Join Google & CPC Strategy as we team up to dive into RLSA & Remarketing strategies that’ll help supercharge your paid search campaign performance.

1. LIVE SEMINAR:
5 Advanced Strategies to Supercharge
Your RLSA Campaigns
Winning RLSA & Remarketing Strategies That’ll Improve Bottom Line Revenue

2. Event Logistics
Join the Conversation: Submit questions and thoughts
Session is being recorded
Today’s Resources

3. OVERVIEW
•Founded in 2007
•Recognized as an Official Google Shopping Partner
•Recognized as a Google Premier Partner
•350+ Active Retail Clients
•Recognized as one of the Top 10 best places to work in SD
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
• Facebook Advertising Management
About CPC Strategy

4. Today’s Seminar Speakers
Christina Berry
Agency Development Manager
Lewis Brannon
Senior Paid Search Manager

5. Today’s Topics
• Why is RSLA valuable?
• Using RLSA in conjunction with Google Shopping
• Adjusting Your Bid Strategy for only Most Qualified Users
• Strategic Ways to Maximize Your Branded & Non-Branded Traffic
• Implement an upsell strategy for previously converted users
• Live Q&A with Google

6. Why is RSLA valuable?

7. Content Title
Reaching the right customers
in the right moments
Why is RLSA Valuable?

8. t
But reaching the right
customers can feel like
finding a needle in a
haystack
How to navigate this complexity:
● Find your ideal audience
● Reach that audience at scale
● Be cost efficient
Why is RLSA Valuable?

9. Why is RLSA Valuable?
96% 70%
Abandon shopping
carts without
purchasing1
Leave a website
without converting1
49%
Typically visit
2–4 sites
before purchasing2
In the pursuit of conversions, one visit is not enough
1 Source: Understanding Shopping Cart Abandonment, Forrester Research, May 2010
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)

10. Auction bidding has traditionally been contextual
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Bids
Why is RLSA Valuable?

11. Supercharge your search campaigns
Remarketing Lists for
Search Ads (RLSA)
Keyword Searches
Your
Audience Data
Why is RLSA Valuable?

12. But Audience data has dramatically changed things
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Audience
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Audience
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Audience
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Audience
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Audience
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Audience
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Audience
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Audience
Bids
Bidding up on Audiences Bidding down on Audiences
Why is RLSA Valuable?

13. 20%
average increase in
conversions rate
53%
average CPA
decrease for
conversions from
an RLSA user list
vs. entire
campaign
10%
average increase
in conversions for
advertisers that
use RLSA vs.
advertisers that
do not use RLSA
Audience + Intent = Power
Why is RLSA Valuable?

14. Using RLSA in conjunction with Google
Shopping

15. 1. Remarketing pixel
placed on your site
Using RLSA in conjunction with Google Shopping
3. Launch RLSA strategy for
Adwords Search campaigns
Targeted Google
Display Network ads
2. Create “Audience”
list of visitors*
How RLSA works
Already familiar with
your products or brand
“Audiences” of higher-
converting consumers

16. Using RLSA in conjunction with Google Shopping
Improve your Shopping Campaign
Impression Share for existing shoppers

17. Strategic Ways to Maximize Your Branded
& Non-Branded Traffic

18. Strategic Ways to Maximize Your Branded & Non-Branded Traffic
All Visitors - 30d
+25%
Brand Search
Cart Abandon - 10d
+50%
All Visitors - 30d
+50%
Non-Brand
Search
Cart Abandon - 10d
+100%
All Visitors - 30d
+30%
Brand Shopping
Cart Abandon - 10d
+60%
All Visitors - 30d
+75%
Non-Brand
Shopping
Cart Abandon - 10d
+150%
SEARCHSHOPPING

19. Adjusting Your Bid Strategy for Only Most
Qualified Users

20. Understand your website visitors
Three simple steps
Capture signals from your
website that your audience
leaves
Collect & Segment
Segment your audiences to
align signal, strategy, and
value
Adjusting Your Bid Strategy for Only Most Qualified Users

