The name "Remarketing Lists for Search Network Ads" can be a bit misleading and sounds like it's the same concept as display Image Masking remarketing, but on the search network. This is not the case, however! The only thing RLSAs have in common with display remarketing is that they both use cookies to track users and add them to lists for the advertiser's use. The way these lists are used for RLSAs is totally different from traditional display remarketing. While standard remarketing serves Image Masking ads to users as they browse the Google Display Network, RLSAs don't automatically serve text ads to users just because they're on your remarketing list. Users should always actively search Google using the keywords you are bidding on in Image Masking your search campaigns. What are the benefits of using RLSAs? With RLSAs, you can better personalize your search campaigns to target more qualified and valuable users who are already familiar with your website.

When used well, RLSAs can lead to more efficient use of ad spend, better conversion rates, and ultimately, a better return on investment. Winning Strategies for Using RLSAs Here are some ideas for strategies for using remarketing lists Image Masking for Sear