RLSAs with Dynamic Search Ads

This Page is just used for personal reference. I’ve copied info from different sources, please don’t index this rubbish page. Thanks Google.



How to Create an RDSA Campaign

To set this campaign up in the AdWords interface, create it as you would a regular search campaign with “All features.” This will ensure that you can create an ad schedule, target different locations, and make bid adjustments for mobile in your campaign settings.

Enter in all requisite information. Then, in the advanced settings, pop open the Dynamic Search Ads section and enter in your URL; Save and Continue.

You will then be brought to the Ad Group set up, where you can create your dynamic search ad and select your dynamic ad targets. Your ad targets can be based on the categories created by Google, all pages, or specific webpages.

I suggest utilizing the categories Google provides and creating separate ad groups based on the different categories. If the categories aren’t as specific as you would like, then target by specific webpages and enter in the URL you wish to target. Google will create this as a category.

Once an Ad Group is set up, go to the Audiences tab within the Ad Group and add in the audience/s you want to target by clicking the “+ Remarketing” button and selecting your audience in the “Interests and remarketing” section. It is important that the audience list is set to “Target and Bid” since this will ensure you only target past visitors to your site (just like an RLSA campaign). A “Bid only” target will essentially target anyone and will primarily act as a way to view how a certain audience performs in comparison to everyone else. Also, similar to a RLSA campaign, you may want to exclude past converters when the objective in mind is to capture new customers.

I recommend creating or using lists for users that were highly engaged, i.e. visited more than 3 times, avg. session duration was 5 minutes or more, or even Customer Match audiences.

As you become more advanced, you can start to add in visitors who may have purchased items, spent a certain amount or completed a certain action. This will be especially useful for upcoming promotions and good for creating a loyal customer base when you do run promotions.

After it is all set up, let it run. I recommend starting with a lower daily budget and lower max. CPCs. Similar to how you may run a DSA campaign, add in the keywords you already bid on in your regular search campaigns as negatives and even add negatives other campaigns may share.

This will ensure keywords you already bid on are not driving higher CPCs and acting as duplicates within your account. See how performance looks after a couple of weeks and begin to optimize as you see fit.






Remarketing for Dynamic Search Ads

So what exactly would an RDSA campaign look like? In the most common terms, it would be a dynamic remarketing campaign for the search network. In other words, visitors who have already been to the site would search Google for a product, and would then be presented with a dynamic search ad. This dynamic search ad’s headline would speak to the product, and the landing page would go to the most relevant product page. With this campaign type we incorporate facets of DSAs, RLSAs and dynamic remarketing.


The first step toward implementation of the RDSA campaign is the audience. For the purpose of this post, I will be speaking to the most basic audience, which is all visitors. However, there is room for further segmentation. You’ll need to utilize the “all visitors” list already created by Google (if you currently have dynamic remarketing ads running) or create your own list targeting all visitors. Either is fine, but I would encourage you to create a custom combination that targets all visitors who didn’t convert. (Note: the list size for Google Search will be less than that for the Display Network).


Once the audience is setup, you’ll need to create a new campaign solely for the RDSA combination. This campaign will utilize the Dynamic Search Ads setting located within the “Settings” tab.


Within the “Auto targets” tab you’ll then need to create a dynamic ad target which encompasses all web pages.

This setup is no different from a regular DSA campaign. Finally, you’ll create your actual dynamic search ads. In essence, many of the same steps you would use to create a DSA campaign apply to RDSA campaigns as well.

The difference, of course, lies within the audience. The AdWords interface does not allow you to implement an audience for a DSA campaign. Thus, you must add the audience through AdWords Editor. When adding the audience, ensure that you are classifying it as “Target and bid.” This designation will tell Google to only show these ads to those searchers who have already been to your site.


The campaign is now ready to go, but you’ll need to consider the overall organization of your dynamic advertising campaigns before you implement it.


Once the RDSA campaign is live, the individual DSA and RLSA campaigns can potentially compete for this traffic. Therefore, it’s important to put in safeguards so the right campaign ad is triggered.

To begin, define your bidding structure. My philosophy is that the stand-alone RLSA campaign should have the highest individual Ad group bids. If I’m specifically remarketing to a custom audience while utilizing targeted keywords, I want these ads to have first priority. For example, I might have a specific message to those visitors looking at the coffee table category. Thus, my keywords would be focused around “coffee tables” and my ads tailored to this audience.

My RDSA campaign would then get a lower bid, followed by an even lower bid for my stand-alone DSA campaign. I’m also adding the “All Visitors – Didn’t Convert” audience as a negative in the stand-alone DSA campaign. Theoretically, this shouldn’t be necessary, but I’m taking an extra step to ensure my DSA ads only show to new visitors. Here is a visual representation of the account structure:



One might see a RDSA campaign as overkill. Theoretically, a stand-alone DSA campaign would show ads to searchers whether they have been to the site or not. In addition, a stand-alone RLSA campaign gets potential consumers back to the site. However, here’s where the same benefits of dynamic remarketing on the Display Network come into play.

Just like dynamic remarketing, with the RDSA campaign we can target all visitors to the site in a more efficient manner. We don’t have to bid on keywords, but can still show product specific ads. We know these visitors have already been to the site before, so we’re willing to bid higher. Additionally, we eliminate the need to create product-specific Ad groups.

A good addition to RDSA campaigns would be the ability to target audiences by cost of products viewed. For example, we may decide to only show these ads to visitors who have viewed products that cost at least $100. This type of audience can be setup for use on the Display Network, but not for Search.