Remarketing Lists for Search Ads (RLSA) is a feature which enables you to target customers who have already shown an interest in your product or services but are still continuing their search online. They essentially allow you to customise your campaign in the most efficient way.
RLSA works by using cookies and retargeting tags. With these in place users will be shown relevant ads whilst searching for similar items via Google and other search engines or even whilst browsing Facebook. RLSA helps brands give customers that extra push to convert by continuing to show them their products.
Many brands goal is to reach as many people as possible to tell them about the products or services they provide. RLSA can help brands make the most out of their ad spend and prevent wasted budget on advertising as you are targeting the most valuable people – the ones who have already shown an interest. A big bonus for those with a smaller budget!
RLSA helps you to upsell to customers who have already converted. You could advertise products that are not as high in revenue but are still relevant to the consumer. For example, if you sold a camera you could then run ads that feature memory cards, tripods or camera bags. You would know if it is safe to retarget your consumer with these products thanks to RSLA.
With RLSA you are able to tailor your ad text and landing pages so they are unique to users who have visited the site before or previously converted. This is arguably one of the most beneficial features of RLSA, as you could run a banner with an offer or a text ad that would only apply to a previous customer.
You also have the option to exclude users from your campaign if they have already converted, just like you can increase or decrease bids where you feel they are most or least valuable.
Although RLSA are extremely beneficial to an ad campaign, there are a few do’s and don’ts that should be taken into consideration.
Change your ads consistently to keep the campaign fresh and to keep grabbing the customer’s attention. If they are shown the same ads repeatedly they will gradually start to ignore them.
Test your ads to ensure they are working, and if your text ad says one thing make sure your landing page is saying the same.
Do not continue to retarget customers who have not responded to your ads, it is a waste of budget. If they were interested, they would have already clicked.
Don’t annoy customers by targeting them with products they have already purchased. RLSA allows you to segment campaigns into new and converted users to help you keep ads relevant, depending on where that customer is in their journey to conversion.
RLSA campaigns have higher click through rates, cost per click is almost half and conversions are almost twice the rate of a regular search campaign. If you think your ad campaign could benefit from RLSA then get in contact with the 9xb team today.