An advertiser wants to target people on the Search Network who have previously visited their website. What should they do?
Correct Answer
They should create remarketing lists for search ads
Why is this the correct answer?
To target people on the Search Network who have previously visited their website, the advertiser should create remarketing lists for search ads (RLSA). RLSA allows advertisers to customise their Search campaigns for people who have already visited their website — adjusting bids, ads, and keywords for these high-value return visitors. For example, an advertiser can bid more aggressively for past visitors who are now searching for their product again, or show different ad copy that references the visitor's prior interest.
Why are the other options incorrect?
They should use device targeting
Device targeting allows advertisers to adjust bids based on the type of device (mobile, tablet, desktop) — it has nothing to do with whether someone has previously visited the website.
They should use placement targeting
Placement targeting specifies which websites or apps on the Display Network show the ads — it is a Display Network feature and does not apply to Search Network targeting of previous visitors.
They should use location targeting
Location targeting restricts ads to specific geographic areas — it does not identify or prioritise users who have previously visited the website.
Real-World Example
An online furniture retailer creates an RLSA audience of users who visited the sofas category but did not purchase. When these users later search for corner sofa or fabric sofa on Google, the retailer increases their bid by 40% and shows a tailored ad with a 10% returning customer discount. Conversion rate for this segment is 4x higher than for new visitors.