Remarketing Lists for Search Ads
What are Remarketing Lists for Search Ads?
Remarketing Lists for Search Ads (RLSA) – Feature that lets you target people who have previously visited your site with your search ads and optimize your PPC bids to increase the likelihood of reaching the audience. Targeting and optimizing remarketing lists can lead to highly qualified customers visiting your site.
Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites.
How it works
When people leave your site without buying anything, for example, remarketing lists for search ads help you connect with these potential customers when they continue looking for what they need using Google Search. You can set your bids, create ads, or select keywords keeping in mind that these customers have previously visited your website. RLSA for search ads uses remarketing lists for these customizations.
There are two basic strategies for using RLSA with search ads:
- You can optimize bids for your existing keywords for visitors on your remarketing lists. For example, you can increase your bid by 25% for those who previously visited your website in the last 30 days. Or, you could show a different ad to site visitors who have placed items in a shopping cart but have not purchased them.
- You can bid on keywords that you don’t normally bid on just for people who have recently visited your site or have converted on your site in the past. This can help you increase your sales. For example, you could bid on more broad keywords only for people who have previously purchased from your site.
Keep in mind.: The list membership limit for these lists is capped at 540 days.
How to set up your lists
To start using remarketing lists for search ads, you create a remarketing list and add a snippet of code that you get from Google Ads, called a remarketing tag, to your site. You can add the new remarketing tag to every page on your site. The code tells Google Ads to add every site visitor to your list. When people visit your homepage, for example, the cookies associated with their browsers are added to the remarketing list.
Once the remarketing tag is added to your site, you can add the remarketing list to your existing campaigns and ad groups, and raise and lower your bids for customers on the remarketing list.
You can also create a custom combination list to target visitors who viewed certain pages on your website.
Keep in mind: A remarketing list for Google search ads needs to have a minimum number of 1,000 cookies before the list can be used to tailor your search ads. This helps protect the privacy of those who make up your list.
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