RLSA for video has finally arrived. Here’s a tutorial on how to set up a VRLSA campaign.
Yesterday, July 13th, two things happened.
I went to the Soul 2 Soul concert (Tim and Faith Hill)
Video Remarketing Lists for search ads have finally arrived
What does this mean?
You’re now able to remarket search ads to those who have watched your YouTube Videos. We did a RLSA tutorial a while back, but this is a bit different. We’re now going to implement video.
Basically, it means your YouTube channel and your videos are becoming much more relevant. You are now able to create Remarketing Lists on search for those who have watched any videos on your channel. This is how it works.
Viewer watches one of your YouTube videos.
Viewer goes to google to search for the product or service you offer.
They see your ad at the top of search.
Why should you care?
Because you get more touches with a potential buyer, patient or client. You’re also able to bid higher and have a wider range of keywords that you otherwise might not be able to afford. Bid high and go broad. (I like to get very aggressive on competitor keywords.)
I know this can be confusing. Especially if you are not familiar with RLSA ads. I am familiar with them and I’m still having a hard time explaining this…:)
Let me show you how Video Remarketing Lists For Search works. Let’s set up our first campaign.
RLSA Video Remarketing Video Transcript
Hey, what’s up? Jace over here at Marketing High and today we are going to go over RLSA, ads for videos. This is something that just came out on July 13th, it is new. It has not been around now. RLSA ads have been around for a long time, but, this is a little bit different, because, now you’re able to run RLSA ads to people who’ve viewed your videos.
That’s the difference. Before, you could always run them to people who visited your site, now you’re able to run those to people who’ve actually looked at your videos, been on your YouTube channel. It’s a big, big step.
I want to show you this. Let’s assume that you own an addiction rehab recovery center and somebody is over here watching your videos. Okay, I know, New Roads. Eric does a lot of good videos. We’ve shot a few of them, but if somebody is on their YouTube channel, you can see that they got a lot of videos over here. Let’s say they watch this video here that they just launched three days ago.
Well, this video is just talking about one of their worker’s story. She came to the rehab, got fixed up, I mean, great story. If I watch that video and then I’m over, looking for an addiction recovery center … addiction, recovery, center. So then, if I Google addiction recovery center, because I have watched this video on New Roads, now, they should pop up at the very top. They can bid a lot higher for keywords and I’m more likely to buy.
Whenever you do remarketing, if they’re visiting you at third, fourth, fifth time, it’s just that more likely they’re going to convert. I always tell people they need multiple touches. These new video ads that have come out allow for multiple touches. You really want to do them. I’m going to show you how to set one up.
First thing you want to do is have a good YouTube channel that is step number one. Have a good YouTube channel and this YouTube channel needs to be attached to your AdWords account. There’s just a lot of things you need to have done. You need to have your website attached up here. Make sure you have a good call to action. Then, produce really good videos. People are watching all of these videos.
Now, the next thing you’re going to do is jump over here to your campaign … How bout we do it. I’m just going to set one up. The first thing you’re going to want to do is set up over here on your shared library, you’re going to click audiences, then you’re going to click on your remarketing list right here. You’re going to go to YouTube users and viewed any video from your channel, viewed video from channel. Okay, we’re going to hold everyone on here for 300 days and then we’re going to create that list.
Now, right here, anyone’s who watching a video … I probably already have those down here, but anyone who watches a video from our YouTube channel is now going to be on this list. Next thing you need to do is jump over here on your campaigns, you’re going to click search network, ’cause remember, we’re now going to create a campaign for search. So, if they type in anything to do with addiction recovery, addiction rehab, we’re going to show up, we’re going to bid high, because we want to make sure that somebody who’s been on our YouTube channel is now seeing our ads.
We’re going to go … Okay, now let’s go through, leave that, we’re not going to use that. I like to do all features. Blast, nope, it’s fine. Got it, got it. I usually click off, I don’t like to be included on their search partners, just don’t. You can go to your locations. Let’s say, obviously we want more United States, you could go down to all the way into each state, zip code, whatever you want to do here. Just depends on your budget, what you want to maximize.
