By now most all digital advertisers know of the power of Remarketing (a.k.a. Retargeting). Remarketing works because it creates a constant digital reminder to people who had previously expressed interest in the product or service that you provide. If you’re doing Remarketing already, Google AdWords RLSA builds onto the Remarketing backbone that you already have in place.
It’s not a secret that most shoppers don’t purchase a product the first time that they visit your site. Many shoppers will visit your site and your competitors as they progress from research and eventually into the purchase mode. The fact that they’ve visited your site before and are looking again for your product is typically a strong indication that the shopper is closer to the moment of purchase. RLSA allows you to identify these past visitors, and then bid more aggressively for them when they do a search.
Adding RLSA is only possible after you’ve made the Remarketing audience(s) available to your Search campaign(s). This can be done directly in the AdWords interface, but is more easily accomplished via AdWords Editor. The following steps should allow you to quickly add the audiences into the Campaigns and Ad Groups that you feel most likely to see value from this process:
- Open up AdWords Editor and Enter CID or search by account name.
- Filter campaigns for Search Network Only.
- Go to Keywords and targeting under MANAGE, and select Audiences.
- Click on +Audiences.
- Select all campaigns that you want to add RLSA to, click OK.
- Remarketing Lists > Select the lists you want to add, click OK.
- Click on Edit ad group flexible reach; Highlight all ad groups (Command+ A).
- Under Interest and Remarketing, select Bid Only (instead of target and bid). This is VERY important. Do NOT select Target & Bid as you will get far different results.
- Check that Bid Only is applied to all audiences by going back to ‘Audiences’ and seeing that each list has Bid Only under targeting.
- Post changes.
- Check in the account again, under Audiences that the lists were applied to all campaigns with Bid Only.
- Set bid adjustments (positive or negative).
Once the audiences are in place, you’ll be able to review the performance of these past visitors at any time by clicking on the Audiences Tab. Here you’ll see how these past visitors have performed and then compare their results to the performance of those who had not been to your site before. If you find that past visitors do perform well, increase the bid multiplier. If you find that they perform more poorly, decrease the bid multiplier.
It is also possible to use RLSA as a way to filter out people who are unlikely to buy from you. Assume that your product is one that is generally purchased only once and never again. RLSA would allow you to exclude an audience of past buyers so that even if they were looking again, your ads would not show.
The use of RLSA can fit many situations. Some examples might include:
- A typical campaign that is restricted to Phrase and Exact match keywords only can be modified to include Broad match keywords as long as the shopper has already shown interest in your products/services by visiting your site previously.
- Visitors to a site’s golf shoes page(s) might be targeted again with more aggressive bids should those same customers now be looking for golf clubs. Look for cross selling opportunities like this to enhance the reach with shoppers who have a known relevancy to your business.
Implementing RLSA is quick and easy, but using it wisely requires some thought. Reach out to a reputable PPC management agency today to discuss how RLSA can help improve your results.