September 18, 2020
Holiday 2020: Seasonal Planning Calendar for Ecommerce & DTC Marketers
In an exciting development for anyone looking to boost the performance of their Google Shopping campaigns, Google announced today that Shopping Remarketing Lists have been released out of beta. We had a chance to test it while it was still under wraps, and it drove conversion rates up to 141% higher than our standard Shopping ad groups. Needless to say, it’s definitely worth implementing in your Shopping campaigns.
Similar to Remarketing Lists for Search Ads (RLSA), Shopping Remarketing Lists allow you to layer remarketing audiences on top of your Shopping ad groups. You can then set different bids for these more qualified audiences, and evaluate performance independently for remarketing list audiences.
There are no major drawbacks. In all campaigns we tested, we’ve seen higher CTRs and stronger conversion rates for our clients using these lists. The following two case studies show some of the phenomenal results we’ve seen from early testing of the beta version of Shopping Remarketing Lists.
As a retail brand facing competition from resellers, remarketing lists gave us a competitive edge. When retargeting to previous visitors, we saw a 67% stronger conversion rate and a 42% higher return on ad spend.
This ecommerce client is in an incredibly competitive space. With Shopping Remarketing Lists, we set bids 30% higher for more qualified previous site visitors, and took full advantage of the 141% higher conversion rates from this demographic.
You can add Remarketing Audiences from your shared library to Shopping campaigns by selecting the +Remarketing button in your Shopping campaign’s Audiences tab.
You can then add your Remarketing audiences into your ad groups. Be sure to select “Bid Only” as your targeting setting, indicating that you’ll only want to use these audiences to set separate bids from the rest of your campaign. If you select “Target and Bid,” you will essentially tell Google that you only want your Shopping campaign to show ads to previous site visitors.
At this time, there is no support for this feature in AdWords Editor, so you will need to set this up directly in the AdWords interface, as detailed above.
There aren’t any major risks to using Shopping Remarketing Lists. Even cost-conscious advertisers worried about increased spend from bidding up remarketing lists can first layer on the audiences with no bid modifier. You can then evaluate the performance of these audiences independently of the rest of the Shopping campaign traffic.
If you’re looking to drive the best possible results from your Google Shopping campaigns, then using Shopping Remarketing Lists should be a no-brainer. Previous site visitors are generally much more qualified than those who have never visited, so take full advantage of every opportunity to market to them.