Default, we’re going to go $10 and we’re going to go $20 a day. Click on … I always like to accelerate, just ’cause I want my ad showing and I want to know how often they can show. You will want your locations, you’ll want your … All this stuff, you’ll want to make sure you do. Just develop a good ad. I’m not going to go into that, there’s some other videos out there that will go into that, just make sure the ad is really, really good. Have your extensions, have your call extension, have your call-outs, have your services, those all need to be included. Nope. I’m sorry.
I’m going to come back and create that ad here in a second. This is the big part. Normally you want to be really, really strict on your keywords. Especially in the rehab, you’re going to be paying anywhere from 60 to $100 just to get this keyword. Well, what you can do, since you’re only going to be targeting those who have visited your YouTube channel and watched your videos, you can be very broad here. We can just add almost everything, which, normally you don’t do this. Just to make sure you…
We’re going really, really broad. We’re going to hit every keyword we can or combination of keywords.
Okay. Now, once you’ve saved those, then, what you want to do is jump over here to your audiences. We’re going to click here on our audience and we’re going to go down here to ad group. You can do it campaign. Let’s just do campaign, because it’s set up under campaign. Interest and remarketing, then you’re going to click right here on video view list. It’s updating right now.
I just set up this list a second ago, you’re going to send that over to that side. And then it’s target and bid or bid only. Add these lists or categories so I can set bids on them, but show ads when my other targeting methods.
We’re going to go to target and bid. Show ads only to people associated with these lists or categories. That basically … If you do this, it opens up the door to anyone, so you want to target and bid, that’s important. Then you hit save. That is it. That’s how you’re going to out there and set up a RLSA search ad for your YouTube viewers.
If you have any questions, you can always visit us online. Go to marketinghigh.com. If you are looking for some help for YouTube advertising, any type of AdWords, those types of things we can help. Just go to our website, get in touch with us.
Check out our channel and subscribe to it. If you have comments, if you like videos like these, let us know and we’ll keep creating them, but these should be really helpful, especially if you’re spending thousands upon thousands of dollars on AdWords.
This is going to save you some money. Get you a lot more. More qualified patients, more qualified leads. And, I am out. Talk to you later.
RLSA for video has finally arrived. Here’s a tutorial on how to set up a VRLSA campaign?
Best Practices for RLSA Ads and How To Create RLSA In Adwords
I wasn’t really planning on creating a best practices guide for RLSA ads. It just kind of happened because I saw a huge need for it. There were a couple of nice articles out there, but nothing explaining the basics.
I wanted to educate myself and learn a little more about how RLSA ads work and why I should be using them for my business. I thought I was running them, but it turned out I was not. That hurts, because they provide a huge benefit.
The more I searched the more confused I became. Google’s own guide and YouTube tutorial videos were terrible and have zero value. Even after I created a couple of RLSA ads I blew $150 dollars in a matter of minutes. I set them up wrong and I assume it has happened to thousands of other people. I want to prevent you from making that same mistake and make you a genius in the process.
So let’s get started.
What are RLSA Ads and How Do They Work?
First let’s define what RLSA stands for and how the ads work.
I thought RLSA ads were just another term for remarketing on the Display network, but that’s not the case. RLSA stand for Remarketing Lists For Search Ads. There’s a big difference.
A Remarketing Display ad can show up all over the internet as an image, gif, or html graphic; an RLSA ad shows up as a text ad in Search.
They are just a normal search ad that is created for your remarketing lists.
Watch the simple tutorial video where I explain the big difference between Search and Display remarketing ads.
Create Remarketing List
Step one of RLSA is to create remarketing lists. You can do this through Adwords or use your analytics account. These list are the foundation to your RLSA campaign.
