Google Just Released Remarketing Lists For Search Ads (RLSA)

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Google Just Released Remarketing Lists For Search Ads (RLSA)

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Google has been a lot of fun lately! Earlier this week they launched dynamic remarketing and now they’ve added remarketing lists for search ads, otherwise known as RLSA. Have you tested out the new dynamic remarketing yet?

RLSA isn’t new, it’s been in beta since July. When Google takes something out of beta, it’s always fun because you know there will be some case studies to read.  First, let’s talk about what RLSA will do for you. It will allow you to modify your bids, keywords, and search ads based on past activity a visitor has had with your website. Creepy or not, we can all agree with how powerful this will be!

Successful beta stories

  1. WorldStores increased their bids for past site visitors and that led to an increase of total orders by 8% with RLSA. Additionally, their conversion rates were 130% higher than normal. Despite having higher bids, they still experienced a 43% reduction in average cost per conversion!
  2. Tirendo experienced an increase in their conversion rate by 161%. Their average cost per order decreased by 43% and they had an overall 22% increase in their sales.

How exactly do these remarketing lists for search ads work?

I can see the people over at Google chanting this:  intent, audience, and context! In all seriousness, that’s how these ads are able to be so effective. One thing that I’ve always maintained is that it’s easier to keep a past customer to buy again than to acquire a brand new customer.

You will be able to do the following with RLSA:

  1. Expand your reach with more broad keywords
  2. Adjust your bids to increase the visibility of yours to target your high value customers

Other features of the RLSA update include: the google remarketing tag, list management tools and adjustable ad settings.

Are you excited about remarketing lists for search ads too? What will your success story look like with RLSA?

Adam Morgan

Adam Morgan

Adam Morgan is a PPC expert, entrepreneur, blogger, and amiable guy. In his spare time, you can find him updating his own blog.
Adam Morgan
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  • Sahil

    More innovation in the advertising field is a win-win situation for both the business and the search engines. Google definitely has made a mark with RLSA. Intelligence, behavioural and personal targeting in advertising will definitely see a rapid improvement in ROI as they have the power to convert any user into a loyal customer.

  • Inbound Dan

    Personally I’m really excited about remarketing for search, especially for some of my e-commerce clients who I feel can really benefit from it. There are a few privacy concerns though, so it’s wise not to include too much detail in the ad text.

    I’ve put together a complete guide to search remarketing over on my blog:

    If you find it interesting then great! I’ll also be happy to answer any questions about remarketing for search too.