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15Still using them in Tier 3 and seems like they're doing good with lots of diversification and proper indexing.
16I prefer RankerX, didn't have a good experience with SEREngines but it's been a few months
17
18
19Why You Should Be Using RLSA
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21Remarketing lists for search ads (RLSAs) were introduced by Google in 2013 and have grown to become one of the most important strategies available to marketers.
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23Identifying where people are interacting with your site and gauging who are most likely to convert with you is key to increasing efficiency in your ad spend and improving your conversion rate and cost per acquisition or cost per lead.
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25In Google Ads and Bing Ads, you can create audiences based on which URLs people have visited on your website and then retarget them when they search for other relevant terms to either:
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27Ensure your ad is appearing in front of them (particularly good for generic keyword efficiency).
28Or show people different messaging to entice them.
29You can also use other data, like demographic data, to make your ads even more targeted. However, this is just one aspect of remarketing with audiences.
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31How to Create More Enhanced Lists for RLSA
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33Moving further along, you should also be integrating any CRM data with your search platforms to create customer match lists which are audience lists based on the email addresses within your database.
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35This allows you to target people you know have already interacted with you and creates similar audience lists to target people similar to people who have already engaged with you and should play a part in your CRM strategy.
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37Linking your analytics platform with Google Ads allows you to use other on-site metrics to create audience lists. Time on-site, bounce rate, goals, pages visited, etc. are all very important in creating audience lists.
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43This will let you retarget people, not only based on what pages they visited on your site, but also how long they spend. This means you have another engagement aspect you can layer into your audience strategy.
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45Why is this important?
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47Audiences allow you to narrow down your targeting ratio.
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49This means that rather than spending your budget guessing who might interact and convert with you, you can use this data to:
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51Make informed decisions on which groups of people have the highest propensity to convert.
52Target them specifically – increasing the effectiveness of your media budget.
53That’s really important because acquiring a customer can cost five times the amount of retaining a customer.
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55If you find someone who’s gone to your site and shown interest, then creating a strategy that can reengage or similarly find more people like that user is something you should be leveraging.
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57Demographic targeting is also key. It enables you to reach a specific audience based on age, gender, parental status, household income, and multiple other variables.
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595. Generic Keyword Efficiency
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61With generic keyword being so expensive, it’s important to use them properly.
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63Generics are higher in the funnel, used more for research purposes. Conversion rates on generic terms tend to be very low, and far lower than brand terms.
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65It’s an ineffective way to drive business goals based on a last-click conversion model.
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67How to Use Generics Properly
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69You can use generics as a retargeting mechanism – targeting people in your audience lists when they search for generic terms are after visiting your site.
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71They will have already engaged with you and so they will be familiar with your brand. Thus, when they widen their search, keep your brand at the forefront of their minds and get them back to convert, either through:
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73A different messaging (i.e., put an offer into the ad copy).
74Or by increasing your bids on your audiences so that you appear more prominently on generic terms at a time when people are more likely to convert.
75This will allow you to concentrate your generic keyword budget to an audience with a higher propensity to engage which will drive higher click-through rates (and hopefully conversion rates), reduce impression wastage, and allow you to use your budget more effectively.
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77Using scripts can make the use of generics a lot easier. If you ensure your generic keywords are only live during certain moments or triggers, it increases their value to your business and makes the use of them more efficient.
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79One example is if you sell ice cream, use generic terms when it’s really hot to increase the likelihood of people purchasing your product rather than wasting money showing your ad when it’s cold.
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81How to use generics properly
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83To run a strategy like this you can either write a weather script in Google ads using an API connection from a weather information source or you can use a third-party platform that already has the API connection set up.
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85This will allow you to automate the process of activating ads for specific generic keywords based on the trigger you decide.
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87This strategy can be used with a multitude of triggers such as TV ads, programs, social posts, news articles, stock market fluctuations, pollution levels, sports, and even other events.
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89Basically, anything that you can get an API connection to, you can feed that back into Google Ads to trigger into a strategy like this.
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916. Effective Account Structure
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93Your account structure forms the foundation of your entire account and how well it will performs.
