Marin Software has begun to support Google AdWords Remarketing Lists for Search Ads. RLSA allows brands to retarget site visitors on Google.com and partner sites throughout the Google Search Network.
Marin's clients import their Google remarketing lists into the company's platform under the "audience" tab and add their retargeting lists into groups to optimize bidding and customize ads at the keyword level.
Through Marin's Audience Connect, brands can pull data from their Customer Relationship Management (CRM) system and pair it with third-party audience data to create accurate, targeted RLSA campaigns.
Support of RLSA builds on Marin’s Audience Connect feature enables advertisers to segment and target high-potential and existing customers by audience type across search, social and display to drive the next wave of cross-channel optimization.
Marin released the white paper, The Multiplier Effect of Integrating Search & Social Advertising, which details retargeting based on creating lists of visitors from social marketing ads -- then the use of RSLA to retarget social audiences when they search for your keywords on Google.
Companies have been building up retargeting platforms -- and not just geared for search engine marketing. One example is Engage:BDR. The company built out behavioral targeting, geotargeting, and retargeting across devices in a specific household.