Ask How do digital marketers use remarketing lists inside Google search campaigns?

[Meridian]

Remarketing lists for search ads, called RLSA, let you adjust how your search ads behave based on whether someone has visited your website before. For example, you can bid higher when a past visitor searches for your main keyword because they already know the brand and are more likely to convert. You can also show different ads to people who abandoned a cart versus first-time visitors. It makes your search campaigns more targeted without changing the basic keyword setup. So what do you think is the most valuable way to use RLSA in a search campaign?