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Remarketing list on brand terms: yes or no?

Follower ✭ ✭ ☆
# 1
Follower ✭ ✭ ☆

Hi,

 

Scenario: new client (international hotel chain) who says no to implement any RLSA on brand terms because user already are searching from the brand. Impression share is 99%. Any ideas why I should convince them to use remarketing lists in their search campaigns? They don't want to personalize ad copies based on audiences. 

 

Thanks!

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Accepted by topic author Endal
February 2017

Remarketing list on brand terms: yes or no?

Rising Star
# 3
Rising Star

Unless you are writing different ad copy for the returning visitors, or sending them to a different landing page, using RLSA will make no difference.

 

 

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Remarketing list on brand terms: yes or no?

Top Contributor
# 2
Top Contributor

 

Typically, users who continue to search about a brand have an interest to buy the brand or the competitor's. This is the "brand's" interest  to show  a tailored / customized ad-copy   to users who continue to search about the brand, next to the competitor's  ad. (Assuming that the competitor shows and ad when searching for your client's brand).

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’
Marked as Best Answer.
Solution
Accepted by topic author Endal
February 2017

Remarketing list on brand terms: yes or no?

Rising Star
# 3
Rising Star

Unless you are writing different ad copy for the returning visitors, or sending them to a different landing page, using RLSA will make no difference.

 

 

Remarketing list on brand terms: yes or no?

Follower ✭ ✭ ☆
# 4
Follower ✭ ✭ ☆

Thank you guys!

Remarketing list on brand terms: yes or no?

Badged Google Partner
# 5
Badged Google Partner

If you are already at 100% impression share for the brand terms, then there's no more room to go up. You are already at the ceiling for users who are actively searching for your brand. 

 

Should you consider remarking for search - Yes. Users not specifically searching for your brand, but have visited the site previously are an audience you should be trying to re-engage with through remarketing. You had them in the funnel at some point, lost them, now you want to get them back in before they book with a competitor.

 

If the client wants consistency in the ad copy, then keep the messaging consistent throughout the account. You can still use remarketing lists as a targeting method, or bid modifier. 

Tom