How to Boost Google AdWords Results with RLSA

If you’re using Google AdWords search ads without RLSA, then you’re missing out on a big opportunity to improve your advertising performance.

What Is RLSA? RLSA is simply an acronym for Retargeting Lists for Search Ads. It’s Google’s fancy terminology for retargeting in the search network. In case that didn’t make sense, let’s take a step back… What Is Retargeting? Retargeting is displaying ads to prospects that have already visited your website. When set up correctly, retargeting is a highly effective tactic because your ads are laser-targeted to prospects who have already expressed interest in your product or service. This is nothing new and you’re probably already familiar with retargeting ads online. Retargeting ads are most often seen “following you” around as you surf from website to website. Those are Display network ads. But did you know that many of the text ads you see when searching in Google.com are also retargeting ads? It’s not as easy to spot these ads and that’s why many businesses are not too familiar with them… How Does RLSA Work? RLSA works just like the retargeting we’re all familiar with, but instead of showing ads on other websites in the Display network, we’re going to show ads in the Search network when prospects are searching in Google. Picture all of the prospects who have visited your website recently who did not take action to make a purchase or contact you for whatever reason. They may have been interrupted, needed to do some more research, or just couldn’t make up their mind at that moment when they were on your site. Now picture those same prospects sitting down at their computer (or their tablet or mobile device) to finally pull the trigger and make a decision. Most likely they don’t remember your website URL so they turn to Google to search for your product or service. Remember, these prospects already know your brand and have already expressed interest by visiting your website. That means you may want to bid more aggressively to show your ad in the top position to get more clicks. Plus, you could present a different, more compelling offer in your ad because you know these prospects did not take advantage of your first offer. That’s all possible now using using RLSA in AdWords! RLSA Bidding & Targeting Options Before you get started with RLSA it’s important to understand the two bidding and targeting options available. Bid Only Bid and Targeting Bid Only Bid Only is the best option when you’re just getting started. In fact, you can set this up with absolutely no risk because all you’re going to do is add an AdWords Remarketing List to your Search campaign. By simply adding a Remarketing list, nothing changes except you have the ability to adjust the bid for each list you add. For example, if you added a Remarketing list that included all website visitors that made it to your final checkout page, but did not order, then you could now increase your bids for these prospects in your Search campaign. I said there’s no risk because you can actually set this up with no bid adjustment (without raising your bids). In that case, you can monitor performance over time to see how your different Remarketing lists perform in your Search campaign. If you see that prospects in your Remarketing lists are in fact converting in Search, then you can adjust your bids accordingly (i.e., raise your bids for Search retargeting). Bid and Targeting Warning: Do not add RLSA with Bid and Targeting to an existing Search campaign! If you do, then your impressions and clicks will go down the drain because instead of targeting everyone who searches, you’re limiting your campaign to only target prospects in your Remarketing list. Did that make sense? When you set up RLSA with Bid and Targeting, then you’re telling AdWords you want to only show your ads to the prospects already in your Remarketing lists. This isn’t necessarily bad. It’s just important to know that you do not want to do this to an existing Search campaign. Instead, you’ll want to set up a completely new campaign for this type of RLSA. The reason this can be a good option is because it allows you to be more aggressive in your keyword targeting and your ad copy. For example, certain keywords may not be profitable when you’re targeting everyone who searches, but when you’re limiting your targeting to just the prospects in your Remarketing list, then those same keywords may make sense. And as mentioned earlier, if you set up a new RLSA campaign using Bid and Targeting, then you can test different ads and offers exclusively to prospects that have already visited your website.

Google rolls out AdWords promotion extensions, custom intent audiences & ad variations for testing

Google made a couple of declarations for AdWords sponsors in the nick of time, before Black Friday commences the Christmas shopping season in the US one week from now.




About a year prior, Google began testing advancement augmentations in content promotions. That beta stretched out to the new AdWords interface this mid year. Presently, they are taking off all inclusive in all upheld AdWords dialects and monetary forms in the new AdWords interface (otherwise known as the new AdWords encounter). Advancement expansions let promoters show particular offers in their content advertisements without creating new advertisements. They can include a percentage off, a promotion code and offer period

Custom intent audiences 

On the Google Display Network, Google is taking off custom goal crowds to empower promoters to target "individuals who need to purchase the particular items you offer — in light of information from your crusades, site and YouTube channel."

Anthony Chavez, executive of item administration for AdWords, clarified in a telephone talk with yesterday that there are two kinds of custom goal crowds. In one variety, promoters can make their own particular in light of themes and URLs that individuals who are probably going to be keen on their items read about and visit. The second variety is machine-learning based and mechanized. Google will make a crowd of people in view of the crusade and construe qualities of target buyers.

