Have you visited a website, checked out a product, left the site, and later on saw the same product advertised on Google? I come across ads like this many times in a week.
The reason we see these ads is because we are put on remarketing lists—it means we have expressed interest in a product and a business wants to ensure we know it is still available for us to buy.
Does using remarketing lists help your company reach out to previously identified potential customers in the hopes of closing a sale?
What are Remarketing Lists for Search Ads (RLSAs)?
RLSAs let you custom bid and/ or tailor your ads to a certain group of people by allowing you to reach those already acquainted with your company through the website or app. You target them with specific search RLSA ads that are automatically triggered by specific keywords.
How do RLSAs work?
In simple words, RLSAs create advertisements for visitors who have already been to your website.
Let’s get into the details:
- People access your site.
- People are included in a remarketing audience list.
- Ads within the search results will only be visible to those users who belong to your audiences, based on the keywords and searches they perform.
We will not argue here that RLSAs previously mentioned will solely display ads to users who are within your remarketing audience lists.
Best Practices For RLSA Campaigns
1. Identify your audience before starting up the campaign
Like in all marketing campaigns, make sure that you identify your target audience when preparing your RLSA lists and running your ads. Consider creating buyer personas and customer journeys to really understand what your customer is thinking at every step to create properly targeted ads.
You could go a step further and adjust your bids based on audience criteria, especially if your users are already logged into Google based on what they are searching for. You will then be able to segment and refine your bids and lists further based on age and gender, among so much more.
2. Change bids by user stage
If you followed and crafted the journey maps diligently, you should know what actions customers take as a target audience and use it as a conversion determinant. This is the moment to utilize RLSA. Use your website codes to track where your users are in their journey, and spend more on those close to completing the target action, i.e., ready to buy.
3. Match messaging to user action
RLSA ads should communicate the intended message that corresponds to the action you want a user to take or an action already taken that qualifies them to your list.
As an illustration, assume a user is viewing a price list, then you can show an ad that highlights a special lower rate on the service or product.
Your goal can be achieved by creating specific tags in Google Ads accounts to determine actions taken, such as sent messages. Modify the bids to display the relevant action copy based on the action taken.
Benefits of RLSA Campaigns
Advertising with RLSA in Google Ads allows advertisers to engage with previous visitors of their websites using search advertisements. Here are the top six benefits:
Tailored advertisement offering
Using RLSA, marketers can tailor the advertisements to specific groups of people who have visited their websites already. You can develop unique ads for individual users depending on the products or services they browsed on your site. These ads are more relevant and more likely to get their attention. One example is when a user came to your website and viewed a certain item. You can then remind them that the item is still available for them to purchase.
Easy segmentation of bidders
For RLSA campaigns, advertisers can set different types of advertisements in Google. This unique control feature allows advertisers to reach audiences most likely to make conversions, thus reducing advertising expenses.
For instance, bids can be increased in conjunction with the timeframe of the campaign. In your case, if the last 30 days segment shows higher activity, then you should increase your bid by 25%. In addition to this, you can also customize ads towards customers who are about to complete a purchase but haven’t done so yet.
Increased level of targeting accuracy
RLSA gives advertisers the capability to define and reach certain audience groups depending on their prior activities, such as what pages they browsed or what actions they performed on the site. This feature allows targeting the users with a higher probability of converting.
RLSA improves targeting by customizing the ads based on a user’s previous activities on the site, thereby improving campaign effectiveness. Improved relevance of the advertisement means enhanced quality score for the campaign, which translates to better placement of the ad and cheaper cost per click.
Emphasizing top audience segments
With the right bid modifiers and smart targeting, advertisers can bid on and convert more high-value audience segments. The focus on these specific, engaged audiences positively impacts ROI for ad spend on campaigns.
Targeting on multiple devices
With RLSA, more than one device can be used by advertisers to re-engage users who initially browsed the website on one device and encourage them to further interact with the business through other devices, increasing chances of contact at different stages of the buying process. By enabling cross-device targeting, you can reach users regardless of where they are in their purchase journey, increasing engagement and maximizing your ROI.
How Do You Set Up RLSA Campaigns?
Implementing Remarketing Lists for Search Ads (RLSA) campaigns relies on specific defined steps. Setting up remarketing lists requires you to create those lists inside your Google Ads account. These lists set the criteria for adding users to your Remarketing Lists for Search Ads (RLSA) campaigns.
RLSA is one of the options available to optimize your online advertising campaigns. RLSA lets advertisers target users who have already engaged with your brand.
Within Google Ads, you can create new search campaigns or edit existing ones as you see fit. Change the audience targeting settings to use the remarketing lists that have already been created.
Ad customization is the targeted delivery of advertisements to specific individuals based on their preferences, social demographics, and online activities. This means using developed advertising copy tailored to your RLSA audiences specific to your search ads. To effectively appeal to them, it is important to address the specific interests and concerns the individual might have.
Final Thoughts
In summary, one of the most effective features in Google Ads is Remarketing Lists for Search Ads (RLSA), as it allows advertisers to search for past visitors of their webpages and reach out to them accordingly. With our information, RLSA allows marketers to feature more relevant ad copy, better targeting, precision in bids, and, most importantly, better chances of conversion and ROI. Like everything else in digital marketing, RLSA will be important for marketers wishing to boost the performance of their campaigns. This can be done with proper audience targeting, ad targeting, and bid changes to make the most out of RLSA.
