Wooing Your Customers

Day 26: Remarketing Lists for Search Ads

Imagine you own a furniture store in Lagos, and a potential customer named Tunde visits your website, checking out your new leather sofas. He adds one to his cart but leaves without completing the purchase—maybe he got distracted or decided to think it over.

Wouldn’t it be amazing if Tunde saw an ad the next time he searched "best furniture stores in Lagos" on Google, reminding him about that beautiful leather sofa? That’s the magic of Remarketing Lists for Search Ads (RLSA). You target people like Tunde, who have already shown interest in your products, making it easier to convert them into paying customers.

How to Set Up RLSA for Your Furniture Store:

Step 1: Set Up Your Remarketing Tags

Install a Google Ads tag on your website. This tag collects data on visitors and creates lists of those who interacted with specific pages (like your leather sofa product page).

Analogy: Think of this like keeping a guestbook in your store—you know who came in and which items they liked, even if they didn’t buy anything yet.

Step 2: Create Your Remarketing Lists

Make separate lists based on user behaviour. For example:

• Visitors who viewed your sofa page but didn’t buy
• People who added items to the cart but abandoned it
• Customers who made a purchase (you can offer them a discount on future purchases)

Step 3: Craft Targeted Search Ads

Now, create custom ads tailored to the behaviour of each list. If Tunde searched for “best leather sofa,” your ad could say:

"Still looking for the perfect leather sofa? Get 10% off at XYZ Furniture. Limited stock available!"

This personalized nudge brings people back to your site, increasing the chance they’ll complete their purchase.

Step 4: Bid Strategically on Keywords

Use higher bids on searches from your remarketing lists since these users are already familiar with your brand. You can even focus only on the most relevant keywords for your business, reducing waste on clicks that are unlikely to convert.

Step 5: Monitor and Optimize Your Campaigns

Track how well your RLSA campaigns perform. If a particular audience isn’t converting, try tweaking your ads or offering different incentives.

Why Remarketing Lists for Search Ads Work

RLSA targets people who already know you, making it more likely they’ll convert. It’s like calling back customers who came to your store—they’re already interested, so they just need a little reminder to take the plunge.

Quick Recap:

1. Add a Google Ads tag to your site to create remarketing lists.
2. Segment users based on their behaviour (viewed product, abandoned cart, etc.).
3. Craft search ads with targeted messages for each list.
4. Bid more on keywords for these high-intent users.
5. Monitor results and tweak as needed.

Missed Yesterday's Edition?

We talked about Affiliate Marketing Programs—how to partner with influencers, happy customers, and even students to promote your products for a commission. If you missed it, go back and catch up—it’s a game-changer for scaling your business!

#Remarketing #SearchAds #DigitalMarketingDIY #NigerianBusiness #Tongo #MarketingStrategy