Google Rolls Out RLSA To AdWords Shopping Campaigns

By William Larcom | @Will_Larcom | Production Associate at Hanapin Marketing

With the holiday season fast approaching, paid search advertisers received an early gift as Google introduced RLSA to AdWords Shopping Campaigns. Although advertisers have long since enjoyed the many benefits of Remarketing Lists for Search Ads, this update effectively extends their application to both Shopping ads (PLAs) and Local Inventory ads (LIAs).


The increased reach of RLSA campaigns will improve an advertiser’s ability to customize Google Shopping bids in response to their audience’s previous on-site behavior. AdWords and Analytics remarketing lists are implemented to essentially create bid modifiers for a multitude of engagement actions including specific page visits, cart abandonments, and previously converting customers. The movement into Google Shopping campaigns creates yet another avenue for re-engaging high-value customers during their active shopping process.


Early reports on RLSA shopping campaigns have been generally positive:


Shopping remarketing lists have proven incredibly successful for We’re able to strategically target consumers who did not convert in previous visits, driving 285% higher mobile and desktop conversion rates with 68% lower CPAs, making it one of the most effective features we’ve ever tested.”
– Yuly Gonzalez, Sr. SEM Specialist, Rakuten Search


With Shopping remarketing lists, our client Cruiser Customizing increased their conversion rate by 78% and their ROAS by 66%. We don’t want to have a single Shopping campaign now without shopping remarketing lists attached.”
– Jeremy Brown, Chief Marketing Officer, Metric Theory


This highly anticipated development comes in the wake of a recent announcement that remarketing is now available in Bing Search and Shopping campaigns. As the holiday season approaches, advertisers will likely utilize Shopping remarketing lists to reconnect with previous patrons all while generating a reasonable ROI.