Once you have your remarketing lists set up, it’s time to watch our 2nd RLSA video. We will actually show you how to set up a campaign.
Bid Only vs. Target & Bid. What RLSA settings should you use?
As you can see by the screen shots below you have 2 different bidding options. The Target & Bid option are more restrictive while the Bid Only option is loose and can cost you a lot of money quickly. I made this mistake and within 20 minutes I blew $150.
That is the price of a massage. ☹
Basically, when you choose Target and Bid the ad will only show if the person types in your keyword and can be found on your remarketing list
Bid only will show your ads if the keyword or the remarketing list are used. It’s an “Either” option. A lot less restrictive and can cost you a lot.
Not that you understand how RLSA works and what to watch out for, it’s time that you test the waters.
Pay per click ads can get extremely expensive, especially if you find yourself in a competitive industry.
Here are a couple of strategies you can use with RSLA ads. The idea is to cut down on your cost per lead by only running ads to people who have visited your website. Especially if you are in and industry where your cost per click is +$50. Wordstream analyzed the most expensive keyword categories for online advertising and found that keywords related to Insurance, Loans, Mortgage, Attorneys, and Credit were the most expensive with advertising costs ranging between $45-$55 per click.
That hurts! They could be spending $10,000 dollars to capture one customer. A way to lower the cost per customer is to drive huge amounts of traffic with social media and then run PPC ads with RLSA. I will test this in the coming weeks.
Drive traffic to your site with social media
Create a RLSA campaign to all visitors
The second strategy I like to use is the one I spoke about in the RLSA video tutorial. Why not run funny and engaging ads on your competitor’s keywords. That way if one of your website visitors decides to go elsewhere they will see a funny ad calling them out. This goes along with our brand, so it works great.
“We caught you cheating” “What are you thinking” “Come On Back”
Now it is your turn.
If you have comments or questions about RLSA best practices, please let us know. We like to hear from our visitors.
Here are the video transcripts
[Start of video RLSA Ad words. Remarketing Lists For Search Ads Explained. Part 1]
[Beginning of recorded material]
Jace Vernon: Okay, so real quickly I’m going to show you guys the difference between a standard display remarketing campaign and in RLSA remarketing, which RLSA stands for remarketing list for search ads. Okay, so as I kind of explained above is I got really confused with this, which I shouldn’t. I do a ton of Ad Words. Well, the other day I started to run these new RLSA ads. They are not that new, but to me they were kind of new, because I’ve been doing all normal display ads. Okay, so I’m going to show you the main difference between a standard RLSA ad and normal display ad. So first off, whenever you’re go into the search engines, let’s say you search for something- I put video marketing company right here. So, let’s assume that somebody comes to my website, down here where you type in video marketing company and they visit my website.
Now I’m at the website. Now, let’s say that this same person turns around and says, okay video marketing production. Got it? Now, we know that they’ve already been to my website. Now they type in video marketing production. Well, if I’m doing an RLSA ad I can run an ad right here to those who’ve already visited my site. So, this is a typical search ad. These guys are all doing search ads, but if I wanted to I can come back in here and say okay Google, I know that I already visited this site, or somebody already visited my site, I want you to bid higher on that keyword if they visited my site. That’s an RLSA ad. Okay. So, that’s not your typical search. Most of the time when somebody comes to your site you will cookie him, then you will run him a standard display ad. Let’s say you’re over on, this is a good one- KSL.com. So right here, this is a display ad right here up at the top. Okay, now that’s normal remarketing. The biggest difference between RLSA ads and standard display remarketing ad campaign is you are able to run these search ads that are up at the top. So, I hope that makes sense. Just remember, you can run them search ads and you can bid higher, because they already came and visited your site before. So, I hope you can see the power in that compared to your normal just standard display ads. You know they’re already searching for a second time or third time for that keyword, so they’re in the shopping cycle.
Okay, I hope that makes sense. If you have any other questions keep reading. Down below we’re going to actually do a video on how to set up RLSA campaign. So, stay tuned, or jump over to the other video and we’ll get started.
