5 advanced strategies to supercharge your rlsa campaigns

LIVE SEMINAR:

5 Advanced Strategies to Supercharge Your RLSA Campaigns

Winning RLSA & Remarketing Strategies That’ll Improve Bottom Line Revenue

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Today’s Resources

OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•Recognized as a Google Premier Partner

•350+ Active Retail Clients

•Recognized as one of the Top 10 best places to work in SD

CLIENTS

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

• Facebook Advertising Management

About CPC Strategy

Today’s Seminar Speakers

Christina BerryAgency Development Manager

Lewis BrannonSenior Paid Search Manager

Today’s Topics

• Why is RSLA valuable?

• Using RLSA in conjunction with Google Shopping

• Adjusting Your Bid Strategy for only Most Qualified Users

• Strategic Ways to Maximize Your Branded & Non-Branded Traffic

• Implement an upsell strategy for previously converted users

• Live Q&A with Google

Why is RSLA valuable?

Content Title

Reaching the right customersin the right moments

Why is RLSA Valuable?

t

But reaching the right customers can feel like finding a needle in a haystack

How to navigate this complexity: ● Find your ideal audience● Reach that audience at scale● Be cost efficient



96% 70%Abandon shopping

carts without purchasing1

Leave a websitewithout converting1

49%Typically visit

2–4 sites before purchasing2

In the pursuit of conversions, one visit is not enough

1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010 2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)

Auction bidding has traditionally been contextualKey

word

Keyword

Keyword

Keyword

Keyword

Keyword

Keyword

Keyword

Bids


Supercharge your search campaigns

Remarketing Lists for Search Ads (RLSA)

Keyword Searches

Your Audience Data


But Audience data has dramatically changed things

Keyword + Audience

Keyword + A

udience

Keyword + A

udience

Keyword + A

udience

Keyword + A

udience

Keyword + A

udience

Keyword + A

udience

Keyword + A

udience

Bids

Bidding up on Audiences Bidding down on Audiences


20%average increase in

conversions rate

53%average CPA decrease for

conversions from an RLSA user list

vs. entire campaign

10%average increase in conversions for

advertisers that use RLSA vs.

advertisers that do not use RLSA

Audience + Intent = Power


Using RLSA in conjunction with Google Shopping

1. Remarketing pixel placed on your site


3. Launch RLSA strategy for Adwords Search campaigns

Targeted GoogleDisplay Network ads

2. Create “Audience” list of visitors*

How RLSA works

Already familiar with your products or brand

“Audiences” of higher-converting consumers


Improve your Shopping Campaign Impression Share for existing shoppers

Strategic Ways to Maximize Your Branded & Non-Branded Traffic

Strategic Ways to Maximize Your Branded & Non-Branded Traffic

All Visitors - 30d+25%Brand Search Cart Abandon - 10d

+50%

All Visitors - 30d+50%

Non-Brand Search

Cart Abandon - 10d+100%

All Visitors - 30d+30%Brand Shopping Cart Abandon - 10d

+60%

All Visitors - 30d+75%

Non-Brand Shopping

Cart Abandon - 10d+150%

SEA

RCH

SHO

PPIN

G

Adjusting Your Bid Strategy for Only Most Qualified Users

Understand your website visitors

Three simple steps

Capture signals from your website that your audience leaves

Collect & Segment

Segment your audiences to align signal, strategy, and value



Capture Signals from your website

Basic AdvancedBasic lists including Site

VisitorsLeverage variety of lists

based on site activity

All visitors of the website that have not

converted

Existing customers that are shopping/ researching

Consumers that have added an item to the

shopping cart, but not purchased

Homepage Visitors Start Conversion, but No Completion Converter (Customer)Signal

Strategy

Visitor Abandon Retention


CPA Bid Multiplier

Low + 900% (max)Converters

Homepage Visitors

Product Page

Cart Abandoners

Category Pages

PreviousBuyers

Segment your lists and bid strategically based on the conversion funnel

High 0%


Audience Structuring and Themes


Purchasers

AbandonersCart

abandonerCheckout

abandoner

Micro-conversions

Email sign-upAccount creation

Quote RequestForm completion

Engaged Visitors

Time On SitePage Depth

Live ChatSite Search

Key User Signals Browsing Activity

Landing PageHomepage viewersCategory viewersProduct viewers


Incorporate Audience Value into Bidding

Basic Advanced

No bid adjustments (reporting only or targeting

RLSA separately)

Flat bid adjustments that are updated regularly

Google Analytics

Expert

Diverse bid adjustments based on audience value to

company

KEYWORD SEARCHES AUDIENCE LIST MEMBERS

AUDIENCE

LIST MEMBERS

SEARCHING

Bid Only


Best Practices✓ Save filters for high converting audiences above target ROI / below target CPA

✓ Save filters for higher spending audiences below ROI / above target CPA

Campaign/Adgroup View within AdWords

** Not enough data =(

Setting Audience Bid Modifiers


Best Practices

✓ Download audience report at the account level

✓ Pivot the data to see how an audience is doing across an entire account

✓ This will give you more insight into audiences that are doing well holistically

✓ This can empower you to take action and potentially bid up/down on audiences that

don’t have enough data to act at the campaign/adgroup level.

Pivoted Audience Level

Report

Setting Audience Bid Modifiers

Implement an Upsell Strategy for Previously Converted Users


Promote new offers, complimentary products and services to past converters

✓ Allocate specific budget

✓ Bid on new or generic keywords

✓ Customize messaging for past clients

Target & Bid


UPSELL CROSS SELL

● Mobile phone case brand that wanted to reach upper funnel traffic at scale● Very poor ROAS on upper funnel historically● Knew that past purchasers tend to repeat when new model is released● Knew that case buyers tended to later buy headphones● Utilized Customer Match - Target & Bid

Campaign Structure

More Success Stories with RLSA Campaigns

Success Stories with RLSA Campaigns

● Micro-conversions — Using back-end data, determined that 80% of approved finance

applicants become a purchase, with the average application value over $750.

● Engagements — Users who do a site search (+68%), engage with live chat (+50%), or play a

product video (+9%) on the site are more likely to convert.

Furniture store increases conversions with RLSA for micro-conversions and engagements

Success Stories with RLSA Campaigns

● Used RLSA to remarket users

who purchased Sept-Oct, 2015

● Uploaded email lists (Customer

Match) of purchasers Sept-Oct

over the past 5 years

● Used with ISO™ to target Upper

Funnel traffic for Last

Halloween Purchasers

Halloween costume brand sees YoY ROI gains through RLSA in Shopping

Questions?

Christina BerryAgency Development Manager

Lewis BrannonSenior Paid Search Manager