What is rlsa?

Remarketing Lists for Search Ads (RLSA) is a powerful feature within search advertising platforms, primarily Google Ads, that enables marketers to customize their search campaigns for people who have previously interacted with their website or mobile app. Instead of only targeting users based on their current search query, RLSA adds a layer of intelligence by factoring in past behavior. This means that when a user who has previously visited your site performs a search, you can show them different ads or bid more aggressively than you would for a brand-new visitor.

For experienced marketers, RLSA is not just about showing ads again; it's about leveraging existing intent and familiarity to drive more efficient conversions. It transforms generic search campaigns into highly personalized experiences, recognizing that a past visitor, especially one who engaged meaningfully with your brand, is often a more valuable prospect than someone encountering your brand for the first time.

Why RLSA matters for advanced marketers

RLSA offers significant advantages for optimizing paid search performance and achieving higher return on investment. It's a critical tool for marketers looking to move beyond basic keyword targeting and tap into the power of user intent.

• Increased conversion rates: Users who have previously visited your site are already familiar with your brand, products, or services. They are typically further down the purchase funnel and more likely to convert than new visitors, making them high-value targets.
• Improved return on ad spend (ROAS): By focusing budget on a more qualified audience, RLSA campaigns often yield better conversion rates and lower cost-per-conversion, leading to a more efficient use of your advertising budget.
• Personalized messaging: RLSA allows you to craft highly relevant ad copy that acknowledges a user's past interaction. For instance, you can offer a special discount to someone who abandoned a shopping cart or highlight specific features to a user who viewed a particular product page.
• Strategic bid adjustments: You can bid higher for past visitors who are more likely to convert, ensuring your ads appear prominently for these valuable audiences even on competitive keywords. Conversely, you might bid lower or exclude less relevant past visitors.

How to use RLSA effectively

Implementing RLSA effectively goes beyond simply creating a list of past visitors. It involves strategic thinking about audience segmentation, ad copy, and bidding.

Strategic bid adjustments

The most common application of RLSA is to adjust bids for existing search campaigns. For high-value remarketing lists, such as cart abandoners or users who viewed a demo, you might increase bids by 20-50% or even more. This ensures your ads are highly visible when these critical users are searching again. Consider different bid modifiers for various stages of the customer journey.

Custom ad copy and landing pages

Don't show the same generic ad to a returning visitor. Craft specific ad headlines and descriptions that acknowledge their past interaction. For example, an ad for a user who viewed a specific product might say,