Tuesday, October 3, 2023
HomeExpert SEO: Practices for a Successful CampaignWhen Should You Use Remarketing Lists For Search Ads?

When Should You Use Remarketing Lists For Search Ads?

When should you use remarketing lists for search ads? You’ve been hearing a lot about remarketing lists lately. They’re a great way to target past website visitors with ads, and they can be especially effective when paired with search ads.

The combination of remarketing lists and search ads can help you reach more of your target audience and drive more conversions. In this article, we’ll explain how they work and show you how to set them up.

What Is Remarketing Lists for Search Ads (RLSA)?

Remarketing Lists for Search Ads (RLSA) is a tool that allows you to target people who have visited your website before with Google ads. You can create a remarketing list by adding people to it who have:

  • Visited specific pages on your website
  • Used your website’s search feature
  • Added items to their shopping cart, but didn’t purchase them
  • Bounced from your website after viewing only one page

This gives you the opportunity to target those people with ads that are specific to what they were interested in on your website.

Why Should You Use RLSA?

You should use RLSA for a few reasons:

  • You can target people who have already been to your website.
  • You can target people who have already interacted with your business in some way.
  • You can target specific pages on your website.
  • You can target people based on their location.
  • You can target people based on their age, gender and interests.

Setting Up Your RLSA Search Campaigns

Now that you understand the basics of remarketing lists for search ads (RLSA), it’s time to set up your very own campaign. Here are a few tips to get you started:

First, you’ll need to create a remarketing list. This can be done in a few easy steps:

  • Log into your AdWords account and click on the “Shared Library” tab.
  • Select “Audience Manager.”
  • Click on the “+ Remarketing List” button and create a new list.

Once you have created your list, you’ll need to add it to your search campaign. To do this, navigate to the “Campaigns” tab and select the campaign you want to add it to. Under the “Settings” tab, select “Audiences.” From here, you’ll be able to select your newly created remarketing list.

Finally, it’s time to set up your targeting options. By default, AdWords will target all users who have visited your website in the last 30 days. However, you may want to narrow this down further by specifying a certain timeframe or targeting only certain types of visitors (such as those who have made a purchase). You can also target people who have visited specific pages on your website or those who live in a certain area.

Segmenting and Customizing RLSA Campaigns

Once you have your remarketing lists, you can use them to customize your search ad campaigns. You can use segmentation in RLSA campaigns to target different customer groups with personalized messaging that resonates. This can be especially effective if you are targeting people who’ve already interacted with your brand.

For example, let’s say you want to target customers who’ve visited your website in the past month but never made a purchase. You could set up an RLSA campaign that would be triggered when someone from this list searches for certain keywords related to the product or offer. This way, you could serve them more focused ads and higher bids, potentially increasing the likelihood of them converting on their second visit.

You can also set up a campaign to target those who have already made a purchase from you. For example, they might see an ad displaying complimentary products or accessories they could buy as well. This is one great way to increase the value of each customer and get the most out of your remarketing lists.

Measuring the Effectiveness of RLSA Ad Campaigns

Now that you know when to use remarketing lists for search ads, it’s time to discuss the next step: measuring the effectiveness of your campaigns.

The first thing to consider is how well your ad campaigns are performing in terms of click-through rate (CTR). If your CTR is low, it could be a sign that your ads aren’t accurately targeting the right people, or that they aren’t engaging enough. If this is the case, try experimenting with different ad copies and styles to see what works best for you.

You’ll also want to keep an eye on the conversion rate of your campaigns. This is a good indication of how effective they are at getting leads or sales. You’ll want to make sure you’re tracking conversions on both desktop and mobile devices so you can accurately measure this metric.

Finally, keep track of how much you’re spending on each remarketing list ad campaign. This will help you determine whether or not it’s worth continuing the campaign based on its return-on-investment (ROI).

Tips & Tricks to Maximize ROI From RLSA

You’ve decided to use RLSA for your search campaigns, but now it’s time to focus on strategies for getting the most out of them. Here are a few tips and tricks to help you get the most out of your remarketing lists for search ads:

  • Consider excluding visitors from different lists: Excluding visitors can be an effective way to narrow down who is being targeted in a campaign and make sure that budget isn’t wasted on people who have already converted or are not likely to convert in the future.
  • Use bid adjustments accordingly: It’s important to adjust bids according to the potential ROI of each list by analyzing the cost per click (CPC) and cost per conversion (CPA).
  • Optimize targeting settings: Optimize your targeting settings so that you are only showing ads to visitors who are more likely to convert. You can do this by defining how long visitors should be added to a list, or how often they should be reminded about a product or service.

These tips will help you get the most out of RLSA strategy and maximize your ROI.

The Benefits of Using Remarketing Lists for Search Ads

Using remarketing lists for search ads (RLSA) can be a great way to up your ad game. You can use this type of targeting to show different ads to people who have already visited your website, giving you the opportunity to tailor your messaging and increase conversions.

Plus, when you use RLSA, you can also adjust your bids depending on the audience. If you want to encourage more people in a certain segment to click on your ad, then you can bid more aggressively for that group of people. Likewise, you may decide not to compete for certain audiences or demographic segments—meaning fewer wasted clicks and more cost savings.

Finally, by combining RLSA with other targeting methods such as demographic or geographic targeting, you’ll be able to reach a highly specific audience and gain valuable insights as to what types of ads are performing best. This allows you to maximize return on investment (ROI) from your search ad campaigns.

When to Use Remarketing Lists for Search Ads

a person sitting at a desk with a laptop and a coffee cup

If you’ve been wondering when you should use remarketing lists for search ads, the answer is quite simple: when you want to target a specific subset of users who’ve already interacted with your brand.

Remarketing lists for search ads, or RLSAs, are a great way to reach customers with highly relevant messages. You can use them to show ads based on previous website interactions or activities from the Google Display Network.

For example, if someone has previously been on your website, looking at specific products and services, you can create an RLSA targeting them with ads related to those products and services. This is an incredibly effective way to get your message out and boost sales.

You can also use RLSAs to bid higher on keywords that customers have already searched for. This ensures that they see relevant ads when they perform repeat searches and encourages further engagement with your brand.


When it comes to remarketing lists for search ads, you have a lot of control over who sees your ads. By targeting people who have visited your website or who have an attribute like “purchased a product in the last week,” you can make sure that your ads are reaching the people who are most likely to be interested in what you have to offer.

However, it’s important to use remarketing lists for search ads in the right way. If you target too broadly, you may end up annoying people who have no interest in what you’re selling. On the other hand, if you target too narrowly, you may not reach as many people as you could.

Use remarketing lists for search ads to reach the right people with your message, and you’ll see better results from your campaigns.


Most Popular