Remarketing Lists for Search Ads (RLSA) is a great way of remarketing to people that have previously visited your website and completed certain actions on it, such as conversions, leads, email sign ups, engagement, and so on. Placing a ‘cookie’ on your website helps capture the data of customers who have completed these types of actions allowing you to tailor your keyword lists to what you think each audience will be looking for in their next search. This type of remarketing helps to direct customers back to your website moving them further down the conversion funnel as well as encouraging repeat purchases.
Through analysing different data points, such as site interaction, search term used, page visited, cart addition etc., in a consumer’s journey you are able to predict where exactly they are along the conversion funnel. However, it’s much more difficult to determine what keyword they will be using in their next search path and if that would drive a revisit to your website. Wouldn’t it be great if the customer could tell you what keyword they are going to use next? Obviously no platform is able to predict this information, but with the help of Dynamic Search Ads (DSA) you have a much stronger chance of guiding the customer back to your site.
Dynamic Search Ads work in connection with RLSAs by enabling Google to match the content of your website pages to the searches made by the customers you’re targeting. These ads will be served to any customer that has previously visited your site. Furthermore, the keyword searched for by the customer is dynamically populated into the headline of the ad copy, as highlighted below, giving you an advantage over the competition. As the consumer is being presented with a brand they have recently visited they are more likely to focus on this ad compared to others displayed in the Search Engine Results Page (SERP), and including a promotional message in the ad copy can help drive up Click Through Rates (CTR) on the ad further.
Dynamic Search Ads not only help make your PPC ads more relevant to the end consumer, but they also help to increase your keyword set through identifying new keywords that can be added to your standard list for use in future campaigns.
iProspect recently ran a campaign combining Dynamic Search Ads with a remarketing approach for an EMEA client across six markets in 2014. The results showed an impressive 1279% uplift on Return On Ad Spend (ROAS) and a 210% uplift in Click Through Rate compared to the standard branded and generic keyword set. Percentage uplift can sometimes be a bit misleading when volume isn’t considered, but the overwhelming results were not only the great uplifts we saw but also that the initiative ended up generating 39% of the quarterly revenue. A really exciting outcome!
The more specific you become in your DSA set up the better the results tend to be. For example, selecting the audience ‘all visitors’ and your entire site can result in very poor performance. This is because Google will match up any and every keyword on your site to search results meaning the ads can then become very irrelevant. It is therefore important you invest time in ensuring a proper set up is carried out initially.
Dynamic Search Ads are a powerful tool for PPC campaigns, and used in conjunction with remarketing approaches can provide even stronger results for brands. Why not give it a try?