When you start your journey through the world of pay-per-click, you’ll hear a lot about remarketing. That’s because it is one of the most important things you can do for your long-term advertising success.
It’s a fact that 96% of visitors to your website will leave without converting. On top of that, 49% of people will visit 2-4 sites before making a buying decision. Your customers are comparing services and prices, and that doesn’t have to be scary once you implement successful remarketing.
We’ve covered different remarketing strategies in the blog before, from Facebook retargeting, to remarketing on the Google Display Network. There is one remarketing tool that is currently grabbing the attention of advertisers and businesses called Remarketing Lists for Search Ads.
Remarketing Lists for Search Ads (from here on out we will go by its trendy acronym RLSA) allow you to retarget your ad on the search engine to people who have already been on your website.
Let’s put a face to RLSA. Meet Karen.
She is a mom of two who stays home while her husband works at a bank. Karen and her husband are ready to buy a new AC unit to replace their one of 20 years. Karen and her husband look up “ac replacement near me” on their computer and an ad for your HVAC company pops up.
Since you are in their service area and served a really enticing ad, they click the ad, look at your landing page for a few minutes, then realize it’s time to put the kids to bed and leave your website. Before work the next morning Karen’s husband asks her to book an appointment for an AC replacement. Forgetting about their search the night before, Karen goes back to google and looks up “new ac near me.” Because you are smart and are using RLSA’s, she sees an ad for your company right that reminds her that she’s seen you before.
She recognizes the name, and this time goes through on the conversion. That’s because people are 20% more likely to commit when they are familiar with your brand.
RLSA’s are different than Display Networks or Social Remarketing because it allows you to bid more when valuable customers (who have visited your site in the past) are back searching with intent to make a conversion. People who search are ready to make the call and are even more likely to pick up the phone when they see a brand they recognize. In short, RLSA’s rock because they give you a better chance of reaching an extremely highly-qualified prospect right as they are ready to make a call.
RLSA has been around since 2013 and businesses who have used it have seen tremendous growth. On average conversion rates go up 30% while cost per acquisitions decrease 44%. People are basically cutting their costs in half while getting more conversions using RLSA.
Setting up a RLSA is just like setting up a typical remarketing list. You attach a snippet of code to anyone who views your website to automatically add them to your list. The only difference is that you need to have 1,000 visitors to your site on the list rather than the 100 needed to set up display and social remarketing.
If you have a business that receives a lot of website traffic and are ready to set up RLSA there are few things you can do to make the most out of this trend Google feature.
If you want to promote a new service to existing website users you can use RLSA as an opportunity to bid on keywords for a low price. For example, if you are running a duct cleaning special, you can bid for those keywords for an ad just for high-quality leads.
It’s no secret that competitors on AdWords bid on one another’s names as keywords. RLSA gives you a great opportunity to remind people that may be comparing services that you are the best one for the job.
Are you ready to take advantage of Google’s trendy remarketing feature? Learn how to make it work for your business by signing up for a demo with AdMachines.