Croud’s Business Development Manager Kris Tait, discusses Google’s new ad targeting method – Remarketing Lists for Search Ads (RLSA) and its potential in search marketing.
Search is bloody great, innit? However I’m sure you’ll all agree it’s sometimes frustrating and you don’t always get what you want. After all, advertisers simply target you on what you type. It’s clear that Google Adwords is just scraping the surface of what search advertising should and could be, so whenever they release a new beta or add on, my ears always prick up.
Here’s a quick example, I want to ‘buy Jawbone Up in red’ – with the intro of PLA’s and enhanced campaigns I’d expect to be able to browse some really relevant results on page 1. Negative. The first two ads are not even related to the product I want.
Think about the advances Real Time Bidding (RTB) has facilitated over the last few years, with companies like Qubit & Rocketfuel leading the charge and getting very scientific with user buying habits and targeting. How good would it be if you could target people on behaviour in Adwords? Well…
On the back of Google Adwords switchover to Enhanced Campaigns on 22nd of July, Google continue to build on their promise of bringing intent, context and audience together to make search campaigns perform better, with the release of Remarketing Lists for Search Ads (RLSA).
It’s one of the more exciting developments in recent times and here’s a little information on how you can take advantage of it.
Remarketing Lists for Search Ads allows advertisers to reach people in the search engine results pages with a text-based ad if a user has visited the advertiser’s site before (and received a cookie). You can then modify your search ads, bids and keywords based on your visitors’ past activity on your website. It’s pretty simple but very clever.
If you knew someone had already been to your site, knows your brand and has browsed certain products, would you pay more for that visitor – YES!
Here’s a simple example: You sell shoes online and from November to Christmas it’s very expensive and it doesn’t return a +ROI to bid on the generic keyword ‘shoes’ in PPC. However if you run RLSA and run those keywords just to people who have previously browsed the red shoes category on your site, they may convert better and allow you to grow with a +ROI. You could even serve them an ad like;
Shop Red Shoes
Get fantastic red shoes online now
Enjoy another 10% off this Christmas!
Here are some other examples of how brands are using this feature in their paid search strategies and winning.
There is clearly amazing potential to get creative and David Saakyan has described the impact it could have excellently:
“Optimisation in search is often a game of marginal returns…RLSA is anything but marginal. In fact, it will change search as we know it”
The proof will be in the pudding, but fair to assume that RLSA along with all of the other improvements in time, location and device targeting will have a significant impact on the way we run search campaigns.
Considering this is a new feature and it’s only just been released on the back of a beta trial, we’d expect to see some excellent examples and case studies in the next few months. We’ll certainly be using it on as many clients as possible and sharing some of our results.
Ultimately this should wake a few advertisers up who previously viewed Paid Search ads as something that doesn’t really convert or return a positive ROI for their business. With the introduction of Enhanced Campaigns and now RLSA (and of course a properly managed account), there’s really no reason you shouldn’t be giving PPC another go – your competitors certainly will be.
To find our more about RLSA or Croud’s PPC services, get in touch here: