RLSAs (Remarketing Lists for Search Ads)

Remarketing Lists for Search Ads (RSLAs)November 2015

2015 UpWord Search Marketing Confidential


What Are RLSAs?

RLSAs are part of a feature that allows marketers to further customize an ad campaign on the search network. With RLSAs, it is possible to tailor bids and ads to users who have previously visited a website.

When people leave a site without converting, or are repeat customers, RLSAs will help businesses to connect with those customers while they continue to search for what they need on Google Search.

To run RLSAs, advertisers set up remarketing lists via Google Analytics or Google AdWords. RLSAs use the same type of keyword targeting as regular text ad campaigns.


Types of Ads for RLSAs

Text Ads:Standard text ads used in search and display network campaigns. Made up of a headline, display URL, and two description lines.

Product Listing Ads (PLAs):Tied to your website’s product feed. Clicks from PLAs will lead to a non-geo specific ecommerce site.

Local Inventory Ads (LIAs):Tied to your website’s product feed. Clicks from LIAs will lead to a geo-specific site representing a nearby brick-and-mortar store where a product can be purchased locally.


Notes on Remarketing Lists1. The maximum lifespan of a Google

remarketing list is 180 days. If the membership duration is set to more than 180 days, then the list is still eligible for search remarketing.

2. An RLSA must have >=1000 cookies before it can be used to tailor search ads. This helps to protect the privacy of users on the list.

3. Remarketing lists that include Google Display Network’s demographics dimensions for Age, Gender, Interests, are not eligible for RLSA.

4. Remarketing lists created in mobile-app views and Roll-Up Property views are not eligible for RLSA.


Targeting OptionsGoogle provides two options for showing ads to users on an RLSA: Target

and Bid, or, Bid Only.

• Target and Bid: Only shows ads to users who are on your remarketing list and searching on Google.

• Bid Only: Shows ads to all users searching on Google, with the option of setting a bid adjustment specifically for your audiences.

The main difference between these options is that one will only serve ads to users on a remarketing list. The other will show to all users.


Potential RLSA StrategiesTypes of visitors can you consider

targeting via your remarketing lists:

• Bid on generic keywords that you don’t normally bid on, solely to target people who have recently visited your site (or have converted on your site in the past). These people would be more likely to purchase vs. visitors searching generic keywords who have not visited your site.

• Increase your bid for people who recently visited your website (for example increase bid by 25% for people who visited within the last 7 days).

• Show similar ads to a visitor who

placed related items in a shopping cart but have not made the purchase (cart abandoners).

Other strategies:• Target repeat visitors with a

discount promo to encourage them to make a purchase.

• Target visitors who abandoned the cart and then search on competitor names. Use a discount offer to dissuade them from converting on a competing site.

• Any “negative” lists or lists of people to exclude in order to avoid bringing in unqualified leads.


RLSAs and Shopping CampaignsRecently, Google announced support for shopping remarketing

lists in AdWords. RLSA campaigns will now be able to reach beyond text ads to Product Listing Ads (PLAs) and Local Inventory Ads (LIAs).

Advertisers will be able to customize shopping bids for cart-abandoners, repeat customers, nearby shoppers, etc.

PLA clicks lead to a non-geo specific web store while LIA clicks lead to a specific website for a brick and mortar storefront nearby.Common Strategies:• RLSAs for shopping campaigns can be used to target users who visit product pages

but don’t convert, leading them back to your website or encouraging them to visit a nearby store location.

• They can also be used to promote new products to loyal or repeat customers.• Target product page visitors who return within a short period of time with an

offer/discount.• Target product page visitors with new sales• Cross-sell/Upsell to visitors who have previously purchased related products


Setting Them UpSTEPS:

1. Create a new “Search Network only – All Features” campaign, or select an existing search campaign and ad group.

2. Click the Audiences tab, next to the Keywords tab.

3. Click +Remarketing.4. Click the Add targeting drop-

down menu and select Remarketing.

5. Click the Select categories drop-down and select Remarketing lists. You’ll find the “All visitors” list and any other rule-based lists you’ve created for your different group of site visitors. Add the remarketing list to your ad group.

6. (Optional) create additional remarketing lists.

7. Add the remarketing tag across your entire site.

To set up an RLSA for Shopping Campaigns, the same steps apply. However, the campaign type will be “Shopping” instead of “Search Network only — All Features.” Additionally, the campaign will be connected to your site’s product feed.


Text Ads and PLAs

So far, Google is supporting RLSA for text ads, local inventory ads, and product listing ads. Though other formats may be forthcoming, it appears that the momentary focus is on advertising for e-commerce.

Bing Ads are also unveiling their own support for remarketing capabilities with search campaigns.For the time being, Bing’s remarketing capabilities will be limited to search (rather than display), as a starting point.The ultimate goal is to extend remarketing to third-party sites and enable targeting across a publisher network (via 1st and 3rd party data).


Sourceshttp://searchengineland.com/google-brings-rlsa-to-a

dwords-shopping-ads-with-shopping-remarketing-lists-233898

https://support.google.com/adwords/answer/2701222?hl=en

https://support.google.com/analytics/answer/6212951?hl=en

http://www.cpcstrategy.com/blog/2015/10/rlsa-for-shopping-ads/

http://analytics.blogspot.com/2015/06/remarketing-lists-for-search-ads.html

http://www.wordstream.com/blog/ws/2015/03/12/remarketing-lists-for-search-ads

http://searchengineland.com/microsoft-execs-lay-strategy-growing-bings-market-share-putting-search-people-206629

http://searchengineland.com/google-brings-rlsa-to-adwords-shopping-ads-with-shopping-remarketing-lists-233898


















RLSAs (Remarketing Lists for Search Ads)

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