I. Focus Ad Spend on a “Remarketing for Dynamic Search Ads” (RDSA) Campaign

There are 2 campaign types/subtypes that AdWords introduced a few years ago: Dynamic Search Ads (DSA) and Remarketing Lists for Search Ads (RLSA).

In a DSA campaign, you provide AdWords with your homepage and Google creates categories based on how your site is indexed. You can then target these categories and create 2 description lines for your ads. Based on a user’s search, Google will find the landing page that best matches their search, use that as the Final URL and dynamically create a headline. This campaign type makes it quite effortless and easy for advertisers to reach users.

In an RLSA campaign, you are able to use your audience lists in your search campaigns to bid on broader keywords or other keywords they wouldn’t normally bid on. It is just another awesome way to retarget users. But this time you could go after them as they continued their online search.

When you combine these two, you are creating a hybrid campaign, RDSA or Remarketing for Dynamic Search Ads, and the results are magical.

Strategy 1 : Combine RLSA with low-cost audience driving campaigns.

Dump all non-RLSA campaigns. All of them.

It’s time for a new model — one where you divert your non-RLSA search budgets to cheaper audience growth campaigns:

We’ve already established the problem with RLSA is low search volume. But there’s a solution.

You need to make the smaller circle (people familiar with your brand) 100–1,000x bigger. And you can do this for cheap with display and social ads.

Why is this strategy so brilliant? Think about how marketing works:

If you can dramatically increase the size or your remarketing cookie pools by 10x, then it stands to reason that you’ll get 10x more conversions.

By eliminating your non-RLSA campaign budgets and investing in feeder campaigns for your RLSA audiences, you’re going to have:

  • A higher quantity of conversions.
  • Higher click-through and conversion rates.
  • Lower CPA and CPA.

Strategy 2: Combine RLSA with demographic bidding for search.

Both Google AdWords and Bing Ads offer demographic targeting for search ads. This allows you to adjust your bids if you want to target by gender or various age groups (e.g., ages 18–24, 25–34, or those over 65).

Also, on Facebook, you can use Audience Insights to determine your target market and adjust your bids accordingly for age and gender.

Super RLSA is the awesome combination of demographic bidding, remarketing, and keyword targeting. Here’s how and why it works.

  • Demographic bidding: These people are qualified buyers (i.e., they can afford to buy your stuff).
  • Remarketing: These are the people who have recently checked our your stuff.
  • Keyword targeting: These people are searching and ready to buy your stuff right now!

You want to target a narrow audience — one that meets the above three criteria — with your paid search ads.

Leverage Google’s “Similar Audiences”

Similar Audiences for Search should feel like Facebook advertisers’ lookalike audiences. Similar Audiences for Search effectively allows you to find users with similar search behavior as those in your remarketing audiences that haven’t been to your site. This audience is expected to be more qualified than your average new visitor, and it would be advantageous to either increase your bids for this audience or target them separately from your other search campaigns.

Similar Audiences for Search still performs comparably well! We’ve noticed that similar audiences convert at almost the same conversion rate as their core RLSA audiences and more than 50% better than other new visitor audiences! Similar audiences also enjoy a 65% higher CTR than other new visitor audiences.
We’ve seen that on average, Google’s similar audiences for search ads allow advertisers to scale the successful performance of their RLSA campaigns and reach an audience 7 times larger than their original RLSA audiences.
Remarketing Audience has the highest conversion, but limited reach. “Similar Audiences” enables scale without much compromise in click-through and conversion rates.

Leverage Identity-Based Targeting with Google’s Customer Match

Customer Match gives advertisers the ability to create and target (or exclude) their very own user lists simply by uploading prospects’ email addresses. They can then apply these lists to Search, Gmail or YouTube campaigns and create customized experiences based on the users’ attributes/stages in the purchase journey.

Leverage Facebook Pixel to enhance CTR of social ads

Increase ROI of Facebook ads by targeting consumers based on specific purchase histories

Buyer Profiles: Fashionistas, Foodies, Healthy & Fit, Outdoor Enthusiasts, Skiing/Golfing/Boating, Spa Enthusiasts

Behaviors: Men’s & Women’s Business Apparel, Women’s High Ticket Apparel & Accessories, Women’s Fine Jewelry

Purchase Types: High-End Home Decor, Upscale Travel & Services

Purchase Habits: Online Buyers, Above-Average Spending

Residential Profiles: Likely to Move, Length of Residence b/w 8 & 10 months

Income: $70k+

Home Ownership: Renters

Household Composition: Young & Hip, Young Adults in Home, Working Women, New Parents

Life Events: New Job, Newly Engaged, Newlywed

Generation: Millenials

People Employed At:

IBM Cloud Object Storage , Uptake, Rightpoint, LaunchPoint, Groupon, Morningstar, Echo Global Logistics, Trunk Club, HERE, Careerbuilder, Gogo, Enova, Coyote Logistics, Motorola Solutions, Epsilon, Paylocity, Salesforce, CCC Information Services, Grubhub, Valence Health, GoHealth, bswift, Google, Conversant, Havas Chicago, Avant, kCura, Microsoft, Vivid Seats, LinkedIn, DRW, Trustwave, Outcome Health, Cision, Jellyvision, Braintree, Uber Chicago, Centro, SurePayroll, Raise.com, SAP Fieldglass, Solstice, Rise Interactive, Sprout Social, ThoughtWorks, Flexera Software, OptionsHouse, PEAK6 Investments, Shiftgig, ShopperTrak, Lyons Consulting Group, closerlook, inc., NetSuite, Signal, Isobar, Snapsheet, SAVO, Launch Digital Marketing, PowerReviews, Vail Systems, Inc., Mattersight, Civis Analytics, SPINS, LLC, DialogTech, Glassdoor, Vibes, HS2 Solutions, ParkWhiz

Reduce wasted ad spend by leveraging negative keywords

Creating an environment where you can dynamically find effective negative keywords is extremely beneficial. Implementing a negative keyword strategy helps you:

  • Improve Click-Through Rate (CTR) — Ensuring that your ads aren’t running against irrelevant queries means exposing your account to fewer uninterested impressions. This means that the percentage of people who click on your ad will be greater. (CTR refers to the percentage of searchers who view your ad that go on to click on it.)
  • Create More Relevant Ad Groups — By weeding out keywords that aren’t related to your business, you tighten the relevance of your ad groups. Small, closely related ad groups allow you to craft a single message that speaks to the entire group of keywords.
  • Save Money — By avoiding paying for useless clicks, you save a lot of money. Additionally, by creating more relevant keyword groups with higher CTR, you raise your Quality Scores, which will also lower your costs.