Google extends Remarketing to Search Partners

RLSA — the awkwardly named Remarketing Lists for Search Ads — is now available for Search Partners, not just on Google Search.

RLSA, for those who need the introduction, allows advertisers to target previous visitors to their websites (much the same as your standard Remarketing), but with search ads rather than display on the Google Display Network.


Google has never been very forthcoming about exactly which sites are in the Search Partners network (except YouTube and other Google properties). But local sites we know to be in the Search Partners network include Trade Me and SEEK.

Why should you care?

While sites like Trade Me produce results more akin to that you’d expect of display than search, conversion results can match (or, in rare cases exceed) those of Google Search.

If you’re already pushing your campaigns to the Search Partners network, we recommend adding RLSA (and increasing your bids where appropriate).

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About the Author Jeremy Templer

Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.