What is RLSA (Remarketing Lists for Search Ads)?

RLSA stands for Remarketing Lists for Search Ads and applies remarketing lists to search campaigns. This lets you bid differently or show different ads to people who have visited your site before or are already customers, at the moment they search on Google again.

Why is RLSA important?

Higher intent: someone who knows you and searches again is often further along in the decision.
More focused bidding: more for visitors, less for unknown searchers.
Control over reach: you choose whether a list only measures (observation) or also limits reach (targeting).

Examples of RLSA

An online store adds the cart abandoners list to a search campaign and watches how that group performs, without limiting reach.
An installer bids higher for earlier visitors to the quote page who search again.
A B2B company shows an ad about a free trial only to earlier visitors.

How do you use RLSA?

Create a remarketing list, add it to a search campaign as an observation and look at the results first. Only then adjust the bid or set the list to targeting. With Smart Bidding, most manual bid adjustments are ignored, so then use the list mainly as a signal. See Google Ads campaigns.

RLSA (Remarketing Lists for Search Ads)