Tag Archives: AdWords Consultant

Google Ads Remarketing for Search Demystified

Targeted advertising by Google Ads RLSA
Targeted advertising by Google Ads RLSA

Just because you want to target website visitors in the search results using Google Ads remarketing for search (RLSA) – you may not be able to.

Google sets a threshold of needing over 1,000 remarketing cookie sets in a 30 day period to show remarketing for search ads. For many advertisers this bar is just too high. You will only need 100 cookie sets in a 30 day period to show remarketing ads in the Google Ads display network, but the bar is much, much higher for search ads.

I recommend that you try to lengthen the period of your cookie set from 30 days to 90 days to see if this will make a difference in your ability to use RLSA.

RLSA ads can be a great way to target in search results advertising shopping cart abandoners and other site visitors. Consider bidding a minimum of +30% to get action if you do have enough cookies.

Consider setting up a separate program for RLSA and use general keywords so your ads will appear on more queries, set the bid low, but boost up with a bid adjustment, and consider a -100% bid adjustment for mobile to start to keep your costs low until you know the program will generate a return for your needs.

Showing ads to people who have visited your website already using a target and bid strategy can be very good to add conversions to your monthly plan.

For more information on our services for Google Ads advertisers please visit our website at www.mccordweb.com.

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15 is the Magic Number When It Comes to Automated Bidding

Falling money, hundred dollar bills
Not Made Out of Money? Tips to Lower Click Costs in Google Ads.

That’s right 15 conversions in a 30 day period is the magic number you should be looking for before you turn on any automated bidding strategies in Google Ads.

Personally, I look for a higher number than 15 in a 30 day period before I turn on maximize conversion bidding.

Here’s why…

When Google Ads does not have enough 30 day historical data, the click costs will be very high and you will not see a nice increase in conversions; rather only higher cost conversions.

If you have under 15 conversions in a 30 day period or your campaign drops below 15 conversions. Move out of automated bidding programs like maximize conversions or Target CPA bidding and move to enhanced CPC (Cost per Click) bidding until you get back to the 15 number.

If you are doing automated bidding make sure you are looking at the average cost per click and maximum bid compared to the first and top of page bid. If you see numbers that you are spending with Google setting the bid that you think are ridiculously high, then move out of that bidding algorithm into one where you have greater control, pause the problem keyword, or review what you can do to add negative keywords.

Maximize conversion and Target CPA bidding can be great for a high converting account, but those at the margin of 15 leads in 30 days may find these algorithms generate click costs that are simply “too rich”.

If you need help from an experienced Google Ads manager, I encourage you to find out more about our services and programs. We are small business friendly!

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