What Is RLSA in Google Ads?
Remarketing Lists for Search Ads (RLSA) in Google Ads allows you to target people who have already visited your website or app. It combines search intent with remarketing, enabling you to:
- Adjust bids for returning users.
- Customise ads for past visitors.
- Focus on users more likely to convert.
Here’s how it works: when someone visits your site, a cookie tracks their activity. If they later search for your targeted keywords on Google, your RLSA campaigns can show tailored ads to them. This strategy improves conversion rates and reduces ad spend waste by prioritising users familiar with your brand.
To use RLSA, you’ll need:
- A Google Ads remarketing tag installed on your website.
- A remarketing list with at least 1,000 users in the past 30 days.
- Compliance with GDPR and PECR regulations.
RLSA is ideal for businesses aiming to boost PPC performance by targeting high-intent audiences who are already part of their sales funnel.
How RLSA Works
Tracking Users and Creating Remarketing Lists
RLSA relies on cookies to monitor website visitors. When someone visits your site, Google Ads logs their activity and adds them to your remarketing lists.
To enable this, you need to install the remarketing tag on every page of your site, placing it just before the closing </body> tag. This snippet of code communicates with Google, providing details about each visitor so you can retarget them with future ads.
It’s worth noting that RLSAs require the Google Ads remarketing code, not the Google Analytics remarketing code. However, both can run side by side without causing conflicts.
Don’t forget to update your Privacy or Cookie Policy to inform users about the use of DoubleClick cookies. The data collected through these cookies will be used for the targeting strategies outlined below.
Targeting Settings: ‘Bid Only’ vs ‘Target and Bid’
Once your user data is ready, RLSA offers two targeting options that can shape your campaign’s performance.
Bid Only allows you to adjust your bids for users on your remarketing list while still showing ads to all users. As Jesse Morris, a Digital Marketing Professional, explains:
"Bid only means your ads will show any time your keyword targeting matches, but you can also increase your bid for users searching on your keywords (though you don’t have to)".
This approach gives you flexibility to adjust bids for specific audiences while maintaining a broader reach.
Target and Bid, on the other hand, limits your ads to users specifically on your remarketing list. Morris elaborates:
"Target and bid means that your ads will only show if you are bidding on that keyword AND the user is on your retargeting list".
Here’s a quick comparison of the two settings:
| Setting | Reach | Best For | Ad Copy Flexibility |
|---|---|---|---|
| Bid Only | Broader reach | Campaigns building remarketing lists | Uses existing ads |
| Target and Bid | Restricted reach | Established lists with sufficient volume | Allows tailored messaging for remarketing audiences |
Tillison Consulting suggests:
"Bid only is the easiest way to start with RLSA".
This option is ideal for optimising campaigns that are already performing well. On the other hand, "Target and Bid" works better for more refined campaigns, especially when tailoring ads for users on specific audience lists.
Lewis Brannon, Paid Search Manager at CPC Strategy, advises advertisers:
"I recommend advertisers build out audiences that make the most sense to them. How you segment and what kind of audience sectors you decide to focus on will determine what the best RLSA candidates will be".
Requirements for Using RLSA
To use RLSA, your remarketing list must have at least 1,000 users within the past 30 days. Abhi Bavishi, a Growth Marketer and Automation Expert, points out:
"Google has a 1,000-cookie limit per remarketing list. This is tough for smaller advertisers".
Additionally, the maximum membership duration for a remarketing list is 540 days, allowing you to retarget users for up to 18 months after their visit.
To determine how quickly your site can reach 1,000 users, review your Google Analytics data. Use this information to set an appropriate membership duration for your lists. For smaller websites, extending the membership period to the full 540 days can help build a sufficient audience.
Finally, make sure your website is set up to support the remarketing tag on all pages where you want to track user behaviour. This ensures you’re capturing the necessary data for effective retargeting.
How to Set Up an RLSA Campaign
Installing the Remarketing Tag
The first step in setting up an RLSA (Remarketing Lists for Search Ads) campaign is to install the remarketing tag on your website. This tag tells Google to track your website visitors and add them to your remarketing list.
