#dynamicsearchads

Google’s Dynamic Search Ads isn’t new to the AdWords game and has picked up speed in terms of use and popularity in the SEO world. Search Ads and Shopping Campaigns are popular features, but have you ever considered using Dynamic Search Ads to boost your eCommerce and keywords based campaigns? If you haven’t, read on.

What are Dynamic Search Ads (DSA)?

It’s an offshoot of Google AdWords. It was first released in 2011 and underwent many upgrades before becoming what it is today- a CTR-boosting tool.

The feature helps to find more customers on search engines, Google specifically. These customers are most likely already looking for what you offer, so Dynamic Search Ads help to push your brand just a little further on the search engine results list so you can be found!

The feature fills in gaps in your keyword-based campaigns so you can expand your customer base with just a little tweaking. You have to write your ad copy yourself, though, so do make sure it’s as specific and clear as can get!

You can even target your ad at a certain audience. Then, direct a potential customer to where you want them to go- landing pages, a catalog, even a particular product. They’re very customizable.

Why does an eCommerce business need Dynamic Search Ads?

It’s tough keeping up with eCommerce trends and changes. Dynamic Search Ads are called ‘dynamic’ because they can be changed according to these trends, but the best part is that you don’t have to do it yourself. Here are some quick points to convince you to consider dynamic search ads for eCommerce.

Need # 1: Automated updating

Google AdWords makes sure it’s collecting the most recent information from your website, even if you’ve recently made a change. This way, you don’t have to update your campaigns every time you introduce something new on your website!

Need # 2: Can be used with other tools

DSA is perfectly compatible with Google AdWords’ other tools like Shopping Campaigns, Search Ads and AdSense. It works well with Smart Bidding too, which will help save time and lots of money on searching for the right (and the best) keywords. You can use it to create and monitor dynamic ad targets, too.

Need # 3: Doesn’t take time to implement

It usually takes a week to research and implement accurate keyword research. That’s a lot of time to waste- time you could be using attracting customers. Dynamic Search Ads solve that by collecting live data and auto-updating it to increase traffic immediately.

Need # 4: Easier to strategize with

Since DSA doesn’t take too long to set up, you should be able to factor the use of it and the results in your larger digital marketing campaign early on. It’s also easier to keep track of all your campaigns in one place so you can tweak and adjust where needed.

Need # 5: Brings in qualified traffic

DSA helps to target the right people who are more likely to buy something they know they need off your site. You wouldn’t want random uninterested people visiting your website and leaving within a second, right?

Need # 6: Uses search queries too

Keywords are essential to boosting traffic to one’s site, but search queries indicate the exact intent of the potential customer’s reach. DSA finds generalized keywords and exclusive search queries that could direct people to your landing page.

The more successful you are at targeting the right users, the higher your click-through rates (CTRs) will be.

Need # 7: Generates automatic headlines

Getting headlines right can be a tricky thing, but with DSA that is off your plate, too. When a user searches for a term relevant to your product, Google Ads presents to them a dynamically generated headline for the most relevant landing page you have.

The headline will be clear and precise so your user is not misdirected.

How to create your Google Dynamic Search Ads Campaigns

Method # 1: The default way

Google DSA can be a hard egg to crack, especially if you don’t know much about Google AdWords. The company has provided a blow-by-blow account of how to make your first Dynamic Search Ads campaign, and that’s the default way.

Step 1. Sign in to your Google Ads account and click ‘campaigns’ on the left.

Step 2. Click the ‘+’ button and then ‘New campaign’.

Step 3. Click on ‘Search Network’, then select goals for your campaigns. If you’re not sure about goals, un-check ‘use goals’.

Step 4. Enter which domains you want the campaign to target, then click ‘continue’.

Step 5. Select locations and languages you plan to target. Choose an automated bid strategy for Google-optimized bids, or enter your own bid strategy.

Step 6. Enter your bid limit (if applicable) and budget.

