AdWords
4K members online now
4K members online now
Improve your AdWords performance and boost your ROI, CTR, and Quality Score
Guide Me
star_border
Reply

Exclude search audience

Follower ✭ ☆ ☆
# 1
Follower ✭ ☆ ☆

Here's an odd question I got today:

 

Is there a way to exclude people who conducted a search, clicked on your ad, but did not convert? In other words, if someone didn't convert the first time around, is there a way to prevent your ads from showing when that person conducts a new search?

 

 

I know you can exclude audiences with display, but with search, I don't know how that would be possible unless you had the IP addresses of people who didn't convert.  

 

Thanks for any help you can provide. 

3 Expert replyverified_user

Re: Exclude search audience

Top Contributor Alumni
# 2
Top Contributor Alumni

Hi bradmcmillen,

 

One thing that came to mind here was the remarketing lists for search ads.

 

I haven't tried to set any exclusions so not sure if it is going to work. I have a feeling that the display network might be the only place that lets you have the exclusion.

 

Maybe worth looking into. Let us know how you get on.

Re: Exclude search audience

Follower ✭ ☆ ☆
# 3
Follower ✭ ☆ ☆
I've seen the remarketing lists for search. It seems like since you can tag someone and remarket to them, you'd also be able to NOT remarket to them. But, I'm with you in that I think display is the only place you can actually exclude someone.

Thanks for your response, I appreciate you taking the time to respond. I'll let you know if a way to exclude searchers comes about.

Re: Exclude search audience

Top Contributor
# 4
Top Contributor
I'm also wondering (and posted a question) whether RLSA would work on exclusion lists - this is very interesting...Documentation mentions users visiting the site (the "classic" remarekting list). I will escalate the discussion to Google, asking a specialist to comment.
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’

Re: Exclude search audience

[ Edited ]
Collaborator ✭ ✭ ✭
# 5
Collaborator ✭ ✭ ✭

For me it works, I have a campaign where I need as few Returning visitors as possible, and the Audience exclusion reduced the percentage from 20% to 3-4 %.

Re: Exclude search audience

Top Contributor
# 6
Top Contributor
Hey People!

Here's my question...

Explain the logic behind the lists to exclude previous visitors. Is this in essence reverse remarketing? Anyone that has ever visited the site, regardless of whether or not they have converted, are excluded. Is that the goal of using RLSA in this manner?

-Tommy
Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

Re: Exclude search audience

Collaborator ✭ ✭ ✭
# 7
Collaborator ✭ ✭ ✭

In my case the logic was this : we looked at conversions generated by returning visitors, in at least 2 steps (Search funnels / Top paths / Search_Only>Search_Only)   , there were less than 5 % of the total conversions , and they also had many invalid clicks.

The conclusion was that returning paid visits are not profitable in my particular case,where conversions were leads ( not sales with different values) and using the audience exclusion could get rid of some returning invalid clicks also.

 

Sometimes I have met the request to exclude through a custom audience, only bounce visitors or only those with visits of less than 10 seconds.

Re: Exclude search audience

Top Contributor
# 8
Top Contributor
Hey Adrian,

I can see that setup being useful for sure and I would also say that there are many situations where this would apply perfectly. Where things get interesting is when you try to segment 'all non-converted visitors' into buckets like your 'bounced visitors' or a 'time on site' parameter.

Have you been able to pull that off?

-Tommy
Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
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 bradmcmillen
September 2015

Re: Exclude search audience

Top Contributor
# 9
Top Contributor

Hi bradmcmillen, it's certainly possible to create a Combination List that excludes certain people based upon your criteria.  I use this on one client Account to remarket to people who "almost" bought:  The list is a combination of one list for everyone who put things into their basket and another list for everyone that completed a transaction, combined with the second list as an exclusion (NOT).

 

However, as Tommy has suggested, I'd be very careful before blocking people simply because they didn't buy on their first click.  As Adrian has shown, it's essential to check your Search Funnels for path data before you make this decision.  In Adrian's case his 2+ path conversions were less than 5% but I have a client where over 40% of their conversions take more than 2 clicks and 15% of their conversions take more than 4.  If I were to block everyone who didn't convert on the first click I'd cripple their Account.

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: Exclude search audience

Collaborator ✭ ✭ ✭
# 10
Collaborator ✭ ✭ ✭

@PPCBossman

 

1) The audience build with the AdWords tag cannot be customized to acomodate complex filters and the Analytics based audience which can be customized like this , cannot be used to target RLSA ( for now)

 

2) This is how I interpret the condition requested by you . Let's say that we take 100 out of 1000 visitors, and those 100 have less than 10 seconds on site. When to this bucket we apply the AND rule that means no revenue was generated, we obtain those short visits with no revenue.

 

analytics-segment.png

 

Am I on the same page with your question ?