RLSA Retargeting

RLSA stands for Remarketing Lists for Search Ads.

Are you utilising the raw power of retargeting using RLSA adverts?

RLSAs are still hugely underused.

“If you are not running Remarketing Lists for Search Ads you are leaving money on the table. Period”

The paid search landscape is changing. Gone are the days when the only targeting method was keywords.

We are now seeing more sophisticated targeting methods that work alongside keywords.

What is RLSA Retargeting?

Remarketing lists for search ads (RLSA) is a Google Ads feature that allows advertisers to tailor their search campaigns based on whether a user has previously visited their website (or app), and the pages that user viewed.

RLSAs can be used in two ways:

  • Making bid adjustments on your ad groups for users (remarketing lists) who are searching on Google using the keywords you are bidding on
  • Set up search ad groups to only be triggered and show ads if a user is on your Remarketing list, and is searching with the keywords you are bidding on

Difference Between RLSA and GDN

Both Google Display Network and RLSAs both use cookies to track users and add them to lists for the advertiser’s use.

But the way those lists are used for RLSAs is totally different than that of traditional GDN display remarketing.

GDN uses these list to show as interruption marketing as the user is on the internet.

While RLSA on shows to the user if they are physically searching in Google Search for specific keywords.

Show ads only to users who have already visited a page on your website

The users still need to be actively searching on Google using the keywords you are bidding on within your search campaigns for RLSA to show.

RLSA Benefits

With RLSAs you can better tailor your search campaigns to target more qualified and valuable users who are already aware of your website.

When used well, RLSAs can result in more efficient use of ad spend, better conversion rates, and ultimately, better ROI.

Exclude Previous Converted Users

For some businesses, a user is no longer valuable once they have completed the desired action on the website.

For example, a digital marketing agency may not want to show their ads to users who have already submitted an inquiry to them because they are probably in the process of taking to that user about their services, so it would be a waste of ad spend to keep serving them ads for at least the next 30 days while they are in talks with them.

The Future of RLSAs

Hopefully, this post has given you some ideas on how you could use RLSAs to get the most out of your AdWords search campaigns.

The possibilities are huge at the moment, and as we see the functionalities of the lists we can use with RLSAs improve, the possibilities will become endless!

What are you waiting for? Set up your RLSAs today here.

If you want any other assurances about the power of RLSA in the AdWords paid industry check out Larry Kim article on his Ridiculously Awesome Way Forward in PPC utilising the RLSA strategy.

All Remarketing Related Posts

Check out the in-depth list of Remarketing posts.

The full list shows the various Retargeting strategies to re-engage your audience.