A printable cheat sheet to essential RLSA and Customer Match audiences

This post is part of the series RLSA

Other posts in this series:

  1. How to make most of Audience Remarketing using RLSA and Customer Match on Google Shopping
  2. Understanding audience targeting tools and when to use them
  3. A printable cheat sheet to essential RLSA and Customer Match audiences (Current)
  4. How to check your RLSA configuration
  5. Benchmark your Google Shopping Remarketing Performance with this simple script

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.

In order to help you make sure you have the essential audience lists defined, we have compiled the list as a printable guide for your convenience.

If you do have further comments and suggestions as to what other lists should make it to the essential who-is-who, drop me a line in the comments!

More RLSA resources

Not a Crealytics customer yet? Learn more about how our Smart Shopping Automation tool can help you get the most from your campaigns. Or get in touch with us at hello@crealytics.com and we’ll be more than happy to tell you all about it!

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Alexander Paluch

Alexander has several years of experience as an IT consultant and Product Owner in the e-commerce industry. Today he works as a Senior Product Manager for crealytics.

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  • Julian

    Any resources on managing incrementality to ensure RLSA initiatives don’t cannibalize the top of our funnels?

    • Alexander Paluch

      Hey Julian,

      thanks for your question. RLSA incrementality is indeed discussed heavily.

      From a practical POV, separate your budget in a RLSA and a Non-RLSA portion. Don’t cut your Non-RLSA budget at the expense of the RLSA portion. Rather test if you can raise your RLSA portion to get more conversion volume at a reasonable efficiency (ROAS/CPO, whatever you use). To do so, look for audiences that perform exceptionally above account average. After raising their bid modifiers, check if you do get more clicks and revenue from these – while keeping an eye on how ROAS for the segment changes.

      If you want to find out more precisely: my colleague Rob has written a blog post on how to test incrementality:


      It is basically an A/B test in which you use the same audience twice. Use a Control group where you set an audience modifier of 0%. Create a Test group you set an audience modifier that’s higher. After the test is over, you can compare Test and Control groups against each other to see if the higher bid modifier in test group had an impact.

      Hope that helps.

      All the best