Back in July, Google released Remarketing List for Search Ads out of beta along with Enhanced Campaigns. RLSA for short, allows you to tailor your search campaign to better target people who have visited your site before. Because these people have shown interest in your site, they can be considered more of a high value prospect, essentially worth more than other potential visitors due to the interest they have already expressed.

Unlike traditional Remarketing List, which allows you to show ads to people who have visited your site, RLSA gives you the unique ability to re-target users who have visited your site as they are actively searching for what you offer. This is both valuable and effective because it combines both user intent and context. According to the Google Adwords Blog,with RLSA, “you can modify your search ads, bids, and keywords based on visitors’ past activities on your website.”

For example, you can set bid modifiers to increase bids for past site visitors who visited certain pages or completed specific actions on your site, like spending a certain amount on a page, number of pages viewed, or an abandoned shopping cart. By showing users a relevant ad based on their previous actions, they have a higher chance of converting at a much lower cost than if they had potentially clicked on your ad again after performing a search query. RLSA can also be helpful because it allows you to better utilize broader keywords that may not perform at an optimal level within your regular search campaigns. Below are 3 ways that you can utilize RLSA Campaigns.

Effectively target and utilize broad match keywords with RLSA campaigns

In paid search, you may come across multiple keywords that although may bring in traffic, are just not affordable to compete for at a strong average position. With RLSA campaigns, you can target these keywords and only appear for those keywords when you reach people on your Remarketing list making it much more affordable and cost effective to show your ads for those particular keywords.

Omit specific audiences from seeing your paid search ads

By adding certain audiences to a negative Remarketing list, you can prevent your ads from being shown to that specific audience. For example, you can choose to weed out visitors who have already completed a purchase or taken some other desired action like signing up.

Move leads through each buying stage or cross sell other offerings

More often than not, potential buyers, or “leads”, will get caught at certain buying stages or at different stages within the “conversion funnel”. Maybe they signed up for your offering, but haven’t verified their account leaving them stuck in conversion limbo. By exposing this audience to an incentive like a promotion or a discount, you may get them to convert. Additionally, you can target someone who bought specific products with other products that complement what they’ve already purchased.

RLSA Campaigns are an effective way to amp up your remarketing efforts, as well as capitalize on otherwise missed opportunities. Once your Google Remarketing Tag and lists are set up, it’s easy to pick and choose which audiences should receive specific messages.

Sources:

• https://blogs.webtrends.com/2013/01/four-strategic-uses-of-remarketing-lists-for-search-ads/
• https://www.swellpath.com/2013/07/7-strategies-for-remarketing-lists-for-search-ads-rlsa/

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