3 Reasons to Use RLSA in Google Shopping

Are you using RSLA in your Google Shopping Strategy?

Remarketing lists for search ads (RLSA) is not a new concept—it has been around since 2013.  However, a new(er) method of using RLSA is applying those remarketing lists to your shopping campaigns.

Google Shopping has seen major growth, and continues to be on the rise with no signs of slowing down.  In fact, shopping has seen so much growth that it looks as if it will surpass search in the coming years.  This makes it even more important for retailers to not only take advantage of this shift, but to make sure they are up-to-date on all features that are available to them through shopping.

Top 3 reasons why you should use remarketing lists in your shopping campaigns:

    1. There is little setup involved in getting started. Advertisers can leverage any of their existing remarketing lists that are eligible for RLSA. This makes it extremely easy for advertisers to simply layer their remarketing lists over the ad groups in their shopping campaigns.
    2. It helps advertisers to connect with potential customers who visited their site, but did not convert, while the user continues to search on Google Shopping.
    3. RLSA improves an advertiser’s ability to customize Google Shopping bids in response to the user’s behavior. It allows advertisers to tailor bids for many different actions, including specific page visits, cart abandonments and previously converting customers.
      • For example, an advertiser can increase their bid 50% for cart abandoners, as they know that the user is interested in the product and was very close to purchasing. If that user continues to search, the advertiser can bid more to get back in front of that user to help in closing the sale.

Whether you are a seasoned shopping campaign manager or just starting out, the RLSA targeting option is a great addition to your current shopping strategy and will surely take your campaigns to the next level.  Have you started using RLSA for your shopping campaigns? Have you seen any results so far? If you’re looking to incorporate RSLA in your Google Shopping strategy, we are more than happy to discuss your next steps.

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Kim Sullivan

About Kim Sullivan

Kim Sullivan, Senior Online Advertising professional at Fathom Marketing, holds both a Bachelor’s degree in Marketing and MBA from Cleveland State University. While she specializes in Paid Search, Kim also has marketing experience across Retail, Manufacturing and B2B verticals. Kim takes a more strategic approach to her work in order to help grow client business and increase revenue in the digital space. She is certified in Google AdWords, Google Shopping and Google Analytics and Bing. Outside of work, Kim is constantly learning about additional various marketing techniques and strategies.

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