If you want to target people on the Search Network who have previously visited their website, you should create “remarketing lists for search ads.” This enables you to show ads to the audience who already visited your website and increases the click-through rates of your ads thus increasing the chance of conversion.
Remarketing Lists for Search Ads (RLSA) is a feature of Google Ads that allows you to specifically target people who are past visitors of your Website. This displays tailored ads to them when they search for relevant keywords on Google or other websites in the Google Display Network.
This feature is invaluable for re-engaging with potential customers who have shown interest in your site, thereby improving your advertising effectiveness.
How to Create Remarting Lists for Search Ads?
To craft a remarketing list for search ads within your Google Ads account, follow these steps:
- Sign in to your Google Ads account.
- Go to “Tools and settings” and then select “Shared library.”
- Choose “Audience Manager” and then “Segments.”
- Click on “+ Create a remarketing list.”
- Give your remarketing list a name.
- Select one or more audience sources.
- Click on “Website visitors.“
- Check the box next to each list you wish to include.
- Finally, click “Save.”
Remarketing lists for search ads, known as RLSA, provide a potent tool for pay-per-click (PPC) advertisers. They enable you to:
- Bid higher for these visitors.
- Appear on more extensive keywords.
- Display different ads to your past website visitors.
- Adjust your bids based on the demographics of your audience.
It’s important to note that a remarketing list for Google search ads has a maximum lifespan of 540 days. Furthermore, for it to be used to customize your search ads, it must have at least 1,000 cookies.
Remarketing Lists for Search Ads Best Practices
Here are some effective strategies for making the most of Remarketing Lists for Search Ads (RLSA):
Segment your Audience
Create distinct lists based on the behavior of your website visitors. This means having separate lists for those who abandoned their shopping carts, those who visited specific product pages, or those who made a purchase. Segmenting your audience enables you to tailor your ad messages more precisely.
Adjust Bid accordingly
Adjust your bids for RLSA campaigns. You can bid higher for past visitors because they’re more likely to convert. But be careful not to overbid, as it could affect your campaign’s profitability. Start with conservative adjustments and fine-tune them based on performance.
Write Relevant Ad Copy
Develop ad copy that directly addresses your remarketing audience. Highlight what sets your products or services apart and emphasize any special offers or incentives to draw them back to your website.
Use multiple Ad Extensions
Use ad extensions like site link extensions and callout extensions to provide extra information and encourage users to click on your ad. You can also use location extensions or affiliate location extensions to promote an offline in-shop experience for the audience. Extensions make your ad stand out and offer more value to potential customers.
Exclude Converted Users
Make sure to exclude users who have already completed the desired action on your site from your RLSA campaigns. Displaying ads to people who have already converted can waste your advertising budget.
Optimize the Landing Page
Ensure that the landing pages linked to your RLSA ads are relevant and optimized for conversion. A seamless user experience significantly increases your chances of re-engaging past visitors.
Experiment and Test
Continuously experiment with different bidding strategies, ad creatives, and targeting options. A/B testing can help refine your RLSA campaigns and identify what works best for your specific goals.
Advertising Agency – Global Marketing Brand (GMB)
Global Marketing Brand (GMB) is a go-to advertising agency for your online business to run remarketing ad campaigns. We excel in creating precise remarketing lists for search ads, ensuring that your message reaches the right audience, whether they’ve browsed your site, abandoned carts, or made purchases.
Our team excels in bid optimization, crafting tailored ad copy, and leveraging powerful ad extensions. In addition to our remarkable remarketing services, we also offer effective Amazon ads services and Flipkart ads services, covering all major e-commerce platforms. We continuously test and refine strategies and uphold the highest standards of compliance and transparency, ensuring that your brand soars to new heights.