win back customers with retargeting ads

Win Back Customers with Retargeting Ads

Brittany Charbonneau Writer at Pedestal Search

Brittany Charbonneau Writer

March 22, 2023 | 5 Min Read

Article updated on April 4, 2023

The role of remarketing in PPC advertising is crucial for those looking to win back customers. We have special tips on how to create effective remarketing campaigns, including how to segment audiences, and how to personalize ad messaging.

Using remarketing lists for search ads (RLSAs)

RLSA helps match the keywords a lost customer is searching for with their intention. Using cookies, businesses can see which customers were lost and at what point in their journey they turned away, highlighting what it is they might need to get them to return.

Once a user visits the website, they’re added to the remarketing list. With RLSAs, only those on the remarketing list will see retargeting ads when they search for additional keywords that the business has chosen. Unlike traditional retargeting ads, this PPC campaign strategy only shows ads to users when they use keywords the business is bidding on. RLSA PPC strategies provide business owners with greater control over who they’re advertising to using keyword intent and audience segmentation (more on that later).

Using traditional retargeting ads

This PPC campaign strategy is likely more widely used as a more general way to win back customers. Traditional retargeting ads still rely on cookies to track the users that have visited the website, but their ads aren’t as focussed on keyword intent, more so on displaying the same retargeting ad to all users.

Both methods are still valuable. Retargeted users have a better chance of converting. They’re  simply different approaches. In the traditional version, the ads aren’t displayed based on user intent, just on whether they’re browsing a search engine again.

Segmenting your audience: understanding keyword intent

This is where the RLSA remarketing strategy gets its information. Retargeting ads are displayed differently to each segment of the audience based on the keyword intent behind their search. This is informed by where they were/what stage of the buyer’s journey they were in when they were “lost.”

Segments could include “cart abandoners,” “past converters,” or “product page visitors,” for example. This information helps create a remarketing strategy that will properly apply to each of these segments. Ads for cart abandoners would likely include discounts or reminders of what’s in their cart to get them to finish the cycle. 

Ads for past converters might offer loyalty programs or new products to reinterest the buyer. Ads for product page visitors might suggest a similar product or add urgency in case the user feels they didn’t find what they wanted.

Businesses can bid on keywords they foresee leads using after they’ve initially visited the website. For product page visitors, perhaps they’re now going to look at competitor products to see which is better for them. With properly targeted keywords, the first business will be able to show retargeting ads that offer a discount to regain the customer’s interest.

Each business can segment its audience however works for them. Some might have more segments, others fewer. The idea with RLSA PPC strategies is to use the tracking information of lost customers to show them relevant ads throughout their buyer’s journey and win back customers.

Pedestal Search is a leading search engine strategy company, which includes PPC, that has worked with many industries to help retarget past leads. It’s much more cost-effective to retarget customers than it is to acquire new ones, so start a discussion with us and start saving



Brittany Charbonneau Writer at Pedestal Search

Brittany Charbonneau