8. Agenda: How RLSA Will Save The Day
1. What is RLSA?
2. How it Works
3. Common RLSA Strategies
4. Typical RLSA Campaign Performance
5. My Top 3 Actionable RLSA Tips!!
Larry Kim
(@larrykim)
@larrykim #heroconf
10. Larry Kim
(@larrykim)
3. Browsing
History
The Three Main Ways to Target Search Ads:
2. User
Context
- Location
- Device
- Time
1. Search
Query
Remarketing
Lists for Search
Ads (RLSA)!
17. The 3 Most Common RLSA Strategies:
Larry Kim
(@larrykim)
RLSA Strategy
Name
What You’re
Customizing
Why Bother
With This?
Customize Ad
Text
Keywords & Ads Lower Costs
Adjust Bids Just Keyword
Bids
Get More Traffic
From People
Likely to Convert
Broaden
Keywords
Keywords & Ads More Clicks &
Conversions
@larrykim #heroconf
22. Summary: RLSA Will Save The Day
Larry Kim
(@larrykim)
@larrykim #heroconf
23. Larry Kim | @larrykim
Founder | WordStream
Why RLSA Is Dumb
24. A Presentation in a Presentation!!
Larry Kim
(@larrykim)
• 4 Reasons why RLSA
Stinks
• RLSA Special: Two
Heroic Presentations
for the Price of One!
@larrykim #heroconf
25. #1) You’re Often Just Pushing Conversions Around*
Larry Kim
(@larrykim)
@larrykim #heroconf
27. Larry Kim
(@larrykim)
RLSA is no GDN Display Remarketing:
Display Remarketing Reach on GDN is Massive
@larrykim #heroconf
28. Larry Kim
(@larrykim)
@larrykim #PPC101
Insanely High Reach of Display Remarketing Campaigns on GDN
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users Reach them frequently
Of the typical remarketing
audience, find
Reach them on between As they visit 20 or more pages
on a typical day across
84%
…within a month
10-18 days
… or more out of the month
5-10 sites
… of which all pages and
sites have ad space available
to Google Display Network buyers
@larrykim #heroconf
39. Far Fewer Ad Spots on Mobile vs. Desktop (Which
is 50% of Searches in 2015)
Larry Kim
(@larrykim)
VS.
@larrykim #heroconf
40. Highest CPCs Ever
and Flat Inventory
for Established
Markets (Yikes!)
@larrykim #heroconf
41. Wining at Paid Search in 2015 Means
Being More Picky Than Ever
Larry Kim
(@larrykim)
Quantity of Searches
PriceofPaidSearchClicks
Fewer, Higher
Quality, more
expensive clicks
@larrykim #heroconf
43. Evolution of Ad Targeting Options
Larry Kim
(@larrykim)
5. Website
Targeting
(e.g.: Inc. Magazine
or Home & Garden
Weekly)
4. Keyword
Targeting (e.g.
Articles containing
“Health Insurance”)
3. Interests &
Market Segments
(e.g. Business
Services,
Photography)
2. Remarketing
(e.g. People who
visited the “buy” page
of your website)
1. Identity
(e.g. Specific Emails or
Phone Numbers)
@larrykim #heroconf
45. Identity Based Targeting Already Widely
Used on Facebook
Larry Kim
(@larrykim)
@larrykim #heroconf
46. List Based Remarketing on Twitter, Too!
Larry Kim
(@larrykim)
Target Website Visitors OR Custom Lists
@larrykim #heroconf
47. Future “RLSA” Will Look More
Like Email Advertising!
Larry Kim
(@larrykim)
Email Marketing
• Limit # of blasts to reduce
unsubscribes
• 0.5-2% unsubscribes each
blast
• People need to opt into your list
• Tons if unqualified emails on
the list
People-Based Marketing
• FIXED
• FIXED
• FIXED
• FIXED
@larrykim #heroconf
48. Future “RLSA” Will Let You Filter
Audiences by Demographics & Interests
Larry Kim
(@larrykim)
@larrykim #heroconf
51. Future RLSA Summary: Be Super Picky
Larry Kim
(@larrykim)
• The Goal is NOT to buy tons of clicks
• Instead buy clicks from the right target customer with the
right search intent and user context!
• RLSA is going to be awesome!
@larrykim #heroconf
Show how the keyword expansion is easier using a tool. Explain that we’re following the same best practices that Brad Suggested.
Done
Done
Done
Describe how we target different ads to different audiences. Mention that even though there are ad builders available from google, we designed our own.
Describe how we target different ads to different audiences. Mention that even though there are ad builders available from google, we designed our own.
Describe how we target different ads to different audiences. Mention that even though there are ad builders available from google, we designed our own.