REMARKETING LISTS FOR SEARCH ADS Audience signals + ...

REMARKETING LISTS FOR SEARCH ADS

Audience signals + search = more effective ads

Stephany van Willigenburg

Industry Head Travel, Google UK

@svdubs

The 5 stages of travel

A typical travel customer journey today…

3

Desktop

Offline

Mobile

Tablet

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?

REMARKETING LISTS FOR SEARCH ADS

Audience signals + search = more effective ads

PERFORMANCE MARKETERS AIM:

RIGHT

MESSAGE

RIGHT

CUSTOMER RIGHT

TIME

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”

WHAT CAN YOU DO WITH IT?

1. Continue or end your message 2. Deep-link back 3. Change your bid

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...

THANKING YOU

Questions?