You manage an e-commerce website and you are pretty satisfied with the results of your Google Ads campaigns without using Google Shopping. Great, but what if I tell you that you can certainly increase your return on investment?
Well, you know that at Indexel Data Science we love data, right? So we always connect Google Analytics to Google Ads to make it more valuable. Providing that you have enough user data, why not use it to improve your campaigns and return on investment?
Display or Search ?
Why not retarget people who already converted on the website? They already know your brand and probably created an account so they are more likely than the rest of the traffic to purchase more products from your website.
But when it comes down to RLSA campaigns, most people think about display and not search. And actually YES using a search campaign is difficult: which keyword to use? This is where our strategy showed some great results…
The keyword must be a “broad modified” key query to make sure our ads would show up to past converters but only when they search something closely related to the activity of your website.
The right targeting
With the help of Google Analytics, we created an audience which includes all the website’s converters, exported it to Google ads and started a RLSA campaign (like a search campaign with a remarketing list) with 2 targeting options:
- Audiences (our converters)
- Keyword : +keyquery
The bidding was high to make sure we would be in the first positions and bidded. And we even used a Target Impression Share bidding strategy > 80%. Yes, we didn’t want to miss a single potential client!
Campaign-level bidding strategy
And you know what? Awesome results!
Our client actually resells Jaguar spare parts. Here’s what we’ve done:
We chose the keyword “jaguar” in “broad modified” match. With this, we would show our ad to each past converter that searches “jaguar” in Google, with or without any other word before or after.
Since the performances were so good… we did not stop here and went further with all the funnel steps:
Google Ads RLSA Search campaign architecture
We then wanted to target all the people who created an account, added to cart and reached the checkout. For this website, all these steps were reachable independently from each other. So we created all of these audiences in Analytics and imported them into Google Ads.
Technical tip: we created these audiences in Google Analytics without a combination to make it easier to use in Google Ads, it’s way easier to include or exclude them.
Of course, you can only do that if the correct tracking is setup on your website (in this case, events) and if each of these audiences reach the minimum threshold.
If you have questions about this strategy or are stuck when you want to implement it, don’t hesitate to reach us!
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