- Re-targeting List Search Ads.
An incredibly effective strategy
that can generate tons of profits,
for your e-commerce store, in Google ads.
A lot of people have never heard about these campaigns.
Well, I'm gonna teach you exactly how to set them up,
the best way possible in this video, let's go.
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Hey guys, Sam here from keycommerce.com,
And today I'm gonna teach you how to set up
RLSA campaigns in Google ads,
for your e-commerce store.
RLSA campaigns mean, Re-targeting List Search Ads.
I've been using these campaigns for years.
And guys, I've always been super surprised
at how much profit they generate,
the high ROAS, Return On Ad Spend,
and how easy they are to set up,
get those customers back onto your store to convert.
So what actually are they?
So these campaigns are ads that only show
when someone's actually already visited your website.
On shopping campaigns, search campaigns.
So imagine this,
someone goes to your website,
they check out your products,
but they don't purchase.
The next day,
they come back to Google and they search again.
This time for something a little bit different
than their original search term.
Well, we can have a campaign
that only shows the search or shopping ads
if they've already visited the website.
So that person will see special ads,
just for them,
because they've already visited your store.
Now, why is this a good thing?
It means a few things.
One, you can bid on keywords
that are very cheap
and other stores don't want to pay for.
But because this user has already visited your store
they have a much higher chance of converting.
Okay, so let me give you an example guys.
Imagine you're a store that sells mattresses.
Well, you probably don't want to bid
on the keyword, beds, normally.
That's a keyword that has
maybe has a lot of competition,
but it's also a potentially low intent.
It's very, very general
and it's just not a great keyword.
But, if someone's already visited your website
through a different ad
where they are looking for a mattress,
then putting in beds as a keyword that you're targeting,
but only that visited your website,'
can be an incredibly effective strategy.
This is because you know
the person already knows your brand.
There's a much higher chance
they're gonna come back and convert
because they already showed intent in other way.
So yay guys, they've already clicked their previous ad,
or found you organically,
or directly, or through social media.
And then you can get them back much more cheaply
than you otherwise would have
if they were just a random person searching for beds.
So boom, you're able to get that person
to convert on your store
and you do so by targeting keywords
that competitors probably don't wanna target.
This is Epic.
Number two, you can also use RLSA campaigns
to increase your bids on existing campaigns.
If someone's already visited your website.
This is huge.
You can add this to your shopping campaign
and tell Google,
Hey, I wanna be at 20% extra.
If someone's already visited my website
you might already know this,
but you can go into your settings
and go to the attribution settings
and see that a lot of the time,
especially if you have a good brand store,
people take more than one click before they convert.
Often people come back the next day
and they search again.
And generally I see in stores
20 to 30, maybe even 40% of people
take more than one click to convert.
They take two, three, four,
sometimes even up to five clicks,
to actually convert.
If you add this bid modifier,
for people that have visited your website already,
it means when they come back the second time,
you can tell Google, "Hey, I really wanna get that person.
I'm gonna bid more aggressively
and you're gonna outrank the competition in those ads.
Okay, guys, that was a lot of an explanation
but let's get into what you're here for.
Let's go into my computer
and set up these campaigns together, let's go.
Hey guys, Sam here.
Now we're in a Google ads account
and I'm gonna show you how to set up the RLSA campaigns.
So this account is absolutely killing it right now.
What you wanna make sure,
when you go into a Google ads account,
is that we go up to the tools and settings
and then we make sure that we're linked to Google analytics.
So you go to your linked accounts over here
and this is really important.
Google ads needs to be linked to Google analytics,
so go to the details there for Google analytics
and make sure that it is set up.
So it should have your account linked.
So this one is linked here
for this Google analytics account.
So that's awesome.
So that's what you need to do first.
The next thing you need to do,
is go over to Google analytics and go to the admin.
So click on this admin icon down here
on the left hand side.
It pulls up this bit here with three columns.
We wanna go to the middle one
a go down to audience definitions
and go to audiences.
So it's gonna pull up here.
These are audiences that I've created already,
and you'll do the exact same thing here.
So what we need to do
is create the audience in Google analytics,
and then this tells Google ads,
what users we could use for our RLSA campaigns, okay?
So you just click new audience.
It's gonna open up a bit of a dialog box
so you can actually go,
users who've visited a specific section of our website.
So someone that visits a specific page, for example.
So if you edit this, page contains
and for this one it might be,
there might be a page called wine racks.
You can even see in the drop down here.
So see all the pages here.
So maybe someone left his carts.
Maybe you wanna get people that have abandoned cart.
Maybe all the wine racks collections
or seller kits are the about us page.
You're gonna choose that for your store.
But what I recommend starting off with
is especially if you're a new store,
you're fresh and you've just got another year,
maybe like a couple of hundred people per month
looking at your store,
then I would do all.
So I would go back to the audience definitions
and then go back to all users.
And just name it as all users, next step,
and then just select it, sorry.
So all users, 30 days is fine.
It's gonna show you where you can use this.
So it says RLSA campaigns right there, beautiful.
Last seven days,
this has had a lot of users.
So this is a very successful store.
So 4,300, regardless, all users.
And then here, make sure you select the destination.
So you've got the actual Google ads scan
and the analytics.
Very, very important.
So once they're both done, click publish.
All right guy.
So now we go back over to Google ads
and we're gonna go to tools and settings.
And we're gonna go to shared library, audience manager.
Okay, click that.
It's gonna open up this page here,
which then will import in that audience
from Google analytics.
And this is why that linking is really important
which we did just previously.
So now, it'll then have that audience in here
whether that's over here, all users.
It's gonna have that audience there
which is gonna be fantastic.
It says zero size right now.
Cause that needs time to populate.
It takes some time to build that up
but you've got your your audience there and it's not in use.
