Remarketing lists for Search Ads

Search Ad Remarketing Lists, RLSA for short, is an innovation that allows you to customize your search campaigns for people who have visited your site in the past and tailor bids and ads to those visitors, whether searching on Google or on partner sites.

How does it work?

If visitors to your website leave without purchasing anything, remarketing lists will take the form of showing your products in the form of ads as long as they continue to search on Google. You can set your bids, ad creation, or keyword choices based on whether these customers have previously visited your site.

There are two basic strategies for using remarketing lists with search ads

You can optimize bids for existing keywords for visitors in your remarketing lists. For example, you can increase your bid by 25% for those who have previously visited your site in the last 30 days. You can also show another ad to site visitors who have placed items in the shopping cart but have not purchased them.
You can bid for keywords that you don’t normally offer only to people who’ve recently visited your site or visited your site in the past. This can help you increase sales. For example, you could offer bids for broader keywords only to people who have previously purchased something from your site.

To get started with this type of ad, you’ll need to create a remarketing list and add tracking code from Google Ads called a Remarketing tag.

You can add a new remarketing tag to each page of your site. The code says that Google ads will add each visitor to their list. For example, when people visit your homepage, the cookies associated with their browsers are added to the remarketing list.

About the Author:

Silvia Sýkorová
Account Manager and Content Creator at BlueWinston. I take an interest in online marketing, design, SEO and websites.