How to Adjust Your Remarketing Bids and Grow Volume - Google Best Practices for AdWords:
Looking to grow your remarketing volume? In this final video of our RLSA Best Practices video series, we'll go over three tactics:
1) How to choose the best targeting setting for your strategy.
2) How to adjust your remarketing bids
3) How to grow remarketing volume
Check out the full video series:
Remarketing List for Search Ads (https://goo.gl/75qWEm)
How to Set Up Your Remarketing Tags (https://goo.gl/mYtpYP)
How to Set Up Strong Remarketing Lists in Search (https://goo.gl/BH4kAA)
How to Adjust Your Remarketing Bids and Grow Volume (https://goo.gl/nGTioy)
Want more? Get the checklist here: https://goo.gl/5WluRA
Want to get Google's official Best Practices right in your inbox? Sign up here: https://goo.gl/xoaccr
Ready to set up your Remarketing Lists for Search Ads (RLSA)? Sign in to your AdWords account: https://goo.gl/fbRJch
-------------TRANSCRIPT---------------
00:07
Hello, world! Welcome to our ongoing series on Remarketing Lists for Search Ads, or RLSA. My name is Tran Ngo and I'm a product marketing manager here at Google, focused on AdWords Best Practices. Today, we're going to be talking about 3 things. First, how to choose the best targeting setting for your strategy. Second,
how to adjust your remarketing bids. And third, how to grow your remarketing volume.
00:32
First, lets go over how to choose the best targeting setting for your strategy. Bid Only is great for when you want to preserve existing campaign settings, keywords and ad copy. You'll be using the Bid Only setting when you use the RLSA bid adjustment. This setting doesn't restrict your ads to your targeting method. It's also the most common setting used with RLSA, as it is the easiest set up and bid adjustments can increase traffic from highly valuable users.
Our second bid setting, Target and Bid works best when you want to test broadening your keywords and adjusting your message. It will restrict your ads to showing for the targeting method or remarketing lists you've chosen. The only drawback is that it requires you to set up and maintain a separate RLSA-only adgroup or campaign.
01:20
Second, let's go over how to adjust your remarketing bids for success. Because these remarketing lists perform so well, you can often raise bids by plus 100% or more to compete for top slots while continuing to hit overall ROI goals within your lists. You'll want to segment your bids based on your conversion funnel.
Since we know that cart abandonners and recent converters have indicated the most interest in purchasing a product from you and generally skew high conversion rates, you'll want to apply higher modified bids for these segments.
01:54
Third, let's dive into growing your remarketing volume. You'll want to target broader keywords and match types to grow volume. Since remarketing reaches higher intent customers, broader keywords and match types have a better chance to perform well with them. This can expand the reach and impact of your search campaigns.
Let's dive into an example. Let's say we're a cruise company selling cruise packages, because we all need a vacation. We may only be able to afford to have keywords like "Hawaiian cruises" on phrase match type and "tropical cruises" on exact match type in our account. Because RLSA brings back customers who are familiar
with your brand, broad keywords like "cruises" and "best cruises" on broad match type havea better chance of performing well.
02:39
Let's recap what we've learned here. First, make sure you choose the best targeting settings when you set up your remarketing list. Second, raise your bids by 100% or more to compete for the best ad slots. Third, target broader keywords and match types to grow volume. This brings us to the end of our video series for Remarketing Lists for Search Ads best practices.
I hope you enjoyed this and can apply our best practices to your campaigns. Signing out, Tran.
1) How to choose the best targeting setting for your strategy.
2) How to adjust your remarketing bids
3) How to grow remarketing volume
Check out the full video series:
Remarketing List for Search Ads (https://goo.gl/75qWEm)
How to Set Up Your Remarketing Tags (https://goo.gl/mYtpYP)
How to Set Up Strong Remarketing Lists in Search (https://goo.gl/BH4kAA)
How to Adjust Your Remarketing Bids and Grow Volume (https://goo.gl/nGTioy)
Want more? Get the checklist here: https://goo.gl/5WluRA
Want to get Google's official Best Practices right in your inbox? Sign up here: https://goo.gl/xoaccr
Ready to set up your Remarketing Lists for Search Ads (RLSA)? Sign in to your AdWords account: https://goo.gl/fbRJch
-------------TRANSCRIPT---------------
00:07
Hello, world! Welcome to our ongoing series on Remarketing Lists for Search Ads, or RLSA. My name is Tran Ngo and I'm a product marketing manager here at Google, focused on AdWords Best Practices. Today, we're going to be talking about 3 things. First, how to choose the best targeting setting for your strategy. Second,
how to adjust your remarketing bids. And third, how to grow your remarketing volume.
00:32
First, lets go over how to choose the best targeting setting for your strategy. Bid Only is great for when you want to preserve existing campaign settings, keywords and ad copy. You'll be using the Bid Only setting when you use the RLSA bid adjustment. This setting doesn't restrict your ads to your targeting method. It's also the most common setting used with RLSA, as it is the easiest set up and bid adjustments can increase traffic from highly valuable users.
Our second bid setting, Target and Bid works best when you want to test broadening your keywords and adjusting your message. It will restrict your ads to showing for the targeting method or remarketing lists you've chosen. The only drawback is that it requires you to set up and maintain a separate RLSA-only adgroup or campaign.
01:20
Second, let's go over how to adjust your remarketing bids for success. Because these remarketing lists perform so well, you can often raise bids by plus 100% or more to compete for top slots while continuing to hit overall ROI goals within your lists. You'll want to segment your bids based on your conversion funnel.
Since we know that cart abandonners and recent converters have indicated the most interest in purchasing a product from you and generally skew high conversion rates, you'll want to apply higher modified bids for these segments.
01:54
Third, let's dive into growing your remarketing volume. You'll want to target broader keywords and match types to grow volume. Since remarketing reaches higher intent customers, broader keywords and match types have a better chance to perform well with them. This can expand the reach and impact of your search campaigns.
Let's dive into an example. Let's say we're a cruise company selling cruise packages, because we all need a vacation. We may only be able to afford to have keywords like "Hawaiian cruises" on phrase match type and "tropical cruises" on exact match type in our account. Because RLSA brings back customers who are familiar
with your brand, broad keywords like "cruises" and "best cruises" on broad match type havea better chance of performing well.
02:39
Let's recap what we've learned here. First, make sure you choose the best targeting settings when you set up your remarketing list. Second, raise your bids by 100% or more to compete for the best ad slots. Third, target broader keywords and match types to grow volume. This brings us to the end of our video series for Remarketing Lists for Search Ads best practices.
I hope you enjoyed this and can apply our best practices to your campaigns. Signing out, Tran.