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95A broad structure will lead to impression wastage.
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97A granular account structure may take longer to set up in the short run but will benefit you with more accurate data and bid management capabilities moving forward.
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99Ensure Your Campaigns Are Split by Products or Categories
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101Don’t lump random keywords together. This will allow you to write more relevant ad copy based on the keywords in your ad groups and campaigns.
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103Some people like to use their websites as a touchpoint on how to structure their account and that’s a good idea.
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105However, if it’s a particularly large website, it can get quite difficult to use so just make sure that you are splitting your products and categories into the keywords that they should be by a group.
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107If You’re Covering Your Main Brand Term, They Should Have Its Own Campaign
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109This will allow you to manage the daily budget for this keyword much more accurately than if it’s fighting for budget with other keywords.
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111The same here comes into effect for your highest performing terms as well, even if they’re generics.
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113Create Single Keyword Ad Groups (SKAGs), Where Possible
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115For your top-performing keywords, keep them in their own ad groups to:
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117Make the ad copy as accurate as possible for testing and learning.
118Give you the ability to manage their daily budgets and bids separately so all your other keywords in your account.
119Split Your Campaigns by Match Types
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121Using the following match types is recommended:
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123Exact match for traffic generation.
124Broad match modifier to identify new keywords to add to your account.
125Why avoid other match types?
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127Using broad match can cause impression wastage and your budget can get depleted quickly.
128Broad match modified basically can cover all phrase match plus can harness a large net for harvesting new keywords.
129This will allow you to manage your traffic drivers more effectively and allocate the correct budget levels to them and then use your remaining budget to invest in broad match modifier terms to harvest new keywords
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131By following these tips to building a strong foundation in your account, you’ll be able to initially identify your optimal bidding levels and you can then allow the bidding algorithms within the engine or third-party tool you’re using to optimize activity for more secure base.
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133Once you’re happy with your account structure, you can use numerous review tools to check how it’s performing and benchmark against that.
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135Using Adzooma’s free Google Ads Health Check tool can help you quickly spot 47 automatic areas on your account to see if it is set up the correct way.
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1377. Attribution
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139When most people think about attribution, they think about a complex user journey and having to use a data science team to translate what the numbers mean into actionable marketing ideas.
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141But attribution doesn’t have to be time-consuming or something only data scientists can do.
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143Using Google Ads, you can use data-driven attribution to report on your performance and see which touchpoints along the user journey are leading to the conversions on your site.
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145You can also use it to inform your bidding rules – which keywords to bid on – not based on the last-click model, but based on the effectiveness of each keyword in the journey.
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147This means that rather than just pausing a keyword because it didn’t result in a conversion, you can now ensure that:
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149You’re visible on keywords that help in driving conversions throughout the user journey.
150You’re optimized towards the ones which have the greatest impact at the beginning and in the middle of the journey
151Data-driven attribution is different from the other attribution models in that it uses your conversion data to calculate the actual contribution of each keyword across the conversion path.
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153Each data-driven model is specific to each advertiser.
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155There’s a caveat, however.
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157Data-driven attribution requires a certain amount of data to create a precise model of how your conversions should be attributed.
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159Because of this, not all advertisers will see an option for data-driven attribution in Google Ads.
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161As a general guideline, for this model to be available you must have at least 15,000 clicks on Google search and conversion action must have at least 600 conversions within 30 days.
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163If you don’t have this volume of data, you can use attribution modeling in Google Analytics to identify your keyword values through the funnel, analyze that manually, and then attribute it back to your activity.
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1657 Key Takeaways
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167Push some simple change to your account that will make a big difference.
168Automate the way you manage bids and improve performance.
169Integrate data to enhance your bidding strategies.
170Know why audience data is so important and how to use it.
171Make generic keywords work harder for you.
172Boost performance quickly with simple account structure changes.
173Deploy data-driven attribution that drives performance.
174[Video Recap] Improve Your PPC Performance Starting Today with These 7 Expert Actions
175
176Watch the video recap of the webinar presentation and Q&A session.
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