Remarketing lists for search ads (RLSA) are a powerful tool that can help you improve your Google Ads performance. But how do you use them effectively?
In this article, we’ll share expert advice on using RLSA to get the most out of your Google Ads campaigns.
What is RLSA?
RLSA is a Google Ads feature that allows you to target your ads to people who have previously visited your website.
You can create RLSA audiences based on specific criteria, such as:
- People who have visited your website in the past 30 days
- People who have visited a specific page on your website
- People who have added a product to their shopping cart but have not completed the purchase
You can then use these audiences to target your ads in a number of different ways, including:
- Showing ads to people who are more likely to convert
- Bidding more aggressively for people who are more likely to convert
- Showing different ads to people who have already converted
How do I set up RLSA?
Setting up RLSA is relatively simple. First, you’ll need to create your audiences in Google Analytics. Then, you’ll need to link your Google Analytics and Google Ads accounts. Finally, you’ll need to create your RLSA campaigns in Google Ads.
Once you’ve created your RLSA audiences, you can start targeting them with your ads. Here are a few tips to help you get started:
- Start with a small budget: When you first start using RLSA, it’s important to start with a small budget. This will help you avoid overspending on your campaigns and will allow you to test different targeting options to see what works best for your business.
- Test different targeting options: There are a number of different ways you can target your RLSA audiences. Try testing different options to see what works best for your business.
- Monitor your results: Be sure to monitor your campaign results closely. This will help you identify any areas where you can improve your performance.
What are the benefits of using RLSA?
There are a number of benefits of using RLSA, including:
- Improved performance: RLSA can help you improve your Google Ads performance by allowing you to show ads to people who are more likely to convert.
- Increased ROI: RLSA can also help you increase your return on investment (ROI) by allowing you to bid more aggressively for people who are more likely to convert.
- Better targeting: RLSA allows you to better target your ads by allowing you to show different ads to people who have already converted. E.g., These may be qualified website visitors who are have made an enquiry who may have not completed a sale or those who have shown interest, but may have not made a decision as to what they want to purchase.
What are the risks of using RLSA?
There are a few risks associated with using RLSA, including:
- Budget: If you’re not careful, you could easily overspend on your RLSA campaigns. Be sure to start with a small budget and monitor your results closely.
- Ad fatigue: Another risk of using RLSA is ad fatigue. This occurs when people see your ads too often and become less likely to engage with them. To avoid this, be sure to rotate your ads regularly and test different targeting options.
- Invalid clicks: Finally, there is always the risk of invalid clicks when running any type of paid advertising campaign. Invalid clicks are clicks that are not made by real people or that are made with the intention of artificially inflating your costs. To avoid this, be sure to monitor your campaign closely and exclude any invalid clicks from your reporting.
Here are some tips for using RLSA to get the most out of your Google Ads campaigns:
- Use RLSA to target people who have visited your site in the past 30 days
- Use RLSA to target people who have visited specific pages on your website
- Use RLSA to target people who have taken specific actions on your site
- Test different ad copy and landing pages to find what works best for your audience
- Monitor your results closely and make changes as needed
By following these tips, you can use RLSA to improve your Google Ads campaigns and get better results.
RLSA is a great option for organisations receiving an extensive number of visitors or leads to their website. It allows you to create different ad groups for different audiences, based on their past interactions with your website, in essence segmenting lists, and you can also use RLSA to target people who have visited specific pages on your website, or who have taken specific actions on your site (such as adding an item to their shopping cart).