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How are targeted RLSA ads targeted -- will they show up in irrelevant searches

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# 1
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We have recently started creating remarketing lists. I understand I can either use the list to create an auto bid adjustment when my list members trigger one of my keywords, or I can target. I am confused about what the 'targeting' function (rather than bid) actually does. Will I be pushing my ads to people on my list who are not searching my keywords? How does this provide a benefit, especially if I am continuing normal search ads in addition to RLSA? Does 'targeting' simply mean if not on my remarketing list, not eligible to trigger keywords/ads?

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Accepted by topic author Kristin K
January 2017

How are targeted RLSA ads targeted -- will they show up in irrelevant searches

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# 3
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Thank you, MosheTLV.  I was able to find answers to my question with follow up research, and a chat with Google support.  Once I had realized "Targeting" will not show to those not searching my actual keywords, I began to try to determine if there was benefit to having a Targeted campaign when I am still interested in capturing new users as well (so will not be eliminating 'normal' ads).  

 

From what I can tell, the only reason I would want to create 'duplicate' campaigns/adgroups (one targeted and one not) would be if I wanted to have different keywords available to those users on my audience list (maybe a LTK got them on the list, but I am willing to remarket with a broad match, etc.); I suppose also I could run on a different schedule, etc.  If there are other potential benefits to these 'duplicates' I would be happy to learn about them.

 

Aside from further learning, I consider my question 'closed'.  Thank you again for your help.

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How are targeted RLSA ads targeted -- will they show up in irrelevant searches

Top Contributor
# 2
Top Contributor

A good starting point is this help article:

https://support.google.com/adwords/answer/2701222?hl=en

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’
Marked as Best Answer.
Solution
Accepted by topic author Kristin K
January 2017

How are targeted RLSA ads targeted -- will they show up in irrelevant searches

Visitor ✭ ✭ ✭
# 3
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Thank you, MosheTLV.  I was able to find answers to my question with follow up research, and a chat with Google support.  Once I had realized "Targeting" will not show to those not searching my actual keywords, I began to try to determine if there was benefit to having a Targeted campaign when I am still interested in capturing new users as well (so will not be eliminating 'normal' ads).  

 

From what I can tell, the only reason I would want to create 'duplicate' campaigns/adgroups (one targeted and one not) would be if I wanted to have different keywords available to those users on my audience list (maybe a LTK got them on the list, but I am willing to remarket with a broad match, etc.); I suppose also I could run on a different schedule, etc.  If there are other potential benefits to these 'duplicates' I would be happy to learn about them.

 

Aside from further learning, I consider my question 'closed'.  Thank you again for your help.

How are targeted RLSA ads targeted -- will they show up in irrelevant searches

Visitor ✭ ✭ ✭
# 4
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Hi there,

 

The other reason is to have different bid levels for these two audiences. You can, for example, set a bid adjustment at the rmkt list level for returning visitors.

How are targeted RLSA ads targeted -- will they show up in irrelevant searches

Visitor ✭ ✭ ✭
# 5
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Jorge, Thanks for the input.  I  can do the bid adjustment within one campaign, with remarketing list set to "bid only" -- I don't think it is necessary to create 'duplicate' campaigns to achieve that benefit.  The complication I was dealing with was determining the benefit of 1 search campaign with a remarketing audience (bid only) v. one 'normal' campaign + a remarketing 'bid and target' campaign.  

 

Thanks again,

Kristin

How are targeted RLSA ads targeted -- will they show up in irrelevant searches

Visitor ✭ ✭ ✭
# 6
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Got it! 

The only benefit is showing different messages to different users if it's the case. You can isolate a remarketing bid and target to show a different message to your remarketing list  - promotions or another selling point for example...