Do you ever wonder why, despite receiving frequent visitors to your website, you are not able to land a sale?
Where do those visitors actually go, and how do you turn those prospects into leads?
Google’s remarketing lists for search ads (RLSAs) might just be the answer to all your queries.
In this blog, we will share with you what remarketing lists for search ads (RLSAs) are and how they can be used to increase sales and boost ROI.
What are Remarketing Lists for Search Ads (RLSAs)?
RLSA or remarketing lists for search ads are a feature of Google Ads that allow advertisers to tailor their search campaigns based on whether a user has previously visited their website and or any of the pages.
They are a powerful tool for marketers to customize their PPC campaigns that target previous website visitors with personalized search ads. But not everyone knows how to correctly use RLSAs to increase conversions. So, here, we are providing you with a thorough guide to using RLSAs that will boost your sales.
How to Use Remarketing Lists for Search Ads (RLSAs) to Increase Sales and Boost ROI?
Consider a user who searches for a product related to yours and visits your website. These users get added to your remarketing audience list. Now, you can bid on keywords and make bid adjustments when users are searching for them specifically or you can set up search ads that will only be triggered and show ads when a user is on the remarketing list.
Marketers can use RLSA in several ways depending on the needs of the business and target audience.
Here’s a tutorial from KeyCommerce on how to set up a Google Remarketing lists for search ads (RLSA) campaigns.
What Asset is Used to Build a Remarketing List?
You may be wondering what asset you can use to build a remarketing list. The answer is Custom Segment. Google Ads custom segments are a feature of Google Analytics that lets you segment a subset of your analytics data.
You can create custom segments according to 3 criteria.
The types of products or services people are searching for
The types of websites people browse
The types of apps people use
It depends upon the needs of your business to use any of the above-mentioned criteria for your RLSA. You can use a single criterion or you can target a combination of them. By using custom segments, you can target a highly specific audience and lower the competition and costs.
With custom segments, you can create a personalized audience for your business by using Google data. The Google data is filled with user behavior based on their research, their likes and dislikes, the websites they frequent, and the apps they use.
Additionally, custom segments can save you a lot of money because you are spending your budget on a customized segment that is tailored according to your requirements. The competition will surely be less so it will require less ad costs.
Below, we are listing down some ways that you can effectively use RLSA to increase sales and boost ROI.
Use Search Retargeting
Your ads are wasted if they are displayed to an audience who has no intention of interacting with you or buying from your business. Here, search retargeting helps you create a customized set of audiences that you can make based on the search behavior of users.
This way, your ad will only be displayed to the audience who are searching for relevant keywords related to your business.
Do More Marketing for Less Money
PPC or any other digital marketing ad campaign can be quite expensive, especially for a small business. You can spend your money on expensive marketing campaigns and still not receive the desired results.
RLSAs can help you to narrow down your ads display. By using RLSAs, you can showcase your ads to only the audiences who have visited your website. This way, your ads will display for a longer period with a small budget.
Users who are already familiar with your business or have visited your website will be displayed these RLSA Google ads. You will surely have a higher chance of attracting a potentially qualified audience.
Bid on Generic Keywords
Many marketers and experts will tell you to bid on generic terms but they miss the most important part of this strategy. Bidding on generic keywords can attract irrelevant audiences that are not interested in your brand.
With RLSA Google ads, you can minimize the possibility of displaying your ads to people who are not interested in your brand. If you use extremely generic keywords, your ad may appear in the search results for queries that have an irrelevant audience.
By using RLSAs, you can ensure that your ads are triggered and displayed when the user is in the remarketing list or is searching for the exact product or service that you are offering.
Upsell to Qualified Users
If you offer a distinct set of different products or services, chances are that some of them are not sold or popular among your target audience. Using remarketing lists for search ads can help you in promoting these unpopular products to your target audience.
Since RLSAs target a qualified audience, they have more potential to promote low-profit products so the audience is more likely to buy them. For example, if your business sells running shoes, your audience is likely to buy socks from you because they already trust your brand and are your customers.
Customize your Landing Page
With RLSAs, you can tailor your text ads so they target your audience who have already visited your website. You can replicate your existing ad campaigns to target users who have already purchased something from you or are your existing customers.
You can offer them deals or an off on their next purchase on your landing page. By aligning the ad text on the landing page with the user’s search query and interests, you can create a more relevant and personalized experience.
With engaging ad texts, users are more inclined to buy from you and that will eventually result in increased sales and boosted revenue for your business.
