PPC Spotlight: Remarketing Lists for Search Ads (RLSA)

By November 19, 2014Pay Per Click, Suggestions

There are so many great features available today to utilize and test in PPC. Here is a more in-depth look at one of the lesser-known features available in Google AdWords: Remarketing Lists for Search Ads (RLSA).

What is it?

Remarketing Lists for Search Ads or RLSA for short, is essentially search network remarketing. Utilizing your remarketing audience, you are able to identify return searchers who have already visited your website and remarket to them within the search network to potentially boost your ROI.

RLSA lets you target returning searchers in a way that is unique to them, segmenting this group from other searchers in order to display special messaging, different landing pages, increased ad position, etc. Targeting searchers as they move along through the purchase funnel from awareness to action is beneficial for any PPC campaign, especially since sales cycles can span days and weeks—if not months.

Requirements

– Remarketing tag placed on landing pages

– At least 1,000 cookies

– Remarketing audience list (must create)

Once the requirements are in place, you can target your search network campaign (or create a new one) towards your new remarketing audience list. Utilize a stronger call to action, boost your bids to ensure top positioning, or take shopping cart abandoners to a specific promotions page in an effort to increase your sales or goals.

Special Considerations

Traffic volume in RLSA campaigns is typically low since you are segmenting a specific audience. Also, remember that if you duplicate a campaign to use for RLSA, add the RLSA audience as a negative to the original campaign.

New features and strategies can seem daunting to take on, but always keep in mind that testing new products allows you to discover untapped opportunities for new traffic, potential leads or sales.

Learn more from Google here on Remarketing Lists for Search Ads.

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