A powerful tool in Google Ads that lets you customize your search campaigns based on a user’s past visits to your website or app. Think of it as a way to reconnect with people who’ve already shown interest in what you offer. Here’s the gist:
- Tracking Website Visitors: When someone visits your website, a cookie is placed on their browser. This cookie anonymously tracks their activity, like which pages they visited.
- Building Remarketing Lists: You create lists in Google Ads based on specific actions visitors took, such as:
- Browsing a particular product page
- Adding items to their cart but not checking out
- Making a previous purchase
- Customizing Your Campaigns: Now, when someone from your list searches on Google, you can:
- Bid Higher: Increase your bid for visitors who have visited before, as they are more likely to become customers.
- Show Tailored Ads: Create ads addressing their past interactions with your site. For example, if they looked at a specific product, show an ad featuring it.
- Run Targeted Campaigns: Design campaigns to achieve specific goals with different remarketing lists.
Why Use RLSA?
- Boost Conversions: Target people already familiar with your brand and interested in your offerings.
- Maximize Your Budget: Focus your ad spend on those most likely to convert.
- Make Ads More Relevant: Tailor your messages to resonate with people based on their past actions.
- Increase Brand Awareness: Stay top-of-mind with people who’ve visited your site, even if they didn’t buy anything initially.
Ways You Can Use RLSA:
- Win back abandoned carts: Offer a discount or free shipping to entice shoppers to complete their purchase.
- Upsell to existing customers: Promote related products or services based on their past purchases.
- Re-engage past visitors: Remind them of your brand with a special offer or new product announcement.
Things to keep in mind:
- List Size: You need at least 1,000 cookies in a list before using it for search ads. This protects user privacy.
- Privacy: Be transparent about how you use remarketing and comply with all privacy regulations.
- Ad Relevance: Ensure your ads are relevant to the interests of the people on your lists.
Using RLSA effectively, you can make your search campaigns more targeted and effective, leading to more conversions and a better return on your ad spend.