Remarketing lists for search ads provide yet another opportunity to tailor your search campaigns to target more qualified and valuable users who are already aware of your website.
The paid search landscape is changing. In the not-so-distant past, keywords were the only way you could target your audience. A recent development in the field of advertising is remarketing lists for search ads. In other words, advertisers can reach a customer researching a purchase with text-based ads when they are about to buy. Though their use has grown in recent years, RLSAs are still an underused strategy.
How RLSA Works
When people leave your website without purchasing anything. RLSA helps you connect with your potential customers when they continue looking using Google search.
What are Remarketing Lists for Search Ads (RLSAs)?
RLSA stands for remarketing lists for search ads. Google announced the release of RLSAs in 2013, which were used by many to help them grow their brand and generate leads. RLSA lets you customize your ads campaign for visitors who have been to your site. It also allows you to focus on what the target audience most likely needs by using keywords and locations.
RLSA campaigns work by placing a cookie on a customer’s browser that tracks users’ movements. The cookie monitors their activities, sending data back to your company. You can then segment those visitors according to their behaviour and create detailed lists of your audience. This info can help you determine the best timing and placement of additional ads. You can then tailor them according to your customers’ needs, achieving better conversions.
Benefits of using RLSAs?
RLSA has helped marketers in many ways, such as:
– Decrease cost per acquisition (CPA)
– Increase conversion rates by targeting the right audience
– Increase ROI by targeting the right audience with relevant messages
Improve reach & conversion rates – With RLSAs, it’s easier to target qualified and valuable users already aware of your website. As a result, you will have a better chance of maximizing conversions. When used well, RLSAs can result in more efficient use of ad spend, better conversion rates, and ultimately, better ROI.
Stronger connection with customers – Today’s consumers seek brands that connect with them on a more personal level, so it’s important for businesses to provide this experience. That’s why personalization is a must. RLSAs lets advertisers customize their ads based on a user’s previous behaviour. It’s important to keep in mind how your customer’s needs might change during the conversion process – which can help you build a lasting connection with them.
Opportunities to cross-sell – The great benefit of remarketing is that you can use it to promote a variety of different products or services. For example, if someone booked a flight to Delhi, you could take the opportunity to bid aggressively for the top position for resorts and car rentals in Delhi. The costs per click may be substantially higher, but the rewards could outweigh the risk.
Also read: Why Do Search Ads Extensions Matter
Winning RLSA Strategies
Messaging Coordination
Personalizing ads is important to creating a successful RLSA campaign. It means matching specific ad text to searchers based on how they interacted with your brand in the past. Start by building a remarketing tag for certain traffic behaviour, along with some bid modifiers to make sure the ad copy is consistent with the behaviour of the tag.
Bidding for Competitive Terms
By using RLSAs to serve up ads that include your competitors’ brands as keywords to those who are already familiar with your store, you can more easily win their business.
Demographic Targeting
Demographic targeting allows advertisers to find the right audiences according to their age, gender, marital status, and household income. Imagine if you have a specific product that appeals to a particular demographic. You could then use that information to target previous visitors who fit that demographic with customized product or search ads.
Cart Abandonment Targeting
These days, we see customers buying plenty of products online. However, many still feel doubt before clicking “submit order”. That’s why remarketing lists are a powerful way to target the right audience by showing ads to people who have already visited your store. Why? Because remarketing enables you to display ads to shoppers who are already familiar with your brand, meaning they’re more likely to buy from you.
Final thoughts
Hopefully, this post has given you some ideas on how to get the most out of your AdWords campaigns and how to use RLSAs. To conclude, with RLSA, you can target the right audiences and increase your reach, which will inevitably lead to increased sales. They can also help with accounts that are struggling with a limited budget.
The key takeaways and methods are;
- The conversion rates for customers that know your brand are likely a lot higher. Increase bids for customers that already know your brand.
- Split your budget between acquisition and retention. Consider, for example, excluding old customers from the main campaign to allocate more budget to new leads.
- Upsell other products and prevent them from leaving for the competition.
- A good way to save some money on your budget is by combining a low CPC campaign with RLSA targeting. It helps build awareness and then drive the conversion through search.
