19 Oct '15, 2pm

Think Differently About RLSA & Boost Your Conversion Volume

Remarketing is an important part of most AdWords account strategies these days. Aside from search (including Shopping campaigns), remarketing campaigns are probably the most utilized and successful campaign type for SEM advertisers. RLSA (Remarketing Lists For Search Ads) has been around for a couple years, and in a way, it combines the best of both search and remarketing. You’d think that it would be extremely popular given the success of search and remarketing campaigns. Yet it’s very under-utilized in the accounts I audit. Many accounts don’t use RLSA audiences at all, and most RLSA implementations that I do see simply layer RLSA audiences onto existing ad groups with a boosted bid modifier. It’s a valid strategy, but the impact it has at boosting conversion volume is very tiny — you get a fraction higher click-through rates (due to higher positions) on a fraction of yo...

Full article: http://searchengineland.com/think-differently-rlsa-boost-...

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