RLSA (Remarketing Lists for Search Advertisers) is Google’s long-winded name for what most people think of as search retargeting. However, Google states RLSA is not really search retargeting or search remarketing – that’s because users’ search histories are not utilised.
When first released a little under a year ago, RLSA targeting options were extremely limited. Advertisers could only target people who had visited their site (and had received a cookie), and by the search keywords they subsequently used.
Now RLSA campaigns can be targeted to previous site visitors based on some behaviour tracking – but not all – captured by Google Analytics.
For privacy reasons, audiences have a maximum life of 180 days, and can’t be targeted by demographics, language, location, operating system, device category and a range of other dimensions.
Why should you care?
Remarketing often produces comparatively low-cost conversions, as ads are targeted to people already familiar with the advertiser’s site.
Now, with Google Analytics in the mix, advertisers should see better results from RLSA. Where options were previously limited, they can now customise ads, keyword selection, bids and audiences based on site behaviour.
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Jeremy and Mark are two of the partners behind SureFire Search. Despite their deceptively youthful appearances, both have worked in search marketing for many years. To put that in context, Google didn't even exist when Jeremy started.
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