In a blog post last week Google announced two important improvements to RLSA (Remarketing Lists for Search Ads).
Audience lists can now be retained for 540 days, significantly longer than the previous 180 days. Additionally, RLSA ads can now be targeted by device type. In Google’s example, a visitor to your site on a laptop or tablet can be shown a different ad when they search on their phone (if they are signed in).
Why should you care?
The device targeting options are welcome news. Reach high value customers by combining RLSA with Customer Match and you can expect some great results.
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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.