Retargeting audiences on Google Shopping, RSLA

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Remarketing on Google Shopping is a useful way to reach those users which had previously visited your e-commerce with their mobile devices or computers. The idea is to create an adapted and personalized advertising campaign for those potential consumers who have already browsed your website and who meet certain specific parameters.

What is RSLA?

Remarketing List for Search Ads is the strategy that aims to add remarketing audiences to your campaigns in “Targeting” or “Observation” settings. First of all, you need to create quality audiences to apply this strategy. Technically speaking, the main difference with a display audience is that to show ads to the audience of the search network you need a minimum of 1000 users on the list.

High quality remarketing audiences

There are specific audiences that show conversion rates higher than average, and this happens in every ecommerce. The idea is to forget about the classic “All users from the last 30 days” audience and create high quality audiences to show our ads, people who truly want to buy your products.

These audiences, since we will create them according to the behaviour of the users on our website, must be created in Google Analytics and be shared in our Google Ads overview.

Some of the audiences we can create are:

  • Users that made a search on your website.
  • Users that made/achieved a smart goal.
  • Users that add a product to the shopping cart.
  • Users that spent more than 90 seconds on your website.
  • Users that visited more than 3 pages on your website.
  • Users that accessed the discounts website.

RLSA on Google Shopping

Once you have created this quality audiences and have shared them to your Google Ads account, you simply need to put these lists under the “Observation” setting in Google Shopping and, in case of having an enhanced CPC strategy, you might have to increase the bid in relation to the quality of the audience. For instance:

  • Users that made a search on your website.
  • Users that visited more than 3 pages on your website.
  • Users that made/achieved a smart goal.
  • Users that added a product to the shopping cart.
  • Users that spent more than 90 seconds on your website.
  • Users that accessed the discounts website.

It is beneficial to invest more money in advertising campaigns as the users in these audiences, unlike the newcomer audience, have previously shown an interest in our products. This is the perfect combination to increase conversions as these potential consumers are actively looking for a product in our catalog. In addition, these users already know us and that makes their shopping experience easier.

What happens if you have a Smart Shopping or a Standard Shopping campaign in ROAS?

You need to keep in mind three primary things under this scenario, per example, bid adjustments do not work when you run Smart Bidding strategies, under the exception of -100% adjustments). It is the same system that decides how and to whom it shows your ads. Another issue with ROAS is that Smart Bidding strategies use information of our remarketing audiences, so you need to put them in “observation” settings anyway. In the other hand, if you run an e-commerce with a lot of traffic, you need to ask yourself whether creating only RLSA campaigns, as they will offer a much higher ROAS than average campaigns.

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