Remarketing Strategy with Remarketing Lists for Search Ads (RLSAs)

Using Remarketing Lists for Search Ads(RLSAs) Has Been Proven to Be Profitable

Looking for new ways to boost your remarketing results? Watch your performance soar when you implement remarketing lists for search ads (RLSAs). This Google AdWords feature allows you to personalize your search campaigns based on whether or not a user has previously visited the site or app, in addition to what pages the user viewed.

Before there were RLSAs, advertisers had two options. Either target users in search who may not necessarily be familiar with or have an interest in your brand or retarget users who had show familiarity or interest in your brand but do not have a high intent to buy. With RLSAs, you have the opportunity to tailor keyword bids and ad text to target your highest value prospects.

How Remarketing Lists for Search Ads Work

If you are already familiar with remarketing lists, know that remarketing lists for search ads work in a similar way. With RLSAs, AdWords users are able to target previous website visitors using search network text ads. This sophisticated targeting method can result in more leads and sales from users that have previously visited your website but did not perform an intended action, such as making a purchase.

Why Remarketing Lists for Search Ads are Effective

Want to know why RLSAs work so well? It’s because they allow you to boost your visibility to users that already know your brand and products. Over time, RLSAs allow you to drive more qualified leads and sales and achieve higher conversion rates and an overall better return on investment.

To begin using RLSAs, you will need a minimum of 1,000 previous visitors in a remarketing list. However, you don’t need to source these visitors from PPC alone. They can be from any traffic source. Check your Google Analytics data to determine how long it will likely take you to build a list of 1,000 unique visitors.

When using RLSAs, you have two main strategies you can implement:

  • Optimize and increase the bidding amount for the keyword that you originally used to attract the visitor.
  • Bid on keywords that you have not bid on before. For example, you may choose to target broader terms.

How RLSAs Compare to Display Remarketing

Display remarketing is a common strategy used on Google Ads. However, it has some big issues that can negatively impact your marketing budget. First, ad blockers can cut out a major chunk of your target market. Second, many users tend to ignore banners altogether. As ads have become more intrusive, users have learned to block them out.  According to Statistica for 30% of people in the United States use ad blockers


(Image Source)

RLSAs work differently. They target users on the search networks with search ads rather than intrusive display pop-ups. This means that when your remarketing list searches for an associated keyword, you have the opportunity to bid on it for another chance at a sale.

Setting Up Remarketing Lists for Search Ads on Google Ads

Before you can set up a remarketing list for search ads, you will need to check that your remarketing tag is properly installed on your site. If it’s not, it takes just a few moments to install the tag from the audience manager in your Google Ads dashboard.




To set up your RLSA, either set up a new campaign or create an RLSA based on an existing campaign on the search network. Once you do this, go the audiences section on your Google Ads dashboard and click on the blue pencil icon. If you are using an existing campaign, add a new audience from the dashboard.

You have two main options for audiences:

  • Targeting: Only run ads to members of your RLSAs.
  • Observation: Target members of your RLSA and users who have not visited your site yet.

What type you choose will depend on your unique needs. If you want to just run remarketing campaigns, opt for the “Targeting” option which allows you to get more specific with the ad creative. Be sure to select every checkbox for each remarketing list that you want to include in the audience. Then save your list.

Top Ways to Be Successful with RLSAs

  1. Focus on Your Keywords

Prequalification is one of the biggest benefits of RLSAs. As users have already visited your site in the past and shown interest, the qualifying phase is complete. These users are already brand aware, meaning you can target keywords in a broader capacity without the fear of spending big bucks for clicks that lead to few or no conversions.

Your list is a remarketing list, meaning you also have a predefined audience. Without the use of RLSAs, the use of a broad keyword would mean that you are essentially competing against many other advertisers. However, with RLSAs you are not competing against the masses.

When you restrict your audience to remarketing lists, you only bid on the keyword when a member of your remarketing list searches for it. This allows you the freedom to target any associated keyword to the original keywords that brought the user to your website initially.

  1. Adjust Bids for Different Audiences

With RLSAs you can choose numerous factors to include in your remarketing list. When you choose factors, you can remarket to potential consumers, including frequent visitors and users that have engaged just one or two times. You can also adjust your bids based on various audience types which allow you to better focus on those who are likely to convert fast.

For example, if a user has visited your site six times, they are more likely to make a purchase than a user that visited just once or twice. Take advantage of this knowledge by bidding higher on the user that is more familiar with your brand. Look in the audience section of your campaign to find the bid adjustment columns. If you only see one audience, consider making more RLSAs and apply them to your existing campaign.

  1. Combine RLSAs with Facebook Ads

Poor traffic and conversions is a common issue that occurs with remarketing lists for search ads. Although your conversions may be cheaper, traffic is likely to be low. If you do not target broad terms, your audience size is limited. One way to bring more traffic to your website that transfer to RLSAs is by running inexpensive ads on Facebook.

This can be accomplished by running a standard Facebook campaign with content that focuses on driving visits to your website from interested users. Consider offering your audience a link to a related blog post or other free content. The offer is free for the user and low risk. When you are constantly receiving traffic back to your website, you are filling up your remarketing list with inexpensive clicks.

In Conclusion

While basic remarketing lists can be useful, they may not get you the results you’re looking for.

Remarketing lists for search ads have the advantage of targeting your remarketing list directly on the search network.

Keep in mind, Display ads will be less effective due to banner blindness and increased ad blocking. 

In short, implementing RLSAs on your website is an effective way to boost your performance using less time, effort, and money. 

Set up your own remarketing lists for search ads and see how useful it can be to drive leads and sales.

Would you like to get big wins for small budgets with Google Ads?