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Have you ever noticed that most of your website visitors don’t stick around? You know you could turn many of them into loyal customers if only you had another chance to connect with them. Remarketing lists for search ads (RLSA) can make this happen. But what exactly are they, and how can they transform your digital marketing strategy? Get a complete walkthrough and Google RLSA tips below.

What is RLSA?

Remarketing lists for search ads is a feature within Google Ads that allows advertisers to tailor their search campaigns to target or exclude people who have previously visited their website while actively searching on Google.

How RLSA Works

Setting up and leveraging RLSA is a multi-step process. Let’s take a look at how it typically works below.

4 Steps to Leveraging Remarketing Lists for Search Ads (RLSA)

Create Remarketing Lists

To start using RLSA, you’ll need to create remarketing lists based on website visitors’ behavior. The lists can be segmented based on various criteria, such as specific pages visited, time spent on site, or completed actions like purchases or sign-ups.

Target Previous Visitors

Once the remarketing lists are set up, you can adjust your search campaigns to target these specific audiences when they perform relevant searches on Google. This allows you to develop more targeted and personalized messaging for users who have already shown interest in the business.

Customize Ad Messaging

You can adapt your messaging to resonate with previous visitors, offering promotions, discounts, or other incentives to encourage them to return to the site and complete a desired action.

Adjust Bids

With RLSA, you can adjust your bids for previous website visitors, bidding more aggressively for people who are more likely to convert based on their past behavior on the site. This helps you optimize ad spend and maximize ROI.

Benefits of RLSA

There are many benefits to leveraging RLSA. We’ll cover the basics below.

Boost ROI

RLSA allows you to target a highly relevant audience of previous website visitors who are more likely to convert. This results in a higher ROI than traditional search campaigns.

Increase Conversions

By targeting users who have already shown interest in the business, RLSA campaigns can drive higher conversion rates, ultimately leading to more sales or leads.

Enhance Personalization

RLSA enables you to deliver more personalized ad messaging to previous visitors, increasing the chances of engagement and conversion.

Boost Ad Performance

Due to the ability to adjust bids based on past user behavior, RLSA campaigns often yield better ad performance and cost-efficiency than generic search campaigns.

How to Build Effective Remarketing Lists

Building effective remarketing lists is crucial for the success of RLSA campaigns. Here’s a step-by-step guide on how to build them effectively.

Identify Key Segments

Start by identifying the key segments of your website visitors that you want to target with your RLSA campaigns. This may include visitors who abandoned their shopping carts, those who visited specific product pages, or even users who spent a certain amount of time on your site.

Set Up Google Analytics

If you haven’t already, set up Google Analytics on your website. Google Analytics provides valuable insights into user behavior, which can help you identify the most valuable segments for your remarketing lists.

Create Remarketing Audiences

To create an audience in Google Analytics (GA4), navigate to the “Tools & Settings” section and then to the “Audience Manager” and “Audience Lists.” Next, choose “Create Audience” and “Website traffic” as the source. From there, you can select your GA4 property and identify the audience criteria you want to use, such as page views, session duration, or completed goals.

Install Remarketing Tags

Once you’ve created your remarketing audiences in Google Analytics, you must install the Google Ads remarketing tag on your website. This tag allows Google Ads to track visitors and add them to your remarketing lists based on your defined criteria.

Set Membership Duration

Determine how long visitors should remain on your remarketing lists. This duration can vary depending on your business goals and your customers’ typical buying cycles. For example, if you have a short sales cycle, you may want to set a shorter membership duration to target recent visitors.

Test and Refine

Continuously monitor the performance of your remarketing lists and adjust them as needed. Test different audience segments, membership durations, and messaging to identify what works best for your business.

Combine with Customer Data

Consider integrating your remarketing lists with customer data from other sources, such as your customer relationship management (CRM) system or email marketing platform. This can help you create even more targeted and personalized remarketing campaigns.

Strategies for Targeting with RLSA

When it comes to targeting with RLSA, several strategies can be implemented to maximize the effectiveness of their campaigns.

Customize Ad Copy for Returning Visitors

One effective strategy is to customize ad copy specifically for returning visitors. Since these users have already interacted with your website, they are likely further along in the customer journey and may respond better to messaging that acknowledges their previous interaction. For example, you can adapt your ad copy to highlight new products or promotions, remind them of items they viewed but didn’t purchase, or offer exclusive discounts for returning visitors.

Adjust Bids Based on User Behavior

Bid adjustments are a crucial aspect of RLSA campaigns. By analyzing past user behavior and adjusting bids accordingly, advertisers can ensure they are bidding more aggressively for users who are more likely to convert. For example, you may want to increase bids for people who abandoned their shopping carts or visited high-value pages on your website, as they are more likely to convert than users visiting for the first time.

Optimize Ad Position and Budget Allocation

In addition to bid adjustments, optimizing ad position and budget allocation for RLSA campaigns is essential. Focus your budget on targeting high-intent audiences who are more likely to convert and prioritize bidding for top ad positions to increase visibility and drive more clicks from returning visitors.

