Marin Software Stakes Claim as First Google API Partner to Support RLSA

Marin Bulk Add Edit Retargeting Lists Assignments

Marin Software is staking its claim as the first Google API partner to support the latest retargeting technology from Google AdWords, remarketing lists for search ads (RLSA).

“Support of Google AdWords RLSA adds another arrow to our customers’ quiver of audience targeting options,” says Matt Ackley, chief marketing officer at Marin Software. “Leveraging audience data to optimize creative and bidding strategies is the future of digital advertising.”

Google revealed RLSA in summer 2013. The technology allows advertisers to retarget Web users with ads in the search results based on prior Web behavior. More specifically, if a person visited the advertiser’s website.

Now, within Marin Software, customers are able to import their Google remarketing lists into the platform. Once imported, advertisers can sort the retargeting lists into groups to optimize bidding and customize the creative at the keyword level, Marin says in its announcement.

Advertisers can also take advantage of Marin Software’s “Audience Connect” feature to “pull data from their customer relationship management (CRM) system and pair it with third-party audience data to create more accurate, targeted RLSA campaigns.”

Audience Connect leverages data from the BlueKai Audience Data Marketplace. Marin Software’s website explains, “Audience Connect combines your critical first-party data with thousands of attributes of audience data across millions of buyer profiles, including intent data, demographics, and behavioral insights from BlueKai. Now you can build truly customer-centric programs across all digital marketing channels.”

RLSA is also supported in Marin’s platform through “proprietary target and bid setting,” Marin says. And with that, “tracking and optimization of RLSA is simplified even further.”

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