You have two ways to install the tag: directly on your website or through Google Tag Manager. If you already have a Google tag with an ID starting with "G" or "AW", you’re all set – no changes are needed. For new setups, you’ll need to create a tag in Google Ads and select the option to "Collect standard data available from this data source". If you’re installing the tag directly, copy the remarketing tag from Google Ads and place it in the <head> section of your site. For larger websites, using Google Tag Manager offers more flexibility. In Google Tag Manager, create a new "Google Ads Remarketing" tag, add your Conversion ID, and set the trigger to "All Pages". Always preview your changes to make sure everything is working before publishing.
Creating and Managing Remarketing Lists
Once the remarketing tag is in place, you can start building custom lists that reflect user behaviour. You can create these lists in Google Ads or Google Analytics 4. Pay close attention to the membership duration when setting up your lists – the maximum is 540 days. If your website doesn’t get much traffic, extending the duration can help you accumulate enough users for your campaigns.
Segmenting your audience effectively is critical for RLSA success. For instance, you can create lists for users who visited specific product pages, abandoned their shopping cart, made previous purchases, or spent a lot of time browsing your site. It’s also a good idea to exclude users who have already converted to avoid wasting your ad budget. Keep in mind that lists incorporating demographic data from the Google Display Network (like age, gender, or interests) aren’t eligible for RLSA. Instead, focus on behavioural data to build your lists.
Adding Remarketing Lists to Campaigns
After creating your lists, the next step is to integrate them into your search campaigns. You can either add these lists to existing campaigns in "Observation" mode with bid adjustments or create separate RLSA campaigns using "Targeting" mode.
If you’re using AdWords Editor, here’s how to add a remarketing list: go to the ad group you want to update, click on the "Keywords and Targeting" tab, then the "Audiences" sub-tab, and finally, click "+Add Audience". In "Bid Only" mode, you can set bid adjustments in the Audiences tab to prioritise users on your remarketing list while still reaching a broader audience. To exclude certain groups, use the "Audiences Negative" tab to block specific audiences.
For example, imagine a mobile phone retailer. Typically, they might not advertise low-margin items like phone cases. But with RLSA, they can target ads for phone cases exclusively to customers who’ve already purchased a mobile phone, increasing the chances of a sale. Keep an eye on performance and adjust bids for different audience segments regularly to ensure you’re getting the best possible results from your campaigns.
Benefits and Uses of RLSA
Key Benefits of RLSA
RLSA (Remarketing Lists for Search Ads) takes search advertising to the next level by focusing on users who have already shown interest in your business. One of the biggest perks? It’s cost-efficient. By targeting people further along their buying journey, you can stretch your advertising budget while boosting conversion rates. In simple terms, you’re spending smarter and seeing better results.
Another standout feature is the ability to fine-tune bids based on user behaviour. For example, you can increase bids for high-value prospects while cutting back on less promising leads. On top of that, personalised ad messaging makes your campaigns more engaging. Since you’re targeting users already familiar with your brand, you can craft ads that align with their prior interactions – this typically leads to higher click-through rates and better overall performance. These benefits aren’t just theoretical; they translate into real-world success.
Practical Applications of RLSA
The practical impact of RLSA is hard to ignore. Take this case study from HawkSEM’s campaign with WindRiver:
"By integrating targeted RLSA ads and taking the value‐add approach HawkSEM does, we were able to increase WindRiver’s users by 39%. At the same time, we nearly tripled WindRiver’s clickthrough rate (CTR) while decreasing ad spend by 20%."
RLSA also allows for audience exclusion, which helps you avoid wasting ad spend on existing customers in acquisition campaigns. Instead, you can focus on re-engaging cart abandoners with tailored offers.
Another powerful use is in cross-selling and upselling. For instance, a mobile phone retailer could target customers who’ve already bought a phone with ads for accessories like phone cases. This way, you’re reaching people who already trust your brand and are more likely to convert.
Case studies further highlight RLSA’s versatility. For example, KlientBoost’s clients have seen impressive results:
- Darwin Homes: Reduced cost per acquisition by 46% and increased conversion rates by 25%.
- Move With Clever: Achieved a 42% boost in conversions.
- Grainger: Combined RLSA with Dynamic Search Ads to see nearly 1,000% increases in return on ad spend, conversions, and click-through rates.
