Back when the earth was cooling in 2012, Google announced Remarketing Lists for Search Ads (RLSA). If you’re not familiar with these ads or are only starting to hear about them more recently, that’s probably because there was little momentum at first. But as shoppers and advertisers become more search-savvy and are getting a better understanding of how remarketing works, RLSA results are gaining traction. Read on for an overview of RLSA and why you should be incorporating them into your own advertising campaigns.
What is RLSA?
You’re probably familiar with remarketing ads on third-party sites, using the Google Display Network for example. Remarketing display ads are shown when a user visits a particular site and then later sees an ad for that same product or service on a completely different site.
RLSA works the same way but allows advertisers to place ads within search engine results, for products or services people were browsing.
Why is it Gaining Momentum Now?
Up until late 2016, advertisers used to only be able to place remarketing ads to users who visited their site in the last 180 days. But now the 180-day limit has been bumped up to 540 days, giving advertisers an opportunity to align their campaigns with seasonal products or items purchased once a year (like a subscription-based product or service).
Another update announced in late 2016 was the cross-device compatibility. Originally, you could only remarket to users on the device on which they browsed your website on the first time. Advertisers can now target users across devices with RLSA, as long as they are logged into their Google account.
On the largest online shopping data in the history of time (Cyber Monday 2016 – hitting $3.45 billion), cart abandonment rates were just as astonishing (68%). Advertisers know that remarketing ads are 76% more likely to be clicked than a regular ad, so the effectiveness is becoming more clear. But what makes RLSA unique? RLSA targets customers that are still searching for your products on Google and are essentially still in the market for your product. They are still avidly searching for a particular term. Google will remarket your search ad to them for a cheaper CPC as a last ditch effort to bring them back to the site and buy.
Why Should You be Using RLSA in Your Campaigns?
Stay Top of Mind
Most online shoppers browse multiple vendors for the best pricing/offer before they commit to buying. Sometimes it takes multiple visits to a site before the conversion takes place. Remarketing helps remind customers of your business, and invites them back to your site.
Lower Bids on Broad Match Keywords
Using a remarketing audience list allows advertisers to bid on more broad match keywords that would typically be too competitive or irrelevant in regular search ad campaigns.
Lower Cost per Conversion
When the audience is already familiar with your brand, you’ll likely experience a lower cost per conversion. They know what to expect upon clicking through.
RLSA can often be less expensive per click than regular search ads because the users are still seeking a solution to their problem.
More Targeted & Relevant Copy → Better Click Through Rates
By knowing your potential customer’s current situation, you can tailor your RLSA ad to contain stronger offers in the ad copy. You can focus on your copy on the fact that the potential customers left your site but are still interested in your products. Try calling out their problem directly in your ad copy: “Still Haven’t Chosen a ____? Get it 50% Off”
Higher Quality Scores
Going hand-in-hand with ad copy relevance, you’ll typically see higher quality scores on your RLSA ads. Just be sure your copy is developed in a way that offers an incentive to drive the user back to your site but also speaks to their original search.
New Keyword Opportunities
The fact that you know your potential customers are interested in a particular product but have not purchased yet may help you uncover new keyword opportunities. Here are a few examples:
- Your product vs. competitor’s product
- Competitor’s product
- Your product promo code
- Your product sales
- Your product used
- Your product reviews
We’re starting to see RLSA really take off and drive conversions from PPC campaigns. Are you wondering how to get started with RLSA in your campaigns? We can help!