Larry Kim suggests remarketing lists for search ads may step in to replace paid search ads as a more affordable alternative as inventory flattens out and the cost per click continues to rise. He
explains how RLSAs allow marketers to find conversions and clicks from people who will click through at twice the rate, half the costs, and triple the conversion rate. The biggest problem
remains RLSAs only work when the consumer knows the brand. It doesn't bring in new customers. Kim thinks he found a solution, but explains it won't work for all brands. He writes that
the "strategy will be especially game-changing if you’ve got a small marketing budget and you want to make sure that budget goes as far as possible." Here's how.
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