Google Brings RLSA To AdWords Shopping Ads With Shopping Remarketing Lists

Google is introducing shopping remarketing lists to extend the reach of RLSA campaigns beyond text ads to PLAs and local inventory ads (LIAs).

The lists will enable advertisers to customize shopping bids for cart-abandoners, loyal customers, nearby shoppers and others when they search for products on Google. Your remarketing lists from Google Analytics will be available in Shopping campaigns to either target and bid or bid only on users from those lists.

The announcement comes just ahead of the holiday shopping season. Last week, Bing Ads announced its own remarketing capabilities for search and shopping campaigns.

Shopping remarketing lists can now be applied in AdWords accounts globally.

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Ginny Marvin

Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.