Remarketing for Shopping Campaigns

Remarketing lists for search campaigns have been available in AdWords for some time. This interface allows advertisers to more precisely target users after they visit their website with specific ad texts and bids. This granular delivery option can significantly enhance campaign performance. As a result, RLSA campaigns have become a quality feature of every AdWords account. Now it is also possible to use this feature in Google Shopping campaigns.

The basic principle behind remarketing is re-engaging users. When a user visits a company website, a cookie is set and stored in the browser marking the user. This allows the user to be identified and engaged as a previous visitor to the website later. The user can now be tracked across different platforms and targeted with custom-designed ads. Even the products the user viewed on the company website but did not purchase can be shown.

Remarketing lists offer various management methods to engage the user during their customer journey. The clear advantage lies in the individualized targeting of different users. This allows campaigns to be created more efficiently. Since users from remarketing lists have already interacted with the products before, they generate much higher conversion rates.

The remarketing function can also be used for search campaigns. With Remarketing Lists for Search Ads, or RLSA, specific keyword campaigns can be precisely tailored to users who have already visited the company website. This is especially interesting as it results in better CTR and CPO compared to new users. This allows for better planning of bid settings and budget allocations to improve the overall campaign performance.

In Google Shopping, the long-awaited Remarketing Lists for Search Ads (RLSA) function is now available after a long beta phase. The integration of remarketing lists works similarly to the mentioned search campaigns. The lists are linked with existing campaigns. The campaign still targets all users; however, bids for remarketing users can be adjusted by a percentage. Hence, there's a linear dependency between the bids of new users and remarketing users. If you wish to adjust bids independently, you need to duplicate the campaign structure. One campaign targets the remarketing user group, and the other targets new users. This is examined in more detail below: