8 Benefits of Remarketing Lists for Search Network Ads

Remarketing and retargeting have become buzz words in recent years. We can talk about the similarities and differences another time, because today we're going to pay special attention to a super useful functionality that Google Ads offers us.

These are the remarketing lists for search network ads. Nothing new under the sun, but often overlooked by advertisers due to lack of knowledge or experience.

Nothing, that's why we're here - to help! We'll tell you what Remarketing Lists for Search Ads (RLSAs) are and what benefits they bring to your business.

What are remarketing lists for search network ads?

This is a feature of Google Ads that takes data from Google Analytics to create lists of users who have visited your website. Or specific pages over a given period of time.

Subsequently, when setting up your campaigns, you can choose to have your search ads appear on certain keywords. And only to users in the remarketing list in question.

What aren't remarketing lists for search network ads?

Not the same as remarketing on the display network. In fact, the two concepts have almost nothing in common except that they use cookies to track user activity. And, of course, to add them to a relevant list that the advertiser has created. 🍪

Then the differences begin. With traditional display remarketing, ads simply follow users around the web. Whereas with RLSA, proactivity on the part of the user is required. In order for them to see your ad, they have to create a new Google search with the keywords you are bidding on in your web search campaigns.

You guessed it, this difference brings many benefits. Maybe a few disadvantages, but today we will focus on the positive things in life. So we present to you eight benefits of remarketing lists for search ads on the web.

Reach users with more serious intentions

When you use RLSAs, you benefit from two features: first, your audience has already had an encoun ter with your business, and second, your ads reach them at a time of active search with the keywords you're bidding on in your campaigns.

This means that with a small budget you can get more results than with standard web search ads.

With remarketing lists for search network ads, you can achieve:

• higher click-through rate (CTR);
• Higher Quality Score;
• higher conversion rate;
• better return on advertising spend (ROAS).

The reason for all of this is that you're reaching consumers at a time of serious intent - maybe just for research, maybe outright purchase. The important thing is that in this case, your ad will be seen by the right people when they need it.

The only feature to keep in mind is that in order to use RLSAs, you must have at least 1,000 unique users on your site's visitor list for the selected period.

Ability to bid on common keywords for specific users

Non-specific and more generic keywords in web search campaigns are usually costly and don't lead to many conversion type results.

RLSAs change things because they build an audience of users who are a little further down the funnel than the rest. They already know your business and are more likely to click on your ad, even if it shows up in a more general and non-specific search.

Opportunity for a brand keyword campaign

Remarketing lists for search network ads can also be useful when creating a campaign where you' re bidding on your brand name.

In this case, you can choose whether to show your ads to those who were already on your site or experiment with the opposite option and add the audience from your remarketing list as negative so they don't see your ads.

This will only reach new users who have never browsed your website. In this case, don't expect many conversions, but these types of campaigns are useful for building brand awareness.

Opportunity for additional sales to customers

Someone has already bought from you and you want to sell them something else? Or do you have products that don't bring big profits and you don't want to waste your advertising budget on them?

In these cases, RLSAs will benefit you because you know your audience knows you and you can achieve more with a smaller budget .💸

Such campaigns can become an important part of your customer retention and loyalty building strategy.

Custom texts and landing pages

Remarketing lists for ads on the search network allow texts, offers and landing pages to be personalized to the users who see them.

You can create an audience that has downloaded your latest ebook and in your ad thank them for it, and offer a discount on the next one to those who placed their first order.

This will help you communicate more effectively with your customers and your ads will drive more results.

Exclusion of converted users from the campaign

If you only want your ads to show to users who haven't placed an order, that's also possible with RLSAs. You can use this strategy to create a campaign aimed at getting new customers and first orders.

The likelihood of seeing good results is high because the audience you are advertising to already knows you and may be considering whether to order from you. Tip the scales in your favour.

Bidding on competitive keywords when the user was on your website

Bidding on your competitors' names is an interesting strategy that remarketing lists for search network ads can be useful for. When someone who has been to your site searches for your competitor's name, they will see your ad.

Maybe the consumer wants to explore the options on the market, but your ad will subtly remind them of your business.

Variations of bids

Remarketing lists for ads on the search network allow you to adjust the bids in your ads according to what value users bring you in a given audience.

For example, if someone has added products and has been to the cart preview page but hasn't ordered yet, you can bid more in ads intended for them. Because that user is very close to the goal.

On the other hand, for those who have already ordered, you can reduce the bits if you don't want to exclude them completely.

Remarketing lists for search engine ads can bring many benefits to your business. They allow for specialized targeting and personalization. If you're just getting started with Google advertising, all the options and features may be overwhelming, but that's okay! At ADvantage Digital Agency, we're here to get your business up and running. Request a consultation today.