With the holiday period fast approaching, and Black Friday just around the corner, now is the perfect opportunity to supplement your overall PPC Strategy with a quick win. Anisha Birdi offers her advice on how to maximise on opportunities with Remarketing Lists for Search Ads
If you’re not currently using Remarketing Lists for Search Ads (RLSA) then you’re missing out. RLSA allows you to tailor your search campaigns, ads and bids for customers who have already visited your site.
For an e-commerce strategy this is a must. Here at ClickThrough Marketing we have seen some great results across our clients with RLSA campaigns typically driving better click-through rates, higher conversion rates and that oh so important increase in overall sales.
Set up a remarketing list targeting customers who have reached the basket but then decided not to purchase. You can set a percent bid modifier for these customers to boost your position when they search for your keywords. As they’ve already been to your site and come so close to converting, they are more likely to complete the purchase if they visit your site again and it is worth paying more per click for these users.
Set up a remarketing list targeting customers who have already purchased from you. If a customer has already purchased your products, the likelihood is that they would be happy to purchase from you again. This would be a great opportunity to increase visibility for these customers by setting a higher bid modifier on Ad Groups within your campaign, which will bring them back to potentially another product that is sold on site. You may even like to bid more aggressively for these customers during popular shopping days such as Black Friday.
It’s often best practice to be cautious when choosing your keyword sets, sticking to keywords which are more likely to drive sales at a better CPA/ROI. Although those broader keywords could provide additional sales, some keywords are considered too generic. Bidding on broader keywords in conjunction with remarketing lists for search ads tightens up the potential audience as the users have already been to your site and are therefore more likely to convert from a generic keyword than a new user.
This could be the most cost-effective way for your business to enter the bidding war on ‘Black Friday’ terms without blowing your budget.
Increase your appeal by improving the relevancy of an ad or even highlighting offers or new products specifically for people who have visited your site. This may work even better when combined with the strategies outlined above, especially when promoting offers or products during big shopping days throughout the holiday period.
To develop this strategy further, create remarketing lists for people who have performed specific actions on the site that would make them eligible for certain discounts. For example, you could offer a higher discount to someone who came on to your site and abandoned the basket and a slightly lower discount to someone who has already converted. The possibilities are endless.
All in all, if you are looking for a quick and easy way to maximise the potential of your PPC campaigns in the run up to Christmas implementing RLSA is the perfect first step.