Marin partners with Google for new Adwords feature

SAN FRANCISCO, USA: Marin Software, provider of a Revenue Acquisition Management platform for advertisers and agencies, will support Google AdWords Remarketing Lists for Search Ads (RLSA).

Marin is the first Google API partner to introduce support for the powerful new Adwords feature. RLSA within the Marin platform allows advertisers to combine a visitor's website behavior and first-party audience data with their Google search ads to improve targeting and increase financial lift.

Support of RLSA builds on Marin's Audience Connect feature, which enables advertisers to segment and target high value customers by audience type across search, social and display to drive the next wave of cross-channel optimization.

Google introduced RLSA to provide advertisers a way to retarget website visitors through subsequent search queries by delivering more relevant ads. Marin Software is the first Google API partner to support the new retargeting technology.

RLSA enables marketers to drive better ROI from their search marketing campaigns by tailoring keyword bidding and ad creative based on a consumer's previous engagement with a website.

Available within Marin Software's "Audience" tab, Marin customers are able to take full advantage of RLSA by importing their Google remarketing lists into the Marin platform. Once imported, marketers can add the retargeting lists into groups to optimize bidding and customize creative at the keyword level.

Through Marin Software's Audience Connect, customers can pull data from their Customer Relationship Management (CRM) system and pair it with third party audience data to create more accurate, targeted RLSA campaigns.

Using Marin Software's proprietary target and bid setting, tracking and optimization of RLSA is simplified.