Google's RLSAs (Remarketing Lists for Search Ads) are showing promise for searchers in later stages of the marketing funnel. The ads are a type of search ad that allows you to modify your bid, keywords, and ads to tailor to people who have already visited your website.
What does this mean for you?
With RLSAs, you can customize your search campaigns for people who have previously visited your site.
RLSAs also offer a no-risk format, which means you can add RLSA lists to your existing search ads. After adding, you can modify your options depending on the priority you give to those ads. If no one on your remarketing list searches for one of your keywords again, then you do not lose anything.
But do they work?
In a test conducted by G5, RLSAs are showing significant promise in the real estate field. The test looked at more than 92,000 ads that ran between Jan. 1 and Feb. 20, 2017.
In the overall real estate field, Cost Per Click (CPC) was reduced 12 percent, Click Through Rate (CTR) increased 80 percent, and Conversion Rate increased 106 percent.
In the multifamily field specifically, numbers were equally impressive. CPC was reduced by 12 percent, CTR increased 40 percent, and Conversion Rate increased 25 percent.
RLSAs appear to be a win-win for both searchers and marketers alike. They offer better results at a lower cost, but it's important to remember that they will not work for anyone who has yet to visit your website. You will still want to keep your regular search strategy to capture those in the earlier stage of consideration.