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Rediscover Lost Customers – Use Remarketing Lists for Search Ads

for-10.14Happy Columbus Day! Today is the annual celebration of the 15thcentury explorer Christopher Columbus’s misguided attempt to reach Asia. Instead, he found what Europe considered to be lost continents – North and South America. While many people will spend the holiday staying home from work and taking advantage of seasonal retail sales, we can think of no better way to celebrate than to help businesses become explorers themselves and rediscover customers lost throughout the buying process. Remarketing is a form of digital advertising that targets users that have previously visited a company’s website, but failed to convert. There are several tools that advertisers can use to target these users, but one of the newest is a component of Google Adwords: Remarketing Lists for Search Ads (RLSA).

Rolled out to the public in July 2013, RLSA allows marketers to reach users on their search results page with a text ad based upon search keyword bids and a cookie the user received for previously visiting the marketer’s webpage. RLSA uses the same remarketing lists and management tools as the Google Display Network, and allows advertisers to create more targeted ads that have a higher chance of converting based upon the pages that the user being targeted previously visited.

In order to make the most of RLSAs, make sure you pay attention to the following:

  • Enable Remarketing through either Google Analytics or a Remarketing code snippet;
  • Decide whether you want to just use the remarketing list to target users, or if you want to combine them with keyword searches
    • To just use the remarketing list, choose “target and bid”
    • To use both keyword searches and remarketing lists, choose “bids only”;

Continue to read on our blog: Rediscover Lost Customers – Use Remarketing Lists for Search Ads
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This entry was posted on October 14, 2013 by in online marketing, SEM.
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