Google AdWords remarketing lists for search ads (RLSA’s) are a really useful bid strategy for your Google AdWords Management which is often overlooked by advertisers but can actually give you really good results if used correctly.
Remarketing lists for search ads allow you to bid more and tailor your ad text for people who have previously visited your website as these people are more valuable users as they already have a relationship with your site. You would be much more willing to pay more per click for these people as the chance of converting them is much higher.
To set up RLSA’s, you need:
As an example, if you had a campaign selling shoes and you know your red shoes ad group is performing really well, you could go into the ad group, click on the audiences tab, click the +remarketing tab, choose your audience, then set your bid at 40% more than your max CPC for that ad group.
You know that if you target your red shoes remarketing audience that people are much more likely to convert than a generic search for “Red Shoes”, this is why it can work so well.
There are two bid strategies with RLSA’s:
There is also an option to use the Target & Bid strategy to tailor your ads to a particular remarketing audience. For example if you set up a remarketing list for “past converters” and used this in an ad group you could then set up a promotion of an offer for previous buyers, you can then reflect this in your ad text. This works well here as it will not be of interest to first-time searchers but will be to your past converters remarketing audience.
My recent Hangout On Air with Mark Tillison discussing strategies and techniques for AdWords Remarketing for Search.
Where possible, you should stick to the Bid Only strategy to run alongside your main ad groups. You are in total control here and are just bidding more on your selected remarketing audience. If you start adding in broader keywords to a selected list through Target & Bid, these people may be more likely to convert, but you also have a significant risk of wasting budget as this goes against your typical AdWords strategy of bidding on the most specific keywords possible.
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