//If you do not use remarketing lists and similar audiences for search, you leave money on the table

If you do not use remarketing lists and similar audiences for search, you leave money on the table

 

 

I strongly believe that most businesses leave a lot of money on the table by not fully using remarketing lists and similar audiences. I do not think companies really understand that.

In this article, I want to offer suggestions and help marketers leave nothing on the table.

Similar Hearings

Have you ever wanted to get a set of new pre-qualified leads? Good news: you can. Similar search audiences are based on existing remarketing lists but target new users with search behavior similar to existing remarketing lists.

Because they are designed to be similar to users who have already shown interest in your site, they are considered more qualified than the average user.

If this sounds familiar to you, it is probably because similar audiences are available on the Google Display Network or because they imitate the function of. an audience Facebook . These audiences are at work on Facebook and Google. Companies do not take full advantage of it.

Benefits of Similar Hearings for Research

These audiences can be extremely beneficial to advertisers for a number of reasons, such as:

Find and target people who are similar to visitors to your site.
Simplify the search for audiences to target.
Get new prospects.

Let's develop each of these things a little bit.

With similar audiences, you do not launch blind. You are targeting a group of people whose interests match your current customers and prospects. Think about it. Brands continue to invest money in advertising methods such as television and magazines, without spending enough on newer features such as similar audiences. The data does not direct these television commercials. it is, however, the engine of your look-alike and similar audiences. And even though a TV commercial can get you in front of a huge audience, it's not necessarily qualified.

Let's say you are an insurance company and want to promote auto insurance. By using remarketing, you can create a list of all the people who visited your car insurance products page. Then create a similar audience from this pool. The new similar audience will have similar search patterns and interests to those who visited your site, but this new list has the potential to reach a much larger and more qualified audience.

Essentially, you take this visitor pool and increase it exponentially. Even more cool? You can create a similar audience based on old converters. If you have a list of 1,000 people converted to your site, you can make a similar audience of over 10,000 people. Indeed, lists such as similar audiences and remarketing are based on customer actions. These actions include purchases, downloads, or product page navigation.

You do not have to base your similar audiences on those that have already been stopped by your site. Instead, you can select a subgroup of users similar to those who made purchases or downloaded your articles.

Again, these are people who behave like these users in your remarketing list, which means that some of them are likely to look like your most valuable customers.

How do similar audiences work?

Remarketing allows users of cookies that visit specific pages of your website to track their search activities and show them ads when they are browsing other sites. Search Remarketing Lists (RLSA) allow you to personalize your search ads for those who have already visited your site and tailor your ads to your users when they search on Google and its sites. partners.

To start using similar audiences for search, you must have an existing remarketing list. Keep in mind that in order to run an RLSA, your list must contain a minimum of 1,000 cookies before the list can be used to personalize your search ads.

Once your remarketing list is operational, Google Ads analyzes the search activity of list users to better understand the aggregated search behavior of users in the list. Then, based on the search patterns and behaviors identified by Google Ads, it will find new users with similar search behavior to show your ads.

Since Google does this, the process is not entirely transparent. They explain that a "variety of factors" is consistent with your audiences, including (but not limited to) the following:

The number of visitors on the original list.
How long have these people joined the original list?
The similarity of the search behavior of these visitors.
Any adjustments made to the list of origin.

How to set up similar audiences for search

For anyone with Google Ads experience, the installation process seems very familiar. Keep in mind that to add something to similar audience targeting, you need to have an existing campaign ready in Google Ads.

Start by signing in to your Google Ads account. Locate the navigation bar on the left and click Search for Campaigns or search for the campaign to which you want to add a similar audience. Then find the menu on the right side of the navigation bar and select Audiences. Click on the pencil icon.

When the "Edit Audiences" section appears, click Select an Ad Group. You will see an "All Audiences" box. Click on Remarketing then on the type of list. Click the box next to the lists you want to use and click Save.

Similar hearings for research work?
In short, yes. Since its launch for research, similar audiences have gained a strong reputation for boosting conversions and clickthrough rates (CTR).

For example, take Chrysler. The company had already seen impressive numbers using the RLSA and decided to take a step forward by setting up similar audiences for research. According to Think with Google the goal was to entice new buyers to consider their brand and to increase the conversions and effectiveness of all search campaigns.

The results? A conversion rate up 22%, a cost per acquisition (CPA) 14% lower and a clickthrough rate increase (CTR) of 11%.

