Remarketing Lists for Search Ads (RLSA)
Remarketing lists can become a driving force for sales in e-commerce.
The mission of remarketing is to capitalize on visitor’s previous interest in your website.
This is better than a general target approach, because there is proof of existing appeal.
Data is used to create customer segments of previous actions and interests to target.
Once you learn how to define a segment, it’s easier to capitalize on what they want.
What you want is increased action: more revisits and sales. Here is a guide to get there.
Collecting the data:
First tag your website, this will serve as the data collector.
The easiest way to collect the data is a container tag, which will track all the data operations on the website.
Place a container tag in the global header or footer to tag the entirety of your site.
This central tag will allow the webmaster to edit new tags, and adjust existing tags.
Manage tags using Google Tag Manager, and no new code will be necessary.
A Chrome extension, Google Tag Assistant will verify tags are working correctly.
The master container tag will ensure you collect data from all paths on your website.
How to use the data:
The data compiles visitor interactions, we use that to create specific target segments.
In AdWords go to the Shared Library tab, and create a remarketing tag to set up lists.
Each remarketing list needs 1000 cookies to start, this could take a few hours or weeks.
In Shared Library click on the Audiences tab, then choose people you want to add to each list by defining the rules based on specific landing pages.
These lists are based on what they were searching for/the actions taken on your site.
Top 3 Remarkets: General Visitors, Cart Abandoners, and Recent Conversions.
General Visitors is the least specific remarket.
The goal here is simple, increase frequency and quality of interactions.
This list is everyone that has visited your site.
Look at the data to see where they dead-end, and build a route to the shopping cart.
Shopping Cart Abandoners showed a willingness to buy, but hesitated at action.
The goal here is to bring them back, and convert on the missed opportunity.
Target your ads to what they almost bought, and target upgraded models.
This could be the push to turn them from prospect to customer.
To define this remarket, a custom combination list works best.
Choose everyone that has added an item to their cart, and then exclude everyone that has actually converted.
This will leave you with the correctly targeted segment.
For thought: A cart abandoner is more likely to buy from you than a first time visitor.
Recent Conversions are customers who have recently purchased from your website.
The goal here is to up-sell, and cross-sell from their previous purchases.
If say, they bought a tent on your site, target sleeping bags and ice chests in your ads.
They already have proven interest in your products, now show them the accessories.
Keep them coming back with enticing product appeal. Matching gear works best.
To define the remarket list, select customers who have purchased within 180 days.
(Your best remarkets are Cart Abandoners, and Recent Conversions. They have shown the most interest in your business. Keep their interest peaked, make them a priority.)
Raise your AdWords bids on your Remarkets.
Your remarkets have a higher chance of conversion, so they are our hot targets.
With AdWords bid modifier, you can more aggressively boost your visibility.
Bid for the two top slots in the search engine results. Start with a +100% modifier.
After you activate the modifier, adjust the number up or down to hit the top spots.
Broader Keywords and Match Types
Remarkets are high-intent customers, so broader keywords can have more reach.
A general campaign would find these keywords and match types too vague.
For instance, if a Cart Abandoner was close to a sales conversion on a hat from your site. It’s reasonable to target them with a broader term of “hat” instead of specific style.
Broader keywords work in this instance because remarkets already know style options.
For this strategy, you will want to create a new campaign only for remarkets.
Then add broad versions of your previous, and highly-competitive keyword matches.
As for all campaigns, check on progress and make adjustments to fully optimize.
-With these tips in mind you will go a long way to making your marketing efforts measure up and pay off. Need more help? We specialize in working on marketing strategies specifically for your industry. Give us a call at 503-477-4355, or visit us online @ www.spotcolormarketing.com