Definition

A terrible acronym, but a powerful feature, Remarketing Lists for Search Ads (RLSA) are the ability to overlay lists to your Search targeting in order to bid differently for members of those lists.

A typical example might be to overlay your website Remarketing List over your Unbranded Search campaigns so that if anyone is still searching on keywords you are buying *and* they are part of your website Remarketing List (ie. they have visited your website recently), you might want to bit higher since these people would have a higher propensity to convert.

Despite the name, RLSA isn’t restricted to just Remarketing however. You can also add bid modifiers for several kinds of overlay audiences:

  • Your YouTube channel audiences
  • Customer Match audiences
  • Similar Audiences

 

Intentional Tips
  • Never use Similar Audiences of audiences that are already broad, eg. Website Visitors. Rather, use Similar Audiences of tight knit audiences ie. ‘Similar to Buyers’.
  • Not always the case, but often *excluding* certain Audiences (instead of overlaying) can remove a lot of waste from your campaigns ensuring greater relevance. Typically excluding ‘Buyers’ helps reduce waste of advertisers of products/services that do not have multiple repeat purchases.  

How can we help?

Not many people know this but the word ‘Crisis’ in Chinese is actually made up of 2 characters, one means Danger and the other means opportunity.

Although we are going through this crisis, this current situation can force us to come up with better and more efficient processes, internal collaborations and better leaderships.

If you need help with your Online Ads, reach out to us here: https://intnt.nl/hello

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