What are the benefits of RLSA campaigns?

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Remarketing campaigns in the search network offer a number of advantages. By targeting potential customers who have already come into contact with the brand, generic campaigns offer less wastage - after all, users already know you. Ideally, users not only know your brand, but also associate your website with positive experiences. To ensure this when forming target groups, remarketing lists can be created based on lifetime value, session duration, website depth or purchasing behavior.

RLSA is less suitable for acquiring new customers. However, the problem can be avoided: for example, place display advertising with attractive advertising materials in order to achieve the greatest possible reach. This in turn allows you to create remarketing lists that are large enough for your search campaigns. The big advantage of this approach is that the users have already come into contact with your brand through the display campaign with the help of low CPCs. You can then be rewarded with lower acquisition costs in the search campaigns.

But why is it so important for your success that users have already honduras mobile numbers list had contact with your brand? From a sales psychology perspective, there is a plausible explanation: users who associate positive experiences with your brand and are made aware of it more often give the company a higher trust bonus and are also more likely to complete their purchase there. The more often a website occupies the top ranks in Google searches through paid ads or organic search results, the more relevant, important and trustworthy the site appears to the searcher.

Google Search Example
The greater the presence in the search results, the more trust is placed in the company.
In particularly competitive markets, CPCs in the search network have increased by up to 70% in recent years. So do you simply want to enter the ad auction with higher CPCs or would you rather efficiently direct your budget to users who are much more likely to convert?
Another advantage of RLSA campaigns is that they allow you to address your target group more directly. Finally, you can also offer promotions to users of the various remarketing lists or draw attention to new products or brands.

The only thing to consider is that the approach should not be too direct. A very personal approach to users is often associated negatively with the company. The searcher does not want to be made aware that they are seeing the ad because they have already visited the website. Call to actions such as "Come back" or "Complete your purchase today" should be avoided if possible. Instead, the corresponding ad should awaken a "hidden memory" in the user.

So, quickly create your remarketing lists in the wildest combinations and use different cookie durations. This way, you can still record your last Christmas shoppers and target them in your next campaign.

We wish you much success with our RLSA tips and a happy Christmas!