Add3 – Digital Marketing Agency with offices in Seattle & Portland

Dynamic Search Ads (DSA) are a perfect way to drive paid search traffic based on “Google’s organic web crawling technology”, leveraging your website’s content expanding your search query volume with visitor intent. Google’s dynamically generated ads provide a very relevant experience for consumers based on their search query and your content. Done right, DSA’s can increase marketer’s insights plus opens new opportunities to acquire consumers, and identify shortfalls.

What Are Dynamic Search Ads?

Dynamic Search Ads are text-based ads containing a dynamically generated headline and Google identified relevant site landing page coupled with your message assisting the consumer in their decision process.


How Does Dynamic Search Ads Work?

From Google: “With Dynamic Search Ads, we keep a fresh index of your inventory using Google’s organic web crawling technology. When a relevant search occurs, we dynamically generate an ad with a headline based on the query, and the text based on your most relevant landing page.”

In other words – with DSA’s, Google is basically building AdWords ads for you by using their Web crawler to create your campaign based on your Website. You don’t have to choose keywords. Instead, Google automatically shows ads for you based on your site’s content.

Figure 1

Figure 1: More info from Google on Dynamic Search Ads

Who Should Use DSA’s?

So who uses DSA’s? Smart marketers who are extremely curious around how “Google’s organic web crawling technology” sees their website as well as what new marketing opportunities it can unfold. DSA’s can save a lot of time – but be careful not to “set and forget it” as this technology is always evolving and like many other campaigns, they need to be optimized around your key performance metrics.

DSA’s are a great fit for: Online retailers with a high volume of products and skus that change frequently or media sites with large volume of content

DSA’s are NOT a great fit for: Small websites, affiliate sites, websites with customizable products

DSA’s are Working for Me!

I know I’ve read a few other blog posts where some of my colleagues haven’t had great experiences with DLA’s. However, I’ve had some pretty decent success implementing DSA’s for my clients.

• I’ve found that one of the biggest benefits is that they’re great at identifying issues and where your site falls short.
• DSA’s can work great for …

1. Publishers who have large ever-changing content volumes.

2. Retailers with constantly changing product volumes and skus.

• Just like the graphic from Google above, I’ve had comprehensive campaigns in place, but DSA’s have helped with some incremental traffic gains

• DSA’s still require quite a bit of work to implement and manage but can be quite handy if set up properly – see my tips below!

Here Are Some Tips for Managing DSA Campaigns

1. Keep it focused!

One of the great things about DSA’s is the marketer is in control. With a defined strategy, marketers can target specific content that has been indexed within their website to acquire consumers and find new opportunities to expand or optimize their search campaigns.

Start by defining your Dynamic Search Ad strategy. Consider which options work best with your inventory levels and patterns or site content by grouping relevant webpage urls, leveraging indexed categories or other indexed content. Outlining what your strategy is an essential element for this type of campaign to succeed as Adwords matches queries based on your content that has been indexed.


 2. Ad Content Clarity

Based on the consumer query and intent, Google generates the ad headline, therefore, it is essential that you ensure the message is clear, concise, and enticing to the consumer.

 3. Use Negative Targets

Similar too many well performing campaigns set up must be targeted properly. This includes restrictive targeting, exclusions and negatives. Leveraging insights from underperforming historical performance, search term reporting and excluding sections of the website related to customer service or help pages will increasing your performance from the start of the campaign.


4. Implement Tracking

Finally, how does one-measure results or know where to focus expansion? Since the destination URL is generated by Google and lands the visitor on the most relevant page  of the website, you will not be able to see the fixed URL but with the addition of the ValueTrack parameter, you will be able to see the dynamic tracking urls. Visibility to these landing pages mixed with search term reporting allows for optimization, target refinements, and expansion.

Adding in ValueTrack parameters {lpurl} or {unescapedlpurl} can be done directly in the ad creation or under the destination URL column in the auto targets tab allowing for further insights to DSA performance.

Have you implemented Dynamic Search Ads yourself? How are they working for you? Leave a comment!

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