Just because you want to target website visitors in the search results using Google Ads remarketing for search (RLSA) – you may not be able to.
Google sets a threshold of needing over 1,000 remarketing cookie sets in a 30 day period to show remarketing for search ads. For many advertisers this bar is just too high. You will only need 100 cookie sets in a 30 day period to show remarketing ads in the Google Ads display network, but the bar is much, much higher for search ads.
I recommend that you try to lengthen the period of your cookie set from 30 days to 90 days to see if this will make a difference in your ability to use RLSA.
RLSA ads can be a great way to target in search results advertising shopping cart abandoners and other site visitors. Consider bidding a minimum of +30% to get action if you do have enough cookies.
Consider setting up a separate program for RLSA and use general keywords so your ads will appear on more queries, set the bid low, but boost up with a bid adjustment, and consider a -100% bid adjustment for mobile to start to keep your costs low until you know the program will generate a return for your needs.
Showing ads to people who have visited your website already using a target and bid strategy can be very good to add conversions to your monthly plan.
For more information on our services for Google Ads advertisers please visit our website at www.mccordweb.com.
We Are a Google Partner Specializing in Search Marketing and Search Optimization.
In our new world where over 65% of all Google.com searches are done on smartphones, what happens to a website that is not mobile-friendly in regards to lead conversions, store sales, and organic placement?
The PPC Picture
Google has lots to say on this topic of mobile friendliness. For sites that are not mobile-friendly and the business owner is advertising in Google Ads, Google flags the account with messages such as this:
“Avoid losing customers on mobile devices by improving your mobile site. Recommended because 98.57% of your mobile clicks go to non-mobile-friendly pages on your site. 68.97% of clicks from all devices come from mobile. 98.57% 138 of 140 clicks go to pages that are not mobile-friendly.“
As Google Ads is incredibly focused on relevance and offering the best user experience, I expect in the future ads that are not showing mobile-friendly pages to start to receive very poor quality scores driving up the click cost and reducing exposure due to a low ad rank.
Google has been pretty forthcoming in regards to page speed as well. A 1-second delay in page response can result in a 7% reduction in conversions. For a store generating $60,000 in sales a month, that is a loss of $4,200 in monthly sales. In a year, that translates into $50,400. A non-mobile friendly site is not optimized for speedy download and may be virtually impossible to use on a smartphone driving away potential customers. Many will never come back to visit. This is a very serious impact for Google Ad activity.
For sites that do not have a mobile-friendly website, conversion numbers are dropping in Google Ads. Mobile activity is a very big part of the conversion path now for sales and leads.
WordStream has done a very nice visual on sales, conversions, and cost per conversion in mobile and it is clear that mobile is big business. Without a mobile website you are missing out on a huge sector of growing and converting traffic.
For some websites that are not mobile-friendly using Duda Mobile to do a scripted redirect to a Duda Mobile mini site worked – but no longer. Google Ads is aggressively disapproving ads for our clients that are using this approach and we are now having to remove the code from those websites effectively making them now not mobile-friendly for organic or for pay per click activity.
The Organic Picture
For organic traffic, know that Google now spiders the mobile version of a website and this is the content that now determines your site’s organic ranking on Google.com for all devices, not just mobile.
By not updating your website to be mobile-friendly Marketing and Growth Hacking says you can kiss your Google rankings good bye.
Additionally, Marketing and Growth Hacking states “Based on the blogs Google is putting out, we can confidently assume companies who don’t optimize for mobile will see their rankings disappear. At the same time, companies who adopt and take advantage of mobile-friendly sites early-on have and will continue to see higher rankings.”
I agree that if you mean to be in business, grow sales, and compete effectively, your website and store must be mobile-friendly.
For more information about our services please visit us at www.McCordWeb.com.
In Google Ads, you can compete effectively against large competitors who are spending a lot of money on Google Ads with a few creative approaches.
First, consider taking the gloves off. We will routinely target competitor names in very competitive spaces. Our ad text will show dynamic keyword insertion and phrases in the ad text like (Competitor’s Name) Too Expensive? Check out (Your Company Name) and then showcase features. Similar to (Competitor Name) is also another great way to get traffic and bleed off prospects who may have never known about you and were searching for your competitor.
Be watchful about the time of day your ads show. If you are competing against a company with a very large advertising budget, consider bidding down slow times of the day or times that do not typically convert for you and show your ads at your regular cost per click in peak times. This strategy keeps your name out there but focuses budget in peak decision making times.
Consider Display advertising and use In Market as a setting. This will show your ads in the Display Network and targets readers or browsing prospects that are actively looking for your competitor or services you offer.
As a Google Partner and experienced Google Ads Account Manager, I have found that a yearly overhaul of your Google Ads programs helps to keep them operating at peak performance.
Many times a business owner has updated their website with new programs or services and has not advised us that they are doing rent to own, have dropped their minimums for free shipping, or have added a whole new service category.
During an annual overhaul or yearly check up, we review your website, running ad creatives, and review what items we are promoting and how we are promoting them in your account.
Plus, Google Ads changes ad serving, policies, extensions, and ad enhancements. Without a full review, sometimes things that should be promoted are left unadvertised simply to a lack of communication back to us, your Google Ads marketing team.
A yearly checkup assures that we are in the loop and promoting the items and services that are important to you.
If you are looking for a savvy Google Ads consultant or account manager, I invite you to find out more about us and our services. Google Ads account set up and management is our core business!
