Remarketing lists for search ads (RLSA) is a feature that will optimise your search campaigns for people who have previously visited your website. This is achieved by tailoring and customising your search ads to these visitors while they search on Google for items you sell.
A visitor leaves your website without making a purchase – RLSA will reconnect you with that potential customer while they continue searching on Google.
This is achieved using two basic strategies:
To use RLSA you begin with a remarketing list to which you add a remarketing tag. This tag can be added to every page on your site. This tag will tell Google AdWords to add every person who visits your site to your remarketing list i.e. the cookies associated with the visitor’s browser are added to the list.
These lists can then be added to an ad group with keywords, bids and tailored ads for those customers on the list. The customised ads will then display to those people who visited your site while they search on Google later, but won’t display to people who are not on the list.
N.B. A remarketing list require a minimum of 1,000 cookies in order for the list to be used to tailor your search ads.
Successful remarketing lists for search ads:
Once the site-wide tag has been implemented across your site it’s easy to segment site visitors into lists which can be used for search campaigns in AdWords and/or display campaigns across the Google Display Network.
Remarketing lists for search ads can offer advertisers with a powerful tool for maximising return on investment for search campaigns.