Google AdWords has announced a new change that allows advertisers to include their Google Analytics audiences as a remarketing list for Google Search ads, all without requiring extra tagging changes before you can run them.
Remarketing Lists for Search Ads (RLSA) allows you to tailor your search ads and based on your visitors’ past activity on your website. Now you can leverage more than 200 Google Analytics dimensions and metrics to create and activate your audiences for remarketing, then use those audiences to reach and re-engage your customers with a consistent message across both Google Search and Display.
This should make it much easier for advertisers to remarket to much smaller and extremely targeted groups of users and to tailor their advertisements to those specific groups much better. This should increase both the CTR and the conversions for these audience groups (previously known as remarketing lists) as well as lowering the overall CPCs.
By being able to drill down much tighter on these audience groups, it should also allow the advertiser greater to target with specific products or services while also leveraging other metrics from Google Analytics to create better campaigns.
The change is now live for all Google AdWords advertisers. Google has a full tutorial on using the new feature here.
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Jennifer Slegg
Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.
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