Category Archives for "Retargeting"

Remarketing Lists for Search Ads

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In this episode Rob and Jonathan discuss Remarketing Lists for Search Ads (RLSA). Most of us are familiar with remarketing on Facebook or Google Display, but remarketing for search is generally under-used. Listen now to learn:
  • What RLSA is, how it works,
  • How RLSA is different to Google Display and Facebook remarketing
  • How RLSA can let you safely bid on broad match keywords
  • Why very detailed keyword research won’t give you the same insights
  • How to use a RLSA Discovery campaign to sharpen your keyword research
  • Traffic minimums needed for RLSA
  • Why remarketing clicks are no longer cheaper (and why this doesn’t matter)

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May 3, 2019

Levels of Buyer Awareness

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Building a remarketing maze isn’t right for everyone. So what is the use case? And should you begin on Google, Facebook… or somewhere else?
 
The answer comes down to your buyer’s level of awareness. In other words, how much do they know about the problem they have, and about your solution?
 
On this episode we talk about how to audit your audience by awareness, in order to make sensible investments in your marketing systems.
 
The book mentioned at the start is Breakthrough Advertising, by Eugene Schwartz (highly recommended if you can find it). Ben Hunt’s ladder of awareness (based on Schwartz’s work) is detailed here.

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