Question

Okay forgive the basic question that I'm about to ask - If I am setting up a campaign on the search network with an RSLA list, do I need to use keywords? The audience is already really small, only about 2500 people mostly based in the US. It is a pool of people using our discontinued app, and the goal is to get them to switch over to the new one.  

Answer 1

I would keep it tight You don’t want to retarget a user with all their future searches Only target them if they perform subsequent searches related to your target keywords

Comments

@anthropology that does make sense, I'm just concerned that it will even deliver with that tight of constraints? We have an email campaign and a huge notification in the retired app already. They are a stubborn group  

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Since it’s retargeting . if it’s setup correctly it will deliver . you won’t know for sure until you try it out

Answer 2

You can get around needing keywords, if you use it for a DSA effort.  

Comments

Thanks! I might give this a try. The audience is tiny and I'm concerned that keywords in this case are just going to add constraints that affect its performance.  

Answer 3

You do, but they can be very broad. I typically use RLSA for short, broad match since you know the audience is already in your target. If you're selling green running shoes and someone visits your page, then searches for Shoes a day later, you want to make sure and appear in front of that individual. So shoes would be a good broad keyword for a small-medium retargeting audience.