How to Build Remarketing Lists for Search Ads?


Remarketing or retargeting is a process through which we can insert a cookie in the browser of a user who has visited our website and display our ad on another website.

Both Google and Facebook platforms provide us the facility to do remarketing. All you have to do is add a code to your page so that the browser knows that it has to retarget the user and show our ads on the partner website of Google or Facebook.

Partner Websites include the Google Display Network, YouTube, Quora, LinkedIn, etc. On all these partner websites, users can see your ads even after visiting your website.

Benefits of Remarketing

• The user is already familiar with you, so after seeing a remarketing ad, the chances of buying a product or service from you increase.

• Without remarketing, if a user leaves a website without buying something from you, you have no way of getting it back.

• Remarketing costs less because you only retarget the users who have visited the website.

Through advanced remarketing, you can also target users by creating different remarketing lists. For example, a user who buys something from you, puts him in a list and shows a different ad and someone who does not buy something, shows a different ad.

Remarketing is a very powerful and effective process that you can use to bring great benefits to your ad campaign. So be sure to use it.

What is a remarketing list?

A remarketing list is a list of website users who take a specific action or visit your site more than once. A “Site” remarketing list, for example, includes all visitors to your homepage over a particular time period. The visitor’s cookie is added to the retargeting list as soon as they arrive on your homepage.

Then you can simply remarket to users who have viewed your homepage. You can make a variety of remarketing lists and personalise your ad messaging for each one.

RLSA Audience

RLSA audiences are created by adding a snippet of code (called a tag) to your website that automatically adds your audience to specific lists based on an action taken on your site. Once you place the tag, you can bid on these segments and add them to your marketing campaigns.

Creating a unique RLSA audience helps marketers take advantage of highly valued audience members who are already interested, as converting may not be as difficult for them. As a result, you will increase conversions, income and profits. You’ll also make the most of your budget because these users are more qualified, so you’ll spend less on brand awareness.

If you’re feeling a little confused, consider this example: You sell fiberglass pools and a user on your site has placed a work order for pool maintenance, but then they bounce. Since they’ve come so close to conversion, you can add them to a remarketing list and show them ads for your business whenever they ask for a “fiberglass pool” or related keyword.

Let’s look at some best practices for using RLSA campaigns in your marketing.

RLSA Campaign Best Practices

1. Know your audience before you start

Like any marketing process, it’s important to understand your audience before building your RLSA lists and running your ads. Consider building a buyer persona and customer journey map to get an idea of ​​what customers are thinking at different stages of your journey for better targeted advertising.

An additional step may be to modify your bids based on audience demographics. If your users are signed into Google when they do their search, you’ll be able to further segment and adjust your bids and listings based on available information like age and gender.

2. Change bids according to user stage

If you’ve created accurate travel maps, you probably know which customer actions are most important to driving conversions for your audience—this is where you should be using RLSAs. Use your website code to track where your users are in their journey, and bid higher for those closer to conversion, the closer they are to completing a purchase.

3. Combine messaging with user action

Make sure the message in your RLSA ads matches an action you want users to take or an action they’ve already taken that placed them on your list.

For example, if a visitor comes to a pricing page, you can share an ad with them that draws attention to an upcoming discount.

To do this, you can create specific tags in your Google Ads account that note what action the user took and modify your bids to show relevant copy based on the action taken.

4. Upsell relevant items and services to converted users

You may not think of using RLSA on converting users, but it is a worthwhile strategy if you sell products or services that enhance experiences when used together.

For example, if you sell cameras, you will not advertise camera equipment to users who have not checked out on your site. Once a user has made a purchase, and you have a unique list of people who have taken that action, you can show them ads for camera equipment in an attempt to upsell them.

With this tip, it’s important to note that not all converted users are eligible for retargeting with RLSA. For example, let’s say you have a user who is currently interacting with a sales rep. In that case, retargeting them can be a waste of money as they may be up for conversion after a conversation with your team.

5. Bid for broad terms

While it’s important to bid for words directly related to your business, it’s also useful to bid for broad search terms related to your business that your audience can also find. For example, if you sell SaaS, your audience may be searching for your competitors before making a decision, so you can bid on competing brand names.

If you choose to go this route, make sure you’re not spending all your money on broad terms, as the keywords most relevant to your business are.


When used in conjunction with a strong value-based bidding strategy, RLSA can help you obtain a greater return on ad spend, as well as target extremely competent leads and deliver more tailored content that can help users come closer to converting.

You can take the help of professionals to make your seo game strong. An authentic and experienced seo service provider will provide exceptional off page, on-page Seo services, and so on. Make sure you are choosing the right company. 


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