We recently announced that Google released Dynamic Remarketing to all Google AdWords advertisers. In addition, the advertising platform has opened Remarketing Lists for Search Ads (RLSA) to all advertisers as well within its new Enhanced Campaigns.
With Remarketing Lists for Search Ads, advertisers can show search ads on Google.com to their past website visitors based on their activity. RLSA campaigns combine a user’s search intent with an advertiser’s remarketing audience lists. With this new feature, advertisers are able to tailor maximum cost-per-click (CPC) bids, ad creative and keywords based on previous visitors.
For example, someone comes to an advertiser’s website that sells laptops and this visitor browses a selection of laptops and does not make a purchase. Later, this same visitor is searching for laptop related terms on Google.com; the laptop advertiser can choose to bid higher for laptop terms and even change the ad copy for this specific person based on the fact that the visitor has already been to the laptop advertiser’s website.
RLSA campaigns work very well with products or services that have a longer conversion funnel where searchers may conduct several queries or do some price comparison before ultimately converting.