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REMARKETING LISTS FOR SEARCH ADS
Audience signals + search = more effective ads
Stephany van Willigenburg
Industry Head Travel, Google UK
@svdubs
The travel online customer journey is complex
and time consuming...
Source: 2013 Nielsen/ Google online customer journey study
11different desktop sites visited
3 in 4 consumers use search
17 research sessions 44% search for travel in an average month
3 average visits per site
2:19 total research time 73 days before booking
…plus additional research via smartphones & tablets Source: GfK Consumer scope, purchase journeys study in UK travel, UK Feb-Oct 2012
First Search (Travellers)
Brand
Generic
5
Brand 17%
Non-Brand 83%
First Search
Brand 55%
Non-Brand 45%
Second Search
Brand 13%
Non-Brand 87%
Second Search
Source: GfK Consumer scope, purchase journeys study in UK travel, UK Feb-Oct 2012
6/10 UK travellers purchase their
package holiday online
4/10 purchase offline
45% did research online only
9% did research offline only
40% did both
6% did none
Source: www.consumerbarometer.com/
7 7
Online vs. offline: where do they research for Travel?
Q13-Q15, Q17: Touchpoints used in the research phase Base: Purchasers in the last 12 months
Online research Offline personal WOM
Desktop/ tablet only
Smartphone & desktop/ tablet
Smartphone only
Vertical = TRAVEL Country = UK
Whether on or offline,
people are looking for reassurance
and validation of their choices:
1. Is this holiday what it says it is? 2. Is this holiday right for me? 3. Is it offering good value for money?
THE KEYWORD INDICATES INTENT...
• Signals: Keyword, Time, Location, Device…
Device Language
Location
Keyword
Daypart
AUDIENCE DATA: AVAILABLE IN SEARCH
• Remarketing Lists for Search (RLSA) is
the 1st time 1st party data is available for
search
Already familiar with your products or brand 1 2
“Audiences” of higher- converting consumers
YOUR DATA = YOUR OWN AUDIENCE
WHAT DOES IT MEAN?
Segmentation:
RLSA Bid:
New Customer Basket Page
Abandoner Existing Customer
+++ +++++
“Florida Holidays” “Florida Holidays” “Florida Holidays”
RLSA shows 48% lower CPAs
than rest of Search spend
Source: Google Internal
ULTIMATELY: WHY DO RLSA?
Median advertisers gain 12% from
RLSA on top of existing Search
conversions.*
6% 12%
Search Rev Search Conv
RLSA = INCREMENTAL PERFORMANCE...
Source: Google Internal
Search -> RLSA
Median advertisers gain 17% from RLSA +
GDN RMKT on top of existing Search
conversions.*
ADD GDN REMARKETING TOO...
Source: Google Internal
Search -> RLSA + GDN RMKT
14% 17%
Results were immediate and impactful. We saw a 145 percent increase in CTR versus our original campaigns.
—Willie Fernandez, vice president of marketing, World Travel Holdings
Strategy:
• Mirror high priority campaigns and associate corresponding audience lists to retarget brand-aware searchers
• Bid up 50% over control in RLSA accounts to bid into premium spots for retargeted users
• Tailor ad copy emphasizing new sales; giving the consumer a reason to come back
CASE STUDY: DRIVING CONVERSIONS
COLLECT THE SIGNALS: ADWORDS PIXEL
• Large lists 1st: Lists must be at least 1000 users to serve
• 180 day maximum cookie length
• Add customer parameters to allow further segmentation on GDN
NO PIXEL = NO AUDIENCE SIGNALS
BEGIN WITH A HYPOTHESIS
SEGMENT YOUR USERS: AUDIENCE LISTS
• Create segments of users:
• For example
- New customers
- Regular shoppers
- Basket page abandoners
WITH A PERSONALISED SOLUTION
ENGAGE WITH YOUR AUDIENCE
• Add bid modifiers
• Change the ad messaging
• Link them back to the where
they left
Make search ads on Google.com more effective with AdWords remarketing lists for search ads
Tailor bids, creatives and keywords to achieve better position and get more clicks and conversions from desired audiences
Use reporting and bid adjustments to optimise results from audience user lists
THREE THINGS TO THINK ABOUT...