Remarketing for search is still very much a new feature, and its full potential will not be realised for a while to come. However, it is already clear that value can be added when targeting new and returning visitors.
This experiment is not yet finished, and there will be further refinements before we detect the ‘sweet spot’ for our bid modifiers by using RLSA audiences. There are also other factors to consider, such as altering ad copy, and assessing the impact that might have.
When considering ROI alone, RLSA will definitely help improve the efficiency of a campaign. It is a commonly known fact that returning users have a higher level of engagement, and result in favourable conversion rates.
Moving forward, a key challenge will be maximising user retention whilst maintaining a regular stream of new users which are essential for growth.