As most SEMers know, Search Remarketing Lists for Search Ads (RLSA) has been available for quite some time using the AdWords Remarketing tags to generate remarketing audiences via AdWords. However in the middle of this year Google expanded RLSA capabilities by enabling marketers to include remarketing audiences generated from Google Analytics cookies.
Comparing the two products, to put it simply, Google Analytics has a much larger range of targeting options vs AdWords:

  • Users who visited a page of your site
  • Users who visited a page of your site but didn’t visit another page
  • Users who visited a page of your site but also visited another page
  • Users who visited a page of your site during specific dates
  • Users who visited a page of your site with a specific tag
  • Custom combinations

Now compare that against Google Analytics, the world is your oyster here. You have all the same targeting options as above plus:

  • New Users
  • Returning Users
  • Smart List – a Google managed audience generated based off historical conversion data across your business vertical
  • Users who completed a transaction

Target users based off certain behaviours:

  • Number of sessions
  • Number of days since last session
  • Number of transactions
  • Session duration

Target users based off traffic sources

  • SEO
  • Email
  • Facebook

Target users based off different technologies

  • Browsers
  • Operating systems
  • Mobile and/or Tablet
  • Screen Resolution

Target users based off different technologies

  • Continent
  • Country
  • Region
  • City

The options above a merely a tip of the iceberg on what Google Analytics RLSA has to offer. You can slice and dice your data even further by creating custom lists using advanced conditions or sequences. This is very powerful if you really want to drill down to your niche target audiences. However this is dependent on the number of visitors that follow through to your site. There’s not much point in generating custom lists if your audience simply isn’t large enough.
In my opinion, due to the sheer number of targeting options that are at your disposal, Google Analytics RLSA is a no brainer. As long as you have the Google Analytics tracking on your site, set up of remarketing audiences can be done just as if not more efficiently compared to AdWords RLSA. If you haven’t got Google Analytics RLSA in your accounts, then get on it!
If you need help setting up RLSA for your Google accounts please contact us.

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