First, let’s revisit a couple of the basics:<\/p>\n
What Are RLSAs?<\/h2>\n
RLSA campaigns use your remarketing lists to remarket to users on the Search Network. In layman’s terms, if someone has been to your website before, you can now use RLSA to set up a separate strategy for targeting them on Google.com and other sites in the company’s search network.<\/p>\n
Why Are They Important?<\/h2>\n
RLSAs are potentially a game changer, and there is a reason that Google refers to it as “Remarketing 3.0” — it allows us to reap all the rewards we’ve had from regular remarketing on the extremely-focused and targeted search platform.<\/p>\n
How Do You Implement Them?<\/h2>\n
Go into any Search Network campaign you have running, and open up the “Audiences” tab. From here, you should see the option to “Add remarketing.”<\/p>\n
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The AdWords Interface Section For Adding RLSA<\/p>\n
You’ll need to assign your remarketing list to each ad group and to set a bid strategy. This bid strategy will be dependent on how you intend to structure RLSA campaigns within your account. You have two options: “Target and bid<\/em>” or “Bid only<\/em>.”<\/p>\n Target and bid<\/em> means that your ads will only show when both your keywords and remarketing list are triggered (essentially an RLSA only campaign). Bid only<\/em>, on the other hand, allows you to have a campaign continue to show ads to users not in any of your remarketing lists, while setting bid adjustments for those that are in your list.<\/p>\n Increasing a bid for RLSA by 25%<\/p>\n In the above example using Bid only,<\/em> search queries will continue to trigger my ads at the existing bid, but users who have visited my website before will cause my ads to go into the auction with a 25% higher bid — hopefully showing the ad to that user at a higher avg. position and getting more of that high-value traffic.<\/p>\n Note: You currently can only use RLSAs through AdWords remarketing lists. There currently isn’t the functionality to make use of Analytics remarketing or YouTube remarketing lists — although you can use combinations as long as at least one of those lists is an AdWords one.<\/p>\n There are 3 main ways in which you can make use of RLSAs. Google calls these the “3 levers.”<\/p>\n Tailored ad text is potentially huge. Our familiarity with a company or product plays an enormous role in how our brain reacts to it. Within conversion rate optimization circles, people are scrambling for ways to separate traffic into different buckets to market to. I recently bought an exercise bike and my own purchasing cycle looked something like this:<\/p>\n At each stage of that research, a Google ad\/landing page combination would have had success using different approaches. At stage 1, a company would have been much more likely to make a sale by telling me about gym equipment great for people with bad backs and telling me stories about users who had helped improve their back problems. By stage 4, all I wanted to see was the product I knew I wanted, a good price and free shipping.<\/p>\n![\"Increasing](\"https:\/\/searchengineland.com\/wp-content\/seloads\/2013\/08\/RLSA-2-300x129.png\")
<\/p>\nWhat Different Strategies Are Available?<\/h2>\n
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