Case Study: Utilizing Remarketing Lists in Search Ads (RLSA) to Create Targeted Call to Actions and Increase Engagement Rates
Scope: We utilized RLSA’s in order to better targets users and distribute custom ad content according to the user’s previous engagement with the site. The client is a membership based ecommerce company.
Process: We created unique remarketing custom combinations of members, non-members and previous purchasers. Each list excludes any cross targeting, so that any user would only be placed within one audience ‘bucket’.
We then created 3 new brand campaigns, each of which only contained one remarketing list. We created ad messaging that had a call to action tailored to unique goals.
|
Audience |
Goal |
Messaging |
|
Non-Members |
Register for membership |
“Sign Up for Exclusive Sales” |
|
Members |
Drive First Time Sales |
“Save Up to 70%. Shop Now!” |
|
Purchasers |
Drive Additional Sales |
“Free Shipping, Shop Now! |
Results: The CPA for new user sign ups decreased by 1000% within the Non-Members Campaign. Order rate increased by 49% in the purchasers campaign.
Conclusion: Segmenting users based on interaction and distributing more relevant content according to assumed intent of an audience results in increase engagement and more efficient use of ad dollars.
You Might Be Interested In