Comparison Table: RLSA vs Standard Search Campaigns
Here’s how RLSA stacks up against standard search campaigns:
| Aspect | RLSA Campaigns | Standard Search Campaigns |
|---|---|---|
| Targeting Precision | Targets users with prior website interaction | Targets all users searching relevant keywords |
| Ad Relevance | Highly tailored based on user behaviour | Generic messaging for a broad audience |
| Conversion Likelihood | Up to 70% for existing customers | Around 20% for new prospects |
| Cost Efficiency | 5× less expensive per conversion | Higher acquisition costs |
| Bid Strategy | Behaviour-based bid adjustments possible | Uniform bidding across all users |
| Ad Messaging | Personalised to user journey stage | One-size-fits-all approach |
| Audience Insights | Rich behavioural data available | Limited user history information |
| Campaign Complexity | Requires remarketing setup and list management | Straightforward keyword-based setup |
| Minimum Requirements | 1,000+ users in remarketing lists | No minimum audience size |
| Performance Tracking | Detailed funnel stage analysis | Standard conversion tracking |
This comparison shows why many advertisers are turning to RLSA. By layering RLSA onto their search campaigns, they can refine audience segmentation and adjust bids in ways that standard search advertising simply can’t match. The result? Smarter targeting, better performance, and more efficient use of resources.
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Compliance, Limitations, and Considerations
Privacy and Compliance Requirements
When running RLSA campaigns in the UK, businesses must strictly adhere to data protection laws. These include the UK General Data Protection Regulation (GDPR) and the Privacy and Electronic Communications Regulations (PECR). Under the GDPR, businesses are required to gain explicit consent before collecting and processing personal data for personalised advertising. For example, users must consent to non-essential cookies before any tracking begins. Similarly, PECR outlines specific rules for cookies and similar technologies.
Google’s EU User Consent Policy also demands clear disclosures about data collection and requires user consent for cookies used in ad personalisation. To simplify compliance, tools like Google Consent Mode can be beneficial. For instance, TUI, a global tourism company, implemented Consent Mode and achieved a 7% increase in conversions from their Google Ads campaigns.
To remain compliant, businesses should consider using a Consent Management Platform and updating their privacy policies to clearly explain how data is collected, stored, and processed. Customer data should be stored securely with encryption and limited access. Additionally, businesses must respect user preferences – if someone opts out of an email list, all marketing communications to them must cease immediately.
Limitations of RLSA
While RLSA offers opportunities, it also comes with some limitations. One major challenge is the minimum audience size of 1,000 cookies. For smaller businesses with low website traffic, this can be a significant obstacle.
Another limitation is the restricted reach. Ads only appear when users are both on your remarketing list and searching for your targeted keywords. This dual requirement can narrow the audience scope. Further, privacy restrictions mean that RLSA campaigns cannot use Display Network dimensions like age, gender, or interests.
The effectiveness of remarketing can also decline over time. For example, a user who visited your site six months ago is less likely to convert than someone who visited yesterday. Additionally, certain industries like healthcare face stricter rules, as personalised ads are not allowed in this sector.
For small businesses, starting with "Observation" mode in existing campaigns can help gather data before committing to dedicated RLSA campaigns. Broadening remarketing lists can also help meet the minimum audience requirements. Recognising these limitations can guide businesses in tailoring their strategies for UK audiences.
Considerations for UK Audiences
To maximise the impact of RLSA campaigns, it’s essential to account for UK-specific factors, including legal requirements and consumer behaviours. Digital advertising dominates the UK market, making up about 70% of total ad spend, with mobile accounting for over 60% of this. On average, UK consumers spend more than five hours daily engaging with digital media, highlighting the potential of RLSA.
Given the UK’s multicultural society, cultural sensitivity is key. Campaigns that embrace inclusivity and authenticity often resonate well with UK audiences. Practical localisation steps include using British spelling, showing prices in pounds sterling (£), understanding VAT requirements, and aligning campaigns with UK-specific holidays and events. Regional differences are also worth noting – what appeals to audiences in London might not work as effectively in Manchester or Edinburgh.
"The UK is one of the world’s largest and most developed consumer markets, offering a wealth of opportunities for brands looking to reach new audiences." – Richard Branson, founder of the Virgin Group
The Advertising Standards Authority (ASA) regulates advertising in the UK, ensuring that all campaigns are legal, honest, and truthful. Collaborating with local experts can help businesses navigate cultural nuances and understand consumer behaviour. Regularly updating strategies to reflect market changes is equally important. Additionally, consulting UK legal experts in advertising regulations can help ensure compliance and optimise campaign effectiveness.
