On Tuesday, Google announced that, after spending almost a year in beta, “Remarketing Lists for Search Ads (RLSA)” will be rolling out to all enhanced campaign advertisers. RLSA will allow marketers to update and customize search keywords, bids, and ads based on a person’s previous visits to their websites.
I imagine there’s a sense of excitement among online marketers, with the ability to start utilizing RLSA soon if they have not started any campaigns previously.
Companies are spending a larger amount on display re-targeting efforts and RLSA can help supplement these campaigns and become another highly relevant, cost-effective way to win more business. The search landscape is competitive, and anytime you can get a second at-bat with a known potential customer it is a win-win opportunity. The key to success, the second time around, will have everything to do with how an online marketer strategically uses the full range of tools Google has to offer to get a customer back to their site and convert. If you lost on the potential lead/sale the first time around, banking on the status quo probably won’t work the second time around. Bid adjustments, creative messaging, and CTAs will all be important things to bear in mind based on what you know about a customer's first visit.
If you’ve been holding off on migrating to enhanced campaigns, now may be the best time to make the move and start playing around with RLSA. Its potential to increase conversion rates and overall conversions to your website is clear. Information you have about your customers can, more often than not, be leveraged for greater success. So the question is: how do you plan on using RLSA to your best advantage?