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What Asset Is Used to Build a Remarketing List for Search Ads?

Header-What Asset Is Used to Build a Remarketing List

Remarketing lists are when a Google Ads campaign can lead to a slew of new and interesting consumer opportunities. Some marketers make the mistake of forgetting about their current leads and prior clients in the excitement of attracting these new prospects. Google Ads, on the other hand, has a plethora of strong targeting choices and audience segmentation tools for creating fantastic re-marketing campaigns that should not be overlooked.

Do you have a website and do not know how to re-market lists for search ads? Don’t worry we have got you covered! In this blog, I will take a look at some of the tools, how you can build a re-marketing list with Google Ads, and what asset is used to build a re-marketing list. 

What Are Remarketing Lists for Search Ads?


Remarketing Lists for Search Ads (RSLA) is an advanced targeting attribute that allows advertisers to “customize their search ad campaigns for people who have previously visited their website” or app, as well as the precise pages they viewed while there.

As they have shown interest in your company, these people are a high-priority audience. Re-marketing to these users in a strategic way can encourage them to return to your site and complete the conversion, or convert again.

RSLAs are used to:

  • Create search ad groups that are set up to only show advertisements if the user is on the advertiser’s re-marketing list and is performing his or her search using the keywords that the advertiser is bidding on.
  • Make independent bid changes on those ad groups that are specifically customized for the advertisers’ re-marketing list customers.

How Are Re-marketing Lists for Search Ads Different from Traditional Re-marketing Campaigns?


Let’s take a look at what a standard re-marketing campaign is before we get into “how” they’re different. Advertisers can utilize re-marketing campaigns to deliver tailored ads to people who have already visited their site, serving as a constant reminder to potential customers while they are online. There is a lot of evidence indicating people who have visited a website once are more likely to convert because they were interested in seeing the site in the first place.

How Are They Similar?

Cookies are used in both standard re-marketing and RLSA advertising to track users who have visited the advertiser’s website before and add them to re-marketing lists.

How Are They Different?

RLSAs will deliver ads when a user actively searches on Google or Bing and is using the keywords the advertiser is bidding on. Advertisers can better surmise that particular user’s intent (based on their search queries) and create ads that specifically target that intent.

How and Why Are They Beneficial to Ad Campaigns? 


Advertisers can utilize RLSAs to better segment their search efforts so that they can target certain consumers who are already familiar with their brand and website. They can have a significant impact on your sponsored search advertising, which can be measured using key KPIs. Plus, because the targeted audience is already familiar with your brand, these ad kinds produce a higher ROI than traditional advertising through enhanced click-through rates and a reduced cost per acquisition.

Additionally, due to a higher quality score, your average CPC will reduce (a direct result of the higher click-through rate). Sadly, despite their enormous potential, I’ve found that RLSAs are underutilized in around 80% of the accounts I’ve inspected at Growth Pilots.

That said, it’s important to outline a basic functional RLSA strategy:

Analyze the Keywords

As a result, users came to your website to assess their intentions. If a potential consumer, for example, searches for your company’s brand phrases, it’s likely that they’re familiar with both your product/service and your brand, which leads to a high conversion rate. On the other hand, if a potential consumer looked for complementary product terms (for example, “shoes” and your company sells shoelaces), it may be useful to reach out with an ad promoting the great features and colors of your shoelaces. 

Segment Audiences 

Depending on where their funnel is located. For example, the “All Site Visitors,” “Product Page Visitors,” “Cart Abandoners,” and “Past Converters” components are listed in descending order. Feel free to add/remove audiences as needed, but make sure to stick to your conversion funnel structure and goals.

Customize Your Ads

Matching each individual audience based on the terms used, as well as the location where they left your website (e.g. the product page). For instance, you can construct an audience of customers who have made purchases on your website and then personalize an ad to target him/her, offering a 10% discount on their next purchase. You could, on the other hand, construct an audience of people who added products to their cart but did not complete a transaction and target them with a 5% discount. Finally, keep in mind that testing your ad wording as well as your post-click landing sites is critical.

Be Willing to Bid High on Broad Keywords

Matching each individual audience based on the terms used, as well as the location where they left your website (e.g. the product page). For instance, you can construct an audience of customers who have made purchases on your website and then personalize an ad to target him/her, offering a 10% discount on their next purchase. You could, on the other hand, construct an audience of people who added products to their cart but did not complete a transaction and target them with a 5% discount. Finally, keep in mind that testing your ad wording as well as your post-click landing sites is critical.

RLSAs are an excellent choice for both large and small organizations. Given how much this technology may assist move the needle and ramp up top-line income assuming a comparatively higher site traffic volume, larger organizations cannot afford to neglect such chances. SMBs may have to stretch their limited marketing resources, but they will enjoy the rewards.

How Do You Set Up Re-marketing Lists for Search Ads?


The setup process varies depending on your preferred platform, however, given that Google accounts for 64% of all search volume, you should generally start with Google Ads. If you want to set up RLSAs in Bing Ads, however, you should start with the UET setup and then follow the step-by-step guide to setting up Re-marketing in Bing Ads.

Why Should You Implement Search Re-marketing?


Re-marketing lists for search ads can be used in a lot of different ways to help boost PPC performance. Below are some crafty little tips on using them to drive more leads. 

Increasing Bids for Customers Acquainted with Your Brand

RLSAs are now commonly used to raise bids on visitors who have previously visited the site. The concept is that if a visitor has already visited the site and looked at product/service specifications, prices, and other information, they are much more likely to be closer to the conversion point and hence more valuable. To get these users down the funnel, employ positive bid changes on these categories of consumers.