Why the good results? While Chrysler did not target users who visited their specific site, it targeted those who searched for similar keywords such as "Chrysler Pacifica" and "RAM trucks". Knowing this, Chrysler has been able to reduce these specific segments of its audiences. and increase the offers accordingly.

For reference, Chrysler has conducted nine campaigns with generally targeted campaigns. To monitor accurately, they made no changes to text ads or bids in the original campaign.

No competition
They are not the only ones to declare success. Wordstream noted in a blog post that, during the first tests, they saw similar audiences convert at about the same rate as their main RLSA audiences.

Compared to new audiences, there is no competition. Similar audiences were converted to 50% better and had a 65% higher CTR at the time of the agency's analysis. But that's not even the best part. The company also said that, on average, similar audiences for search allowed advertisers to expand their RLSA campaigns and reach an audience 7 times larger.

Optimizing Your Similar Audiences for Research

Part of the beauty of similar audiences is that they require very little work from you. But as marketers, our motto could just as well optimize everything! So here it is:

Clean up your remarketing lists.
Your similar audience will only work if your remarketing list does, so be sure to always have a good range of lists. This will allow you to set up audiences for people who have visited certain pages, old converters, users who have spent the most time on the site, and so on. From there, you can customize each similar audience and its remarketing list. campaign

Adjust your offer over time.
With similar audiences, you can start slowly. In fact, starting with adding the audience with a 0% fit is the best solution. Then watch what happens. After about a month, you will get an accurate reading of the performance of your similar audience. So, if you see a high conversion rate from these lists, you can increase your bid appropriately to increase its rank in the SERPs. If the results do not match your expectations, you must review the campaign and the corresponding remarketing list.

Watch closely
We have covered this one above, but it is extremely important to keep an eye on your performance to see where changes need to be made. Remember the example of Chrysler above? Use the most effective audiences. For remarketing to be effective, you must show your ads to your best audience. Not all people who visit your site are qualified people and they are not the people you want your similar audience to be based on. Instead, make sure that your build lists are based on your primary converting clients and on the value of the lifespan.

Although it is not always easy to determine who these users are, you can start by downloading the email segments of the converted customers you own or any other record of the conversion history. It is also recommended to focus on users who have spent time on the pages of your products.

To search for users who visit specific pages, use dynamic remarketing. It is easy enough to start; To do this, you must create a feed that describes all your products or services (details such as unique ID, price, and image included) and upload it to the Data section of your shared library or Google Merchant Center if you are a retailer. Then, you'll add the dynamic retargeting tag to the websites you want to track. Once everything is fine, you can start experimenting with similar audiences to attract new faces.

Use larger or larger keywords.

Because your audience is pre-qualified, you can increase your reach by using broader keywords that still apply to your audience. In case you need a reminder, announcements based on general correspondences will appear to people who use synonyms, spelling mistakes, related searches and other relevant terms.

This is a good way to attract people who use keywords similar to those associated with your campaign, while allowing the use of negative keywords to thwart words or synonyms that you do not want certainly not see appear in your campaign. And again, because your audience is pre-qualified, the search history of these people already indicates them in your direction, so you can afford a little more leeway with your keywords.

Use similar audiences for seasonal campaigns
Here's a cool story for you (also provided by Think with Google ). In 2015, Life Style Sports, Ireland's largest sports retailer, used a similar audience for a Black Friday campaign (this was a Gmail campaign, but the same principles apply). Using remarketing, the company contacted customers who had made purchases during the previous Christmas holidays and used similar audiences to target potential customers with similar interests.

The campaign realized a 75% lower sales cost than its target, 40% of new customer purchases. Good story, no? And the lesson is: sometimes your lists should not be modeled after the customers with the greatest value for life. Sometimes you can focus your listings on the events themselves, that is, seasonal buyers.

Conclusion

For anyone who uses remarketing, the subject is an excellent complement to help you discover untapped traffic.

The opinions expressed in this article are those of the invited author and not necessarily of Search Engine Land. The authors of the staff are listed here .

About the author

John Lincoln is CEO of Ignite Visibility Professor of Digital Marketing at the University of California at San Diego and author of the book Digital Influencer, Guide to Achieving Influencer Status Online . Throughout his career, Lincoln has worked with hundreds of websites, ranging from start-ups to familiar names, and has won awards in SEO, CRO, analytics and social media. In the media, Lincoln has been featured on sites such as Forbes, Entrepreneur Magazine, Inc. Magazine, CIO and more.