Conclusion
Key Takeaways
RLSA (Remarketing Lists for Search Ads) provides an excellent way for UK businesses to improve their PPC campaigns by focusing on users who’ve already shown interest in their products or services. By using RLSA, you can adjust bids intelligently for users with a higher likelihood of converting based on their previous actions. It also allows you to target audiences who are already familiar with your brand and find new customers with behaviours similar to your existing ones. A great example of this is Ulmart, which saw a 6.57% conversion rate for RLSA campaigns compared to just 2.51% for new visitors. Remarketing efforts accounted for 26% of their total conversions and reduced their cost-per-order by 73%.
RLSA also enables you to customise ad copy based on audience behaviour, upsell to existing customers, and even bid on competitor brand terms to win back potential customers. However, to succeed, it’s essential to comply with UK regulations like GDPR and PECR, while also recognising the strategy’s limitations. Start with broader parameters and refine them as you gather performance data. These insights can help you make meaningful improvements to your campaigns.
Next Steps for Your PPC Campaigns
To take your PPC campaigns to the next level, follow these steps to integrate RLSA effectively. First, update your website’s privacy policy to include the use of DoubleClick cookies, then implement the Google Ads remarketing code across all your web pages. Segment your audience based on behaviours like conversion status and engagement, and craft ad creatives that resonate with each group. Make sure your approach aligns with UK GDPR and PECR guidelines.
Start small with a 10% bid increase and keep a close eye on performance metrics. Experiment with different remarketing list segments, bidding strategies, and ad messaging. Track key metrics like conversions, conversion rates, and return on ad spend to refine your approach further.
As shown in the HawkSEM and WindRiver case study mentioned earlier, proper execution can yield impressive results. If you’re unsure about how to get started or want to optimise your existing PPC efforts, The PPC Team offers a free PPC audit. This audit can help identify opportunities for improvement and show you how to effectively integrate RLSA into your advertising strategy. Use the strategies outlined above to fine-tune your bids and messaging, and let professional insights guide you toward stronger campaign results.
Google Remarketing Lists for Search Ads | RLSA Full Setup Tutorial
FAQs
How can I stay compliant with GDPR and PECR when using RLSA in Google Ads?
To comply with GDPR and PECR when using RLSA in Google Ads, you need to secure clear and explicit consent from users before collecting or using their personal data for remarketing. A transparent cookie consent banner that gives users the option to opt in is a key part of this process.
You should also have clear, easily accessible privacy policies in place, honour users’ rights (like the ability to withdraw consent), and ensure personal data is handled securely. Regularly reviewing and updating your practices to stay aligned with these regulations not only safeguards user privacy but also keeps your business compliant.
What’s the difference between ‘Bid Only’ and ‘Target and Bid’ in RLSA, and how do I decide which one to use?
The key distinction between ‘Bid Only’ and ‘Target and Bid’ in Remarketing Lists for Search Ads (RLSA) lies in how they approach audience targeting.
- ‘Bid Only’: This option shows your ads to everyone who matches the keywords in your campaign. However, it allows you to adjust bids specifically for users on your remarketing lists. It’s a great choice if you want to cast a wide net while giving extra attention to past visitors.
- ‘Target and Bid’: With this setting, your ads are displayed exclusively to users on your remarketing lists. It’s ideal for campaigns that focus on previous site visitors, such as returning customers or leads already familiar with your brand.
When deciding between the two, think about your campaign’s objectives. Choose ‘Bid Only’ for broader exposure with the option to bid strategically, and go with ‘Target and Bid’ if your goal is to connect with a more specific audience.
How can small businesses meet the 1,000-user requirement for RLSA in Google Ads?
Small businesses aiming to meet the 1,000-user threshold for Remarketing Lists for Search Ads (RLSA) should prioritise increasing website traffic and boosting user engagement. This can be done by fine-tuning website content, running well-targeted ad campaigns, and leveraging seasonal promotions or discounts to draw in more visitors.
Another effective approach is to create audience segments based on user behaviour. For instance, you can track visitors who explore specific pages or take meaningful actions, like adding products to their basket. These tailored segments can help grow your remarketing lists faster. By implementing these strategies, small businesses can reach the required audience size to take full advantage of RLSA and enhance their PPC campaign results.
