5 Strategies for RLSA (Remarketing Lists for Search Ads)
At this point, RLSA (Remarketing Lists for Search Ads) is no longer the newest feature Google has to offer. It rolled out from beta in June, but how many of you have actually given it a shot? Having applied a remarketing list to my search ads, I can’t believe how great RLSA is.
If you are not completely familiar with RLSA, here is the basic gist. With RLSA, Google allows you to overlay any of your remarketing lists over your search ad groups. This opens up several different options and strategies, which I have outlined below. These five techniques will boost efficiency, while enhancing user experience.
Please note, for all of these there are 2 primary ways to apply these concepts.
First, you can employ the “Separate Ad Group” strategy. This involves building out a separate ad group (either as a new unique ad group, or as a duplicate of an existing “non-RLSA” ad group) that you will overlay with your remarketing list. You will apply “Target and Bid” targeting in your adwords account so that it will only show ads to people who are on your remarketing list (you will also want to exclude your remarketing list from your non-RLSA campaign to avoid self competition).
Second, you can employ the “Overlay” strategy. This involves simply taking your remarketing list and adding it to your existing ad groups as a targeting setting. This targeting setting will need to be “Bid Only”. This will allow you to target both non remarketing list searches and list searches in the same campaign.
Have you ever had client who had exclusive offers that were only available to their returning customers? I bet you wished there was a way to promote those offers to them, other than by just emailing them. Well now with RLSA, you can do just that. If you employ the “Separate Ad Group” strategy, you can assign different sitelinks to your different customer bases.
2. Bid Boost
Much in the same way that day parting allows you to more prominently position your ads during your peak times and days, RLSA can help you do the exact same thing with your better converting traffic. For instance, If you know that your existing customers are much more likely to convert than new customers, then you can apply a bid boost to those customers to put yourself in a better position for that traffic. This will help improve the efficiency of your account and allow you to focus a greater percent of your spend, where it will make the most difference.
3. Broad Keywords
Another common problem that advertisers run into is in dealing with the inefficiencies of bidding on “top of the funnel” terms. For example, if your company provides a weight loss program, you most likely want to bid on the keyword “detox”. However, this can also refer to overcoming narcotic addictions and therefore bidding on the term can become very costly and inefficient. With RLSA you can show your ad to someone who has visited your site before, knowing that they’re probably just searching to slim down.
In addition to “double meaning” search terms, you can also utilize RLSA to target terms that are on the fringe of what you would normally consider “relevant traffic.” For example, if you were advertising in the travel space, you could create a new campaign with keywords, such as city names, and be confident that if your previous customers are searching those terms, that they are most likely looking for flights or hotels, not information for a school paper.
4. Ad Copy
It can be assumed that if previous visitors are still searching on your terms they are still in the decision-making stage of a purchase. They are most likely still browsing, hoping for a better deal. Why not offer that discount and close the sale. You can replicate an existing campaign, layer in RLSA, and customize your ad copy by welcoming the customer back and offering a reduction in price. This is a very creative way to speak directly to that “recently visited” traffic and increase your conversion rates in the process.
5. Landing Page
If you choose to replicate an existing campaign or ad group, not only can you create a new ad, but you can also change the landing page you send your traffic to. Let me start off with an example; I have been interested in purchasing a Barkbox for my dogs. Essentially, for a price, the company sends a monthly package with all types of treats and toy goodies for your furry friend. Many people are not even aware that something like this exists so the company might want to send first time visitors to the “how it works page”. However, if I’ve already browsed through the site, the next time I search for a “dog gift”, I should be sent to the “get started page”. Again, just as you would see increased conversion rates through customized messaging, you should see similar results with an improved landing page experience.
With all these options, I’m sure you’re wondering the same thing I was; why hasn’t this option been available earlier? With so many strategies existing for RLSA, you’ll be sure to find a way to increase performance and maximize return in any type of business.