Google Ads Search Innovations – DLSA and updates to RLSA

Today I was excited to share 2 Google Ads updates.

Google Ads improves RLSA

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

  • To target my previous 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 the 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 the “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 the “Audience” Tab and add bid adjustment. In this case, I choose the “bid only” option.

Increasing bids for audiences

Here are the 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 a laptop or tablet, you can reach them from the mobile phone.
  3. A bit later this year you would be able to add remarketing lists at the campaign level.

Google Ads 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 create a Google Ads segment in Google Analytics account which would show your Google Ads traffic and open Gender report, you can see that your conversion rate from male audience is higher compared with female like in this example:

DFSA in Google Ads

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

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

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

Read more about recent updates and some interesting case studies at the official Inside Google Ads blog.