RLSA is a targeting method that is used in digital marketing strategies and offered by the Google Ads platform. This method aims to show ads related to specific keywords in the subsequent searches of the users who visit a website. RLSA differs from the standard remarketing on the Google Display Network (GDN) by focusing on the display of ads on the search engine results page (SERP).
How Does It Work?
Visitor Returns to the Browser: A user visits a website and if this site has a Google Ads remarketing tag integrated, a cookie is placed on the user’s browser as part of the visit.
Searches for a Specific Keyword: The user then searches for a specific keyword or phrase on the Google Search engine.
Targeting is Performed: If the user’s search query matches a keyword that meets the RLSA targeting criteria set by the advertiser and the user is a user that meets the targeting criteria set by the advertiser, ads specially prepared for this user are shown.
Display of Ads: Customized ads with messages such as “Remarketing” or “Did You Visit This Site?” are shown to the users who meet the specified targeting criteria, next to or above the ads on the normal search results page.
Benefits of RLSA:
More Qualified Traffic: By using RLSA, you can show customized ads to the users who have already visited your website and shown interest in your products. This allows you to get more qualified traffic and increase your conversion rates.
Competitive Advantage: RLSA offers a more targeted strategy than other advertisers. Ads for the users who have already visited your website may have a higher conversion potential than the general search results.
Conversion Improvement: RLSA offers an effective way to increase conversion rates among the users who have previously visited your website. The fact that these users have interacted with your brand before may increase the likelihood of them returning to your site and making a conversion.
Cost Effectiveness: RLSA allows you to show your ads to a more specific audience, which can reduce the costs in general. The users who have previously visited your website may have more information about your brand and respond more positively to your ads.
Application Areas of RLSA:
Product Promotions: Remarketing lists can be used to offer promotions or discounts to the users who have interacted with a specific product or service.
Recovering Abandoned Carts: E-commerce sites can use RLSA to remind the customers who have abandoned their shopping carts and encourage them to complete their purchases.
Reactivation: RLSA strategies can be used to reach out to the customers who have not interacted for a long time and attract them back to your brand.
RLSA is an effective advertising strategy that is a powerful targeting feature of Google Ads. This strategy can increase conversion rates and reduce advertising costs by showing customized ads to the users who have previously visited your website. However, it is important to determine the right targeting strategies, manage the ads effectively and monitor the performance regularly to run a successful RLSA campaign. This way, you can benefit from the advantages of RLSA and improve your advertising strategy.
Author: Hakan Karaman