End RLSA ads video 1
[Start of video RLSA ads Part 2 Tutorial Video for RLSA ads]
[Beginning of recorded material]
Jace Vernon: Hey guys, it’s Jace over here at Yinc marketing and we are going to go into part two of the RLSA ads series. So, if you haven’t seen Part 1 yet, you might want to jump over there and take a look at the Part 1 video, where we discuss what is an RLSA ad and what is the difference between an RLSA ad and a standard remarketing display ad. Real quickly; if you’re not going to go watch that an RLSA ad is remarketing list for search ads. Okay. It’s a little different.
So, I’m going to show you how to actually set one up. So, jump over here to my dummy campaign and right now I am going after certain keywords. So, this is in your Ad Words account. If you don’t have an Ad Words account, you need to have one. If you don’t really know what a search campaign is, you better learn what one is so you can set this up. So, right now I’m going after YouTube agencies, YouTube for business YouTube business, so you can see my keywords. Well, if anyone goes to my website for these keywords, well I’m going to cookie them. Okay. Now, when I cookie them what happens is I can start running them display ads. But this is a little bit different. I’m not going to run them display ads. What I want to do is make sure that if they Google any of my other keywords that I’m going to bid higher; that I’m going to increase my bid on those keywords, because I want to be at the top. I know they’re interested, I know they’re shopping I know they’ve seen my website and they’ve been there and so if they search any of my keywords, I want to make sure I’m popping up on number one spot in the search campaign. Got it?
So, click over here on audiences. Okay, you’ll see I don’t have any. I’m just going after search. You can add your audience here. Let’s pick the YouTube marketing company. We’re going to go to Add Interest and Remarketing- Remarketing lists. There is a bunch of remarketing lists. We’re going to go Home Page Visitors. So, once I have those added in I’m just going to click save. Then, here is the thing; you want to increase your bid by 10-40%. Okay. If you’re just starting out, don’t get too crazy. Just say, “Hey, I’m going to increase my bid by 20%, 10%. I’m going to increase my bid here by 10%.” Now, that’s pretty simple to do. All you did was jump on one of your search campaigns. Then you went ahead and added these audiences up top. So, you click on audiences and you start adding your remarketing audiences. And there are so many different remarketing audiences that you can create. You should be collecting everything you can about your visitors.
Okay. Now, if you’re not getting any impressions then you can go back here and increase this up to 20%. So, you’re just saying Google if they come back and search any of these keywords; so if they’ve already visited my site and they search any of these keywords, I want to make sure I’m biding up to the top page or number one spot, because I want to be seen. Now, something else that you can do with this, which I screwed up the first time I did it is you can create a whole other campaign. With a whole other campaign you’re able to target like your competitors. You can target people; you can really get a dedicated message and let me show you what I mean. So let’s assume; let’s go back here into Add groups. I’m going to create a whole other campaign and I’m going to show you a big difference on this. So, let’s go Search Network. There’s a key, that’s going to save you a lot of money, because the first time I set up this RLSA ads I blew $100 in almost 5 minutes on nothing. They were actually junk sites and it was kind of a screw up, but at the same time Google does not explain nor they got out there and really said hey, you guys- like they’ve done no really good tutorials, I guess it’s what I’m trying to say. I could not find anything, hence the reason I’m doing this tutorial.
So, I’m going to call these RLSA video ads. I’m going to do all features. I don’t like to do anything off of the search network. United States is good. I’m actually just going to go United States. And just teasing, I like Canada. Okay, the manual CPC is fine. We’re going to change this in a second. I’m going to go my default bid $3, budget go $100 per day. Now you can do all your site link extensions, which you should do. Add in all your… So, add these in. Now, I’m going to come back and do all this so I don’t have; I do it here, so I don’t waste your guys’ time.
