Remarketing Lists For Search Ads – RLSAs – were rolled out in late June 2013 and they’re the most recent ‘big change’ to Google’s PPC functionality.
After almost a year of BETA testing Google opened the feature to all advertisers worldwide and in its simplest form it allows people to remarket to their website’s visitors on Google Search – pretty nifty.
Firstly, RLSAs are a verb – not a noun – they’re effectively a connection between two entities in an AdWords account – an Audience and a Keyword.
Think of it like this….
RLSAs are a connection between people who have previously visited your website and the keywords currently being triggered in your account.
You still have to create Ad Groups & Keywords, you still have to assign bids and you still have to create text ads, they’re just served in a unique way to a specific cross-section of your market, making them more powerful.
Upon setting up an RLSA campaign you have two options:
This allows you to assign bid adjustments to the keywords that are triggered when a user entering one of your keywords into Google has previously visited your site.
Your ads will still show for your targeted keywords even if a user hasn’t previously visited your site, but they will have the original bid, not the adjusted bid.
Target & Bid
This means that you’ll only trigger these keywords and bids when a user has also previously browsed your website.
Ultimately, it will vary case by case as to what the benefits are to your account, but there’s no risk/cost (other than your own time) in setting up varying RLSA campaigns. They’re a great tool to help you identify and understand any difference in performance between each of the illustrated sets above.
We carried out a recent case study of our own that revealed even a bog standard RLSA segment will generally return an significantly better performance than its standard campaign counterpart. See below:
*Measured over a 30 day period with a 50% increase in bid.
Okay, so this is where it can get a little tricky and if your account is fairly large, you’d be better starting with a small test campaign, before (hopefully somewhat autonomously) rolling RLSAs out to all of your campaigns.
Here’s what you need:
Here’s what you’d need to do:
Hopefully this post has helped you setup or understand RLSAs in more detail.
I’m always on hand to discuss RLSA functionality or indeed any PPC requirements you may have.
You can get hold of me using the details below:
T: 01204 867023