The holiday shopping season is almost here and Rakuten Marketing wants to ensure your search campaigns are up to the challenge. Remarketing Lists for Search Ads (RLSAs) is a multi-faceted search strategy that can help you reach and engage qualified consumers in various parts of the purchase cycle.

3. Agenda
• What Is RLSA: Campaign Basics
• Customer Acquisition Strategies
• Customer Retention Strategies

4. *US only
of holiday shoppers said
they did majority
of shopping on or before
cyber monday
(Nov 30 this year)
took advantage of
post-holiday sales
and promotions
said they started
holiday shopping
before halloween
(Oct 31 every year)
48% 44%25%
Holiday 2014 Trends

5. In The Pursuit of Conversions,
One Visit Is Typically Not Enough
96%
70% Abandon shopping carts without purchasing1
Leave a website without converting 1
49% Typically visit 2 - 4 sites before purchasing2
2 Source: Google/Compete Sporting Goods Study: (Sept 2011-Sept 2012) Clickstream BF02 (number of different brands visited)

6. Remarketing lists
members convert at
almost twice the rate of
regular traffic
96%

7. All Search Users Are NOT Created Equal
Users already familiar with your site, products or brand are more
likely to convert.

8. Leverage Your Site Traffic To Lift Revenue

9. RLSA Makes A Big Difference...
-56%
average CPA decrease
for conversions from
an RLSA user list vs.
entire campaign
Retail Search
+10%
average increase in
conversions for advertisers
that use RLSA vs.
advertisers that
do not use RLSA
-35%
Shopping Campaigns Ads
average CPA decrease
for conversions from
an RLSA user list vs.
entire campaign

10. 1) What Is RLSA?

11. What is Remarketing Lists for Search Ads
(RLSA)?
Keyword
targeting
Audience
signals from
your site

12. Advertise more
profitably on new
keywords
Customize bids, search ads and keywords based
on visitors’ past activity on your website.
Be more competitive
in auctions based on
data
Increase relevance for key
audiences with better
targeting & messaging

13. Improving Shopping Campaign Impression Share
by increasing bids for returning users
Returning site visitors convert 2x more!

14. Homepage Visitors
Category Page visitors
Product Page Visitors
Cart Abandoners
Converters
+40%
+60%
+80%
+120%
+160%
Segment Your List Based On The Conversion Funnel
*

15. 2) Customer Acquisition

16. • Brand/Promotional (visited, but did not convert)
• Engage consumers with lifestyle & brand messaging
• 20% Off Your First Order
• Non-brand Keywords
• Introduce your brand early in the journey by casting a wide net
• Free Gift With Purchase
Customer Acquisition:
Capture Qualified Customers

17. • Third Party Brand/Product Launches
• Showcase the new selection of products to engage customers
• Browse Our Spring 2016 Look Book; Extra 10% Off
• Competitors/Resellers
• Get in front of customers ready to purchase
• Today Only, Save 10% Code:Today10!
Customer Acquisition:
Capture Qualified Customers

18. Expand Reach Via Non-Brand
Bid higher when your audience searches for your existing keywords
High-end retailer selling
a number of brands
The problem
Non-brand keyword value-
per-click too low to bid for
top spots
The solution
✓ Create an audience user list of visitors to
your site. Add Audience as “Bid only” to ad
groups.
✓ Examine Audiences report and compare user
list to overall traffic.
✓ Set appropriate bid adjustment for audience.

19. 3) Customer Retention

20. • Brand
• Create sense of exclusivity
• VIPs: Shop Friends & Family First!
• Promotional
• Increase bids to capitalize during promotions
• Gather insights on which promotions work best with existing
consumer
• Get free gift wrapping this holiday season w/ code: vbgift
Customer Retention: Keep Customers Interested

21. • Non-Brand Keywords
• Pursue generic keywords & engage consumers more likely to buy
• 15% Off Your Next Order
• New Product Launches
• New seasonal collection for existing brand
• Cross-target similar brands
• Browse Our Spring 2016 Look Book
Customer Retention: Keep Customers Interested

22. Re-Engage Brand Advocates
Support and reinforce brand loyalty
Camera company selling
cameras and accessories
The problem
Wants to upsell and/or
cross-sell recent converters
The solution
✓ Create a remarketing list for people who
have reached your purchase confirmation
page.
✓ Use a 180-day lookback window to reach
recent buyers who’ll still have you at the
top of their minds.

23. RLSA Campaign Success
Non-Brand Click-through-Rates:
Non-Brand Conversion Rates:
Compared To Search Campaigns:
Retailer - Target & Bid, Previous Customers (Non-Converters)
Back to School Focus
4.4%
2.6%
+41% CTR
+350% CVR

24. RLSA Campaign Success
Click-through-Rates:
Conversion Rates:
Return On Investment:
Retailer - Bid Only For Previous Visitors, Shopping
+191%
+51%
+13%

25. Summary

26. Collect Your Audience/Put Out The Cookie Plate
1.Tag your entire desktop and mobile site
Create Your Target Segment/Make Your List, Check It Twice
1.Based on your conversion funnel: general visitors, cart abandoners, past
converters, ...
Determine Targeting & Bid Adjustments/ Pick Your Recipe Ingredients
1.Choose the best targeting setting for your strategy.
2.Set bids based on segmenting your conversion funnel.
3.Identify RLSA bid adjustments based on goals.
Tailor Messaging/Wrap It Up With A Bow
1.Tailor ad copy to connect with the targeted user segment.
RLSA Quick Launch Guide

27. • Have a gameplan: separate campaigns for RLSA?
• Break things down: segment your audience properly
• Messaging is key: custom messages by segment
• The price is right: know the value of your customer
• Don’t “set it and forget it”: review results & optimize
5 RLSA Tips/Tricks To Stuff Your Stocking

28. Thank you!
Questions?