Google AdWords continues to get more complex, but this time in a good way. There are two relatively new ways to get your ads in front of highly qualified searchers.
Remarketing Lists for Search Ads (RLSA)
Let’s say a prospective customer comes to your website and looks around, but doesn’t convert – they don’t make a purchase or fill out a contact form. And then they go to Google and search using keywords that describe what you’re selling. This happens all the time in the unfortunately non-linear way that people research products and services.
What if you could serve up your text ad to those folks while they’re searching using relevant keywords? Now, with RLSA, you can.
This is like Display Network remarketing , only it’s on the Search Network, so your ads show up in the regular AdWords results on Google. The ads only show when the person searches using keywords you designate. These keywords can be much broader than those you typically target, because the set of searchers that will see them has already been narrowed and qualified.
Several of our clients have seen significant lifts using RLSA – if you’re not already testing it, you should be.
If you’ve been running “regular” remarketing on Google’s Display Network, Similar Audiences can give your campaign a huge boost. Once Google has gathered data about your remarketing audiences, they compare that to the browsing information they have on other searchers to find people who have similar interests or behavior.
In other words, people who have been to your website and been cookied through remarketing serve as a sort of sample pool. Google then finds other people who are similar and serves up your ads to them.
In our experience, there are orders of magnitude more people that can be reached via Similar Audiences than regular remarketing. This makes sense – for most businesses, there are only so many people who visit your website, but potentially hundreds or thousands more people out there that are qualified but haven’t been to your website – yet.
Google claims that the typical advertiser will see 41% more conversions – there’s no reason not to test this yourself and see how it works for you. (Read More…)