Google’s Latest And Greatest: Remarketing Lists for Search Ads (RLSA)
Finally, there’s a way for SEM to retarget people that have been to your website! It’s called a Remarketing List for Search Ads (RLSA), but before I tell you how to create one, let’s first talk about Remarketing in general.
As anyone who surfs the internet knows, once you go to a website, you’re bound to see image ads for those websites again, and again, and again. This is the basis of Remarketing. By having these ads follow you around, you’re reminded that you saw something before that interested you. It encourages you to go back. 49% of customers now visit 2 to 4 sites before they decide to buy. Now PPC has the same opportunity to raise conversions.
RLSA Is Not Display Remarketing
By setting up a list through Google Analytics, you can now retarget search ads. Search remarketing takes display remarketing one step further. Instead of simply showing image/banner ads to people who previously visited a website, search remarketing (RLSA) allows you to show text ads on Google.com only to people who previously visited your website, when those people, are once again researching your products and services. You can now choose to remarket to your audience only when they are researching your products and services.
The Easy List
First, create a remarketing list in Google Analytics as you would any other remarketing list.
Next you’ll want to go into the AdWords interface or the editor. You will need to set up your RLSA for each ad group. Add your audience, input your bid adjustment (40% is recommended) then edit the ad group flex reach. This is done by clicking on the blue link highlighted below. Be sure to change your interest and remarking to Bid Only.
Target & Bid or just Bid?
Target and Bid means that your ads will only show if you are bidding on that keyword and the user is on your retargeting list. Bid only means your ads will show any time your keyword targeting matches, but that you can also increase your bid for users searching on your keywords. For our purposes, you will want to bid only with this increased bid adjustment.
While RLSA’s have shown to have a 35% increase in conversion rate, this is not true in all cases. Certainly you can fully expect more traffic to your site as you already know that people are interested in what you’re offering. However, you definitely should be expanding your |RLSA efforts and working out how best to make use of it for you.