Remarketing List for Search Ads (RLSA) - remarketing lists for search ads.
This tool allows you to bid and advertise on the search network for those users who are already familiar with the content of your site (visit your site again). For example, the user went to the website of the school of foreign languages. The user was viewing Polish language learning pages. After some time, the user enters the search query: "Polish language courses". As long as we know this user is in the decision stage, we can increase their bid and score for more attractive advertising, such as offering a discount for the first month of training.
RLSA Restrictions:
The active list for search remarketing contains from 1000 users, i.e. that remarketing won't start if there are fewer users.
The maximum time that users can remain on the list is 540 days.
The maximum correction for decrease is 90%, for increase is 900%.
If the visitor is in two or more lists, the system applies the one with the higher correction.
How to build an RLSA
To begin with, you need to analyze the audience, as well as determine the stages of the funnel to conversion. Based on this knowledge, you will gather an audience. To create a remarketing list in Google Ads.
In order for the system to collect users, it is necessary to pre-install the remarketing code on all pages of the site.
To do this, go to the "Audience Manager":
Click the Create Remarketing List button.
From the drop-down list, select the one that suits you best. In this example, we selected site visitors.
Create an audience by filling in all fields. In this example, we want to collect all users who visited the Showers page. We plan to create a list for 30 days (this means that if the user does not visit the site again within 30 days, he will automatically leave this list).
Save this list.
You can now connect this list to a shower search campaign and set bid adjustments to it, such as +20%.
Bid adjustments will work for users who have already been to your site and viewed the shower enclosures page when entering a search query related to shower enclosures.
RLSA is a great way to optimize your bids on Google Search Ads and reach the audience that has already visited your site with hotter offers!
