RLSAs and Promotions: A Killer Q4 Combo
Published: November 8, 2017
Author: Joey Kovac
Q4 is the season for giving. Luckily for search marketers, RLSAs are the gift that keeps on giving. If Q4 is peak seasonality for your company or client, your products likely make good gifts. Remarketing to current and past customers during peak holiday times is often a great eComm strategy. This is easy to do with display, but you can use this same strategy in search – and we’ve tested a strategy that’s worked really well across a range of eComm clients.
Using RLSAs to bid on generic holiday and/or gifting keywords during a sale is a great way to scale your reach on days your ads are more likely to convert. Not only have these users already visited your site, they are also actively looking for a gift. (Note: Don’t forget to set your audiences to target and bid!) Consider bidding aggressively on keywords like Cyber Monday, Black Friday Discounts, Holiday Deals, Gifts, etc.
Many people spend a lot of time actively searching for deals during the holidays without a clear idea of what they want to purchase. Capturing these users with sale messaging can be a very effective way to get your brand to stand out from the masses during very competitive shopping days.
Using a customer match list to filter for your top customers can make this strategy even more efficient. This could be users who have purchased 2+ products, the top 50% of revenue with in the last 6 months, longest time subscribed to your service, etc.
This strategy doesn’t have to stop at Q4. It can be used during other spikes in seasonality (Valentine’s Day Gift Ideas, Graduation Presents, Mother’s Day Gifts) and even year-round (Gifts for Husband, Presents for Her). Bottom line: when you’ve got something good to offer and a captive audience you might not normally be able to afford, use RLSAs to get your ads front and center.