Agenda•What Is RLSA: Campaign Basics • Customer Acquisition Strategies• Customer Retention Strategies

*US only

of holiday shoppers said they did majority

of shopping on or before cyber

monday(Nov 30 this year)

took advantage of post-holiday sales

and promotions

said they started holiday shopping

before halloween

(Oct 31 every year)

48% 44%25%

Holiday 2014 Trends

In The Pursuit of Conversions, One Visit Is Typically Not Enough

96%70% Abandon shopping carts without

purchasing1

Leave a website without converting 1

49% Typically visit 2 - 4 sites before purchasing2

2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)

Remarketing lists members convert at

almost twice the rate of regular traffic

96%

All Search Users Are NOT Created EqualUsers already familiar with your site, products or brand are

more likely to convert.

Leverage Your Site Traffic To Lift Revenue

RLSA Makes A Big Difference...

-56%average CPA decrease for

conversions from an RLSA user list vs.

entire campaign

Retail Search

+10%average increase in

conversions for advertisers that use

RLSA vs. advertisers that

do not use RLSA

Source: Google Internal Data

-35%Shopping Campaigns

Ads

average CPA decrease for

conversions from an RLSA user list vs.

entire campaign

1) What Is RLSA?

What is Remarketing Lists for Search Ads (RLSA)?

Keyword

targeting

Audience signals from

your site

Advertise more profitably on new keywords

Customize bids, search ads and keywords based on visitors’ past

activity on your website.

Be more competitive in auctions based on data

Increase relevance for key audiences with better targeting & messaging

Improving Shopping Campaign Impression Share

by increasing bids for returning users

Returning site visitors convert 2x more!

Homepage Visitors

Category Page visitors

Product Page Visitors

Cart Abandoners

Converters

+40%

+60%

+80%

+120%

+160%

Segment Your List Based On The Conversion Funnel

*

2) Customer Acquisition

• Brand/Promotional (visited, but did not convert)• Engage consumers with lifestyle & brand messaging• 20% Off Your First Order

• Non-brand Keywords• Introduce your brand early in the journey by casting a

wide net• Free Gift With Purchase

Customer Acquisition: Capture Qualified Customers

• Third Party Brand/Product Launches• Showcase the new selection of products to engage

customers• Browse Our Spring 2016 Look Book; Extra 10% Off

• Competitors/Resellers• Get in front of customers ready to purchase • Today Only, Save 10% Code:Today10!

Customer Acquisition: Capture Qualified Customers

Expand Reach Via Non-BrandBid higher when your audience searches for your existing keywords

High-end retailer selling a number of brands The problemNon-brand keyword value-per-click too low to bid for top spots

The solution✓ Create an audience user list of visitors to

your site. Add Audience as “Bid only” to ad groups.

✓ Examine Audiences report and compare user list to overall traffic.

✓ Set appropriate bid adjustment for audience.

3) Customer Retention

• Brand• Create sense of exclusivity• VIPs: Shop Friends & Family First!

• Promotional• Increase bids to capitalize during promotions• Gather insights on which promotions work best with

existing consumer• Get free gift wrapping this holiday season w/ code: vbgift

Customer Retention: Keep Customers Interested

• Non-Brand Keywords• Pursue generic keywords & engage consumers more likely

to buy• 15% Off Your Next Order

• New Product Launches• New seasonal collection for existing brand• Cross-target similar brands• Browse Our Spring 2016 Look Book

Customer Retention: Keep Customers Interested

Re-Engage Brand AdvocatesSupport and reinforce brand loyalty

Camera company selling cameras and accessories The problemWants to upsell and/or cross-sell recent converters

The solution✓ Create a remarketing list for people who

have reached your purchase confirmation page.

✓ Use a 180-day lookback window to reach recent buyers who’ll still have you at the top of their minds.

RLSA Campaign Success

Non-Brand Click-through-Rates: Non-Brand Conversion Rates:

Compared To Search Campaigns:

Retailer - Target & Bid, Previous Customers (Non-Converters) Back to School Focus

4.4% 2.6% +41% CTR+350% CVR

RLSA Campaign Success

Click-through-Rates: Conversion Rates:

Return On Investment:

Retailer - Bid Only For Previous Visitors, Shopping

+191% +51% +13%

Summary

Collect Your Audience/Put Out The Cookie Plate1.Tag your entire desktop and mobile site

Create Your Target Segment/Make Your List, Check It Twice2.Based on your conversion funnel: general visitors, cart abandoners,

past converters, ...Determine Targeting & Bid Adjustments/ Pick Your Recipe

Ingredients3.Choose the best targeting setting for your strategy.4.Set bids based on segmenting your conversion funnel.5.Identify RLSA bid adjustments based on goals.

Tailor Messaging/Wrap It Up With A Bow6.Tailor ad copy to connect with the targeted user segment.

RLSA Quick Launch Guide

• Have a gameplan: separate campaigns for RLSA?• Break things down: segment your audience properly• Messaging is key: custom messages by segment• The price is right: know the value of your customer• Don’t “set it and forget it”: review results & optimize

5 RLSA Tips/Tricks To Stuff Your Stocking

Thank you!

Questions?