Crealytics Insights

Break down silos in ecommerce to drive performance

How to make most of Audience Remarketing using RLSA and Customer Match on Google Shopping

The customer journey has become more and more complex. People tend to navigate between Google and a retailer’s website multiple times before they convert. According to our analysis, 46% of Shopping ad conversions have three or more clicks through to the retailer’s website from Google Shopping. Which makes it essential that you keep your brand front and center in the customer’s mind each time they search.

The good news is, Performance Marketers can act on this customer journey using Remarketing List for Search Ads (RLSA) and Customer Match. These tools make it possible to bid differently on shoppers who have interacted with your website and are searching for something relevant on Google again.

Crealytics A/B tests on the incrementality of Audience Remarketing have shown that bidding higher on people deeper in the conversion funnel drives incremental revenues of around 18% or more.

Done right, you’re not just making the sales you would have made anyway with a higher price bid, you’re actually increasing the number of sales generated by targeting highly relevant shoppers.

Take Audience Remarketing to the next level

Google Shopping is ideal for running Audience Remarketing at scale. This two-minute video provides you with an overview of how we bottled up the combined experience of our PPC experts at Crealytics into an automated solution that lets you leverage the full potential of Remarketing.

Crealytics customers have been able to benefit from the Audience Remarketing optimization since April 2016. If you have any questions, thoughts, comments or just want to chat about RLSA, feel free to reach out to your Crealytics account manager to discover more.

Not a Crealytics customer yet? To learn more about how our Smart Shopping Automation tool can help you get the most from your campaigns, get in touch with us on and we’ll be more than happy to tell you all about it!

How are your RLSAs doing right now?

To make it easy to evaluate the current state of your Audience Remarketing Google Shopping campaigns, we’ve put together these resources designed to help you check this task off your list.

More on RLSAs

For more on how to make the most of your audience lists, check out these other great resources.

Understanding audience targeting tools and when to use them

The world of paid search is shifting. Advertisers are slowly moving away from targeting search queries to targeting audiences.

It’s not about just showing the right ad anymore. You need to show the right ad to the right user.

In order to take full advantage of this shift, you need to know

  1. Where is the user in the conversion funnel?
  2. What audience tool targets the right kind of user?

This article will walk you through the different audience tools available and how you can use them to reach the right customer at the right time.

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A printable cheat sheet to essential RLSA and Customer Match audiences

Remarketing Lists for Search Ads (RLSA) and Customer Match have proven to drive incremental revenues of +18% and more, all while keeping ROAS stable.

One important key to making Audience Remarketing for Google Shopping work is to know which essential audience lists you should define and use.

At Crealytics, we’ve analyzed and optimized many Google Shopping accounts. As a result, we’ve developed a checklist that contains the most important RLSA and Customer Match audiences we typically create and optimize.

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How to check your RLSA configuration

It is crucial for every PPC manager to properly set up audience lists and their bids. Unfortunately, since there are various targeting criteria with infinite possibilities, it’s easy to make mistakes during the audience creation process.

Our tests suggest that used correctly, bid modifiers on audiences can increase revenue by 16% while keeping ROAS stable. So it’s definitely worth taking the time to get your audience lists setup right.

In this blog post, we’ll share some tips and common mistakes to avoid when creating audience lists.

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Benchmark your Google Shopping Remarketing Performance with this simple script

Remarketing Lists for Search Ads (RLSA) and Customer Match have been proven to drive incremental revenues of 18% or more.

At Crealytics, we’ve seen many accounts and we developed a few rule-of-thumb benchmarks that give us an idea of how much potential we can unleash by fine-tuning the Remarketing strategy – be it via RLSA or Customer Match.

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Go Beyond Standard RLSA lists

Remarketing Lists for Search Ads have always had an important role in the optimization process ever since their release in 2012. Every PPC manager worth his salt, has spent many an hour playing around with list definitions and using them as a bid modifiers.

As marketers, those lists make our lives a whole lot easier. Not only are they a powerful opportunity for segmenting, they also provide a rare optimization element whose borders we can define and refine to our heart’s content. We can add, exclude or create combinations of lists focused on specific behaviors and use them for our ads as long as the number of the users in the lists reach 1000 for 30 days (with a few policy limits).