Step 7. Go to Additional Settings, click on Dynamic Search Ads, then tick ‘Enable Dynamic Search Ads for this campaign’. Hit ‘Save’.

Step 8. Create a dynamic ad group by clicking on ‘Dynamic’ in the Ad Group type menu.

Step 9. Fix how to target your ads and where to send users- landing pages, page feeds or categories.

Step 10. Adjust your bids based on your specific business targets. If you had selected automated bidding, skip this step and ‘save’.

To create a new ad within the group, click on ‘New ad’, put in your ad description text, click ‘done’ and then ‘save and continue’.

Method # 2: The AdNabu way

If all this seems too complicated, how about the AdNabu way? eCommerce businesses come to AdNabu for help with powering Google Ads campaigns, including Dynamic Search Ads.

Even while keeping costs low, AdNabu can optimize search engine campaigns to meet all of your goals, whether CTR or boosting sales. All it takes is five minutes to sign up and have your campaigns created in a jiffy.

Best Practices of Dynamic Search Ads Campaigns

Best Practice # 1: Write a good ad copy

Dynamic Search Ads will help to push your ads to the right audience, but the onus of writing good copy is on the business. Consider writing copy that is appealing to customers yet SEO-optimized for search engine rankings. This is what will push customers to actually click on the ad and head to your website or landing page.

Best Practice # 2: Target your ads

By observing and analyzing user behavior, you can successfully aim your ads at the right audience with the targeting option. You can even set up an auto-target, which covers all relevant queries and directs them to your site, product or service. This can be done while setting targets for Dynamic Search Ads.

Best Practice # 3: Exclude traffic

To weed out irrelevant traffic, remove content and links from your website that won’t generate sales or ROI. This includes out-of-stock items or really old blog posts. Find negative keywords- queries that aren’t successful- and remove them from your Search terms report. This way you’ll save time and money that you can spend on relevant search terms.

Best Practice # 4: Optimize your website

Your ads will send potential customers to your site, so make sure it is looking it’s best. Write creative and attractive descriptions for products, make your aims and USPs clear through page content and have specific product titles that convince the user they’ve landed on the right page. Never promise something that you don’t have because this will do more harm than good!

Considerations while creating DSA Campaigns

Consideration # 1: Create catch-all campaigns

These campaigns literally catch all other queries that are halfway relevant to your website but haven’t been included in other campaigns. Ideally, this campaign should target ‘all webpages.’ To narrow down on more relevant traffic, include negative keywords.

Consideration # 2: Highlight your USPs

Your business may offer free shipping, 24-hour delivery or discounts every Monday. No matter what your promo or offer is, make sure to highlight it in your ad copy or description line. Users are more likely to convert when they see your offers clearly stated as it pushes them to click on the link in the first place.

Consideration # 3: Don’t use images

DSA doesn’t recognize images, only text. It crawls for text in ads to link them to relevant search queries, so if your ad has an image and not text, chances are it may not rank as high as it potentially could. While visual ads are more appealing than text, only Google Shopping currently offers image-based ad features. Instead, get creative with your ad copy to do the work of an image.

Consideration # 4: Structure your campaigns

Consider splitting your target groups and webpages into different ad groups to monitor them effectively. This was you can notice quickly if a campaign is under-performing. Use only one DSA per language, and then finally create a catch-all campaign as a safety net.

Conclusion:

Dynamic Search Ads and Google Ads, in general, can be quite complicated. If you haven’t got the time to go through the motions, tweak campaign settings and set up a paid search, you can always sign up for help on AdNabu. You can get an expert consultation on the ins and outs of your campaigns and how DSA may work for you. DSA works well with other Google tools, so consider learning those, too, to leverage your digital marketing budget. A failing or irrelevant DSA campaign can drain a lot of money, so it’s always handy to have someone carry out the process for you so you know you’re in the best hands.

