Your business can go beyond keywords and save money with AdWords and Remarketing Lists for Search Ads (RLSAs). RLSAs where first introduced in the summer of 2013, but even today, they are still underused.
With RLSAs, ad spend is used more efficiently and improves conversion rates, giving a better return on investment (ROI). They help businesses to avoid bidding on generic keywords that generate low, if any, conversions.
A search ad group can be created to only show ads if the user is on the specific Remarketing List and if the user is making a search, with the keywords that your business is bidding on. The Remarketing List can also be used to adjust bids targeted at specific ad groups. We cover this in more detail later on.
These previous website visitors need to be actively searching Google, using the keywords in the search campaign, in order to be targeted. Whereas with standard marketing, ads are shown to users who are generally browsing on the Google Display Network.
Overall, RLSAs will let your business tailor search campaigns, in order to target valuable and more qualified users, who essentially are already aware of your business’s website and brand. RLSAs can be particularly attractive to small businesses, that may only have a small AdWords budget. They can be used to avoid the extensive and strategic optimisations that PPC traffic campaigns may need, to become successful.
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