The auto-produced custom purpose group of onlookers records will be surfaced to sponsors in the Audience Center as an auto-made crowd. Google will indicate reach and execution gauges for each of these crowds.

Ad Variations

Another approach to test promotion varieties is likewise taking off in the new AdWords. Google says you would now be able to test this crosswise over a huge number of advertisements in a couple of snaps. Google will demonstrate the aftereffects of the test once they are factually huge.

You'll discover an Ad Variations tab, alongside Campaign Drafts and Campaign Experiments, in the new UI. The case beneath demonstrates a feature test utilizing "Merry Christmas," yet sponsors can likewise utilize advertisement varieties to test show ways and depictions.




Google needs you to be amped up for the new AdWords encounter

On the off chance that you aren't a fan yet of the new AdWords encounter, you will discover it progressively difficult to oppose it as more new highlights are taken off solely in the new interface. As a motivator for giving it a harder attempt, Chavez called attention to that the new interface has brought together gathering of people administration in one place, enhanced the advertisements see understanding and amplified what's appeared in the Opportunities tab — including a MCC see that empowers supervisors to apply proposals crosswise over records.

"We are endeavoring to make it more assistive to enable directors to be more powerful and proficient," said Chavez. One case is that the battle development work process now requests the goal in advance and afterward surfaces most pertinent highlights in set-up work process.

Google AdWords News Update : November 2017

The AdWords scene as we probably am aware it is a consistently evolving play area. Google endeavors to give a superior affair to the client and a more hearty, compelling route for sponsors to target and connect with their gatherings of people.

I, as usual, has you secured with a gathering of a portion of the most recent news and updates over the previous month.


1. Changes to Google Shopping Mobile item postings 

Google has begun testing an alternate variety of versatile item cards in the Google Shopping group. The item shows up at the best, inside a merry go round that you can swipe for data, and in addition sifting choices underneath.

This can help retail proprietors enormously; giving all the data an online customer needs (costs, surveys, item depiction and so forth.) before they even navigate to the sponsors site to buy the item.

With this refresh, retailers can at last expect higher change rates from versatile clients — particularly the individuals who give aggressive costs and a phenomenal portable shopping background. Customers will have all the more purchasing expectation before navigating because of the extra data.

With this developing society of eager web clients, Google is endeavoring to fulfill the advanced online customer; individuals all in all are currently expecting moment data (more than 65% of cell phone clients now hope to get quick data while utilizing their cell phone) and this is precisely what the new portable item cards give.




2. Google Call Only Ads Now Support Ad Extensions 

Google reported that "out of the blue, you'll have the capacity to indicate advertisement augmentations with call-just advertisements to advance more applicable data about your items and administrations, and give individuals more motivations to pick your business."

Google is enabling promoters to utilize Location augmentations (feature new data about your areas for clients hoping to visit your store), Callout expansions (one of a kind advantages, for example, 24 hour call line), and Structured scraps (more particular insight about your items/administrations).

These advertisement augmentations are supposedly expanding navigate rates by 10% by and large. All in all, the inquiry you might ask yourself is: "Would it be a good idea for me to refresh my call-just promotions with advertisement expansions?"

The appropriate response is a resonating yes. In actuality. Completely. Stretch out beyond the amusement before your opposition.




3. AdWords has presented another route in which versatile sitelinks are shown. 

Sitelinks enable you to send individuals to particular pages on your site specifically from your advertisement, similar to your store hours page, item pages and the sky is the limit from there. Going ahead, Google is improving how versatile sitelinks will appear by utilizing both even catches and bigger vertical connections.




As indicated by Google, early outcomes have demonstrated that individuals are twice as prone to interface with your sitelinks in this new configuration.

The intuitiveness alone will interest individuals to draw in with your promotion – and once more, we exceedingly suggest actualizing sitelinks with your portable advertisements on the off chance that you haven't as of now!



4. Google Chrome to demonstrate all non HTTPS locales as 'Non Secure' 

This is an essential refresh pertinent to both SEO and PPC. Google Chrome will soon (October 2017) check all non-secure pages as 'Not Secure' in the event that you have any watchword fields or charge card fields show on a non-secure page on your site.

Individuals are winding up more web-savy nowadays, and going by a site which triggers the 'not secure' mark in the URL block ought to send off the notice sirens to most. This will contrarily influence the bob rate of guests, which would prompt lesser performing AdWords battles and possibly bring down rankings in the internet searcher comes about.

So now, like never before, it is essential that your site utilizes the HTTPS security. On the off chance that your site isn't secure, don't be shocked if your rankings and activity starts to diminish after some time as this is completely taken off.