Dynamic Search Ads campaign

One effective campaign type to increase query coverage and site traffic is Google Dynamic Search Ads (DSAs). However, your campaigns could suffer if you don’t know about them or don’t set them up properly.

What are Dynamic Search Ads?

One significant difference between Dynamic Search Ads and typical text advertising is that the former use your company’s website or product feed in place of keywords. Google then displays a dynamic, customized ad based on how visitors’ inquiries relate to the kind of goods on your website or feed. The campaign is still visible in Google search results and is difficult to tell apart from standard text advertisements. These kinds of advertisements are excellent for displaying dynamic material to searchers who are interested.

How are DSA campaigns different than traditional campaigns?

Dynamic ad copy headlines

A Dynamic Search Ads campaign differs from a standard text ad campaign in more ways than just keywords. Google dynamically generates the ad headline that is displayed when a DSA shows up on the search engine results page. A Dynamic Search Ads headline is created using data that is taken straight from the website or feed. The only thing that may be changed is the description line that advertisers still need to write for the advertisement. As you might expect, a search best practice is to have a headline that is specific, personalized, and about the product you are looking for. DSA can assist you in achieving this.

Pros & cons of DSA campaigns

Benefits of Dynamic Search Ads

The use of DSAs has many benefits. Here are three significant ones:

Close the gap in keyword coverage

Dynamic Search Ads give advertisers the ability to swiftly reduce the gap between product inventory and keyword coverage. Your website or a page feed with a list of every product can be crawled by the tool. In addition to helping you bridge the coverage gap, DSAs can appear on phrases that Google Ads would normally mark as having “Low Search Volume,” which prevents them from appearing.

Ad creation is much easier

Because the headlines are dynamically produced depending on the actual product that matches the system query, creating ads is considerably simpler. The dynamic headline is crucial since it will attract readers’ attention and increase the number of clicks on your website, even though you still need a unique description line.

Easy to set up

Dynamic Search Ads save you a great deal of effort when it comes to creating campaigns and keywords. Dynamic Search Ads are a simple strategy to set up, and with little effort, you may be operating on a variety of categories in a single day, even if you should already have a solid structure in place.

Cons

Conversely, there are some considerations to be aware of when utilizing DSA campaigns:

Not having full control

You must take reasonable steps to ensure that your structure is sound and that you have taken into account the proper negatives whenever possible, as you do not have complete control over the kind of queries that are matched to and served.

Google advise considering how your brand and the goods you sell might be mapped improperly by Google. You will get off to a good start if you consider this and also spend some time reviewing search keyword reports from text campaigns. You must, however, keep a careful eye on the search phrase reports throughout the initial few days. Regularly reviewing the search term reports for all campaigns, but Dynamic Search Ads in particular, is also advised. Later on, they will discuss another reason this is significant.

Not having headlines match the ad

Although dynamic headlines are fantastic, some advertisers may find them difficult to use. Dynamic Search Ads might not be the best option for you if you want complete control over the kind of messaging that appears alongside your brand. It’s uncommon to see a headline that isn’t perfect because they are created using the content from your website or products in the feed. You will, however, be able to observe directly which ad headline is displayed and which post-click landing page it leads to as you optimize and extract search term reports.

Low-performing search queries wasting budget

The last problem Google frequently observe, which applies to all text campaigns, is which product obtains the majority of visitors. Dynamic Search Ads can behave similarly to text campaigns, where a select few keywords receive the majority of traffic, and cause a few inquiries to consume your budget before the higher-converting products are searched for. This is just another explanation for the importance of structure and the necessity of negatives both prior to and following launch!

Dynamic Search Ads Definition

Dynamic Search Ads (DSAs) from Google dynamically generate headlines and landing pages based on your website’s content. Dynamic Search Ads match search queries with your website’s content instead of keywords.

