Executive Summary

Remarketing Lists for Search Ads (RLSAs) have been around since mid-2013 and are potentially a game changer, particularly for brands with smaller marketing budgets. RLSAs enable you to target higher-value consumers by customising your search ads and tailoring bids for consumers who have previously visited your site while they search the Google network.

How do RLSAs work?

Similar to remarketing lists for Display, RLSAs work by placing a cookie on a consumer’s browser when they visit a particular site. From these, a brand is able to segment consumers based on their behaviour and create highly specific audience lists. As a result, brands can target these consumers with highly tailored ad copy to drive them through the funnel to conversion.
Google Analytics data can now also be used to form RLSA audiences, increasing the potential criteria on which to build an audience, such as bounce rate or number of pages viewed..

Why RLSAs are important to Paid Search?

Improved reach
RLSAs mean that audience data can, for the first time, be used in Paid Search campaigns. Brands can adjust their campaigns to engage with their most valuable prospects and drive better campaign performance as a result.
Cost efficiencies
Advertisers can implement different inclusion and exclusion bidding strategies based on the value of a potential customer. The ability to target specific audiences means that advertisers can focus advertising efforts and spend on consumers who are more likely to convert to a sale.
Better connection
RLSAs let advertisers customise ads based on a consumer’s previous action. This can play an important role in building a connection with the consumer, whose needs change throughout the conversion journey. Today’s consumers are increasingly looking for a more personal engagement with brands.

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