A few months ago I wrote a blog post about the frustration caused by the fact that remarketing lists generated in Google Analytics could not be used for RLSA campaigns.
Today, I am pleased to report that Google has now integrated Google Analytics lists with AdWords to the extent that they can now be used for RLSA campaigns. You see, you can get what you wish for.
It was more than a little frustrating to discover this (apparent) oversight on the part of Google – they encourage us to use Google Analytics tracking to build remarketing lists only to then have to confirm that actually, no, they are not compatible with RLSA campaigns.
For those that are unfamiliar with RLSA (Remarketing Lists for Search Ads) I would suggest you take a quick look at this post on RLSA from a few weeks back.
The power of segmentation available in Google Analytics coupled with the ability to convert these segments into remarketing lists adds leverage to the already impressive power of RLSA campaigns. Now, for example, you will be able to run RLSA campaigns to anyone who abandoned your checkout process. Or remarket only to visitors who spent more than 5 minutes on your site. Or segment out all visitors who bounced – things you cannot do with the more limited AdWords code.
How will you use GA remarketing lists to develop your audiences for RLSA campaigns? Post your ideas in the comments – the more creative the better!