Making The Most Of Google Analytics Audiences Within Your Search Campaigns

Since its launch in 2013, Remarketing Lists for Search Ads (RLSA) has become such an integral tool for PPC marketers that it’s hard to remember what our campaigns looked like without them. Did we just… use the same bid for everyone? Madness.

Things got even more exciting in June 2015, when Google announced they were allowing Google Analytics remarketing lists to be used in search campaigns (where they’d previously been restricted to use in display).

As you may know, there are many more options at your disposal when building remarketing lists in Google Analytics (GA) than in AdWords, so this opens up a range of new possibilities for your RLSA activity. But how exactly do you get your GA account ready for RLSA? And with so many options to choose from, how do you decide which lists are right for you?

In this article, I’m going to examine some of the most successful GA + RLSA strategies we’ve implemented at Periscopix, a Merkle Company, and how to go about setting them up.

[Read the full article on Search Engine Land.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Laura Collins

Laura Collins is PPC Team Leader at UK based paid media agency, Periscopix, a Merkle company. In her three years in digital marketing, she has acquired in-depth knowledge of AdWords, Bing Ads, and several other platforms. She has managed accounts across a range of sectors with a specialisation in finance. Laura is a regular contributor to the Periscopix blog and also published the company’s first whitepaper, which was later promoted by Google.

(Some images used under license from Shutterstock.com.)