Segment and Exclude

Take advantage of segmentation and audience exclusion features to refine your targeting strategy. Segment your remarketing lists based on different criteria, such as demographics, geographic location, or device usage, and adjust your bidding and messaging accordingly. Additionally, consider excluding certain audiences from your RLSA campaigns to avoid targeting users who may not be relevant or who have already converted.

Advanced Tactics for RLSA Campaigns

Advanced Tactics for RLSA Campaigns

Now that we’ve covered the basics, let’s explore some advanced tactics to maximize the effectiveness of RLSA campaigns.

Dynamic Remarketing

Dynamic remarketing kicks RLSA up a notch by dynamically generating ads based on the specific products or pages that users viewed on your website. By using dynamic remarketing, you can create highly personalized ads that showcase the exact products or services that users showed interest in, increasing the likelihood of conversion.

Cross-Selling and Upselling

RLSA campaigns provide an excellent opportunity to cross-sell or upsell to existing customers or previous website visitors. For example, if a user previously purchased a product from your website, you can target them with ads promoting complementary products or upgrades. This can help increase the average order value and maximize your customers’ lifetime value.

Sequential Remarketing

Sequential remarketing involves showing users a specific sequence of ads based on their past interactions with your website. For example, you can create a sequence of ads that starts with a general brand awareness message, followed by more targeted ads promoting specific products or offers. This sequential approach helps guide users through the sales funnel and encourages them to take the desired action.

Custom Combination Lists

Google Ads allows advertisers to create custom combination lists by combining multiple remarketing lists with logical operators (AND, OR, NOT). This enables you to create highly targeted audience segments based on specific criteria. For example, you can create a custom combination list that targets users who visited your website in the past 30 days, viewed a specific product page, and did not complete a purchase. Custom combination lists allow for precise targeting and messaging, increasing the chances of conversion.

Get Help Implementing Remarketing Lists for Search Ads

RLSA can help you dramatically improve your PPC results, but it is an advanced technique that requires skills and time many in-house teams don’t possess. If you’d like to explore what RLSA can do for your campaigns, request a complimentary consultation.

Remarketing Lists for Search Ads (RLSA) FAQ

What is RLSA, and how does it work?

RLSA, or Remarketing Lists for Search Ads, allows advertisers to customize their search campaigns to target or exclude people who have previously visited their website while actively searching on Google.

What are the benefits of using RLSA for my business?

RLSA campaigns can improve ROI by targeting previous website visitors who are more likely to convert, increasing conversions with personalized messaging, and enhancing ad performance through bid adjustments.

How do I create remarketing lists for RLSA campaigns?

Remarketing lists for RLSA can be created in Google Ads by setting up audience definitions based on specific criteria such as page views, time spent on site, or completed actions like purchases or sign-ups.

Can I target specific segments of my website visitors with RLSA?

Yes, you can create custom remarketing lists to target specific segments of your visitors based on their behavior, demographics, or other criteria.

How can I customize ad copy for returning visitors in RLSA campaigns?

You can customize ad copy for returning visitors by highlighting new products, promotions, or exclusive discounts relevant to their past interactions with your website.

What is remarketing list optimization, and why is it important?

Remarketing list optimization (RLO) involves refining and enhancing your remarketing lists to improve the effectiveness of your campaigns. It’s crucial for targeting the most valuable audiences and maximizing the ROI of your remarketing efforts.

How can I optimize RLSA campaigns for better results?

Optimize RLSA campaigns by creating highly relevant remarketing lists, testing different ad creatives and bidding strategies, refining audience targeting through segmentation, and regularly analyzing performance metrics to make data-driven adjustments.

What are bid adjustments, and how can I use them in RLSA campaigns?

Bid adjustments allow you to increase or decrease your bids for specific audience segments in RLSA campaigns, helping you shift your budget toward users who are more likely to convert based on their past behavior.

How do I measure the effectiveness of my RLSA campaigns?

You can measure the effectiveness of your RLSA campaigns by tracking key metrics like conversion rate, click-through rate, and return on ad spend (ROAS) using Google Ads reporting tools.

Are there any best practices for optimizing RLSA campaigns?

Best practices for optimizing RLSA campaigns include segmenting audiences based on behavior, testing different ad messaging and bid strategies, and regularly monitoring performance to adjust as needed.

What are some effective strategies for audience reengagement with RLSA?

Effective strategies for audience reengagement with RLSA include creating tailored remarketing lists based on user behavior, adjusting bid strategies to prioritize high-intent audiences, and delivering personalized ad content to encourage returning visitors to reengage with your website.

Can I use RLSA in combination with other targeting methods, such as demographics or interests?

Yes, RLSA can be combined with other targeting methods, such as demographics, location, or interests, to refine your audience targeting further and improve campaign performance.

What are some advanced tactics for maximizing the effectiveness of RLSA campaigns?

Advanced tactics for RLSA campaigns include dynamic remarketing, sequential remarketing, custom combination lists, and cross-selling or up-selling to existing customers. These tactics can help further personalize your ads and drive better results.

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