Google Shopping With RLSAs

By Neeraj Maisuria, November 01st 2015 in Ecommerce
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Why use RLSA with Google Shopping?

In 2013, Google released an update to give advertisers the ability to target users who had visit their websites back on search. This was called remarketing lists for search ads, abbreviated to RLSA. Remarketing is an excellent way to make sure users who have already shown an interest do not forget you.

Now, Google has made it possible to target previous visitors with Google Shopping. This will be a great addition to your Shopping strategy because it will help bring users back to your website, instead of possibly losing them to your competitors.

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How to Get Started?

RLSA for Shopping can be used in a few different ways. However, for arguments sake this post will explain how to increase bids to anyone who has been through to your website in the last 30 days. This will help your ads to rank higher to anyone who is more qualified to purchase.

To begin, click on the ‘Audience tab’ and on the red button that says “+ Re-marketing”.

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By adding a re-marketing list on a ‘bid only’ basis, you are telling Google that you would like to target your existing audience but make a consideration to anyone who has been through to the website before.

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You can chose any remarketing list you like. However, for explanations sake we will use the existing ‘All Visitors’ list. Once confirmed, you can see below that you are now able to increase/decrease your bids to this audience by your chosen amount. Increasing your bid by just 20% may help you to show for more broad term searches & also to rank higher.

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You can build lists as you would for search ads. Start out small and figure out what works and what doesn’t. If you are new to remarketing lists, here’s a guide from Google for remarketing lists for search ads.


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Neeraj Maisuria

Head of e-Commerce - Push

Direct from Amazon, he certainly knows his stuff about e-commerce. Listen out for his stories about his own Pet Parrot! Chirrrp!

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