Remarketing for search and dynamic ads

Remarketing for
Search & Dynamic Ads
Eliyahu Speiser – DriveHill Media

Dynamic Search Ads
 Beta Launched in October 2011
 A solution for businesses with hundreds of new listings &
changes to availability.
 At the time Google said user behavior changes – each
day 16% of searches are new to Google. This means
even a well managed account can be missing out on
queries and have delays creating new campaigns and
ads.
 DSA was designed to complement, not replace your
current strategy to fill in the Gaps.
 Uses Google's organic search index of your website to
determine which searches might be relevant to the
products and services offered.
DriveHill Media Ltd. - Kahenacon Advanced 2015 2

DSA Setup
First option: categories
recommended for your site:
• e.g. dining tables, chairs etc.
• Google gives you an estimate of
website coverage and a
recommended bid
Second option: All webpages:
• You’ll want to be careful with this
option: about us page, policy
pages etc.

DSA Setup
• Categories option: given examples
of headlines and landing pages to be
included.
• Note how the dynamically generated
headline is longer that the usual 25
characters.

DSA Setup
The 3 latter options can be tested using a site
search with search operators in Google :
• Text: site:example.com intext:dining table
• Title: site:example.com intitle:dining table
• URL: site:example.com inurl:dining-table

DSA Queries

 Remarketing Lists for Search Ads or RLSA are audience lists which allow
you to remarket to people via search who have visited your site. (as
opposed to via GDN)
 Google has just released from beta in October RLSAs for shopping
campaigns and local inventory ads.
 There are two settings for RLSA:
 Bid = bid separately on your audience within an existing campaign
 Bid and target = Only bid and target your audience
 A remarketing list for Google search ads needs to have a minimum of
1,000 cookies before the list can be used.

Google suggests two basic strategies for utilizing RLSAs:
1. Create a new remarketing campaign: Bid on keywords that you don't
normally bid on just for people who have recently visited your site.
e.g. abandoners, purchasers, etc…
2. You can optimize bids for your existing campaign’s keywords for
visitors on your remarketing lists.

Let’s take this one step further
Strategies for using RLSAs, DSAs & Shopping ads:
 DSA RLSA Campaigns
 Shopping Campaigns with an RLSA (set to bid mode)
 Dedicated Shopping RLSA campaign (set to bid and target)

DSA RLSA Campaign
 This combination allows you to target and bid on
keywords you normally would not bid on.
 A good way to “up-sell” in search to your various
audiences. Automatically triggers ads using landing
pages based off the audience’s relevant queries.
 You do not have to worry about researching keyword
lists and creating lots of ads.
 Create ad groups around categories you would like to
remarket to. Allows you to monitor your auto target
reports more tightly.

DSA RLSA Queries

Adding RLSA to a Shopping Campaign
• RLSAs can now be added to your already existing shopping campaigns
by adding remarketing audiences set to bid only mode.
• This allows you to place either a separate bid or a bid modifier (e.g.
+25%, +50% etc…) on audiences such as cart abandoners or people
who have purchased in the past x days etc.

Dedicated Shopping RLSA Campaign
• A dedicated RLSA shopping campaign set to bid and target can be set
up to target past purchasers and / or cart abandoners.
• This allows you target those audiences with out the negative
keywords you undoubtedly have running on your regular shopping
campaigns
• Separate budget from your regular shopping campaign
• You can utilize custom messaging and promotions.

To Sum It All Up
Utilize RLSAs together with Dynamic Search Ads and
shopping campaigns to serve highly relevant ads to your
audiences without all the work of keyword research.
Hyper relevant queries should be triggered by your auto
targets and shopping feed for your RLSA audiences.

Stay in touch
 Eliyahu David Speiser
 Head of Paid Digital
Marketing –DriveHill Media
 Twitter: @L_E_Yahoo
 Skype: eliyahu.drivehill
 Email:
eliyahu@drivehillmedia.com

Remarketing for search and dynamic ads

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