A Google Ads RDSA campaign is a type of SEA campaign that combines dynamic search ads with remarketing. RDSA campaigns use Google’s crawl to produce relevant text ads with dynamic headlines and the most relevant landing page. These ads are then targeted to users who have previously visited the advertiser’s website and are searching for keywords related to the advertiser’s products or services.
To understand a little better how these ads work and how to set them up, let’s start by taking a look at the different types of campaigns that are similar.
What are Google Ads RDSAs?
Dynamic Search Ads
Dynamic search ads or Google Ads DSAs are a type of advertising offered that allow advertisers to target their ads to users who are searching for specific products or services. These ads use the content of the advertiser’s website to create the ads, and are particularly useful for advertisers with a well-developed website or a large inventory of products.
One of the main benefits of dynamic search ads is that they can help expand an advertiser’s reach and capture emerging ideas and queries that may not be covered by a given keyword list. These ads can also be a useful tool for driving potential customers to specific products or pages on an advertiser’s website.
This can include creating ads, ad groups, and customizing targeting and bidding settings.
Remarketing list-based search Ads (RLSA) campaigns
Retargeting Lists for Search Ads (RLSA) are a tool that allows businesses to target their ads to users who have previously visited their website. RLSA works by using Google Analytics to define the criteria for adding users to retargeting lists. Google Analytics then associates sessions on the business’s website with one of Google’s advertising cookies on the user’s browser. This allows the business to tailor its ads to users who have previously expressed interest in its products or services.
RLSA can be a useful tool for businesses looking to connect with pre-qualified leads and drive conversions. Businesses can set up search ad groups that will only be displayed to users on their RLSA list who are searching for the keywords the business is bidding on.
Dynamic remarketing
Dynamic retargeting is a type of advertising that allows businesses to show targeted ads to users who have previously visited their website. These ads can be customized to show specific products or services that the user has viewed on the website, as well as related or top-performing products and content. Dynamic remarketing can also take into account the user’s purchase history and demographics to show ads that are most likely to be of interest to them.
Dynamic retargeting can be a powerful tool for businesses looking to increase the likelihood of clicks and conversions on their ads, and can provide a better ROAS than standard retargeting lists.
Here, unlike classic dynamic remarketing ads that use display ads, RDSAs use dynamic remarketing on search terms. A person who has already visited your site. In this article, we will see how to set them up on your site and boost your performance. 🚀
Why consider Google Ads RDSAs ?
Let’s talk a little, let’s talk numbers, while waiting for our numbers, Wordstream colleagues have set up RDSAs on around a hundred Google Ads campaigns. We observe a higher CTR of 109% on average, increasing it from 3.9% for DSAs to 8.1% for RDSAs. The effect on the CPA is also felt. It is a reduced CPA of 75% observed on the campaigns. Regarding the conversion rate & ROAS, it is an increase of 156% and 157% respectively.
How to set up Google Ads RDSA?
The first step in setting up a retargeting campaign on dynamic ads is the audience. Indeed, because it is retargeting, it is essential to make the ads work on an audience that has already visited the site. However, it is possible to refine your segmentation based on the dynamic retargeting audiences that you may have already defined (e.g.: added to the cart, visiting product pages, visitors who have visited the site +3 times, etc.). You can also use a retargeting list to complete this objective. This part corresponds to the R of our RDSA.
Creating a combination of all visitors who have visited the site but have not converted is a good practice to adopt.
Once the audience is created, you must create a dynamic ad campaign, our famous DSA of the RDSA. In the targets tab, you will need to configure a dynamic ad that refers to all the site pages. This configuration is no different from a classic dynamic ad. The creation steps between a classic DSA ad and RDSA remain the same. It is the retargeting component that makes these campaigns unique.
The Google Ads interface does not allow you to implement an audience for a DSA campaign. To do this, you absolutely have to add the audience in the Google Ads Editor. When adding it, you must make sure to classify it as “target & bid”. This classification will tell Google to only show ads to this audience.
How to organize the retargeting of Google Ads dynamic search ads?
One might imagine that dynamic retargeting campaigns on the search network are not necessary. Indeed, there are already retargting ads (RLSA) and dynamic ads (DSA). As with dynamic remarketing, you can target all visitors. But here you can target them without having to bid on keywords.
Finally, so that DSA and RDSA campaigns do not compete with each other, RDSA campaigns must be configured with an audience exclusion of visitors who have already converted. Their primary objective is to generate new conversions. DSA campaigns will be configured with an audience exclusion of all visitors who have not converted.
In summary, RLSA campaigns will have the highest bid followed by RDSA campaigns and then DSA campaigns.
Similar to dynamic retargeting campaigns, we can now target visitors on the site more effectively. We do not need to bid on keywords but still present product-specific ads. We now bid more because we know that these visitors have already been to the site. Therefore, we bid more. No need to create product-specific ad groups!
