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.
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.
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.