So we wanna go back to our campaigns
and now we wanna actually put it into use.
So if you haven't created a campaign yet,
so you can create a new campaign.
I've got a bunch of videos
on how to create the campaigns,
but applying it to an existing campaign
is basically the same thing.
So let me jump into this campaign here.
So it's a brand search campaign.
It's absolutely killing it.
It's doing really well, of course.
It's a brand campaign.
on the left hand side,
we go down to audiences.
Oops, went to the wrong one.
So went to audiences.
So this is where we add in the actual list.
So you see here
that we've actually got a bunch of different lists here
that we're targeting
with some (mumbles) audiences
and stuff like that
based on what we thinks working.
We can do this click edit.
And then here,
there's two different types of audiences
that we can add in here.
Very, very important guys.
So the first one is targeting.
The second one is observation.
So this is gonna have a huge impact
on how those audiences are used for your campaigns.
Targeting, means that you're only going to show your ads
for the people in that audience.
So if someone searches for,
in this case they sell wine racks,
searching for wine racks.
It's only going to show that campaign
if they've already visited the website, okay?
This one is observation.
so this is different because
it'll show not the people that your keywords trigger
as well as people that visit the website.
But it allows you to then make bid adjustments
just like what we've done down here.
We're using affinity audiences,
which isn't re-marketing.
That's people that are
in these sort of interest targeted audiences,
but we have it down here.
So all users is down here.
Cause we've added that before.
And so we can add a bid adjustment here.
We can also observe at how they perform
so we can actually see,
okay, what's the CPA?
What's the ROAS for those users.
And then we can decide to make bid adjustments, okay.
So let me go over that again,
cause that's a bit complicated.
So you have observation.
So that's where you're observing the audiences
and you can add bid adjustments based on their performance.
You also have targeting,
which only shows it,
if they've visited the website before.
Now how can you actually use this yourself
for your e-commerce store?
Well, you can then add in.
So here it actually has all the different audiences here.
So you have your...
You can create combined audiences,
but you've got re-marketing audiences here.
So this is the one where it's all users.
It's not here.
Cause I actually removed it.
So yeah, it's not here right now,
but your audience is gonna show up right here.
So you're gonna add that into your campaign
and then you can start monitoring how it actually performs.
So there it is there.
So there's that all users right there.
So you can monitor how that performs
and then add a bit adjustment
but say you want to run a shopping campaign
or a search campaign.
And you only want to use that campaign
to target a certain audience.
Some people that visited
maybe a certain product page or what have you.
Then you can switch that to targeting.
And it's only going to show to those people.
And keep in mind, this is something that you don't wanna do.
So, as in, let me explain a common mistake.
Some people will go to their existing campaign
and it's performing really, really well.
They go to the campaign go to audiences
and then click targeting
an add in their re-marketing audience.
And then suddenly the campaign stops getting
any traffic at all.
And the reason that happens is
because it's only gonna share the remarketing audience.
It's no longer gonna show to all the past traffic
the fresh cold traffic that was seeing those ads before.
So keep in mind, guys,
don't click this one
unless you only wanna show that campaign
to the remarketing list.
And I don't recommend doing that for an existing campaign.
Start a new campaign and do it from scratch.
I really recommend doing that guys.
Anyway guys, so that's how you add it.
And so as soon as you set that up
and add the audience in,
that's gonna show your ads just for that audience, okay?
Now if you wanna see how to create the actual campaign
it's the same as a regular search campaign
or a shopping campaign,
just credit normally guys
and I've got a video on how to create brand campaigns.
It should be on my channel.
I'll leave a link in the description
on how to do that.
And it's just the exact same campaign
but you're just adding them in this audience.
So it becomes an RLSA campaign.
Now, also, I really recommend guys,
think about the strategy here.
So even though you use the same campaign,
you can modify that campaign,
based on that list.
So if you have it set to targeting
and only target one group of people,
the events there is that you can tailor those ads
towards those people.
So if you re-target people that went to a specific product
maybe you're getting a lot of traffic.
You wanna have a search campaign that targets people
that look for this certain wine rack.
Well, when they go search for wine next again,
and they've visited that wine rack page already,
you can then show an ad
that mentions that wine rack
and it directs them straight to that page
and only shows it to them,
if they've already visited that page before.
This is where you get the granularity of digital marketing
for your ads, for your e-commerce store.
And it's incredibly powerful, because suddenly,
those ads are very very relevant
towards that person that's searching.
And when it's that relevant,
and it's exactly what they're looking for
and what they need
and it gets them straight to the place they wanna go to,
that's when you can have really really effective ads
that are very profitable.
They cost a lot less to give out the customers
and they're very, very timeless.
It's a fantastic strategy guys.
Anyway guys, that's how you set up the RLSA campaigns.
The hardest thing there,
those audiences linking up Google ads to Google analytics,
creating the audience and then importing them here,
and then adding them to the campaign.
That's how you do it.
That's everything guys.
If you have any questions,
leave them in the comments below, thanks.
All right guys.
So there you have it.
That's how you set up RLSA campaigns in Google ads
for your e-commerce store.
If this video was helpful to you guys,
please do hit that thumbs up
and tell YouTube that I'm making good stuff
for you guys out there.
And if I am, leave a comment below.
Let me know, "Hey Sam, you're making good stuff."
If you have any questions too,
leave them down there
and I'll do my best to try and answer them
as best I can.
If you haven't seen the rest of my channel,
this is your first time seeing my big face.
Then I recommend go checking out my other videos.
I've got a lot of playlists.
I go through a lot of stuff on Google ads,
other marketing stuff,
improving your website
and how to actually grow up your e-commerce store.
Anyway guys, thanks for watching.
And I'll see you in the next video.
Bye for now.
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