Protect Your Brand from Big Budget Resellers with RLSA

Bidding on brand name keywords is usually the easiest, most inexpensive way to see conversions from Paid Search activity. However, some brands are forced to bid against big resellers with even bigger advertising budgets. For these brands consistently appearing in first position may not be within the scope of their budgets. Unfortunately, this means resellers such as, John Lewis, are in a position to capture those easier to convert, inexpensive sales.

For brands struggling to compete against large resellers, Remarketing Lists for Search Ads (RLSA’s) may hold a solution. RLSA’s give brands the ability to use their ad spend more intelligently by bidding on consumers who are more likely to convert. This helps brands appear in first position when it matters most. Ultimately, allowing them to steal back some of those sales without expanding their budget.

How do RLSA’s Work?

RLSA’s work in the same way as remarketing lists for online Display campaigns. By placing a tag on their website brands can segment visitors according to specific variables such as, pages visited or products viewed. A brand can then set bid multipliers and deliver tailored ad copy according to their on-site behaviour.

Most commonly RLSA’s are used for generic campaigns, which when compared with brand campaigns are generally more expensive with a lower CTR. However, with the use of RLSA’s brands see a higher conversion rate as consumers who have previously been on a website are more likely to purchase on returning. Though this feature can be extremely profitable for generic campaigns it is not often applied to competitive brand keywords, but for brands competing with resellers this can be a beneficial tactical strategy.

Brand Defence with RLSA’s

The team at Net Media Planet (NMP) explored this strategy for a fashion retail client who was having difficulty competing against larger resellers. The overall goal of the performance campaign was to increase sales, but due to poor conversion rates appearing consistently in first position would cause ROI to suffer. However, it cannot be overlooked that maintaining website traffic against resellers was also an important objective.

The first step in creating an effective RLSA strategy was to segment website visitors into relevant audiences. In this instance, visitors were segmented according to which products they viewed. Furthermore, visitors who had converted within the past week were excluded in order to avoid serving ads to individuals who were less likely to purchase.

After collecting and segmenting audience information the campaign was set live. Ads were targeted specifically to their on-site behaviour with tailored messaging to make it more personal. Since people returning to a website have a higher propensity to purchase bid prices were set at twice the initial bid.

Retargeting campaigns are expected to see a higher CTR and conversion rate as the consumer has previously shown an interest in the products however; the results NMP saw were staggering. The campaign saw increases in CTR by 102%, and incredibly a 280% increase in conversion rate.

It is accurate to assume that some of the increase in CTR can be attributed to the improvement in average position, where originally the ads had an average position of 1.7 they now sat in first position. However, the true value of RLSA’s can been seen when comparing cost-per-click (CPC) over the campaign period.

Looking at the graph above, bid prices were originally over twice as high for the RLSA campaign, thus making the CPC’s almost 120% greater than the non-RLSA campaign. However, as the campaign progressed the CTR continued to improve due to the highly targeted ad segmentation and messaging. This caused the quality score to increase, and average CPC’s to decrease below those of the non-RLSA campaign. This all occurred while still maintaining an average first position.

Though the RLSA campaign’s bid was significantly higher, and initial CPC costs were over twice as high, the improvement in CTR and quality score meant that overtime the campaign was actually cheaper and more effective to run.

Be aware that non-RLSA campaigns may suffer due to lower CTR ultimately, causing the campaign to lose quality score. However, this is offset by the additional clicks from the RLSA campaign which have proven more likely to convert.

A recent Bing study found that bidding on brand keywords increases clicks to a website by an average of 31%, and when not running brand ads 34% of missed clicks went to competitor ads versus 4% with brand ads. This data supports the importance of bidding on brand keywords, and protecting against competition. By applying RLSA’s brand campaigns receive more relevant clicks increasing conversions without expanding the budget.

Net Media Planet Speaks at Interact London

Net Media Planet’s own Andrew Turner, Head of Display Partnerships, will be joining Neverblue as a speaker at Interact London.

Date: 28 May, 2015 from 18:00 – 22:00
Location: Grange Hotel, 10 Godliman Street, EC4V 5AJ

The seminar promises to be an educational evening with the opportunity to deepen your insights into the world of Affiliate Marketing. Turner joins two other experienced industry guest speakers, and will share his insights into the future of Display advertising.

As the fastest growing digital advertising channel, online Display advertising is rapidly becoming a critical channel for UK advertisers.

He will explore how marketers should adapt their strategies to future developments in online Display advertising in order to maximise their online performance across multiple channels and devices.

The evening will commence with refreshments and finger food in the Atrium of the hotel.

