Digital Marketing

What Asset is Used to Build a Remarketing List?

  • Post By: Anup Kanti Ghosh
  • Published: August 24, 2022

The simple answer is Custom Segment.

Custom segments are used when creating a remarketing list to help you determine who your audience is and who is the best fit for a remarketing campaign.

Ever happened like you visited a website, searched for a product, and left the site, but an ad on the same product is shown on your profile later?

You see this because you're placed on remarketing lists— you've shown interest in such products or items, and the business wants to remind you that the product is still available if you are interested in buying. Companies and businesses use this technique to find more prospects and drive more conversion from targeted audiences.

This blog describes remarketing lists, their use in business marketing, and what asset is used to build them for RLSA—Remarketing Lists for Search Ads. We'll cover several tools to create a remarketing list using Google Ads.

Let's get started.

What is RLSA?

Remarketing Lists for Search Ads (RSLA) is a sophisticated targeting feature that allows advertisers to "customize their ad campaigns on search engines for people who already visited their website or app, as well as the specific pages or products.

These are high-priority customers because they have expressed interest in your business. Strategically retargeting these users can entice them to return to your website and finish the conversion or convert again. It also lets customers know they can purchase the item they looked for, and it's still available.

What are the Purposes of RLSA?


Google Ads offers a wide range of effective targeting options and audience segmentation capabilities for developing outstanding remarketing campaigns.

RSLAs are used to:

  • Get fresh and intriguing consumer prospects, and win new clients or leads.
  • Set up search ad groups so they only display ads to users who search the keywords.
  • Adjust the bids independently for the ad groups specially tailored for remarketing lists.

What Asset is Used to Build a Remarketing List?

Custom segment. It's a common question on the Google Analytics Exam. A common exam question will look something like this:

  • Custom Metric
  • Custom Report
  • Custom Dimension
  • Custom Segment

Have you concluded that remarketing is useful and pertinent to Google Ads activities? Your following queries will probably be what resource is used to create remarketing lists and how to start.

The first steps are listed below:

Keep the Key Pages Tagged on the Website

Choose which pages of your website should include a tag to track visitors. A tag is a JavaScript element used to generate a remarketing list.

Only pick pages that are essential to the converting process. For example, a price page for numerous software options exhibits much higher intent for conversion than the homepage.

You must consider which pages are signs a visitor will convert and then mark such pages, for example, a cart.

Create a Custom Segment and Include Rules

You should add rules and segmentation options to enhance your remarketing list further. For instance, your remarketing list needs to have a membership cap. People will be eliminated after a predetermined period.

Consider Special Offers

If a visitor hasn't converted despite reading your emails for a few weeks, they probably have no interest. You don't want to keep wasting their time by sending them pointless messages.

In some cases, all clients need a tiny incentive. If you have a particular offer that will motivate them to convert, build a remarketing list around it. This additional incentive might provide you with an advantage over the competition and position you as the more desirable choice for leads.

Strategic Outline of a Functional RLSA:

Here is a strategic outline of a functional RLSA:

Keyword Analysis

A high conversion rate results when a potential customer is familiar with your brand and your product or service. For instance, search for your company's brand words.

If potential customers searched for terms related to your product—for instance, "shoes" and your business offers shoelaces—it might be helpful to get in touch and highlight the wonderful qualities of your shoelaces.

Audience Segmentation

Depending on the position of their funnel, "Past Converters," "Product Page Visitors," " Added to Cart," and "All Site Visitors" are displayed in decreasing order. You may add or delete audiences as necessary but maintain the structure and objectives of your conversion funnel.

Ads Customization

It allows you to match each distinct audience based on the search phrases entered and the page they left on your website (i.e., the "Products" page). For example, you could create a list of people who have visited your website and made purchases and then tailor an advertisement to that individual, giving them a 10% discount off their subsequent purchase.

Alternatively, you might create an audience of visitors adding things to their cart but haven't finished the transaction and offer a 5% discount to them. Remember, it's crucial to test both your post-click landing pages and the phrasing of your ads.

Bid Higher on Broad Keywords

RLSAs are excellent picks for both small and large businesses. It can help move the needle and increase income at the top line based on a relatively higher site traffic volume.

However, small and medium businesses may need to stretch their marketing budgets; but the results will be worth it.

How to Set Up RLSA in Google Ads?

To apply remarketing lists to a single Search Network campaign or ad group:

  • Create a new "Search" campaign, or select from an existing one.
  • Click Audiences from the menu on the left.
  • Add an audience list by clicking the pencil icon.
  • Select Campaign or Ad group from the "Add to" section, based on your targeted level.
  • Click Select a campaign(or Select an ad group), then choose your targeted campaign or ad group.
  • Click the "Website visitors" drop-down menu under the "How they interacted with your business" section. You'll find the "All visitors" list and other eligible lists created for various groups.
  • Next to each remarketing list, mark the one you wish to add in the checkboxes. You can see your audiences in the "Selected audiences" column.
  • Now, Click Save.

Tips for Implementing RLSA on Google Ads campaigns?

You can use remarketing lists for search ads to enhance PPC performance in several ways. Following are some smart tips to drive in more leads with them:

Increase Your Bids for Brand Aware Customers

RLSAs are now frequently utilized to increase bids on past site visitors. The idea is that a visitor who has already visited your website and looked at the descriptions of the goods or services, the costs, and other details is much more likely to be close to conversion. Use favorable bid changes on such customer categories to move them down the funnel.

Exclude Past Customers

Remarketing lists are fantastic for adding already converted visitors as excluded audiences in search efforts. For the most effective budget allocation, this is a useful technique to divide campaigns between new consumers and existing users.

