If you’re currently managing a high volume of ad groups, the thought applying audiences to each one and analyzing the results separately seems intimidating and extremely time-consuming.
Recently, Google has introduced an easier way to manage your audience lists by applying them at the campaign level.
Audience Lists at the Campaign Level
According to the announcement, “Campaign-level audience lists make it easy to measure and change your bid adjustments. Instead of trying to change your bid adjustments for each individual ad group, you can confidently optimize at the campaign level where you’re more likely to have enough data to make an informed decision.”
Many advertisers, including CPC Strategy are already using campaign-level search audiences to save time and make better optimizations.
“Another added benefit is that downloads & changes via the editor will be quicker as accounts will be lighter in terms of the actual data within them,” Josh Brisco, Manager, Retail Search Operations at CPC Strategy said.
According to Google, customized campaigns for people who have previously interacted with your business such as Remarketing Lists for Search Ads (RLSA) and / or Customer Match help advertisers reach some of their most “valuable and engaged customers”.
About Remarketing Lists for Search Ads
RLSA is a feature that allows retailers to customize their search ad campaigns for people who have previously visited their site, and tailor their bids and ads to these visitors when they’re searching on Google.
When potential customers leave a site, remarketing lists help retailers connect with those shoppers while they continue to search for what they need on Google.
For example, Sarah is looking for a tennis racket and visits a sports apparel website and looks at the sports equipment section of the site to check out the available styles.
Even if Sarah does not purchase, thanks to RLSA, the site will add Sarah to a “sports equipment” audience list. Then, the site could bid more for Sarah the next time she searches for a tennis racket on Google again.
With RLSA campaigns, retailers can set their bids, create ads, or select keywords tailored to those customers that have previously visited their website.
“If someone was on one of those RLSA lists and they were doing a search on Google – we could bid “x” percent higher for them. That was basically the RLSA 1.0 version, but now we have more options than ever before,” Lewis Brannon said.
“Now, advertisers should be leveraging advanced RLSA strategies – which I like to call RLSA 2.0.” he said.
In our 2017 Search Predictions, Brannon says “using RLSA hybrid campaigns to more efficiently target upper funnel searches” is one of the top ways retailers can grow their business in the year ahead.
“Further developing your RLSA strategies can be incredibly beneficial for your business. Understanding and utilizing the different settings available can be pivotal in getting the most out of your remarketing efforts.”
If you would like to learn more about advanced RLSA strategies, check out: “Why Advanced RLSA Audience Targeting Is Essential For Your Business“
About Customer Match
Customer Match is a feature aimed to re-engage loyal customers as they shop on Google.
Last year, we covered the announcement introducing Google Customer Match to Search, Gmail, and YouTube, allowing advertisers to upload a list of email addresses, which can be matched to signed-in users on Google.
Customer Match for Shopping allows advertisers to adjust bids across various segments of their known customers.
Advertisers upload a list of email addresses into AdWords, that are matched to signed-in users on Google. Then they can create a remarketing list to reach these customers across campaigns.
Although account performance has been strong, in general – we’ve seen very limited volume and little discernible impact from Customer Match.
One possible theory for the lack of impact is due to potential misalignment among “Match” rates and the exclusivity of the feature.
“The ad only shows to users who have a Gmail account, and are logged into their Google account, and searching for a keyword/product eligible to trigger and impression,” Roman Fitch, Retail Search Manager at CPC Strategy.
For more on Audience Lists at the Campaign Level, email firstname.lastname@example.org