Excluding Previous Customers

Another great use of re-marketing lists in search campaigns is adding users which have already converted as an excluded audience. This is a great way to split campaigns by new users and existing users for the best allocation of budgets. New users will be more expensive to acquire but are crucial for business growth, existing users are a lot easier to upsell to and can be a great source of cheaper conversions to increase volume.

Upsell to Previously Converted Visitors

You’ll need a fresh campaign to target previously converted visitors now that you’ve excluded them from the previous campaign. Up selling and increasing customer lifetime value can be accomplished by using RLSAs to target users who have previously converted. This will also improve your customer retention rates. Create a campaign that targets previously converted consumers and uses ad language that focuses on upselling more products/services based on their previous interactions.

Make More from a Limited Budget

It’s all too easy to be caught in the trap of not being able to increase your budget until you’ve achieved sales with paid marketing. Of course, you may not be able to afford to bring in those leads in the first place if you have a limited budget. It’s a common issue, and using RLSAs is a nice way to try out. You’ll have a much better chance of getting conversions if you just spend your money on users who have already been exposed to your brand. Now, if you don’t have a lot of organic traffic flowing in, this strategy won’t work.

Allocating a portion of your budget to a top-of-the-funnel display campaign is a terrific approach to making the most of a limited budget. Display campaigns will bring in more traffic at a cheaper cost per click. You can then use your RLSA campaign to follow up with these users. Make sure to alter your bids based on how much interaction they have.

Sneaky Re-marketing Lists For Search Ads Competitor Targeting!

It’s easy to forget about a customer once you’ve put in all the effort to win them over and convert them. As the industry focuses on client lifetime value and retention rates, there is a greater emphasis on following up with users after the traditional funnel has ended. Using normal search to target your competitor’s keywords might be quite costly and result in a bidding war.

Why Is Re-marketing Important?

Why Is Remarketing Important

The vast majority of website visitors will leave without taking any action. Some of these visitors had no interest in your business or its products or services. Google Ads re-marketing, on the other hand, tries to re-engage clients who were intrigued but did not convert.

Remember that converting does not have to be a financial investment. To get a lead to convert, you can ask them to join up for a newsletter, submit an information request, download a demo, or do something else.

There are several reasons why a customer is interested in converting, but not following through with the desired action. 

  • They were not ready yet.
  • They didn’t have the time and meant to return later.
  • They were still weighing options or comparison shopping 
  • They got distracted (after all, it is the internet).
  • They had an issue with the price or features.

What Are the Benefits of Using Remarketing Lists For Search Ads?


With RLSAs, you can better target more qualified and valued individuals who are already familiar with your website in your search campaigns. When implemented correctly, RLSAs can result in more efficient ad expenditure, higher conversion rates, and, ultimately, a higher return on investment. That said, this process holds a number of other key benefits that are worth nothing.

Ensures Relevant Ad Messages

One of the most important aspects of a good Google Ads campaign is relevance. Prospects will not engage with your advertisements unless they are relevant. As a result, relevant ad content boosts your Quality Score, which is used by Google to decide ad ranks and costs. Ad relevance is ensured by remarketing advertising because they only target Internet users who have previously expressed interest or participation in your brand.

Improves Brand Awareness and Recall

As previously said, one of the reasons an interesting lead may leave your site without converting is because they are still doing comparison shopping and are not ready to make a final decision. They may or may not remember you later. A customer may not be ready to make that decision for weeks or even months in some circumstances. Re-marketing advertising ensures that your company and brand remain fresh in their minds during that time period. Because they’ve seen your ad material repeatedly, your company will be one of the first to come to mind when they’re ready to make that decision and convert.

Tracking Behavior and Page Visits 

Re-marketing data isn’t only about who’s been to your website. It also reveals where they went on your site and what content piqued their interest. This data can be used to better identify what features or information boost conversions, and subsequently to improve your ad campaigns, landing pages, and content strategy.

How to Remarket through Google Ads?


Convinced that re-marketing is a valuable and relevant addition to your Google Ads efforts? Then your next questions are likely what asset is used to build a re-marketing list and how do I get started? Below are the steps to get started: 

Step 1: Tag Key Pages on Your Website

The first step in re-marketing is deciding which pages on your website should have a tag that allows you to track visitors. Remember that the asset utilized to create a re-marketing list is the JavaScript tag.

Ideally, you should only choose pages that are critical to the conversion process. A page dedicated to the pricing of various software plans, for example, demonstrates a lot more conversion intent than your homepage.

You must consider which pages are indicators that a visitor is on the verge of converting, and then tag those pages. High-priority pages include cart abandonment pages and conversion forms.

Step 2: Include Rules to Create a Custom Segment

You want to add rules and segment choices to your re-marketing list to improve it even more. Your re-marketing list, for example, should have a membership limit. After a set amount of time, people will be removed.

Step 3: Consider a Special Offer

Despite this, if someone hasn’t converted after reading your communications for weeks, they’re probably not interested at all. You don’t want to keep wasting their time by bombarding them with ineffective messaging.

All clients, in some situations, require a small incentive. You might wish to create a re-marketing list based on a special offer that will encourage them to convert.

This added incentive might offer you a leg up on the competition and make you the more appealing option for leads who are still researching and comparing options.

What Asset Is Used to Build a Remarketing List?


A re-marketing list is created using Custom Segment.


The final asset used to build a re-marketing list? Optimization! As with any marketing strategy, your marketing list is going to require time and attention to perfect. 

Hopefully, this blog has given you some ideas on how you could use RSLAs to get the most out of your Ad Words search campaigns. The possibilities are huge at the moment, and as we see the functionalities of the lists we can use with RSLAs improve, the possibilities will become endless! What are you waiting for? Set up your RSLAs today!