AdWords RLSA Tactic
September 16, 2018
September 16, 2018
Hey, everybody, this is Adam with ParaCore. We’re a pay-per-click lead generation agency And today, I’m gonna talk to you about remarketing lists for search ads. Now, remarketing ads are a very standard type of targeting that most people are probably aware of. However, remarketing lists for search is a little bit different and pretty cool especially if you’re a professional services firm that has an expensive cost per click. So, here’s the way it works, alright? Now, you have your website. Seems like every one of my whiteboard videos starts with the website.
So here we go. You got your website, your landing page, or whatever. And you are running, let’s say, Facebook ads or you’re running AdWords. Right? And you’re running ads to the website, okay? And then you’re being pixeled and you’re being tracked ’cause that’s what we do. We track ’em. Alright, so running ads to the website and then you’re tracked. Or let’s just say, I mean, shoot. This can be SEO. This can be really any sort of traffic.
I have a video about a traffic campaign that you can check out. So you’re gonna get all this traffic to your website wherever it’s coming from referrals, whatever. And we pixel you, okay? And let’s say that, so for us we’re a PPC agency, and if you go and you buy keywords for a PPC agency, they’re like 30 bucks a click or something. I mean, it’s not exactly the most fun to be a PPC agency competing against a bunch of other PPC agencies and Google AdWords. It’s like, that’s not cool. And it’s a challenging environment to be in. So, we don’t actually do that. We don’t actually really run AdWords ads like that. However, we do get traffic to our website. We use videos. We drive traffic a lot of other ways. And then, if someone goes to Google, and they’re searching, we can do what’s called a remarketing list for search ads. A RLSA is what it’s called. And typically, if I were buying keywords for ParaCore, I might put in PPC agency, Facebook ads management, Facebook ads agency, things related to an agency or management or us providing professional services for somebody. I would never put in just Google AdWords or Facebook ads or anything like that. However, when people have come to my website, they somehow found us, and there’s a decent chance they are interested in our services. Not everybody, and we have content videos. You may not ever hire us. But there’s a decent chance that they’re interested in our services.
So I’ll create a campaign in AdWords. An RLSA campaign. And that campaign is gonna have a really broad search terms. I literally buy keywords like Facebook, like AdWords, agency. So if anybody is searching for anything broadly related to what we do, our ads might pop up. And I’m only paying a couple dollars a click for these ads. And I can look at the search traffic. And I can see what people are searching for. And when people are clicking on those ads, they’re then coming back to ParaCore. And they’ve been introduced to our network, so I make the keywords really, really, really broad only because someone has expressed an interest in ParaCore already. And so when they’ve done that, I can really broaden the keyword pool that I wanna target. So, let’s say they come through SEO, this video. Let’s say you hit this video as a landing page. You come through you see our website. We pixel you. And then go here, and you say, I wanna learn more about Facebook ads. And then there’s an ad from ParaCore saying, Expert Facebook ads agency. Whatever, and so that’s our ad. And then you’re like, Well, I guess I’ll check them out as an agency. I wasn’t originally planning on it. I was gonna do it myself. Or six months later, you’re going, and you’re saying, I wanna learn more about AdWords ads. And then you’re just realizing, if you’re a marketing director or a business owner, you’re like, Man, there’s so much to this stuff. And then our ad pops up. Because we’ve done an RLSA ad on you. And it only cost a couple bucks if you click that. So that’s pretty awesome for us. And it’s highly relevant traffic.
Now the other cool thing about this, if you’re doing videos or if you have any sort of YouTube following, because YouTube and AdWords, Google ads, are obviously the same ad network, you can take anybody that’s watched a video on your YouTube channel and throw them into this RLSA audience. So you have this world audience here, and then you’ve got this more refined audience. And then you have YouTube, and you can say with YouTube, Hey, I wanna, or with AdWords, Hey, I wanna show the RLSA ads to anybody that’s been to the website, but you know what? I also wanna show those ads to someone that’s just watched a video on our YouTube channel. That’s never been to our website. So it’s another form of retargeting which is really cool. So now you have this pool of people that’s engaged with you on your website, on your website or on YouTube, and they’re just like cruising around Google doing some broad searches and your ads are coming up. And it’s just like another aspect of being everywhere and being top of mind and being there when someone wants to convert. So that’s an RLSA campaign.
If you’re a professional services, and you’re generating a lot of content, awesome. If you’re running a retargeting campaign, through AdWords this is awesome. It’s a really, really, really cool marketing technique. You could also continue to layer it down with like in market segments or geographic targeting or income parameters or whatever you wanna do. You still have negatives. You can make the keywords more refined, less refined. Ours are super broad like Facebook. And we actually got a number of conversions out of this campaign. It’s not just a fun strategy that seems really cool. We actually got quite a few conversions out of this campaign. And the cost per conversion is low although we are paying for traffic out of here in many cases. So, that’s the RLSA marketing campaign. Marketing strategy that we use quite often.
So if you have any questions or comments. Please leave those below. If you’re on YouTube or the website, also like or subscribe to the channel. If you wanna see more videos, we’d appreciate that. If you don’t like the video, then don’t hit dislike. I don’t want you, like, knockin’ our video. Just leave. Be cool. Just be cool, man. And again my name’s Adam. I’m with ParaCore. I own the agency, and we’re a pay-per-click lead generation agency. Thanks for watching! Talk to you soon.
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