Bringing intent, context, and audience together for better performing search campaigns
- Tuesday, 25 June 2013 17:19
Along with a user’s query, context signals like location, time of day, and device have become increasingly important in showing people the right ads with their search results. With enhanced campaigns
, it’s now easier to reach people in the moments that matter across all screens, with ads that are more relevant to a user’s intent and context. Now we’re incorporating another powerful capability to tailor your search campaigns for different audiences – remarketing lists for search ads (RLSA). With this feature, you can modify your search ads, bids, and keywords based on your visitors’ past activity on your website. As we transition out of the beta test of RLSA, announced in July 2012
, we’ll be making the feature available to all advertisers using enhanced campaigns over the next few days.Combining intent, context, and audience for better search ads
Search ads work great because they’re relevant to the user’s intent and context. And users who have recently visited your website often find your ads to be even more relevant. RLSA brings intent, context, and audience together to let you tailor your search campaign when past site visitors are searching on Google for your brand, products, and services. Here are some ways to improve your campaign performance using RLSA.
Advertiser success with RLSA
Increase ad visibility for high value customers by adjusting your bids. For example, you could increase your bids by 20% for visitors who have previously researched high-end cameras while on your site when they subsequently search for ‘cameras’ on Google. And you could increase your bids by 40% for past site visitors who have previously purchased high-end equipment from your site. It’s easy to set up RLSA bid adjustments and they combine with other enhanced campaigns bid adjustments for location, device, and time.
Expand your reach and results with broader keywords. For example, bidding on broad keywords such as ‘gifts’ or ‘presents’ during a holiday season might not convert well enough to meet your ROI goals. But if you use RLSA to run those keywords just for repeat customers, they may convert better and allow you to grow your total sales with a profitable ROI.
Advertisers in the beta have seen strong results with RLSA. Here are some examples:
Tags and list management
- Tirendo, a European online tire retailer, saw a 161% conversion rate increase with RLSA, leading to a 22% overall sales increase. And the incremental conversions were efficient, with a 43% lower average cost per order than previous campaigns. Read more.
- WorldStores, a leading UK home furnishings and garden store, increased total orders 8% by using RLSA to increase bids for past site visitors. Conversion rates for this segment were 130% higher and average cost per conversion was 43% lower, even with the higher bids.
RLSA shares the same site-wide Google Remarketing Tag
and list management tools
as remarketing on the Google Display Network (GDN). So you can start using RLSA immediately if your website is already tagged for remarketing on the GDN.Transparency and control for users
We believe users should have transparency and be in control their ad experience. That’s why we provide adjustable Ads Settings
and inform users when an ad has been influenced by a past visit to a particular advertiser’s website. Learn more
For help getting started with RLSA, check out this article
in the Help Center. You can also join us
at tomorrow’s Learn with Google Webinar: Reaching the Right Audience with Remarketing on Wednesday, June 26, 2013 at 1pm ET
.Posted by Rahul Lahiri, AdWords Product Manager
Written by: Nicole Burgan at http://adwordsagency.blogspot.jp/2013/06/bringing-intent-context-and-audience.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+AdwordsAgencyBlog+(AdWords+Agency+Blog)
iOS app promoters can now measure downloads with AdWords
- Wednesday, 24 October 2012 20:52
This just in from Google AdWords Agency Blog
“Apps are a powerful way to keep your most loyal users engaged, and can also be a real driver of revenue for marketers big and small. When advertising apps, the key is to know what’s working and what’s not. While advertisers have already been able to measure their Android app downloads within AdWords, we’ve now launched the ability to track iOS downloads that were driven by in-app display ad campaigns.
To set up iOS conversion tracking, advertisers need to create a single code snippet in their AdWords account and install it in their app. This snippet is accessible in the AdWords interface in the same place where advertisers have been able to codelessly track Android downloads. With iOS conversion tracking, marketers can better understand which campaigns are most effective at driving app downloads. These enhanced insights help marketers iterate on app promotion strategies to reach their return on investment goals, with the help of features like the Conversion Optimizer for apps.
Figuring out what ads are working is key for marketers like Sho Masuda, Vice President of Player Marketing for GREE, a leading mobile social game app developer. GREE has used click to download and in-app advertising solutions with AdWords to promote their app, and Masuda says, “Google’s host of tracking and optimization tools help us quickly iterate and maximize ROI across our app promotion campaigns. iOS conversion tracking will help us gain even deeper insights into our Google app promotion efforts for our iOS apps.
If you’d like to learn more about how to track value beyond the app download, you can watch a recording of our Learn with Google webinar “Understanding your App Users with Google Analytics” here.
Posted by Morgan Hallmon, Product Manager
Written by: AdWords Agency Blog at http://adwordsagency.blogspot.com/2012/10/ios-app-promoters-can-now-measure.html