Remarketing List for Search Ads (RLSA)

Definition

A Google Ads feature that shows different ads to people based on whether they've visited you before, because once you've been to a party, the host remembers you.

Example Usage

We're using RLSA to bid more aggressively on search terms for people who've already visited our site.

Origin

Google Ads feature introduced in 2012

Fun Fact

RLSA is one of the most underutilized features in Google Ads despite dramatically improving ROI for retargeting campaigns.

Source: Google Ads documentation

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