4 Steps to Become an Expert in RLSA Campaigns and Keep Your Visitors Coming

What did your potential customers do after leaving your website? Why did they leave?

Most importantly: how do you get them back? If you’ve asked yourself these questions, you are in the right place. We’ll help you understand Remarketing Lists for Search Ads, a useful tool that will help you create competitive ads and convert more.

It is safe to assume that if you have a website, it serves a purpose. Typically that purpose is to generate traffic, leads or sales to your business. Maybe you want your visitors to purchase something, fill out a form or call you. Whatever your objectives are, there is likely a desired action you would like them to take.

But what happens when your website visitors do not take that desired action (often referred to as a conversion) and leave? Maybe your prices were too high or you simply do not offer what they are looking for. Chances are they are going to go right back to Google and conduct a secondary search in attempts to find someone that has what they are looking for.

Having insights as to what went wrong and what searches were performed in Google after leaving your site would really bring you some clarity to bridge the gap.

Generally speaking, the average website conversion rate is somewhere between 2 and 5 percent depending on the industry.  That means if your website receives 1,000 visitors per month, maybe 50 of them will convert if you’re lucky. So what happened to the other 950 visitors?  What went wrong?

Chances are, your website and its contents did not align with the visitors intent, whether that is a product, service, information or all of the above.

But what if you DO provide the solution they were looking for and they were just unable to discover it or fully understand it during their first experience visiting your website.  There goes a potential customer!

Don’t give up yet.  Luckily for you, there is a way to bring them back by identifying what went wrong and adjusting your messaging to regain their interest.

Let’s get into the 4 Steps that will walk you through the process of how RLSA campaigns work.

Step 1

Let’s say a user is in the market for a laptop and they search Google for “laptop computers”

RLSA step 1

Step 2

Several advertisers are bidding on this keyword phrase, but the user ends up clicking on a Paid Search ad from Office Depot.

Step 3

User views the landing page from Office Depot shown below, but doesn’t purchase anything.

RLSA step 3

Step 4

User goes back to Google and modifies their search to find exactly what they are looking for.  This secondary search is typically much more specific and gives a better indication of what their intent is.  For example, they may go back to Google and search for “cheap laptop computers” after viewing Office Depot’s selection.

If we are able to identify that this user searched for “cheap” laptops after viewing our site, now we know price is their pain point.

NOTE:  You will only be capable of viewing these secondary searches conducted after leaving your site if you are actively bidding on these keywords within an RLSA campaign. In this example, we could bid on the broad match keyword “laptops” in order to capture the most information about what people search after leaving as it relates to laptops.

This information will be found within the “Search Query” report in Google AdWords as seen below:

RLSA graph

By knowing this, we are now able to do two things:

  1. Adapt the messaging in our ad copy to appeal to searchers looking for cheap and affordable laptops.  By making this more relevant to their intent, it will result in a higher click-through-rate (CTR) and quality score within Google AdWords.  Improving those two metrics means cheaper advertising costs.
  2. Identify these pain points (in this case, price) and optimize our website and/or landing page experience.  Had Office Depot known this during that first website experience, they could have perhaps made their refurbished or on-sale laptops more prominent on the page to increase relevance and ultimately, conversion rate.


By learning more about what you did not provide your website visitors during their first experience, you are able to identify their actual needs and pain points, optimize your website content and re-engage them with personalized messaging.

Have questions on how to implement these RLSA campaigns? Contact us today for a FREE consultation and we’d be happy to walk through it.