The Marketer’s Power Quarter: Better Ad Retargeting


This is the fifth in a 12-part series of quick-fix tips to improve your digital marketing results. Catch up on our last tip, and subscribe to our newsletter to get the rest.

First-time visitors to your site won’t always convert to customers, which is why search ad retargeting is an important tactic to bring them back. And when it comes to ads, the metrics proving their worth are vital. But are you tracking the search retargeting metrics that matter? Easy performance boosts can result in deceptively inflated metrics.

RLSA is effective, till it’s not

Many search advertisers rely heavily on remarketing lists for search ads (RLSA) targeting to go after users who’ve already engaged with a page. RLSA is a Google Ads feature that allows digital advertisers to adjust keyword bids for remarketing lists based on Google searches. You can also have remarketing lists shown ads when someone on the list is searching your bid-on keywords.

RLSA is an incredibly useful tool and usually improves campaign performance. RLSA makes it much easier for users who’ve already engaged to convert down the line, especially when compared to new users’ likelihood to convert. But like many tools designed for ease, becoming too reliant on RLSA can have a negative impact. Excessive set-it-and-forget-it use of RLSA can reduce your new customer rate by 50 percent

“Excessive set-it-and-forget-it use of RLSA can
reduce your new customer rate by 50 percent.”
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Keep your finger on the search retargeting pulse

To ensure you don’t negatively affect new acquisitions and overall profitability of campaigns, you must stay engaged with your search retargeting efforts and RLSA spend. Monitoring your spend on RLSA campaigns and making sure new acquisition campaigns (including non-branded) are properly funded will improve your overall results.

Larger proportions of budgets used on RLSA will absolutely make lead numbers look great, but they hurt businesses down the line with new acquisition efforts. So stay vigilant, monitor and make adjustments to seemingly inflated metrics, and keep your finger on the pulse.

Related resources

While we normally offer more immediate tactics to enact in this series, the advice here is a bit simpler: pay attention. A good technological aid giving you bad data can have damaging effects to your long-term acquisition efforts.

Next week in part six of The Marketer’s Power Quarter blog, get some data-driven SEO marketing advice to keep those good metrics humming.

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