids, and ads based on a person’s previous visits to their websites.

I imagine there’s a sense of excitement among online marketers, with the ability to start utilizing RLSA soon if they have not started any campaigns previously.

Companies are spending a larger amount on display re-targeting efforts and RLSA can help supplement these campaigns and become another highly relevant, cost-effective way to win more business. The search landscape is competitive, and anytime you can get a second at-bat with a known potential customer it is a win-win opportunity. The key to success, the second time around, will have everything to do with how an online marketer strategically uses the full range of tools Google has to offer to get a customer back to their site and convert. If you lost on the potential lead/sale the first time around, banking on the status quo probably won’t work the second time around. Bid adjustments, creative messaging, and CTAs will all be important things to bear in mind based on what you know about a customer’s first visit.

If you’ve been holding off on migrating to enhanced campaigns, now may be the best time to make the move and start playing around with RLSA. Its potential to increase conversion rates and overall conversions to your website is clear. Information you have about your customers can, more often than not, be leveraged for greater success. So the question is: how do you plan on using RLSA to your best advantage?

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