Google announced today that it is making remarketing lists for search ads (RLSA) available to all advertisers using enhanced campaigns over the next few days. RLSA was announced back in July of last year, and has been in beta until now.
“Search ads work great because they’re relevant to the user’s intent and context,” says AdWords product manager Rahul Lahirij. “And users who have recently visited your website often find your ads to be even more relevant. RLSA brings intent, context, and audience together to let you tailor your search campaign when past site visitors are searching on Google for your brand, products, and services. Here are some ways to improve your campaign performance using RLSA.”
RLSA shares the Google Remarketing Tag and list management tools with remarketing on the Google Display Network. It can be used right away for advertisers with sites that are already tagged for remarketing with the GDN.
Google says you can use RLSA to increase ad visibility for high value customers by adjusting your bids, and expand your reach and results with broader keywords.
This week, Google also announced the launch of dynamic remarketing to all clients with Google Merchant Center accounts. This is also currently being piloted in the travel and education sectors, and will be expanded to other sectors later this year.