How does incorporating dayparting settings impact the overall effectiveness of remarketing lists for search ads (RLSA)?

Incorporating dayparting settings significantly impacts the overall effectiveness of Remarketing Lists for Search Ads (RLSA) by allowing advertisers to tailor their bids and messaging based on the time of day when users on their remarketing lists are most likely to convert. RLSA allows you to target users who have previously interacted with your website with customized search ads. Dayparting, on the other hand, enables you to schedule when your ads are shown and adjust bids based on specific times of day and days of the week. By combining these two strategies, you can show the right ad to the right user at the right time, maximizing the chances of a conversion. For example, if data shows that users who abandoned their shopping carts on your e-commerce site are more likely to complete their purchase during evening hours, you can use dayparting to increase bids for those users on your remarketing list during those specific hours. This ensures that your ads are more visible when they are most likely to convert, improving ROAS. Conversely, you might decrease bids or pause ads entirely during times when your remarketing audience is less responsive. Furthermore, messaging can be tailored based on time of day. An ad shown in the morning might focus on a quick sale, while an evening ad could emphasize customer support availability. Ignoring dayparting means treating all users on your remarketing lists the same, regardless of their behavior patterns at different times, potentially missing opportunities to optimize bids and messaging for increased conversions and efficiency.