RDSA Unleashed: Elevating Your Google AdWords Campaign

Remarketing for Dynamic Search Ads

An RDSA campaign combines Dynamic Search Ads (DSAs), Remarketing Lists for Search Ads (RLSAs), and dynamic remarketing for a tailored shopping experience. Visitors who previously interacted with a website encounter personalized dynamic search ads when searching for products on Google, leading them directly to relevant product pages.

Over the past few years, Google AdWords has provided e-commerce advertisers with robust options for dynamic advertising and remarketing, proving to be invaluable for delivering highly relevant, tailored ads to searchers, particularly for advertisers managing extensive product inventories.

These advertising capabilities encompass three main campaign types: Dynamic Search Ads (DSA), Remarketing Lists for Search Ads (RLSA), and Dynamic Remarketing. However, I see a potential addition missing from this lineup, which I’ll refer to as Remarketing for Dynamic Search Ads (RDSA). Before delving into the concept of an RDSA campaign, let’s briefly review each campaign type.

Dynamic Search Ads leverage Google’s organic crawling technology to generate relevant text ads with dynamic headlines and landing pages based on search queries. Advertisers craft generic copy for description lines one and two, with DSAs designed to capture traffic not covered by existing campaigns. For instance, if a campaign focuses on various models of Nike running shoes, DSAs should exclude these.

Remarketing Lists for Search Ads enable advertisers to target previous visitors through text ads on Google’s Search Network, combining remarketing audiences and keywords. For example, if a visitor browses coffee tables on Site A but doesn’t make a purchase, Site A’s ad can appear when they search for “coffee tables” on Google, featuring a special offer or message. RLSAs allow bidding on broad match keywords, knowing these visitors have previously engaged with the site.

Dynamic Remarketing involves creating dynamic ads showcasing products visitors viewed, using custom remarketing code and a Google Merchant Center product feed across Google’s Display Network.

Remarketing for Dynamic Search Ads

An RDSA campaign essentially combines the best of Dynamic Search Ads (DSAs), Remarketing Lists for Search Ads (RLSAs), and dynamic remarketing for the search network. Imagine a scenario where visitors have previously interacted with a website. Now, when they search for a product on Google, they’re greeted with a tailored dynamic search ad. This ad’s headline directly addresses the product they’re searching for, and clicking on it leads them to the most fitting product page on the website. It’s like a personalized shopping experience tailored to their previous interactions, merging elements from DSAs, RLSAs, and dynamic remarketing into one powerful campaign type.

Setup

To kickstart the implementation of the RDSA campaign, the initial focus revolves around defining the audience. For simplicity, let’s start with the broadest category: all visitors. However, there’s potential for further segmentation. You can utilize Google’s pre-existing “all visitors” list if you’re currently running dynamic remarketing ads, or craft your own list targeting all visitors. Both approaches work, but I recommend creating a customized combination targeting visitors who haven’t converted yet. Keep in mind that the audience size for Google Search will likely be smaller compared to the Display Network.

Once the audience is set up, the next step involves creating a dedicated campaign exclusively for the RDSA combination. This campaign will make use of the Dynamic Search Ads setting found within the “Settings” tab.

Within the “Auto targets” tab, you’ll proceed to establish a dynamic ad target covering all web pages. This setup mirrors a regular DSA campaign. Subsequently, you’ll create the actual dynamic search ads. Essentially, many of the steps involved in creating a DSA campaign also apply to RDSA campaigns.

However, the crucial distinction lies in the audience targeting. The AdWords interface doesn’t directly support audience implementation for DSA campaigns. Hence, you’ll need to incorporate the audience through AdWords Editor. When adding the audience, ensure it’s classified as “Target and bid.” This classification instructs Google to display these ads solely to searchers who have previously visited your site.

With the campaign now set up, it’s essential to consider the overall structure of your dynamic advertising campaigns before implementation. This thoughtful approach ensures seamless integration and optimized performance across your advertising endeavors.

Organization

Once the RDSA campaign is up and running, it’s crucial to establish safeguards to ensure that the appropriate campaign ad is triggered. The first step is to define your bidding structure. In my approach, the standalone RLSA campaign should have the highest individual Ad group bids. When remarketing to a custom audience with targeted keywords, I prioritize these ads. For instance, if I’m tailoring a message to visitors browsing the coffee table category, my keywords would focus on “coffee tables,” and my ads would be tailored accordingly.

Following this, the RDSA campaign would receive a lower bid, and the standalone DSA campaign would have an even lower bid. Additionally, I include the “All Visitors — Didn’t Convert” audience as a negative in the standalone DSA campaign. While theoretically, this step may not be necessary, I take this extra measure to ensure that my DSA ads only display to new visitors. Below is a visual representation of the account structure:

[Visual Representation of Account Structure]

This hierarchical bidding structure ensures that the right campaign ad is triggered based on the audience and their interaction history, optimizing the effectiveness of each campaign while minimizing potential overlap or competition for traffic.

Considerations

Viewing an RDSA campaign as overkill is understandable at first glance. After all, a standalone DSA campaign can already display ads to searchers regardless of their site visit history, while a standalone RLSA campaign aims to re-engage potential consumers. However, the advantages of dynamic remarketing on the Display Network translate well to RDSA campaigns.

Similar to dynamic remarketing, RDSA campaigns efficiently target all site visitors without the need to bid on keywords, yet still deliver product-specific ads. Since these visitors have already interacted with the site, higher bidding is justified. Furthermore, the necessity to create product-specific Ad groups is eliminated.

An enhancement to RDSA campaigns could involve targeting audiences based on the cost of products viewed. For instance, we might opt to display these ads only to visitors who have viewed products priced at $100 or more. While this type of audience targeting is feasible for use on the Display Network, it’s currently unavailable for Search.

Conclusion

I’ve initiated RDSA campaigns across several accounts, yet conclusive results remain elusive due to insufficient data accumulation thus far. Notably, in one of my larger accounts, I observe a marginally elevated cost per conversion compared to both standalone DSA and RLSA campaigns. However, the conversion rate aligns with the RLSA campaign and surpasses that of the DSA campaign by a significant margin. Moreover, the average order value in my RDSA campaign notably outstrips the other two. Given the more assertive bidding strategy and consequent traffic influx in the RDSA campaign, the higher cost per conversion doesn’t come as a surprise. Furthermore, I find gratification in the commendable average order value attained through the RDSA campaign.