Reach Your Most Valuable Customers: How To Use RLSAs For PPC

Use RLSA for PPC strategy

Remarketing Lists for Search Ads (RLSAs) are the best way to re-engage with previous website visitors who came in from your paid ads. Similar to display remarketing ads, the user is tracked with cookies and placed in your Audiences in your PPC account. But they differ from display remarketing in that they don’t just automatically show to your audience. The RLSA list provides a data set for your PPC campaign, that you can then make bid adjustments on, in the hopes of converting more leads.

Incorporating RLSAs into your PPC strategy.

An RLSA is a list of previous visitors to your website who are returning to your brand. This is very advantageous, as they are more likely to be further down the purchasing funnel and are more likely to complete a conversion. Having set up RLSAs, you can create a bid adjustment for these users that will change your maximum CPC bid based on your percentage change. Additionally, you can bid on certain keywords that you know normally convert better, but are looking for a higher ad rank.

An example of this would be making a bid adjustment for RLSA users within a certain campaign. Your account shows that on average your ads show at the third ad rank. But with the addition of RLSAs, you can increase your maximum CPC bid for these returning visitors. Now, instead of ranking third, your ad could appear in the second or first ad rank. What’s more, you can be more willing to risk this, since the likelihood of this user converting versus a new user who is just in research mode is far greater and a more appealing option to your brand.

Target and bid versus bid-only.

There are two types of options within RLSAs:

  • Target and Bid defines your RLSAs and only allows ads and adjustments to be made on those audience members only, with a certain selection of keywords. Target and Bid is the more restive of the two settings.
  • Bid Only allows for your audience list to work in conjunction with your regular PPC campaign, but now you’re able to show your ads to every user, new or returning.

If you are just starting with RLSAs in your PPC account, we recommend starting with just Bid Only. This will allow you to run a normal PPC campaign and gather data on your audience. It’s best to not make a bid adjustment for the first one or two weeks when using RLSAs. The point of this is to gather data, and then be able to calculate a bid adjustment to improve your rankings.

Contour your ads.

Similar to display remarketing ads, RLSAs allow account managers to interact with users in a different manner. You already know that these users have interacted with your brand in some regard; RLSAs give you the platform to create different ads to returning users that can be more engaging to someone further down the purchasing funnel, versus a completely new user. Or, if a user has already completed a conversion previously, you can now upsell other aspects of your brand.

You can read more on RLSAs on Google’s support page.

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Joe Hunt

Joe Hunt

Joe leads the agency's search engine marketing initiatives, focusing on strategy and analysis. He has decades of experience in advertising and marketing, and is a Market Motive Certified Master PPC.
Joe Hunt
Joe Hunt

Joe leads the agency's search engine marketing initiatives, focusing on strategy and analysis. He has decades of experience in advertising and marketing, and is a Market Motive Certified Master PPC.

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