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3 Best Practices for Dynamic Remarketing Ads

With Audience Targeting dominating the foreseeable future of Search Engine Ads, familiarizing yourself with Retargeting Options may be useful. Dynamic Remarketing Ads can massively improve your performance by allowing you to help build leads and sales by bringing previous visitors back, who may have left at different stages of the transaction. Before we get to some of the best practices for utilizing Dynamic Remarketing Ads, let’s take a step back, and recap what they are.

What are Dynamic Remarketing Ads?

Since the release of Dynamic Remarketing Ads back in 2013, marketers are able to re-engage with former site visitors with highly customized ads displaying the same and/or similar products they previously looked at. The aim, of course, is to convert them into customers.

So, while prospects are still in the early stages of their purchase, you get to continue engaging with them with tailored messages.

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Retargeting Ads in eCommerce – Five Simple Tips

In eCommerce, connecting with your target audience plays a key role in your success. It’s your bread and butter, and you live and die by your ability to actively engage your audience. That’s why a customer leaving your website without making a purchase is such a big deal. You’ve already spent time, effort, and investment to get them to your website and build awareness. Why let them walk off into the sunset empty-handed?

That’s where eCommerce retargeting comes in. Retargeting, which is also often referred to as re-marketing, is the best option that eCommerce companies have for engaging with both first-time visitors and long-standing customers. Provided you have the right tools for the job, it allows you a more granular audience. Of course, it can be off-putting for users who see ads too frequently, but this is easily avoided.

Retargeting uses the cookies placed on visitors’ systems to show them additional ads for your business.

If a customer spent a long time on your website looking at the cowboy boots that you had to offer, showing them an ad for your cowboy boots afterwards might well convince them to come back and take a second look.

You can use these ads to engage with your audience in different ways. Take these tips into consideration as you set up your retargeting campaigns:

Cross (and Upsell) Existing Customers

The most common use of retargeting is to show ads to visitors that came to your website and left without making a purchase. But you can also target existing customers. Using a custom audience, you can target customers that have already made a purchase—and show them complementary products that they may be interested in.

Let’s say a customer bought a hiking backpack from your website. They might also be interested in backpacking shoes, or a backpacking tent. Using retargeting to expose these products to an already-engaged audience can keep your company top-of-mind.

Use Retargeting to Reduce Cart Abandonment

Each year, shoppers abandon an estimated $4 trillion on eCommerce websites. Picture it: Millions of items sitting in their cart, because they never reached checkout. The good news? Retargeting can help you reduce cart abandonment rates.

Start with using a custom audience to target visitors that come to your site. If they fill their cart without buying, you can then bring them back into the fold with a reminder. It may be a case of coaxing them to finish their checkout, or drawing their attention to other products they may be interested in.

Re-Engage Your Top Customers

It’s the old adage: 20 percent of your customers will generate 80 percent of your business. These VIP customers know your brand, have engaged with you readily, and are willing to spend a great deal of money on your products. You should attempt to engage with them as much as you can! Use retargeting ads to show new products (or products that you think they may be interested in) to your biggest customers. This is especially helpful if it has been a while since their last purchase.

Bolster Retargeting Ads with Product Page Reviews

Reviews: arguably the best marketing tool at your disposal. Did you know that more than 90 percent of customers read reviews before visiting a business? By including reviews in your re-targeted ads, you provide social proof for your company—a company that your targets should be, at least, passively aware of already. Include reviews in your re-targeted ads and you give would-be customers that extra nudge toward making the purchase. This applies regardless of whether they’re one-time visitors or long-time customers.

Use Dynamic Product Ads on Facebook

Customer viewed a product but are yet to purchase? Why not use dynamic product ads on Facebook to remind them?

You can use dynamic product ads on Facebook to show potential customers the products that they have already viewed but have yet to purchase. A typical listing, they include a picture of the product, its price, description, and a link your website’s product page. Here’s an example of a re-targeted dynamic product ad on Facebook from Birkenstock:

Dynamic product ads are a great way to recapture your desired audience’s attention. They give them a chance to take a second look at products they have shown interested in.


Crealytics helps some of the world’s leading retailers with their performance marketing, including the relationship between retargeting ads and incremental value. Get in touch today to see how we can help you.