PPC Remarketing

Remarketing Lists for Search Ads (RLSA) in PPC Success

Remarketing Lists for Search Ads (RLSA) is a powerful feature in PPC advertising that allows advertisers to tailor their search campaigns to reach users who have previously interacted with their website or brand. By targeting these specific audiences, advertisers can achieve higher conversion rates and maximize their return on investment. In this blog post, we will explore the benefits and strategies of using RLSA in PPC campaigns.

Implementing Remarketing Lists for Search Ads

Creating and Managing Remarketing Lists

To create and manage Remarketing Lists for Search Ads (RLSA), follow these steps:

  1. Install the necessary tracking codes or tags on your website to capture user data. This can be done using tools like Google Tag Manager or by directly adding the tracking code provided by your advertising platform to your website’s HTML.
  2. Define your audience segments based on user behavior. Identify specific actions or interactions that indicate user interest or intent, such as product page visits, cart abandonment, or specific pages visited. This segmentation will help you target your ads more effectively.
  3. Set up rules for list membership duration. Determine how long a user should remain in a remarketing list after performing a specific action. For example, you might want to keep users who abandoned their cart in the list for 30 days to target them with relevant ads during that time frame. Regularly review and update these rules to ensure your lists remain relevant.

Setting Up RLSA Campaigns

To set up RLSA campaigns, follow these guidelines:

  1. Create a new campaign or modify an existing one to enable RLSA. If you’re creating a new campaign, select the relevant campaign type (such as Search Network or Display Network) and choose the desired settings.
  2. Apply the desired remarketing lists to your campaign. In the campaign settings, navigate to the Audience section and select the remarketing lists you created earlier. This will allow you to target specific audience segments with your ads.
  3. Adjust your bids and budget to optimize your RLSA campaigns effectively. Since RLSA campaigns target users who have already shown interest in your brand, consider adjusting your bids higher for these audiences to increase your chances of capturing their attention. Monitor the performance of your RLSA campaigns and make bid adjustments based on conversion rates and cost-per-acquisition (CPA) data.

Customizing Ad Messaging for RLSA

When customizing ad messaging for RLSA, keep these tips in mind:

  1. Craft compelling ad copy that speaks directly to your remarketing audience. Address their specific needs, pain points, or interests to create a personalized connection. Use language that resonates with them and showcases how your product or service can provide value.
  2. Highlight special offers, discounts, or personalized messaging. Provide incentives to entice users to revisit your website or take action. This can include limited-time promotions, exclusive discounts for remarketing audiences, or personalized recommendations based on their previous interactions.
  3. Experiment with different ad variations to test what resonates best with your remarketing audiences. Create multiple versions of your ads with different messaging, calls to action, or visuals. A/B test these variations to identify which ones drive the highest engagement and conversions. Continuously optimize your ad messaging based on performance data to improve your RLSA campaigns over time.

By following these steps and best practices, you can effectively create and manage Remarketing Lists for Search Ads, set up RLSA campaigns, and customize ad messaging to maximize your PPC success.

Best Practices for Optimizing RLSA in PPC

Segmenting Audiences for Targeted Ads

To optimize your RLSA campaigns through audience segmentation, follow these steps:

  1. Analyze your remarketing lists and identify common characteristics or behaviors among your audience segments. Look for patterns in user actions, such as specific pages visited, products viewed, or actions taken on your website. This analysis will help you create more targeted and relevant ad campaigns.
  2. Create ad groups specifically tailored to each segment. Divide your remarketing audiences into smaller groups based on their shared characteristics. This allows you to craft ad messaging that speaks directly to their needs and interests. For example, if you have a segment of users who abandoned their cart, create an ad group specifically for them with ad copy focused on reminding them of the items left in their cart and any available incentives to complete the purchase.
  3. Customize landing pages to align with the ad groups. Ensure that the landing page associated with each ad group provides a personalized experience for the targeted audience. Tailor the content, visuals, and calls to action on the landing page to match the specific segment’s interests and expectations. This cohesive experience increases the likelihood of conversion and enhances user engagement.

Adjusting Bids for Remarketing Audiences

To optimize your bids for remarketing audiences in RLSA campaigns, consider the following:

  1. Increase bids for remarketing audiences that have shown higher intent or have a higher likelihood of converting. These could be users who have added items to their cart, visited specific product pages multiple times, or engaged with high-value content on your website. By increasing bids for these audiences, you can ensure your ads appear more prominently and increase the chances of capturing their attention.
  2. Lower bids for audiences that have lower engagement or are less likely to convert. Some remarketing audiences may have shown minimal interest or engagement with your website. In these cases, reducing bids for these segments can help allocate your budget more efficiently and focus on higher-performing audiences.
  3. Continuously monitor and adjust bids based on performance data and conversion rates. Regularly review the performance metrics of your remarketing audiences and make bid adjustments accordingly. Monitor conversion rates, cost-per-conversion, and return on ad spend (ROAS) to identify opportunities for bid optimizations. A data-driven approach ensures that your bids are aligned with audience behavior and campaign objectives.

