Merkle (www.merkle.com), a leading customer relationship marketing (CRM) firm and the nation’s largest privately held agency, today announced successful participation in Google’s beta launch of Remarketing Lists for Search Ads (RLSA).  As a result of the RLSA method, Merkle’s participating clients have seen as much as a 60% incremental lift in paid search traffic and realized up to 70% reductions in cost-related KPIs. RLSA allows advertisers to create unique digital experiences for search users based on their relationship with a brand.

The RLSA method allows for the creation of unique, custom brand messaging, and also enhances the online customer experience by producing more relevant ads, delivered in real time to the most valuable audiences.

“Using remarketing in search has proven to be a successful method of increasing the efficiency of USAA’s paid search program,” said John Leistra, director, digital marketing, USAA. “Additionally, the strategy implemented by IMPAQT complements USAA’s overarching company objective to serve our members better and deepen relationships.”

IMPAQT, the search marketing agency acquired by Merkle in 2011, has been a long-time agency partner of Google’s Adwords platform, which allows advertisers to create online marketing programs around Google, its search partners and Google Display Network (GDN).

 “RLSA is a very exciting change in search marketing,” said Patrick Hounsell, EVP and chief digital officer, Merkle. “With the introduction of RLSA, we are able to connect big data from CRM databases with online search activity. As a result, there is going to be a fundamental shift in search advertising, enabling better targeting and personalization, with more complete integration into the overall marketing strategy.”