By Neil Patel

Have you ever had a customer visit your website repeatedly but never land the sale?

Do you sit up at night wondering where those leads go and how you could win them back?

Google’s remarketing lists for search ads (RLSAs) may be just what you’re looking for.

These engagement-driven remarketing ads allow you to target your ads to your highest-value prospects. That means you can show your ads directly to the customers who are most likely to do business with you.

What’s more, you can bid on keywords you don’t generally bid for to attract customers who have been on your website recently.

This opens your business up to a broader market of interested buyers you previously couldn’t connect with.

Let’s talk about how to get this done.

What Are Remarketing Lists For Search Ads?

RLSAs are a Google Ads feature allowing you to customize your search campaigns based on users who have previously visited your website.

For example, you can increase your ad bids for users who have visited your site in the last month. Or, you could bid on new keywords targeting users who converted in the past and recently revisited your website.

With remarketing lists for reach ads, you can set your bids, create ads, and tailor keywords based on what you know about your audience.

There are some restrictions to consider before creating your remarketing lists for search ads, though:

• RLSAs are available when users search through Google or Google partner sites.
• Your list needs a minimum of 1,000 cookies before you can use this feature.
• The membership limit for these lists is capped at 540 days.

Benefits of Using RLSAs

Google estimates only 2% to 4% of website visits result in purchases.

That means keeping your brand in customers’ minds after they leave your site is vital.

With remarketing lists for search ads, you have the opportunity to segment your audiences into lists based on their performance. This can help you better connect with potential customers who have already shown interest, which may lead to increased sales and improved ROI.

What’s more, customized content increases customer engagement. A survey by Adobe Spark found 67% of respondents expect customized content from brands.

From that pool, 47% said they are annoyed when a brand does not customize its content based on their needs, and 66% said they wouldn’t make a purchase because of this.

Remarketing lists for search ads offer personalization, engagement, and win-back potential, all within the tools you’re already using.

How Do You Make RLSA Campaigns?

To begin, you’ll need to tag your site for remarketing.

Use a Google Ads tag to set up your website or app audience source. This block of code will add each of your visitors to a remarketing list, which you can use later for targeting ads.

Once you tag your site, you’ll see a couple of automatically created remarketing lists. You can use these or make your own based on your …read more

Source:: Kiss Metrics Blog