What Google’s recent RLSA updates mean for advertisers

At the recent SMX East conference in New York City, Google’s Jerry Dischler announced a number of paid search updates that should roll out in the near to immediate future. Among them, two in particular stand to expand the footprint of Remarketing Lists for Search Ads (RLSA).
Here are the changes you need to know about, starting with the most impactful.
RLSA membership duration expanded to 540 days
Since beta testing all the way back in 2012, RLSA has been restricted to include only those users who visited an advertiser’s website within the past 180 days.
This meant that there wasn’t a whole lot of opportunity for using RLSA in reaching out to once-a-year converters or baking seasonality into targeting as much as many advertisers hoped.
However, that 180-day limit has now been tripled to 540 days.
What does that mean?

A lot more searchers can be targeted with RLSA, as the number of distinct visitors to a brand’s site is naturally much higher

Search Engine Land Source

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