In brief: RLSA are audience lists used in search advertising for people who have already interacted with a company. Their use is subject to data availability, consent, and the advertising platform's rules.
How I use RLSA in practice
I do not assess RLSA in isolation by platform performance. I check the connection between the message, landing page, form, and what happens to a contact afterwards. I begin with a small test of different arguments, not dozens of cosmetic variants of the same advertisement.
What to watch out for
The channel changes faster than the principle of decision-making. With RLSA, I therefore do not build a process on one trick or the exact interface of a tool. More important are ownership of the data, message quality, exclusion of unsuitable audiences, and the ability to verify the result.
Questions for the decision
- Whom do we want to address, and whom do we want to exclude?
- Which hypothesis about the offer or message are we testing?
- What happens after the first response, and who owns that step?
- Are we measuring customer quality, or only activity in the channel?