Google Answers User Questions About Remarketing Lists For Search Ads

    November 15, 2013
    Chris Crum
    Comments are off for this post.

We recently pointed you to an hour-long video from Google discussing how to improve your search campaigns with remarketing lists for search ads (RLSA), though the majority of that is Q&A. If that wasn’t enough, Google has a new Office Hours video out on the subject.

In this one, a product specialist takes on a number of questions as businesses head into the holiday shopping season.

This one’s only twenty minutes long, so it won’t eat up too much of your time.

Remarketing Lists for Search Ads launched out of beta in June. More on the product here.

  • https://codeclerks.com Jeff

    I use this strategy in Facebook by extracting the users who have signed up already and remarking to them. It works wonders. While what Google is talking about is different, remarking works and I’m excited.

  • http://www.triggit.com Chris Zaharias

    eBay Labs published an SEM study (Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment), in which they proved quite convincingly, IMHO, that neither brand nor non-brand paid search bring any incremental revenue to eBay at present. Two findings from that study have direct bearing how advertisers might think to explore RLSA, namely that non-brand keywords (NBKWs) generate no incremental sales from eBay customers who either buy frequently (>3X/year) or have bought recently (past 90 days). Granted, eBay has become a near-perfectly well-known brand – the authors themselves say these findings should not be generalized – but since many large advertisers do have relatively strong brands, I expect using RLSA to bid *down* NBKW’s for segments corresponding to recent and/or frequent customers would result in surprisingly limited loss in AdWords-attributable sales, while AdWords spend would go down moderately. This, in turn, would allow advertisers to spend on marketing channels such as Facebook Exchange, Twitter, LinkedIn and other native ad formats whose conversions are likely to be more truly incremental.

    Do others have any thoughts or anecdotes on bidding RLSA segments down?