Remarketing lists for search ads (RLSA) is a feature that allows you to customize your search ads campaign to target people who have visited your site in the past and tailor your ads to engage these visitors as they make specific queries on Google and other search partner websites relevant to your brand. RLSA campaigns work by adding a remarketing tag on a visitor’s browser when they visit your site, which is an anonymous cookie that monitors their browsing behavior and sends this data to you. With this information, you can segment these visitors based on their behaviors, create audience lists, and determine the best placement and timing of additional ads.
You should use RLSA when you want to:
• Focus your efforts on the customers that are most likely to convert
• Build strong connections with customers through personalized experiences
• Increase conversion rates with tailored ad copy and high-ranking keywords
• Promote other products or services related to a visitor’s initial search
• Efficiently use your ad budget and achieve a higher ROI