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Using Google Dynamic Search Ads

Using Google Dynamic Search Ads

Dynamic Search Ads (DSAs) have been available to advertisers since 2011, but in July 2018, Google redesigned the algorithm, taking the power of keyword control away from marketers. However, this move did not make DSAs any less important for online advertisers. In fact, they improved targeting for ads. Dynamic Search Ads increase the coverage of queries to capture what keyword ads may have missed. DSAs use the content of a website to generate the headline and landing page. With the right approach, dynamic search ads can help a business reach a bigger audience. Marketers must, however, understand how DSAs work and the correct way to set them up for maximum effect.

How Do Dynamic Search Ads Work? 

DSAs, by design, are not that much different from traditional text campaigns. Instead of targeting specific keywords, though, they utilise the material on your site that describes products or services. Google crawls your site and collects frequently used phrases and then matches them to related search queries. The ads direct searchers to the part of a website that provides that specific content. For example, if a user searches for ‘women’s open shoes’ and you have a dynamic ad titled ‘best women’s open shoes,’ this website visitor will end up on the corresponding product page after clicking the ad. The details included in the headline of a DSA come directly from the site.

The way DSAs show up depends on their targeting as well. It means that the possible targeting alternatives available for advertisers include the page feed. This type of targeting has a narrow focus because you have the choice of concentrating on parts of the feed. For instance, on a page for women’s open shoes, an ad can target products with 4-star reviews or a certain price range. A dynamic search ad can target categories that may include sets of pages. An advertiser has to group these categories properly for satisfactory results. An overall target option is the landing page. This kind of targeting boosts traffic to web pages.

Setting up Dynamic Search Ads

The AdWords setup process for DSAs is slightly different from other types of ads. On the AdWords tab, open the Search Network Only section and pick Dynamic Search Ads as the campaign. Input the domain of your website then follow the rest of the prompts as with any other campaign.

When it comes to the Ad Group settings, a marketer must decide which part of the website the campaign will target; is it the whole of it or just a category? The next stage is creating the ad where you have to come up with the description line that is suitable for the area that the ad is targeting. Complete the rest of the settings and save the changes. The ad is now ready to publish. The set up of dynamic search ads gives website owners access to the same features as with conventional ads, including audience targeting, device bid adjustments and ad extensions.

When to Use DSAs and When Not to 

Dynamic search ads are ideal for a company with a large inventory that will benefit from targeting specific products. A well-established website will also find great use for DSAs. Sites that are prone to constant content shifts are not suitable for DSAs. For example, if your e-commerce platform offers new deals daily, it cannot capitalise on the nature of DSAs.

Why Invest in Dynamic Search Ads? 

Do DSAs provide any contribution towards an enterprises’ bottom-line? Will they bring in ROI? Marketers lose advertising budget with failed online campaigns all the time, so these questions are necessary before investing in this tool. A huge advantage that marketers get with DSAs is that they don’t have to focus on keywords, which saves time. The process of researching the right keywords and then structuring them accordingly is tedious. You don’t need to bid on individual keywords, and that eliminates a lot of the stress of developing ads. However, DSS work better when they are part of existing text campaigns and not as standalone strategies.

The simplicity of DSAs is another reason they appeal to marketers. The generation of headlines dynamically leaves very little work to the advertiser. All you need is the correct setup and description lines. Because you need to spend a lot of time on the structure of the campaign, you can focus on making the description as creative as possible.

DSAs help a website capture extra traffic. Regardless of how comprehensive a keyword-targeted marketing strategy is, it can miss some audiences. Dynamic search ads can gain those elusive visitors. These ads concentrate on selling your product or service by responding to specific search queries. That expansion of coverage for search queries provides opportunities to get to audiences that the other campaigns may be missing.

Advertisers have a chance to highlight the features of a website with dynamic search ads. When creating DSAs, you have to craft a description of the target section. Because DSAs direct audiences to exactly what they search for, businesses with large catalogues can focus on certain elements. You can easily do away with parts of the site that don’t contribute positively towards conversions.

Dynamic Search Ads are useful in supplementing keyword-based search ads. The focus on website content fills the gaps that other text campaigns may have missed. DSAs allow marketers to set up customised headlines that go a long way in improvising traffic. These kinds of ads are not suitable for all campaigns, so marketers should know where to apply DSAs to leverage their full potential.

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Peter Johnson
Peter is a Google AdWords specialist, with associated skills in Bing Ads, Twitter Ads and Facebook Advertising.