21. Adjusting Your Bid Strategy for Only Most Qualified Users
Capture Signals from your website
Basic Advanced
Basic lists including Site
Visitors
Leverage variety of lists
based on site activity
All visitors of the
website that have not
converted
Existing customers that
are shopping/
researching
Consumers that have
added an item to the
shopping cart, but not
purchased
Homepage Visitors
Start Conversion, but
No Completion
Converter (Customer)Signal
Strategy
Visitor Abandon Retention

22. Adjusting Your Bid Strategy for Only Most Qualified Users
CPA
Bid Multiplier
Low + 900% (max)
Converters
Homepage Visitors
Product Page
Cart Abandoners
Category Pages
Previous
Buyers
Segment your lists and bid strategically based
on the conversion funnel
High 0%

23. Adjusting Your Bid Strategy for Only Most Qualified Users
Audience Structuring and Themes

24. Adjusting Your Bid Strategy for Only Most Qualified Users
Purchasers
Abandoners
Cart
abandoner
Checkout
abandoner
Micro-
conversions
Email sign-up
Account creation
Quote Request
Form completion
Engaged
Visitors
Time On Site
Page Depth
Live Chat
Site Search
Key User Signals Browsing Activity
Landing Page
Homepage viewers
Category viewers
Product viewers

25. Adjusting Your Bid Strategy for Only Most Qualified Users
Incorporate Audience Value into Bidding
Basic Advanced
No bid adjustments
(reporting only or targeting
RLSA separately)
Flat bid adjustments that
are updated regularly
Google Analytics
Expert
Diverse bid adjustments
based on audience value to
company
KEYWORD SEARCHES AUDIENCE LIST MEMBERS
AUDIENCE
LIST MEMBERS
SEARCHING
Bid Only

26. Adjusting Your Bid Strategy for Only Most Qualified Users
Best Practices
✓ Save filters for high converting audiences above target ROI / below target CPA
✓ Save filters for higher spending audiences below ROI / above target CPA
Campaign/Adgroup View within AdWords
** Not enough data =(
Setting Audience Bid Modifiers

27. Adjusting Your Bid Strategy for Only Most Qualified Users
Best Practices
✓ Download audience report at the account level
✓ Pivot the data to see how an audience is doing across an entire account
✓ This will give you more insight into audiences that are doing well holistically
✓ This can empower you to take action and potentially bid up/down on audiences that
don’t have enough data to act at the campaign/adgroup level.
Pivoted Audience Level
Report
Setting Audience Bid Modifiers

28. Implement an Upsell Strategy for
Previously Converted Users

29. Implement an Upsell Strategy for Previously Converted Users
Promote new offers, complimentary products and
services to past converters
✓ Allocate specific budget
✓ Bid on new or generic keywords
✓ Customize messaging for past
clients
Target & Bid

30. Implement an Upsell Strategy for Previously Converted Users
UPSELL CROSS SELL
● Mobile phone case brand that wanted to reach upper funnel traffic at scale
● Very poor ROAS on upper funnel historically
● Knew that past purchasers tend to repeat when new model is released
● Knew that case buyers tended to later buy headphones
● Utilized Customer Match - Target & Bid
Campaign Structure

31. More Success Stories with RLSA Campaigns

32. Success Stories with RLSA Campaigns
● Micro-conversions — Using back-end data, determined that 80% of approved finance
applicants become a purchase, with the average application value over $750.
● Engagements — Users who do a site search (+68%), engage with live chat (+50%), or play a
product video (+9%) on the site are more likely to convert.
Furniture store increases conversions with RLSA for micro-conversions and engagements

33. Success Stories with RLSA Campaigns
● Used RLSA to remarket users
who purchased Sept-Oct, 2015
● Uploaded email lists (Customer
Match) of purchasers Sept-Oct
over the past 5 years
● Used with ISO™ to target Upper
Funnel traffic for Last
Halloween Purchasers
Halloween costume brand sees YoY ROI gains through RLSA in Shopping

34. Questions?
Christina Berry
Agency Development Manager
Lewis Brannon
Senior Paid Search Manager