Remarketing Lists (RLSA) for AdWords Search
Using Analytics Remarketing Lists in AdWords Search for differentiating bid, targeting price.
AdWords Remarketing Lists (RLSA) – What is it?
RLSA lists can be created in Google Analytics or AdWords. They store user IDs as soon as the user meets the list criteria. A more detailed explanation of RSLA can be found at Google. Subsequently, various types of advertising can be targeted to these created user lists. The simplest example where you notice it directly: A user visits an online shop. Then they visit a thematically different website. Nevertheless, they are shown products from this online shop as advertisements. This is the simplest and most noticeable way to use Remarketing Lists. However, there are much more interesting possibilities here.
Defining Remarketing Lists
Remarketing Lists can be formulated using various criteria. It makes sense to divide these users into different groups. Care should be taken to ensure that the target groups have as little overlap as possible, or if they do, that these are clearly differentiated in the configuration. Here are some examples from Google Analytics:
- All Users: All users of the website are in this list for the specified time period.
- Positive Criteria
- Users who have completed a purchase.
- Users with items in the shopping cart without purchase.
- Users who have visited a product page for longer than X seconds.
- Users who have performed a specific action on a product page (clicked on detailed description, enlarged image, Add to Cart action.)
- Users with a visit time longer than X seconds on the site.
- Negative Criteria
- Users with abandonment
- Users with a visit time under X seconds.
The lists can be used later in various combinations.
Remarketing Lists in AdWords Search
In search, AdWords offers the option to choose Remarketing Lists for bids and targeting.
- Bid Only: Here, only the bid is influenced for users on a Remarketing List.
- Target and Bid: Here, only users who are on the Remarketing List are targeted.
Ad group with target audience “Bid Only”
Through these target audiences, it is possible to automatically lower or increase bids for one group or another. For example, target audiences could be set up as follows:
- Users who have performed a specific action on a product page +50%
- Users with items in the shopping cart without purchase +100%
- Users who have completed a purchase +200%
Exclusion:
- Users with abandonment
- Users with a visit time under X seconds.
- Users with X visits without conversion.
Differentiated targeting with “Target and Bid”
When using the “Target and Bid” option, different user groups can be controlled through multiple ad groups. This gives you complete freedom in how to further handle the target groups. If the client’s website also supports parameters for individualization, you are now on the winning side!
Target and Bid for differentiating targeting price
A retailer wants to influence customers who haven’t bought yet in their further search for products and display special offers for these customers. Customers who haven’t visited their website yet should be shown normal ads. Customers who have already been on their website but haven’t bought yet should receive a 10% price reduction. Customers who have already bought should only be presented with a 5% discount. Requirements:
- One campaign with 3 ad groups
- Remarketing Lists:
- New visitors, without purchase, haven’t visited the website for a day*.
- Customers with purchase
- Possibility to pass a discount code via link to the e-commerce system.
*The option: “Website not visited for one day” is an interesting option to avoid learning effects. If we apply this list without this option, it may happen that the user is presented with 2 prices from us during the same research. EDIT: This option will only be available at a later time. Setup:
- Ad group 1 is assigned the remarketing list “New visitors, without purchase, website not visited for one day” as an exclusion list. Thus, no ads from this group are presented to this user group.
- Ad group 2 is assigned the remarketing list “New visitors, without purchase, website not visited for one day” as bid and targeting. Thus, only these users are shown the ads.
- Ad group 3 is assigned the list “Customers with purchase” as bid and targeting.
Now it will be possible without problems to deliver different ad texts with different link destinations to users. A new ad title could now read: “My Product – secure 10% discount now” with a link destination that includes the parameter ?coupon=get10percentoff. Thus, only this one user group is shown the price reduction.
Conclusion
Remarketing lists are a very effective means of differentiating bids or creating individual approaches for user groups. It is important that the setup follows a concept and is planned, as the different groups should be clearly delineated.
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