Remarketing Lists for Search Ads (RLSA)

Definition

A way to adjust bids for search ads based on whether someone has visited your site before—basically charging different prices based on how interested you think they are.

Example Usage

Our RLSA strategy increased bids 200% for high-value site visitors, and conversion rate jumped 28%.

Origin

Introduced by Google in 2013 as a search advertising feature

Fun Fact

Remarketing audiences consistently achieve 3-5x higher conversion rates than cold audiences

Source: Google Ads feature terminology

Related Terms

Beginner

Call to Action

A button or phrase designed to make someone do something immediately, like a digital drill sergeant screaming BUY NOW at your eyeballs. The entire internet is just an arms race of increasingly desperate calls to action.

📣 Marketing / Advertising

Advanced

Query Deserved Answer (QDA)

Content that Google's algorithm determines is exactly what a search user needs—the opposite of clickbait masquerading as search results.

📣 Marketing / Advertising

Intermediate

MQL (Marketing Qualified Lead)

A lead that matches your ideal customer profile and has engaged with your marketing. It's not a customer yet, but they're not random either.

📣 Marketing / Advertising

Beginner

aspirational messaging

Marketing that sells customers not what they are, but what they desperately want to become—thinner, richer, cooler, or at least someone who owns a Peloton. It's the advertising equivalent of a vision board.

📣 Marketing / Advertising

Beginner

Evergreen Content

Content that stays relevant forever, like a blog post about how to boil water or the timeless art of writing listicles. Marketers love it because you write it once and pretend it's generating value for the next decade.

📣 Marketing / Advertising

Advanced

ascription

In data analytics and sociology, the act of assigning credit, blame, or characteristics to a person or thing based on analysis rather than self-identification. Marketers use this to decide who deserves credit for a conversion, while sociologists use it to study how society boxes people into categories they didn't choose. Both involve making assumptions that may or may not reflect reality.

📣 Marketing / Advertising

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