Existing customers are much simpler to upsell. They can also be a wonderful source of inexpensive conversions to enhance volume. New users will cost more to acquire but are essential for business growth.

Experiment with Upselling to Visitors Converted Previously

Now that you've left them out of the previous campaign, you'll need to launch a brand-new one targeting visitors converted previously. By employing RLSAs targeting already converted users, you can achieve upselling and boost the value of a customer's lifetime.

Additionally, this will increase the rate of customer retention. Make a campaign targeting customers who have already converted and utilize ad language that emphasizes upselling more goods and services based on their prior interactions.

Make the Most of Limited Budgets

It's all too simple to fall into the trap of holding off on raising your budget until you've generated sales through paid promotion.

Of course, if you have a tight budget, you might not be able to pay to receive those leads initially. It's a widespread problem, and RLSAs are good methods to experiment.

Concentrating your marketing efforts on individuals who have already seen your brand will have a far higher chance of generating conversions. This method won't work if you don't get enough organic traffic.

Making the most of a small budget can be accomplished by allocating a portion of it to a top-of-the-funnel display campaign. Also, more traffic will be attracted by display advertisements at a lower cost per click.

Thus, you may use the RLSA campaign and contact these users again. Be sure to adjust your bids following their level of interaction.

Importance of Remarketing

Most people who view websites will close out without any further action. Some customers might show little interest in your company, goods, or services.

In contrast, Google Ads remarketing aims to re-engage customers who were initially interested but did not purchase.

Remember that converting doesn't always require making a financial commitment. You can ask a lead to convert by asking them to sign up for a newsletter, download a demo, send a request for information, or perform another action.

There are several reasons why a client may be considering converting but decide against taking the required action:

  • Weren't prepared yet
  • Intended to return later but ran out of time.
  • Had not yet decided or conducted comparison shopping.
  • They were sidetracked (it's the internet, after all)
  • Had a complaint about the cost or the features.

Benefits of RLSAs

With RLSAs, you can target folks in your search marketing more effectively who are already familiar with the website and are more qualified and valuable.

RLSAs, when properly applied, can lead to more effective ad spending, higher conversion rates, and ultimately a higher investment return. Nevertheless, this approach seems to have a variety of other significant advantages that are priceless.

Ensure Relevant Ad Messaging

Relevance is one of the most crucial components of a successful Google Ads campaign. Prospects won't interact with your ads unless they are pertinent.

In turn, this raises the Quality Score. Google uses this to determine ad ranks and costs. Remarketing advertising ensures ad relevancy by exclusively focusing on Internet users previously expressing participation or interest in your brand.

Brand Recall and Awareness

As we already mentioned, one major reason an intriguing lead can leave your website without converting is that they are still doing their research and have not made up their minds. Later on, they might or might not recall you.

Sometimes, a consumer might not be prepared to make that choice for months. Remarketing advertising ensures that people still remember your business and brand during that time. Your business will be among the first to spring to mind when they're ready to convert and take that leap because they've seen your advertising material frequently.

Page Visits and Behavior Tracking

Remarketing data includes more than just website visitors. Primarily, it tells exactly where on the website they went and what information caught their attention. This information may be utilized to more accurately pinpoint the elements or details that increase conversions, which will help you create more effective content strategies, landing pages, and ad campaigns.

What is the Difference Between RLSA and Traditional Marketing?

Before we discuss "how" they differ, let's take a closer look at a typical remarketing strategy and what it entails.

Studies show that visitors who visited a website only once have a higher probability of converting since they were initially interested in seeing the site.

Remarketing campaigns allow advertisers to send customized ads to users who have already visited the website. This keeps potential customers constantly reminded of their presence while they are online.

What Makes Them Different?

Both traditional remarketing and RLSA advertising employ cookies to trace visitors who have previously visited the advertiser's website.

Advertisers use RLSAs to target certain customers already familiar with the brand and website to segment their search efforts better.

Thus these ads have greater click-through rates and lower cost per acquisition than traditional forms of advertising because the intended audience is already aware of your brand.

Here, advertisers can infer the user's intent more accurately and build advertising targeting based on their search queries.


We hope that this blog post has helped you to use RSLAs to maximize the effectiveness of the Ad Words search ads. You also know what asset is used to build remarketing lists by now.

The potential is enormous right now, and as these lists' functionality keeps improving as RLSAs improve, the prospect will increase exponentially!

So why are you holding out when you can start making your RLSAs right away?

Frequently Asked Questions (FAQ)

What Asset Is Used To Build A Remarketing List?

The answer is Custom Segment

What are Remarketing Lists for Search Ads?

Remarketing Lists for Search Adverts (RLSA), a function of Google Ads, enables you to contact people who have previously visited your website by showing them customized ads when they search for related terms on Google or any other Google Display Network websites.

What are the Minimum Numbers of Users a Remarketing List Requires?

Before being used for marketing on the Google Display Network, a remarketing list needs to have at least 100 recent active visits. This helps preserve the list's members' privacy, something Google takes extremely seriously.

Why Should You Use Remarketing?

Remarketing assists you in gaining back visitors by displaying adverts in other locations, such as news websites, blogs, and articles. You can design personalized messages for remarketing advertising that encourages site visitors to return and finish their purchases.

Can You do Remarketing on Google Search?

Before it can be used to customize your search advertisements, an RLSA needs to contain at least 1,000 cookies. This contributes to the privacy protection of the people on your list. Remarketing lists with demographics from the Google Display Network Age, gender, and interest categories do not qualify for RLSA.

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