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Making The Most Of Google Analytics Audiences Within Your Search Campaigns
Search marketers, have you been using Google Analytics in conjunction with Remarketing Lists for Search Ads? If not, columnist Laura Collins is here to explain the benefits.
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.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.