RLSA: 5 Keyword Selection Strategies
Remarketing Lists for Search Ad campaigns are a very effective way to target traffic and drive more conversions through your website. But with keywords still playing a very important part of the mix, many don’t know what they should be targeting. We’ve put together 5 strategies to get you started.
Hopefully you aren’t using too many Broad Match keywords as part of your main search campaigns. Ideally you will have the right mix of Exact, Phrase and Broad Match Modifier. Using Broad Match versions of your existing keywords with RLSA’s are a very common strategy.
And whilst this method of targeting is infinitely better they were still not true measures of actual engagement. I can spend 30 seconds and move to basket with no intention of buying at all and yet I will then most likely become part of several audience lists having moved through the journey.
Using this method will give you a greater reach and open you up to more long tail variations of your keywords for those who have already visited your website.
Generic keywords are not for everyone, they burn budgets fast and depending on the structure of your website or nature of your business, they don’t always convert. Conversely, Generics can work extremely well for some. If your budget is quite tight, you could use Generic keywords for your RLSA’s. So long as you choose the Target & Bid option, it won’t burn your budget and you will have the opportunity to recapture a lot of your past visitors. The choice of which Match Type you use is completely up to you. In our experience, the more precise you get the better the Click through Rate will be which in time will reduce your Cost per Click.
Competitor bidding has been debated for as long as we can remember. We remember when you weren’t allowed to do it and yet it still got done. And we can remember when Google lifted the bar on competitor bidding (it coincided with the global economic crash). We’ve never been one for openly bidding on competitors. However, we are am open to bidding on competitors using RLSA’s. This way you’re not blatantly trying to steal brand traffic, you’re just trying to remain in the thoughts of your own visitors.
If you do decide to go down this route, we do stress that you do not use the Dynamic Keyword insertion within your Ad Copy.
If you took all of your converting keywords and analysed the Impression Share of each, you will notice that not all of them enjoy a share higher than 90%. So herein lies the questions, if your keyword converts but has an Impression Share of say, 72%. Does that mean this keyword could convert more, but is restricted by budget? The answer is yes, it can. We recommend you analyse your converting keywords and split them into the following groups:
- 80% to 89%
- 70% to 79%
- 60% to 69%
- Under 60%
These groups will represent the campaigns you’re going to build. We recommend you do it this way so you can give bigger budgets to the converting keywords with the lower Impression Share.
Don’t mix them all into one Ad Group, keep the same Ad Group name that they are currently in and use the same Ad Copy or amend it slightly to give a better offer if that is part of your Remarketing strategy.
Don’t use keywords at all. Combine your RLSA with Dynamic Search and retarget your visitors based on search terms that are relevant to your websites content. If you want to test this method, we recommend you manage your negative keywords very carefully. We also recommend structuring these types of campaign as granular as possible, to mimic the structure of your website.
Dynamic RLSA campaigns can give you great reach and quite possibly keep you in front of your visitors for every step of their buying journey. Be careful it doesn’t pick up brand or generic related searches if you don’t want it to!
Pick your favourite and test it out. You could even try combing some of these strategies too. But no matter which one of these pick, we would also recommend making the audiences you target in your RLSA’s Exclusions within your standard search campaigns.