As any reputable business, you are no stranger to Google AdWords advertising campaigns and probably boast a wide set of carefully selected keywords which you bid on religiously and watch the returns coming in. Today we discuss an AdWords feature which has been around for years and yet remains ruefully underused. Get ready to up your online marketing and remarketing game with Remarketing Lists for Search Ads!
Remarketing Lists for Search Ads (or RLSAs for short) may seem akin to traditional display marketing in that they, too, rely on cookies to identify users and add them to relevant lists, which you can then utilise for targeted messaging. However, RLSAs are much smarter than traditional display marketing: instead of displaying ads immediately, they only kick in when a user on your lists actively searches for a keyword you have bid on. In other words, RLSAs let you strike while the iron is hot and, thus, boast excellent conversion rates . They also work well because they target a specific kind of qualified user who already knows your product or service.
In sum, you need this tool in your search campaigns, and here are the top 5 RLSA strategies that work best.
Especially if you are a small business, an AdWords campaign can burn a hole in your budget fast. RLSAs allow you to limit campaign spending to only the most valuable users who are already aware of your presence and hit them with your best conversion shot at the right moment. This will make your campaign budget last much longer and deliver better results.
While you normally avoid generic terms like the devil, they are much safer and also more economically sound to bid on in remarketing campaigns. Because the user is already on your remarketing list and therefore knows your brand or business, you can bid on a generic term which relates directly to your specific offering and know that the ad will be relevant and likely hit home. For instance, if you deal in red wines from the Mediterranean and a user on your list searches for "wine", your ad has a higher chance at conversion because the user is already highly qualified.
In a reversal of the usual RLSA mechanism, you can also run a campaign which targets users who are searching for relevant keywords but have NOT been to your website yet. This strategy has the additional perk of avoiding PPC spend on traditional campaigns for returning customers. You can set it up in the usual way and simply add your list of site visitors as a negative audience.
Once your Call To Action (CTA) has triggered the required behaviour from a user, you most probably do not need to continue targeting that user and can reallocate resources to other conversions instead. RLSAs allow you to exclude converted users (e.g. create a negative audience list with all users who have seen your post-CTA webpage).
Bidding on competitor keywords just got sweeter! When you use this strategy on users who are already aware of your service and are pondering a purchasing decision, you are that much more likely to snatch them out of the competition's hands.
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I am a digital marketing professional with over 25 years’ experience in the sector and a passion for the internet industry. I build and implement online marketing strategies and campaigns to achieve my clients’ goals across a wide variety of sectors. As a marketing leader, I use my expertise in search, content, social and lead generation strategies to consistently improve and shape commercial success that drive growth, engagement and business development.
