Remarketing: The easy wins
By Rebecca Kaur
Barraging people with heaps of adverts can become non-strategic and meaningless. Remarketing is not just there to blast adverts, it’s an efficient, workable tool that converts people who have already expressed an interest.
Firstly – what is RLSA and how does it work?
Remarketing (also labelled as retargeting) targets people that have already visited key pages on your website. These visitors are statistically more likely to convert.
RLSA stands for Remarketing Lists for Search. In other words – it’s a way to retarget your website visitors while they search on Google.
This is done by installing a snippet of code ‘a remarketing tag’ onto a page – which will then gather the visitors into a list via browser cookies. This can then be added to a remarketing campaign on Google AdWords. These audiences can be segmented – for example, a list can be built that only targets visitors who have visited a certain page or group of pages.
Why should I use RLSA in my next recruitment campaign?
RLSA is an essential tool in the world of Google advertising. It’s a great way to reconnect with users that have already visited your site. With RLSA a campaign can be tailored specifically to these audiences, ensuring that they are captured while they are still engaged.
Companies that use remarketing techniques in their campaigns see as much as 600% increase in response rates.
Call to Action (CTA) is an important part of advert text – with RLSA ads, CTAs can be tailored to match the user journey – audiences who have already engaged with a site are likely to respond to different messaging than those new to a site. The use of Remarketing lists allows specific adverts to be targeted at these users.
Knowing who has already engaged with a page also allows for bids to be adjusted accordingly – an audience who has already shown interest in a site may be more likely to re-engage and may warrant a higher bid than untested audiences.
Although it may be beneficial to use higher bids for RLSA audiences – a positive is that often RLSA CPCs are lower – which means that you can get the most for your money, especially useful when looking to run a campaign with a limited budget.
Creating different remarketing lists according to page content allows advertisers to retarget specific groups or broad website visitors as needed. For a student recruitment campaign, an RLSA list may be set up specifically for undergraduate visitors. This ensures that irrelevant audiences, such as those who have visited postgraduate pages, are not also retargeted.
When RLSA is used correctly these campaigns often have higher Click Through Rates (CTRs), quality scores and enhanced conversion levels. As these are all key features in measuring a campaigns success the benefits of RLSA for Search advertising are clear.
Top 5 tips on Remarketing
1. Grab your easy wins
Build a list of targets i.e. application forms, sign-ups or even visitors that have returned to key pages. Once you have done this you can then remarket to these visitors.
2. Focus on employer-branding
Applications need a direct response but retargeting can work well to keep employer-branding tip-top and fresh. Reinforce how you are perceived by candidates and why they would like to work for you.
3. Conversions are more likely when retargeting to a landing page
Divert retargeted traffic to a landing page to drill down specific audience needs. Don’t just take them back to the website.
4. Be experimental and test A/B
Be creative and don’t create just one advert.
Be strategic about the number of times your advert appears. Don’t bombard and apply a frequency cap. From our experience we recommend remarketing lists is 30 days – and retargeting for 90 days – although it’s customisable.