How to set up DSA campaigns

It’s not too hard to set up DSAs in Google Ads. Create a text campaign in the same manner as you would any other campaign. A box labeled “Enable Dynamic Search Ads for this campaign” will appear at the bottom of the campaign settings, which you can click off as you go:

Prior to creating ad groups, you must enter the domain of your website. After that, you may select the “Dynamic Ad Targets” sub-tab within each ad group and add “URL Contains” as an extra auto-target.

A dynamic ad can be made after the individual ad group has been auto-targeted. All you have to do is write a statement in the creative description line that is no more than 80 characters long. It uses the site or feed content to dynamically generate the headlines and the post-click landing page.

How to optimize DSA campaigns

DSA campaigns can be optimized in a variety of ways, just like the majority of Google Ads campaigns. The most crucial step before discussing how to actually maximize DSA campaigns is to establish a structure before you even start one.

“Where am I missing coverage?” is a question you should consider as you assess your present SMS marketing and how well they fit your company. or Improve the experience where possible? “This is an excellent place to start.

Consider your product categories and their level of granularity while examining DSAs, just like you would with a standard text campaign layout. You will comprehend the proper format for DSA campaigns once you have established the number and complexity of your product categories.

Create a solid campaign structure

Because DSA campaigns use auto-targets, and auto-targets reside in ad groups, make sure your auto-targets are set up to reside in the most specialized ad groups. With a granular structure, you can have better control and management if each ad group represents a product or product line for a bigger category.

Make catch-all campaigns and properly map keywords

There are two motivations behind DSA campaigns:

To increase the coverage of your queries

To enhance your advertising experience

You should also think about mapping your inquiries with post-click landing sites and customized adverts. To enhance the mapping of specific user queries to campaigns and ad groups, it is crucial to incorporate negative keywords into various DSA ad groups and campaigns. Additionally, this will guarantee that your DSAs display the most relevant ad in response to the most relevant question.

If you haven’t already, you should make one last DSA campaign after you’ve finished laying out your campaign structure. The purpose of a “catch-all” DSA campaign is to capture any additional questions that do not show up in your category campaigns. This may occur for a variety of reasons. To make sure your entire website is covered, a “catch-all” campaign should be created to target “All Webpages” on your website. This “catch-all” campaign is mapping to either products that should be mapping to other category campaigns, as you can see by looking at search term statistics.

Mine for negatives

Its look for keywords to include in your text advertisements in addition to DSA drawbacks.

Continue adding negative keywords to enhance the user experience. Additionally, you want to consider including keywords in your text advertising. Seek out keywords that are converting well and/or have a high volume. In order to track changes in performance and competition on these keywords and not rely just on the DSA campaign, it is best to use these queries as genuine keywords in text campaigns. One of the most effective mining tools is DSA, which every advertising ought to utilize.

Highlight your promos and offers

You can concentrate on showing additional promotions and highlights for your company because DSAs generate headlines dynamically.

Do you offer deals, quick delivery, and free shipping?

Let the system generate the unique headlines for you, and be sure to emphasize this in your description line. Your product and conversion offers will be visible to users, improving their experience.

Utilize smart bidding

Are you afraid about artificial intelligence? Even though A.I. robots can be frightening, Google’s automatic bidding isn’t a reason to be afraid of AI. The Smart Bidding feature on Google has improved significantly over the past few years.

Through smart bidding, advertisers have improved back-end performance including cost-per-acquisition and return on ad spend. Google advise that all DSA campaigns, whether they are target-CPA or target-ROAS, be put on Smart Bidding. Set up tCPA bidding if you’re an advertising trying to increase your cost-per-acquisition. Google suggest using a tROAS bid strategy if you want to increase sales at a comparable or greater spend. Each of these will evaluate your past performance and conversion data and provide a target objective.

As a best practice, go ahead and create your objective based on what Google recommends and assess. If, after two weeks, you realize that you have accomplished your goal, change your target to aim higher! These two bid tactics have both been shown to be highly effective and can assist you in effectively scaling your campaigns.