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Everything you need to know about search remarketing

Search remarketing is one of the most effective ways to reach users who are more likely to convert. What is this solution? How to use them to bring a real increase in conversion? You can find the answer to these questions in our article!

What are remarketing lists for Google Ads?

Remarketing lists in the Google search engine, also known as RLSA (Remarketing List for Search Ads), is a feature of Google Ads remarketing ads. Their use allows advertisers to reach recipients who previously visited the selected website. These ads are displayed to users on the Search Network based on related keywords and the sites they have visited on the Google Display Network.

Let us analyze it on a selected example.

Suppose a user is considering purchasing a sports watch and types the appropriate phrase into a Google search engine. Among the many ads on the Search Network, it clicks a link to your site, spends some time looking at your site, but ultimately doesn’t convert. This is information that you can use when creating a Google remarketing list. You can reach these users again and convince them to complete the purchase. Ads created as part of Google Ads remarketing lists will be shown to users who will re-enter selected keywords in the search engine and search for information about a given product.

How do remarketing lists work for search ads?

The problem of abandoned carts is very popular in the e-commerce industry, so there are different ways to deal with it. However, extensive specialist knowledge is necessary to effectively match the form of advertising to a business goal. For example, remarketing lists will help you optimize your campaign bids, expand / narrow the number of keywords for your ad, and reformulate your ad format as you wish. Thanks to this, you have a better chance of increasing conversions as well as raising the ROI level.

Remarketing lists for Search Ads can be implemented in two ways:

– Optimizing your ad bid for a keyword you’ve used before. For this purpose, you can, for example, increase the rate by 50% on a given phrase in order to reach people who have already viewed the product on your website before. As a result, when a user enters a similar phrase in the Google search engine again, they will likely end up on your website.
– Bidding on new keywords. This is a great solution to advertise your website for generic, highly competitive keywords. The phrase “paraphrasing tool” itself is very popular, so advertising on it would be unprofitable. However, you can create a remarketing list for this phrase and target your ad to people who converted in your store in the past and recently visited your site again.

How is Search Remarketing different from traditional remarketing?

Google Ads remarketing lists are often confused by users with traditional remarketing. The name may be deceptive, but the form of advertising looks a bit different here.

Search Remarketing and Display Remarketing have in common that cookies are used to track user behavior online and add them to internal advertiser lists. Differences appear only at the stage of using the information to create and target ads to users.

Traditional Google Ads remarketing targets users who are simply browsing the Google Display Network, while Google Ads remarketing lists target people who are actively searching for information about the product and using specific keywords.

Why is it worth implementing remarketing lists into your strategy?

Users are increasingly blocking ads with embedded software. Everyone who works on the web wants to reach a greater number of recipients, increase conversion, so they intensively use various forms of advertising. Effect? Ads are everywhere, and network users are becoming more and more irritated with them. According to data provided by Statistica, over 30% of users in the United States use online ad blocker. Interestingly, Statistica also provides data on blocking mobile ads in Indonesia in 2019 – as many as 24% of respondents admitted such a habit. The problem is also the so-called blindness for banners. Ads are so common that people just don’t notice them. It is necessary to find other ways to reach the customer.

Remarketing in the search network is an affordable type of advertising that is adapted to the current activities of users on the web. People are more likely to click on the personalized ad than intrusive banners that are unrelated to their current activities. What’s more, remarketing lists for search ads allow you to better tailor your ad to conversion-prone users. If you properly take care of creating a campaign, you can expect a more effective use of funds allocated for advertising, a higher level of sales, and a better ROI.

How to effectively implement remarketing in the search network?

No advertising campaign can be carried out on the basis of guesswork – you must have a plan and consistently pursue your goals. How can Remarketing Lists for Search Ads help you with this? Here are some effective ideas for a strategy for their use.

Focus on small ad spend in Google Ads

Running a campaign in Google Ads can be an expensive solution, but there are ways that will allow even small businesses to operate effectively in this field. For Google Ads remarketing lists, you can set that your ads will only be shown to users who have previously visited your website. Thanks to this, you can use your limited budget more efficiently, because the customers you reach with the advertisement will be more likely to click on the link – they will already know your offer and brand, and have shown interest in your product earlier.

However, you should remember that with this strategy you need to have no less than 1,000 members of the Google Ads remarketing list. This means that your site should have traffic of at least 1,000 unique visitors at any given time. Such users, however, can come from any chosen source, it is not necessary for them to be people obtained through PPC ads. To check if you have enough traffic, go to your Google Analytics account and check how many days it takes to reach that number of visitors (remember to check the number of unique users, not the number of sessions). The next step is to set the membership period in the remarketing list corresponding to the data from Google Analytics.

Use general phrases for your remarketing list

By choosing remarketing lists, you can safely use general key phrases, significantly reducing the risk of wasting money on an effective campaign. Traditional search results advertising can generate very high costs if you use general phrases due to their high competitiveness and large audience. On the other hand, if you use general keywords in your remarketing list, you significantly limit your target audience, as you target your ad to people who have previously visited your website. This allows you not only to reduce the risk, but also to effectively extend the campaign and verify that general phrases are likely to bring you conversion. To make such a campaign more effective, you can create a completely separate campaign for general phrases and test them in separate target groups to be able to control your ad spend.

Make additional sales with the remarketing list

It often happens that people operating in e-commerce give up promoting certain products, for example due to an extremely low margin, inherently low conversion or a high rate of return. For example, people who sell mobile phones tend not to advertise mobile phone cases in Google Ads. It would be an additional expense for them, which, given high competitiveness, could cost a lot and not bring satisfactory results. When you decide to remarketing on the search network, you can decide to advertise this type of product, because you target your ad to a specific group of recipients – initially interested in your offer and knowing your brand. As a result, your ads will be more likely to convert and will also be less expensive.

Tailor your ad content to the users of your remarketing list

The unquestionable advantage of remarketing lists for search ads is that you have the ability to tailor the content of the ad to the type of user. You can create different ad text for the person who only visited your site and for the person who has already made a purchase. For example, for users who have previously used your offer, you can offer an attractive discount on subsequent purchases. You can also put a thank you note there and offer to use a free e-book excerpt, free valuation of a selected service, etc. – this way you build a positive user experience.

Exclude post-conversion users from the remarketing list

For some ad campaigns, it may be more effective to exclude people who have already converted on your site from the Google Ads remarketing list. This mainly applies to offers that are used once (for example, subscriptions to a selected service, software downloads) or offers that users rarely use repeatedly in a short period of time (for example, the valuation of liability insurance). In this case, excluding post-conversion users from your remarketing list will help you improve your ad performance.

Use RLSA in your automated bidding strategies

When creating ads with a remarketing list, you can choose to combine them with an automatic conversion-based bidding strategy. This is great because back in 2014, Google Ads announced that it would then be used to calculate audience list conversion performance when calculating bids. Accordingly, if you provide Google Ads with additional information for bidding, you make your campaign even more strategic, which in turn can translate into more conversions.

Everything you need to know about search remarketing. Summary

Remarketing in the search network allows you to effectively reach customers who know your offer and are still interested in it. This is the type of client that is highly convertible and it is worth taking advantage of. Prepare your remarketing list, implement our tips and observe the sales results – maybe this is the perfect solution for you.

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