RLSA – Remarketing Lists for Search Ads

Negative Keyword Base

Shopping Campaign Negative Keyword Discovery

Negative keyword discovery is feature that shouldn’t be neglected when targeting a shopping ad campaign.

Negative keywords applied in a shopping campaign act as an inhibitor, or overlay on the positive targeting methods. They allow us to “shape” with a bit more more precision, who the ads serve to. For example, we might exclude certain age groups and/or income levels.

In addition to using negative keywords, it may be beneficial to exclude certain targeting audiences. “Negative” audiences frequently can improve campaign performance by making them more selective. Examples might include negative in-market audiences, interests, demographics such age, gender, income level, parental, homeownership status and other demographic information.

Audience Targeting Method

Configure Display Campaign Audiences

Display campaign audiences are the primary means for targeting display campaigns.

There are scores strategies for selecting display campaign audiences to fit the market targeted. The general idea is to understand the demographics, persona, and behavior of the customer; then to find or create audiences that match those characteristics.

In addition to positive targeting, it may also be beneficial to exclude certain audiences. These “negative audiences” can be used to shape the targeting to improve campaign performance.

Types of targeting available include direct website placements by specifying URLs, so-called  “in-market” audiences (behaviors indicating shorter-term buying interest), persistent interests known as “affinity” audiences, customer list audiences, and demographics audiences which might include age, gender, income level, homeownership, and parental status.

Audience Targeting Method

Search Campaign Audience Configuration

Audience targeting applied in a search campaign acts as an overlay on keyword matching. It allows “shaping” who the ads serve to. For example, we might exclude certain age groups or income levels.

In search ad campaigns we can also use remarketing lists as search audiences. This is known as ‘RLSA’, short for “Remarketing Lists for Search Ads”. RLSA facilitates serving different search ads to those visitors who showed engagement in previous searches. RLSA allows the advertiser to follow a user as they navigate their sales funnel journey to a conversion. Not just through display remarketing, but on search engine result pages as well.

Search campaign audience configuration is an important capability that shouldn’t be neglected.

Audience Targeting Method

Shopping Campaign Audience Configuration

Shopping campaigns’ primary targeting mechanism is keyword matching between the search query and the product feed, with minimal advertiser control.  Audiences provide a mechanism for improving the relevancy of the auctions where the campaign bids for ad slots.

There is sometimes significant benefit gained by excluding certain audiences from targeting. Negative audiences can help to shape campaign performance in the same fashion as positive audiences.

Blastoff develops audience profiles that serve to maximize the performance of Shopping campaigns over time.