This is a free event to attend. For more information or to register visit http://signup.neverblue.com/interact/2015/london/index.html

Dynamic Product Ads now Available through Facebook Self-Service Platform

Facebook recently launched their Dynamic Product Ads (DPAs) across their self-service platform, making it available to all accounts. This latest product advertising program has previously been available through 3rd party technology platforms, but now offers wider accessibility to businesses without the added fees.

The most exciting feature of this new ad format is that it demonstrates Facebook’s progression towards becoming a stronger performance based advertising provider, who have the potential to massively increase retailer’s revenue derived from the platform.

How do Dynamic Product Ads work?

From a consumer point of view a Dynamic Product Ad appears exactly the same as a single or multi-product ad. However, instead of going through the manual process of creating individual ads for each product, DPAs use a product catalogue feed and custom audience pixel to automate delivery of relevant personalised ads to your audience. It is these features that make this ad format extremely valuable to e-commerce retailers.

The custom audience pixel allows businesses to remarket to their website visitors based on specified variables, such as pages visited or items abandoned in cart. These added layers of remarketing improves campaign performance, and helps deliver relevant product ads. Furthermore, it allows advertisers to scale at a much faster rate than would have been possible with CRM custom targeting.

There are a variety of targeting options available including:

Dynamic product serving: Uses automation to deliver relevant product ads based on user interests, locations and more.

Manual product selections: Advertisers can showcase inventory based on segments, such as best selling items or women’s handbags.

Multi-product ads: The above image is an example of a multi-product ad that promotes a series of products within a single ad unit. Users are able to scroll through a selection of relevant products.

What is required for retailers looking to run Dynamic Product Ads?

 

  • Before ad creation can begin, all businesses must set-up a Business Manager account.
  • The next step is to have a Facebook specified product feed created, and upload it to the product catalogue feature in Business Manager.
  • The custom audience pixel will then need to be installed on the business’ website.
  • Create a Dynamic Product Ad by logging into the Power Editor through Business Manager and choosing the Product Catalog Sales objective.

 

What challenges will retailers face?

Retailers currently using Google Shopping may already have a product feed. These feeds however, are not compatible with Facebook’s DPAs, and using them will require the creation of a new feed. This is an extra expense for retailers, and if Facebook had created an integration with Google Shopping it would have made the transition between platforms even more accessible to retailers.

However, despite the current added cost of creating a new product feed is it worth advertising on both Google Shopping and Facebook? We certainly think so! While Google Shopping offers keyword targeting and remarketing, Facebook has an incredible wealth of consumer data that allows retailers granular demographic, behavioural and lifestyle targeting not available through Google Shopping.

As we know more consumers are browsing on mobile devices before purchasing. In fact, according to Google’s Mobile Path to Purchase Report 45% of smartphone owners who research on their mobile device will purchase on desktop or tablets.

Facebook’s DPAs offer a cross-device advertising solution. Users will be able to see a retailers ads on desktop even if they visit their website on a mobile device. This gives retailers a full-funnel view of their consumers, and creates a seamless experience for visitors.

DPAs are not going to be an earth shattering, ground breaking revolution for Facebook, but this program does represent a shift in how they are approaching their advertising solution. Facebook are working hard to shift the stigma that they are only a branding option, and create advertising formats that promote direct response campaigns.

With a faster market share growth rate than Google, Facebook is definitely a platform to keep your eye on in 2015.

Net Media Planet, Finalist at The Drum Search Awards

Net Media Planet is proud to announce that we have been nominated for Best Retail/eCommerce Paid Search Campaign at the first ever Drum Search Awards for our work in online to in-store tracking with specialist bathroom retailer, Bathstore.

This success follows Net Media Planet’s award win at the Performance Marketing Awards last week in the Best Paid Search Campaign category and a further 5 award nominations this year at the European Search Awards, The RetailWeek Tech & Ecomm Awards, and The Brand Republic Digital Awards.

The Drum Search Awards brings together those at the forefront of digital search, and celebrates industry excellence. According to panel judge Matt Bush, Head of Performance at Google, “The Drum Search awards will shine the light on the great work that is being done in search – from the basics of driving digital performance to creativity in mobile, from feed-based advertising to deep data integrations, from offline to online to store and maybe back again. We know there is some fantastic creativity in search, building out marketing models for the future, The Drum Search Awards will showcase the very best.”

“We are thrilled to be amongst those shortlisted for this award, and I’m extremly proud to be part of a team that has been recognised for 7 awards, in an industry that’s known for being competitive and constantly striving for innovation,” commented Joe Comotto Head of Search at Net Media Planet. “This is already a significant achievement, and we look forward to celebrating in June.”

View the full list of nominated campaigns here.