Remarketing is a highly effective tool in the SEM world. Google Display Network remarketing ads are typically a mainstay of every marketer’s cadre of tactics. While GDN remarketing campaigns are common, (RLSA) is hardly used – though it’s been around for years.
RLSA stands for remarketing lists for search ads. RLSA is similar to standard remarketing, except that it allows marketers to target people who have previously visited their site via keywords and audiences. Unlike GDN-based campaigns, these ads show up in SERPs, but these lists are still built based on which websites, pages, or products were visited.
Growing Importance of RLSA
Remarketing has always been an effective tactic for driving people back to a website. With RLSA, marketers can target visitors who came to the site and didn’t convert – via keywords for which they’re already searching.
For example, let’s say a company sells pet products, and a potential customer came to the site and put a dog leash in her shopping cart. The visitor, however, abandoned the cart. With RLSA, your ad would appear when the potential customer searches “dog leashes” or “pet products.” Not only does this increase the chances of a conversion, it also helps combat the fall-out from the new Google SERP results. For those unaware of the changes, Google has eliminated the right-side ads, increasing competition and conversion rates. Here are some remarketing best practices.
How to Leverage RLSA
RLSA can be used not only for people who have visited a website, product or abandoned a shopping cart, it can also be layered over other campaigns, including Shopping and Dynamic Search Ads. Both of these campaigns match search results to content on a marketer’s website. Shopping will pull up products on a website that relate to the SERP while Dynamic Search Ads will display products that a user previously visited.
Layering RLSA over Dynamic Search Ads allows marketers to only target people who have been to the site in SERPs. Shopping with an RLSA layers eliminates the need for using negative keywords and segmenting product groupings. Instead, marketers can use the RLSA audience. Further, marketers can adjust bids based on site actions. For example, you might bid higher for an abandoned shopping cart page versus a product page visit.
RLSA can also be layered over standard search campaigns, but marketers should be careful. Duplicate campaigns should be used as opposed to layering it into current campaigns. Broad campaigns are designed for bringing in new customers. With these layers, you’ll only be targeting previous visitors, which could decrease prospecting success.
Remarketing Lists for Search Ads has the potential to reduce the costs of and improve campaigns, especially in this new age of limited ad space and increased competition. As shown by standard retargeting, targeting people based on previous site interests improves the chances of conversion. Now, marketers can do this even in search results – either independently or layering RLSA onto existing campaigns to drive lower CPA.