Bid on your Brand
While this may come as a surprise, especially for startups, you should bid on your brand name. Create an RLSA brand campaign that is focused on targeting users who have not visited your site.
Bidding on your brand name will help you if you are targeting new users. With remarketing lists for search ads, you can spend your budget only to attract these new users. This will help you by increasing your sales and boosting your ROI.
Create User-Based Bid Adjustments
RSLAs campaigns are quite popular because of their ability to be tailored according to different audiences. You can easily tailor your keywords bids based on the level of interaction on your website.
If your audience is interacting more with a particular keyword, you can place more bids on them and decrease bids on irrelevant keywords. Also, try to divide your audience into different groups based on their interest level in your business.
Target Keywords of Competitors
You must follow what your competitors are doing. Research the keywords that your competitors are using. This will help you in knowing the competition as well as your target audience more clearly.
When your audience is searching online for products or services related to your business, they come across several options. Here, you can convince them to choose your business over your competitors while they are considering different options.
You can re-engage with your potential customers by targeting users who have previously shown interest in your competitor’s brand. These potential customers are already in the market for products or services similar to yours. So, it will be easier for you to target them.
Benefits of Remarketing Lists for Research Ads
Remarketing lists for search ads are a powerful digital marketing tool that can help businesses a lot by targeting the right audience at less cost. They allow advertisers to customize their search ads for users who have previously interacted with their business.
If you are interested in knowing the advantages of RLSAs, read on as we are listing them below.
Customized & Relevant Ads
The main purpose of remarketing lists for search ads is to create highly personalized and relevant ads that can reach the right audience. You can study your audience’s past behavior with your website and create personalized ads and landing pages based on them.
These ads have more possibility to reach your audience and convince them to interact with your business. They can drive more engagement and convert more users.
Targeted Engaged Audience
With this strategy, you can target the audience that has already been in contact with your business one way or the other.
This could have been done by visiting your website, clicking on particular pages, or taking certain actions, etc. Targeting these customers is more likely to result in increased sales because they have great potential for conversion.
RLSA Google ads allow for bid adjustments to be applied to different segments of your remarketing lists. The users that have interacted with your website or ads more, you can bid for them more aggressively since they are more likely to convert.
On the other hand, you can lower your bids for users who are not that interested in your business. This will help you in controlling your budget more effectively and you would not have to waste your money on audiences who are not going to convert.
Broader Keyword Targeting
This strategy is not a generic digital marketing strategy where you can just use the relevant keywords in your content and wait for the results. Instead, RLSAs allow you to create highly personalized and relevant ads by targeting broader keywords.
You can bid on more competitive keywords since you are targeting users that have already interacted with your business. By targeting broader keywords, you can reach a qualified audience that has more potential for conversion.
As the leading PPC agency in Dubai, we don’t just have a strong affinity for remarketing lists for search ads (RLSAs), but we harness their full potential for our clients.
Fueled by a purpose-driven and customized strategy, RLSAs possess the potential to ignite remarkable success when reconnecting with potential customers (who have previously landed on your website) and converting them into qualified leads. Remarketing lists for search ads (RLSAs), without a shadow of a doubt, are an indispensable asset in a Google ad manager’s inventory.
What are remarketing lists for search ads (RLSA)?
RLSA or remarketing lists for search ads is a Google Ads feature that allows businesses and advertisers to show customized search ads to users who have previously interacted with your business or website in some way.
How can remarketing lists for search ads increase sales?
By targeting users who have already shown an interest in your products or services and showcasing your RLSA Google ads, you can increase sales and boost your ROI.
What are some best practices for using RLSA Google ads effectively?
Some of the best practices for using RLSA Google ads are as follows:
Tailor your ad copy to match the previous interactions of the users with your website
Create particular and relevant remarketing lists based on user behavior and intentions
Use bid adjustments intelligently to bid more on remarketing lists as these users are more likely to convert
Eliminate any past converters from your remarketing lists to avoid displaying ads to users who have already purchased
Are there any limitations or things to avoid while using RLSA?
RLSA is a powerful marketing tool so it is important to constantly monitor your audience lists and make sure that they are large enough to be effective. You should also be careful of privacy and safety restrictions while using RLSAs.
Should I hire a PPC company for RLSA (Remarketing Lists for Search Ads)?
RLSAs require establishing specific business goals, using the right resources, and making a budget that can effectively allocate costs to the strategy. For this, you can hire any PPC agency in Dubai as they are industry experts who can help you immensely.