Remarketing lists build on what Google had already developed with traditional display ads. This is the idea of targeting ads to customers who have already visited your site. Google expanded on this idea and made it available for the search network.


It is important to remember that returning users are 2X more likely to convert than that of your site average. They also provide higher click through rates at a lower cost per click. Through RSLA, you can optimise bids on existing keywords for visitors that are on your remarketing lists. If you are looking for a more advanced strategy you can adjust your CPC bid, messaging and keywords based on the site visitors that are most valuable to you.

RSLA features increases the likelihood of reaching the right person with the right message, at exactly the right moment. This makes RSLA a powerful tool. Where everything is becoming more and more personal it is becoming even more important to tailor your ads as much as possible to your target audience. RSLAs provide a platform for great personalisation. This allows you to create ad copy that is relevant , not only to your keywords but to where the user is in their life cycle with your company.


 So why is this so important?

The first step is to look at your customer life cycle as it is extremely important to understand that every customer’s journey varies. RSLA helps you speak to those whose path has already brought them close to your door. It also helps you reach existing customers and other brand advocates in ways that can build deeper relationships and keep you top-of-mind for future sales.

Customer Life Cycle

The Customer Lifecycle of Remarketing

Setting Up Your Remarketing

Once you’ve applied the remarketing tag onto every page of your website, users that visit a page will have their cookies recorded by Adwords. Once it has reached 1000 you will have completed your first audience which will be titled ‘All Visitors’.  You can then go on to create several remarketing lists based on certain rules. Or you can create lists that are a combination; rule based lists and tag based lists. You are able to create as many lists as you like based on the sections of your website that people visit. To utilise RSLA it is important that you create refined lists of visitors. This allows you to really tailor your ads and optimise your bids.


Personalisation of Ads

Ad copy is one of the most important aspects of remarketing lists for search Ads. How creative you are with your ads is up to you, just make sure they are targeted are the appropriate audiences. Make sure you really tailor your ads to your specific audiences. For example, you may want to offer a discount for a previous customer who has been away from your site for longer. To do this you should reflect on the reasons why they haven’t made a purchase so far.

Look at the copy you had in your original ads and try to take a different approach.

This is an opportune moment to make your ads more personal and relevant. Always remember when creating your ad copy that you are targeting the correct audience (remember the customer lifecycle?). You don’t want to use the same ad for basket stage dropouts homepage bouncers. Also your users actions before bouncing can have strong influence on your copy, so make sure you try several signal modifies such as ‘review’, ‘buy’ or ‘prices’. If you are creating audiences based on what products visitors were viewing, you might want to consider promoting category specific discounts.

A Bonus Important Tip…

By all means make your ads compelling and engaging, but do not let the user know what you know. In this day and age breach of privacy is very risky. It’s important to not create ad copy that directly implies you know that your users have performed a particular action. It is likely you will infringe on privacy issues resulting in your ads not making it past Google. On a lower level this could just simply put people off altogether. People don’t like to feel as though they are being watched and followed.


We all know that ads can be the bane of our lives but the results cannot be ignored. If you wish to find out more or think your company could benefit, please get in touch .  We will be happy to advise.

For more information on how to get in Google’s good books, check out our Getting Your Site Noticed By Google blog here.