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Use RLSA To Get Your Customers Back

Use RLSA To Get Your Customers Back

Imagine a situation where you have to buy a car for yourself. Will you be satisfied going through a single site? Of course not. In today’s digitized world, where everyone is pro-internet and internet giving us more of everything be it information or options, why wouldn’t we visit 2 to 4 sites before deciding what to buy? According to statistics, 96% of shoppers won’t make a purchase on their first visit to a site. Therefore, with the increasing competition, it is not only important to focus on how to get shoppers on your site but one also needs to pay attention to how can they bring them back?

With Remarketing Lists for Search Ads (RLSA), you can keep yourself ahead of others. In case you are wondering what RLSA is… It is a blessing to you. Well, only if you know how to use it properly. It acts as a booster engine for search ads. With the help of RLSA, you can place your ads in front of highly qualified customers who have already shown interest in your products or your business.

Source: Google

Source: Google

Let us look at how RLSA can help you out in holding back your visitors:

1. Set the things up in a smart way

By adding tags to your mobile site and desktop, you can trap the customer insights which can help you define your RLSA list.

2. Bifurcate your prospects

Based on the visitor’s past activities, segment them accordingly. Focus your remarketing lists on the basis of general visitors, shopping cart abandoners, and recent converters. This is important to analyze since there is a higher probability of past visitors getting converted as compared to those who have never visited.

3. Bid to succeed

Increase your bids by 100% or even more, if necessary. Remarketing List Search Ads customers are more likely to convert than those who’ve never visited. Therefore, bidding more to reach the top slots for your RLSA customers is worth it.

4. Go for broader keywords

Broader keywords and match types in your RLSA can be effective since the traffic in remarketing list is more qualified.

These 4 ways of getting back your customers are explained in detail in the following steps…

4 techniques to get your customers back

  1. Tagging your mobile site and desktop is important

Tagging your site is the first step towards better remarketing which can help you gather customer insights. The more knowledge you have about your visitors, the better it is for your business. This helps you boost your remarketing. These tiny bits of code help you gain more insights about your visitors and what they want. However, there is one problem with tags. It consumes too much time for a webmaster to add and even edit site tags, that can cause delayed fast-moving marketing campaigns. But container tags are rescue to from this problem. With a container tag, your webmaster can add this master tag across your entire site just one time and from then on, you can add new site tags, edit them and all this via container tag.

You can manage all this by following simple solution like Google Tag Manager. It is an easy way to use tag management solution where you don’t have to bother about having a webmaster or code language. With the help of Google Tag Assistant (GTA), you can be assured that you’ve installed Google tags correctly on your page. Go to Google Chrome Store and you can download and install the chrome extension.

  • Create the container tag.
  • Set up remarketing tag
  • Use container tag to place it on every web page of your site.

This will help you know how customers interact with your site and based on their activities, you can create remarketing lists. After tagging your site, you can define remarketing lists that can benefit you. There is a need to separate returning visitors from that of new ones and then create different lists on the basis of each customer’s activities.

  1. List should focus on recent converters, shopping cart abandoners, and general visitors

Those people who visited or converted on your site, or those who put items in a shopping cart but then abandoned it, has more probability of getting converted in the future as compared to someone who has never been to your site at all. Such people can be potential buyers so the goal is to build relevant remarketing lists that target them.

Before you can start tailoring your bids and search ads, each of your remarketing list needs a minimum of 1000 cookies.

3 types of RLSA lists

  • General site visitors

General visitors are those who have visited any page of your site, even just one page. This is the basic step towards remarketing lists that is, people who have shown any kind of willingness in your product by visiting your site.

Your aim should be to increase the frequency as well as the quality of engagement with past visitors. For this, the ‘all visitors’ list is created automatically and you can see it in the audiences section of the shared library.

  • Recent Converters

Those who visited your website and bought something from you. You need to cross sell or up sell to these existing customers. For achieving this, you need to create a remarketing list for people who bought something from you. With the help of 180-day lookback window, you can reach your recent buyers who are potential convertors. There are three popular RLSA groupings can I stay which can be used with remarketing users. For setting up a remarketing list, you will have to choose one of the two options.That is either ‘Bid Only’ or ‘Target and Bid’. If you choose ‘Bid Only’,  this helps you use your list in an existing ad group. From there, you can apply a bid adjustment to modify bids for your remarketing list members.

With ‘Target and Bid’, you can create a separate ad group which targets only your remarketing list members. This helps you create targeted and specific messages and bids for the list.

Sources: Google

Sources: Google

  • Abandoners of shopping cart

Those people who have added the products to their shopping cart but didn’t complete the purchase. These ‘almost customers’ need to be back to your website in order to complete the purchase. You can make a custom combination list to approach this. Begin by creating a remarketing list by identifying people who have added the items to a shopping cart and then minus those who have actually purchased. The left portion is the abandoners who wanted to purchase but didn’t.

  1. Increase your bids by 100%

With remarketing lists, you tend to drive higher conversion rates. However, the list is just the beginning. It is important to make sure that your ads are seen by the potential customers.

You can boost your chances of being in the top slots with the help of bid modifier. For achieving top slots so that your high-value audience can see you, you need to bid more. Raise your bids by 100% or even more, if necessary.

Bid aggressively to convert possible customers into satisfied ones. Start with targeting first and second position on the Search Engine Results Page (SERP) so that there is a higher possibility of your ads being seen. Begin by adding a bid modifier of +100% and then you can adjust accordingly from the optimizer.

The list with the highest bid modifier wins. Therefore, it is important to use lower bid modifiers for more general remarketing lists and opt for higher modified bids for the best prospects.

  1. Target long tail keywords and match types in RLSA campaigns

Remarketing reaches higher-intent customers and therefore, match types and broader keywords have a better chance to perform well. This helps in expanding the reach and impact of your search campaigns. For instance, lipstick might be a too broad keyword for a regular campaign to be successful. But if the user has visited your site and abandoned a shopping cart with lipstick in it, then a high remarketing bid for lipsticks might go well. Analyze how they are performing and optimize according to the response.


Remarketing lists are a great way to get your shoppers back when they are ready to buy. Remarketing not only helps in reaching existing customers but also helps you to be on the top of mind for any future sales. Share with us how you are planning to incorporate this tool to your campaigns!

Sakshi is a content marketer during the day and a reader by night. She writes content sprinkled with a twisted imagination. She has done her graduation in psychology from Delhi University and has an insane love for history.

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