Okay, so basically what I’ve done is you have to go in here and create an ad. Now remember I am going after my competitors, so this is just a remarketing campaign that’s going to focus- a remarketing search campaign that’s going to focus on my competitor’s keywords. Okay. You can see, kind of the ad that I created here said “Shame On You. Wrong Company”, because I know that they just search for somebody else’s business, and they’ve been to my site. Okay. So, if I know they visited my site, well I’m willing to kind of go out on a limb and do a call out on the actual ad. So, it’s just a little different. It’s not just going to say Video marketing company. I’m talking to them directly like “hey, what are you doing searching for another company?” Got it?
So, you go down here, and now in this one you can be broader. Okay, once again we’re targeting people who have already been to our site. So, normally I would put quotes, I’d put brackets, just because I want nothing but phrase match or exact match. But I don’t have to do that here. I’m just going to put video marketing company; video marketing agency- now obviously I’m going to go all the way down through here. Normally, I never do this. I don’t just let them pick my keywords for me. I’m pretty strict with what I allow Google to do, but for the sake of time we’re just going to throw those in. Okay. Now, obviously after I increase my bid if I want to go after these, here is the key. This will cost you a lot of money, if you don’t do it, if you don’t do it quickly. Like right now, Google can turn around and just start throwing these ads up, because I haven’t added my audience. If you go in here to your audience and say, okay, I’m going to add now my RLSA ads. So, I’m going to go down here and say okay, I want all website visitors- you have to have 1000 or more. Like I said, this is kind of your dummy account be the way. I’m going to leave that red like that.
Now, here is- I jumped over. I’m going to go back so I can show you how to get there. Down here there’s something that says Bid only, or Target and Bid. If you create your campaign on its own, you have to select Target and Bid. If you hit Bid only, your budget is going to be blown on a bunch of junk keywords, because you know how we went broader on our keywords, we’re a lot more broader than we normally should. Well, if you don’t click Bid Only, Target and Bid Only, you’re going to show up for everything. So, you’re basically, when you click this you’re telling Google, hey Google, they have to search my keywords, but on top of that they have to be on my list. Okay. If they’re not on my list, you don’t show them the ad. So, it’s just a really good way to know that you’re target now.
Now, obviously my keyword that I chose was video marketing, bit on top of that this is for my competitors’ keywords. So, I’m going to go back in here and put all my competitors: pixability… Let me think. Well, first off what I’m going to do is grab all these guys’ video explainer. Copper fish media, Brand the global. So, I just go over here in- going everywhere. Copper fish media video explainers, Epipheo studios, Pixability… I just know some of these. I’ll go down and put a list of probably 50 of my competitors. Got it? And I save that. You need to go back and you see I underbid all of these keywords. I need to go back and actually adjust all the bids.
Okay. So, I hope that helps. That is a simple tutorial on RLSA ads. Remember you will waste a lot of money especially if you’re over here on your search. If you do not click, like on your standard search one, your audience right here you can adjust your bid to increase it. Now, you can see my targeting settings are Bid Only. That’s okay, because the keywords that I’m using are extremely restrictive. I’m not just going after YouTube. Like if I just put the word YouTube there, I would show up, I mean my budget would be blown in a matter of minutes. Okay.
So when you create your own search ad, you’re not going off of one you’ve already built. When you’re developing your own like this one over here on the left hand side, remember your target settings need to be Target and Bid. That means it has to match both your keywords and be in your audience. I hope that helps. Like I said, I wasted money on when I first did this.
So, if you have any questions, always reach out to us marketinghy.com. Send us an email firstname.lastname@example.org. We’ll be happy to help me. In the meantime you can check out our other videos. We do a lot with video ads, and we especially focus on video marketing. So Gmail video ads in the in stream in display and display, all those things that can just help you get a higher ROI on your investment when it comes to video ads. Okay. Thanks for listening. Talk to you later.
[End of recorded material]
Guide To Remarketing Lists For Search Ads and RLSA Best Practices