When retailers want the attention of a particular market segment, they use all kinds of strategies to effectively target their ads to specific audiences and increase conversions. The most effective one? A Google Adwords feature known as Remarketing Lists for Search Ads (RLSA).
You have probably visited a website in search of a product, only to leave that site to be targeted with an ad for the exact product you were just researching. This happens because of remarketing lists. Once we’ve shown interest in a product, businesses want us to keep thinking about it—and hopefully come back for a purchase.
What Exactly is RLSA?
Remarketing Lists for Search Ads (RLSA) are a crucial part of any digital marketing strategy. RLSA allows you to target users who have already been to your site with new ads so you can bring them back again and land a sale. This allows you to customize your search campaigns by tailoring ads and bids for related keywords on Google or other Google Display Network sites. By leveraging this tactic, you can connect with pre-qualified prospects to increase your conversion rates, revenue, and overall profits.
How Does RLSA Work?
When shoppers are surfing the digital landscape for products, standard display remarketing catches their attention with ads. However, users are not very receptive to these kinds of placements, and many people use ad blocking technology to avoid them altogether. In fact, a study done by Statista indicates that more than 42.7% of people worldwide use ad blocking tools.
RLSAs are different. They target audiences with search ads instead of intrusive display popups. In contrast to typical Google display ads, RLSAs only appear when a user has actively searched for a term.
5 Benefits of RLSA
When used correctly, RLSA ads refine your ad campaigns and help direct your ad budget into a highly valuable market. Here’s a look at some of RLSAs biggest advantages.
Compared to Other Targeting Strategies, RLSA is More Likely to Drive Conversions
Because you can customize content, you can increase customer engagement. Using search ads allows you to offer personalization and increases win-back potential. According to a ComScore study that analyzed 103 campaigns from 39 different advertisers covering seven industries, retargeting ads generated an average lift of 1,046%.
You Will Increase Click-Through-Rates (CTR)
RLSA enables you to target people who have already shown interest in your brand. Because these leads are considered qualified, they are more likely to return, giving you a higher CTR and a better quality score. With a higher quality score, your ad ranking in the SERPs is also likely to be higher.
RLSAs Enable You to Trial Broad Keywords
Using broad keywords can lead to more conversions by expanding your reach. By using RLSAs, you can set up different campaigns or ad groups for the keywords you want to try so you can determine whether they improve conversion rates.
RLSAs Make Ad Spend More Efficient
With RLSAs you can choose to target only valuable and qualified users, excluding those who are not providing value, thus saving money. You can also adjust your remarketing lists so users who have chosen to disable ads are not targeted, making your campaigns more cost-effective.
RLSAs Improve ROI
Remarketing lists allow you to segment your audiences into lists based on their performance. As a result, it can help you stay connected with potential customers who have previously shown interest, leading to increased sales and improved ROI.
The Do’s and Don’ts of RLSA
Do Understand Your Audience Before Beginning
For better results with your targeted ads, learn about your website visitors and their typical behaviors throughout their customer journey. Analyze the funnel steps they travel through before converting.
Do Start Slow
Conduct an experiment to see what works and what doesn’t work.
Don’t Bid on Vague or Generic Keywords in Search Campaigns
Instead of selecting your #1 prospecting keyword, consider starting with your 2nd, 3rd, or 4th ranked prospecting keyword.
Do Reduce Your Bid Dramatically When Retargeting Past Visitors
Bid aggressively lower, not conservatively lower. Don’t be afraid to adjust your bid to be lower than what you are bidding on your current prospecting campaign. Doing so will allow you to realize the true impact of your retargeted search.
Don’t Use Broad Value Propositions and General Claims When Retargeting Past Website Visitors
Remember that you are retargeting visitors who have already been to your site and are familiar with your brand or product. Instead of beating around the bush, be direct, clear, and bold. Write copy that hard sells, something that will encourage people to take immediate action on your offer.
Do Match Messaging to User Action
Make sure that the ad copy you use is relevant to the action your users have already taken that got them on your remarketing list originally.
How MarinOne Can Help
Interested in boosting your remarketing results or improving your search ad campaigns? Implement RLSAs to see your performance increase with less time, money, and effort.
By partnering with MarinOne, you can improve your targeting efforts and increase your financial lift. With MarinOne’s platform, you can segment and target high value customers by audience across search, social, and display to drive your next wave of cross-channel optimization. To learn more, read our article on how to use RLSA.
Ready to get started? Contact one of our MarinOne experts today for a free trial.