Post by Joshua Miller, VP, Group Account Director Remarketing has been a crucial and top-performing tactic for display media buying for years. Paid search has been able to take advantage of this approach with Google’s introduction of RLSA in late 2013, though many brands and agencies are still not using it effectively. As RLSA is proving to be a highly efficient search tactic, this is the equivalent of leaving conversions on the table. For one of Performics’ clients, we have seen our CPA lowered by 24% compared to standard search. This is driven by a larger increase in conversion rate (80%) compared to the increased cost (CPC) of bidding more on RLSA searches. In order to take advantage of this extremely targeted opportunity, marketers need to do a few things:
Though many marketers are running RLSA within their search program, many have only scratched the surface. Refining the strategy can improve efficiencies and allow you to spend the savings in other areas of your search account.