How to set up RLSA Campaigns in AdWords

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What does RLSA mean?

Remarketing
Lists for
Search
Ads

Remarketing is a method of advertising only to the people who have visited your site before, regardless of source. By adding a script on your website and setting up lists, you can target users who have visited certain pages, but didn’t convert.

It’s important to target only those visitors who didn’t convert. To do this, you’ll need to set up a custom combination list. Start with  setting up a list of people who didn’t reach the confirmation page. This can be done in Shared Library > Audiences.

Why you should use RLSA Campaigns in AdWords

Targeting potential leads using Google AdWords can be time consuming and expensive if you’re not optimising. With RLSA, you’re only targeting people who have expressed a level of interest in what you’re promoting.

Example:

You sell snowboards, and John Smith is interested in buying one. John Googles the brand and size ‘Bataleon Whatever 158’ that he’s interested in, and sees your PLA Ad on Google.

He then goes onto your site, and likes the look of your offer. John decides to buy, and gets halfway through the checkout process before the doorbell rings. He forgets about the snowboard and goes off to work.

He’s now been added to your RLSA list of non-converting visitors for Bataleon Snowboards. On his day off, he goes back to Google and searches for Bataleon Whatever 158, as before. Your RLSA search ad shows in a higher position, and offers John a 10% discount code.

How to set up an RLSA campaign

5 Tips for improving your AdWords RLSA campaigns

  1. Use ‘custom combination’ lists to define non-converting visitors
  2. Tailor your RLSA ad copy to re-engage people who left your site.
  3. Consider increasing your bids, as users have shown interest.
  4. Expand your reach with broader keywords
  5. Try alternative landing page variations
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