Remarketing Lists For Search Ads – What Are RLSA’s & Why Do I Need To Know?

What are Remarketing Lists For Search Ads (RLSA’s)?

RLSA stands for Remarketing Lists for Search Ads and allows you to target people who have visited your website previously. You are able to tailor your advertising to this group of people when they search again on Google.

re-engage with RLSA's

How do they work?

If you’re an Ecommerce business, users may visit your site without buying anything, or maybe added items to their basket without completing the transaction.

Remarketing lists are perfect for situations like this, because they give you the opportunity to re-engage with these users to ultimately get the sale.

How to set up RLSA’s

To use RLSA’s, you need to set up an audience by:

Going to the shared library tab

Click Audiences

Create a remarketing list

RLSA's are being used

You can create your remarketing list based on website visitors, or YouTube users if you advertise through video. You get a remarketing tag, this is a snippet of code, that you need to put onto every page of your site so it can add users to your remarketing lists. These need a minimum of 1,000 cookies before the list can be used to tailor your search ads.


People who have previously visited your site are already engaged with what you have to offer. This means that you are getting relevant traffic which helps to keep the cost low. In turn, you can expect better conversion rates and a better return on your investment. RLSA’s allow you to personalise your ads to these users, and this can lead to an improvement in quality score which also helps improve your average position of your ads on Google.

Don’t ignore RLSA’s

Someone who is aware of your site and brand is more likely to convert, and RLSA’s are likely to have a higher click through rate compared to your standard campaigns. Why miss out on a chance to target your previous visitors who are more valuable to you than brand new customers?

don't ignore rlsa's

RLSA’s are easily overlooked. But done correctly, they can be very rewarding for your AdWords advertising.

As you may well know, Google AdWords is an ever changing platform. With that in mind, it makes perfect sense to have a specialist managing this advertising channel for you. For more information on Mabo and our specialist PPC management service, please complete the form below. 

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