28 Jun '18, 3pm

The growing importance of remarketing audiences in Google paid search management

The growing importance of remarketing audiences in Google paid search management

Increased adoption. Even for those advertisers that have used audiences in some form since late 2016 (such as those included in this sample), many have expanded such targeting to more campaigns and have targeted more users in this way through additional and/or larger audiences over time. Extended membership duration. In October 2016, Google tripled the maximum number of days that a user can be included in an RLSA audience from 180 to 540. This opened up a host of new targeting capabilities, as advertisers could finally use RLSA to target users on annual or otherwise extended buying cycles. It also meant RLSA audiences could include a larger number of website visitors in general. However, when creating an RLSA audience, it will only be backfilled with recent visitors for up to 30 days prior to the creation of the audience. This means that if an advertiser creates an audienc...

Full article: https://searchengineland.com/the-growing-importance-of-re...

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