AdWords Search Innovations – DLSA and updates to RLSA

2 minutes read

Today I was excited to share 2 AdWords updates.

AdWords improves RLSA

RLSA (search remarketing) has proven to be one of the most useful types of targeting in AdWods. Usually, I use it in 2 cases:

  • To target my past visitors bidding on more general keywords which usually have a lower conversion rate. For example, I create a remarketing list of people who have visited parts of my website which are related to shoes.  Then I create RLSA campaign adding this remarketing list and target keyword +shoes. It would be a great reminder for people to come back to my website to complete a purchase. In this case, I need to use “target and bid” option.
  • To bid on all my current keywords increasing bids for people who have already been on my website. In this case, I don’t need to create a separate campaign, I just add required audiences in existing groups under “Audience” Tab and add bid adjustment. In this case, I should choose “bid only” option.


Here are main RLSA updates:

  1. Now you can keep visitors on your list for a longer period (up to 540 days);
  2. You can reach people across different devices, if someone has searched on laptop or tablet, you can reach them on the mobile phone.
  3. A bit later this year you would be able to add remarketing lists on the campaign level.

AdWords introduces DFSA

Demographics for search ads (DFSA) were available both in Bing and Yandex but not in Google. What advantage can you get from this update? If you will create AdWords segment in Google Analytics account which would show your AdWords traffic and open Gender report you could see that your conversion rate from male audience is higher compared with female like in this example:


If you have high lost impression lost due rank in the campaign, you can add bid adjustment for the male, so you will get more impressions when the male audience is searching for your products in Google. As a result, you will get more traffic with higher conversion rate and more transactions.

Apart from gender settings, you can also analyse age and parental status reports.

Also, you can exclude some audiences, for example, specific age groups, but first check needed report because I was often surprised checking age and gender reports.

Read more about recent updates and some interesting case studies at official Inside AdWords blog.

Have you tried it yet? Share your experience in comments.

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