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RLSA

RLSA is an acronym for “Remarketing Lists for Search Ads”. It’s a feature within search campaigns that allows the retargeting of search engine queries based upon search history.

RLSA is an underutilized capability as compared to display remarketing, which is widely used. Articles on this site describe how RLSA based search traffic retargeting works.

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 […]

Video Campaign Negative Keyword Discovery

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

Negative keywords applied in a video campaign act as an inhibitor, or overlay on the positive targeting methods. They allow […]

Configure Display Campaign Audiences

Display campaign audience configuration is important because it is the primary means of targeting. In a display campaign, audience targeting acts as the primary means of targeting. Depending upon the market targeted by the display campaign, it may also be beneficial to _exclude_ certain audiences. These "negative audiences" can be useful in shaping campaign performance. Type of targeting available including direct website placements using URLs, so-called  "in-market" audiences (behaviors indicating shorter-term buying interest), persistent interests known as "affinity" audiences, and demographics audiences which might include age, gender, income level, homeownership, and parental status. There are "customer list matching" audiences similar to what is available on Facebook - the list is used to match to audiences with similar characteristics and behaviors.

Search Campaign Audience Configuration

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

Audience targeting applied in a search campaign acts as an overlay on the keyword matching. It allows us to “shape” who the ads […]

Shopping Campaign Audience Configuration

Shopping campaign audience configuration is an important aspect of campaign setup which is often neglected. Shopping campaigns’ primary targeting mechanism utilizes keyword matching between the search query and the product feed, with only limited […]