AdWords “Remarketing Lists For Search Ads” Coming Out Of Beta

google-adwords-square-logoOn the heels of releasing dynamic retargeting for retailers in AdWords, Google has announced it will be rolling out remarketing lists for search ads (RLSA) to all enhanced campaigns advertisers over the next few days. RLSA, which launched in beta last July, allows marketers to modify and tailor their search ads, bids, and keywords based on visitors’ past activity on their sites.

In the beta, a European online tire retailer saw a 161 percent conversion rate increase with RLSA, which led to a 22 percent overall sales increase. The new conversions had a 43 percent lower average CPA than previous campaigns, according to Google.

Using RLSA, you can increase bids for past site visitors who looked at specific high-value pages, added items to their carts or spent a certain amount of time on your site. You can also bid on more generic keywords, or broader match types of keywords for site visitors or past customers that you don’t include in your regular campaigns because they are too broad for general search traffic.

You can then show different ads to specific sets of site visitors. For example, you can write ad copy targeted to shopping cart abandoners.

RLSA bid adjustments combine with other bid adjustments for location, device and time in enhanced campaigns.

To use RLSA, you’ll need to tag your site with the Google Remarketing Tag for the Google Display Network. So if your site is already set with the remarketing tag, you are ready to start running RLSA.

Related Topics: Channel: SEM | Google: AdWords | Google: AdWords: Enhanced Campaigns

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • AlsaRef | Agence web

    Are those RLSA displayed on search results or display network ? (a bit confused by the implementation of the remarketing tag for display regarding search ads).

  • Alessandro Rapisarda

    This is a great news.
    Google has blocked the beta-whitelist between April and June.
    Are you aware of what is the global release date?

  • http://uk.linkedin.com/pub/alessandro-rapisarda/28/222/15b/en Alessandro Rapisarda

    The remarketing code is the same. You won’t have to do anything on the code if you have already implemented the new unique-remarketing code for the whole site.
    With the RSLA then appear in Adwords a new tab called: Segment.
    Here you will can associate your lists to any campaign, Search and Display.

    Easy ;)

  • AlsaRef | Agence web

    Thank’s Alessandro !

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