Leveraging RLSA with Dynamic Search Ads

To maximize the benefits of RLSA in conjunction with Dynamic Search Ads, follow these strategies:

  1. Combine RLSA with Dynamic Search Ads to automatically generate ad headlines and landing pages based on users’ search queries. By leveraging RLSA, you can target users who have previously visited your website and dynamically generate ad content that matches their search intent. This approach improves ad relevance and increases the chances of conversion.
  2. Use dynamic ad targets to expand your keyword coverage and capture relevant traffic. Dynamic ad targets allow your ads to be triggered by a wider range of search queries related to your products or services. By incorporating these targets into your RLSA campaigns, you can reach users who may not have interacted with your website previously but still demonstrate relevant search intent.
  3. Optimize your dynamic ads by monitoring search terms and refining your negative keyword list. Regularly review the search terms that trigger your dynamic ads and identify any irrelevant or low-performing keywords. Add these terms to your negative keyword list to prevent your ads from appearing in irrelevant searches. This optimization ensures that your ads are shown to the most relevant audiences, increasing the effectiveness of your RLSA campaigns.

Case Studies: Successful RLSA Campaigns

Example 1: E-commerce Retargeting Strategy

In this case study, we’ll examine how an e-commerce business successfully implemented RLSA campaigns to increase conversions and drive revenue.

Objective: The e-commerce business aimed to re-engage with users who abandoned their shopping carts and encourage them to complete their purchases.

Key Tactics:

  1. Segmentation: The business analyzed its remarketing lists and segmented users based on their cart abandonment behavior. They created specific ad groups targeting these segments to deliver personalized messaging.
  2. Customized Ad Messaging: To entice users back to the website, the business crafted compelling ad copy that addressed the reasons for cart abandonment. They highlighted the benefits of completing the purchase, such as free shipping, limited-time discounts, or product recommendations based on the abandoned items.
  3. Dynamic Remarketing: Leveraging RLSA with dynamic remarketing, the business showcased the specific products left in users’ carts in their ad creatives. This personalized approach served as a reminder and increased the chances of conversion.

Results: By implementing this retargeting strategy, the e-commerce business achieved remarkable success:

  • Conversion Rate: The RLSA campaigns led to a significant increase in the conversion rate compared to non-RLSA campaigns. Users who were retargeted through RLSA were more likely to return to the website and complete their purchases.
  • Revenue Growth: The RLSA campaigns contributed to a substantial boost in revenue for the e-commerce business. By re-engaging with cart abandoners, they converted lost opportunities into actual sales.

Example 2: Service-based Business RLSA Approach

In this case study, we’ll explore how a service-based business effectively utilized RLSA to reconnect with users who had previously shown interest in their services.

Objective: The service-based business aimed to improve lead generation and increase conversions by targeting users who had previously engaged with their website.

Key Tactics:

  1. Audience Segmentation: The business segmented their remarketing lists based on the specific services users had shown interest in. They created separate ad groups to tailor their messaging to each audience segment effectively.
  2. Ad Customization: The business crafted ad copy that addressed the users’ needs and showcased the unique value proposition of their services. They highlighted customer testimonials, case studies, or success stories to build credibility and encourage conversions.
  3. Bid Optimization: By analyzing the performance data of their remarketing audiences, the business adjusted their bids to allocate more budget towards high-intent users. They focused their efforts on audiences that had a higher likelihood of conversion.

Results: By implementing this RLSA approach, the service-based business achieved notable results:

  • Lead Generation: The RLSA campaigns generated a significant increase in leads compared to non-RLSA campaigns. By targeting users who had already shown interest, the business effectively captured their attention and drove them to take the desired action.
  • Conversion Rates: The RLSA campaigns led to improved conversion rates as users who were retargeted with tailored messaging were more likely to convert into paying customers. The personalized approach resonated with their specific needs and motivated them to take the next step.

These case studies demonstrate the effectiveness of RLSA campaigns in both e-commerce and service-based businesses. By leveraging remarketing lists, delivering personalized messaging, and optimizing bids, these businesses successfully re-engaged with their target audiences and achieved significant improvements in conversions and revenue.


In conclusion, Remarketing Lists for Search Ads (RLSA) is a valuable tool for advertisers looking to optimize their PPC campaigns and drive higher conversion rates. By effectively implementing RLSA strategies, segmenting audiences, and customizing ad messaging, advertisers can unlock the full potential of RLSA and achieve PPC success. Stay ahead of the competition and start leveraging RLSA today!

Remember, success in PPC requires continuous monitoring and optimization. Regularly analyze your data, test different approaches, and refine your strategies to ensure ongoing improvement and growth.