How You Can Optimize Campaigns With Dynamic Search Ads
Dynamic Search Ads: When you have a physical location for your products, it’s very easy to know how to best place your products to draw in your customers and translate to maximum sales.
Even then, it’s always good to switch things up and play around with the display. The same concept applies when selling our products online.
This is called digital advertising where you use the data you have to predict customer’s behavior. You can predict customer behavior by answering: Where are they looking for your product?
What is the right time for you to run ads that target them? All of this information helps you to know where to “place” your product. One of the tools you can use is dynamic search ads.
So, What Are Dynamic Search Ads?
Dynamic Search Ads are the simplest way to find potential customers on Google. They are ideal for very well- developed websites.
Dynamic Search Ads use information on your website to target your ads. They also help fill in the key-words when a user is searching for something.
They play a very key role in reducing delays during searches, filling in key-words and putting everything in sync with what’s available on the advertiser’s websites. Even well-managed AdWords accounts need Dynamic Search Ads so as not to miss relevant searches.
How Dynamic Search Ads Work
When someone searches on Google with words closely related to other words frequently used on your website, AdWords use these terms to select the correct landing page on your website.
In the process, they generate a relevant headline for your ad and a landing page to show. It’s like several items on an auction and AdWords decides which one appears for the bidders to choose from and how to present it to them.
Example: Your website is about natural hair products. When a user searches, “best natural hair products”, your ad appears with the headline, “the best natural hair products”. The user clicks your ad and they land on a landing page on your website.
See how Dynamic Search Ads can direct potential customers to your site very fast?
KEY: The user will finally be directed to a landing page on your website. Work on having very effective landing pages on your site that will actually generate sales.
Lander offers great insights on how to create exceptional landing pages for very effective website marketing.
Using Dynamic Search Ads for Marketing
There are a few things you can master to effectively use DSAs for marketing.
Targeting- Choose Which Landing Pages To Scan
You can choose whether to scan your whole website or specific landing pages. This is all dependant on the structure of your website.
Dynamic Search can include:
Pages with titles containing certain words
Pages with URLs containing certain strings of text
Pages containing certain words
The URLs displayed are based on your final domain. When creating a new ad, you don’t need to display the whole URL string.
Example, if your ad’s final URL is www.adwords.com/landing/page/title, AdWords will use the domain from your final display and show it on your ad as www.adwords.com.
When running your Dynamic Search Ads campaign, be sure to add a group of standard terms as negative keywords.
You can also add some highly-rating brand key-words as negatives. This is so that you don’t pull traffic away from top performers.
When you’re running, always check your Search Term and Category Reports frequently. It is where you will find your query data.
If one of the queries has a high rate of conversion, you can move the keyword to the appropriate campaign while also adding it as a negative so that it won’t continue serving for your dynamic campaign.
Another thing, make sure that you harvest the data from your Dynamic Search Ads campaign.
Through conversion, sort all search queries and remove anything with more than 2 to be used in its own ad group in another campaign and of course also add it to the list of negatives.
You don’t really have control over what headlines AdWords will generate but you can control your lines of description.
Ad testing is one of the ways you can use to do this. Even with regular text ads, it’s still important to do it.
Why? Because searches are generally presented with headlines that are more or less the same. Your headline, therefore, needs to stand out to beat the others.
How do you do this? Compare search queries for ad groups against yours. After comparison, see if you can write something better, something more relevant to users.
Example; If you find that your ad copy has the word books in it, you might realize that users search for specific genres, romantic books, sci-fi books, fantasy books.
If that is the case, you can now target your ad copy so that it’s not just “books” which is quite bland, to be honest, and change it to something even more relevant, “historical romance books.”
TIP- Don’t broad match ads to product-specific queries as you will be skipped in the highly competitive bidding.
Advantages of using DSAs for marketing
Instead of you, a retailer spending a lot of time figuring out the best keywords to use, ad text for products and so on, DSAs get the relevant data from Google. This really improves your overall efficiency.
Dynamically Generated Headlines
DSAs generate ad headlines which are relevant to your product or service. The headline generated will include the search words of the user and lead them to a landing page on your website.
They also make it more relevant for customers by making the headline slightly longer.
With DSAs, you can choose to base your ads on your entire website or focus on specific pages. Even better, you have the control in deciding which products shoe.
Example; if some of your products are out of stock, you can prevent the ads from showing them.
Automatic Ad Updates
All the changes you make to your page will be input in the ads. Google automatically generates the updated versions of the content on your website.
Increase In Traffic
The fact that millions have access to your website through the ad, traffic to your site is increased. The increase can potentially lead to sales.
“Advertisers can take advantage of Google’s improving Dynamic Search algorithms to drive high-quality traffic to the most relevant landing pages at a cheaper cost,” Lewis Brannon, Paid Search Manager at CPC Strategy said.
Are there any downsides to DSAs?
Yes, there are a few.
DSAs have a very high chance of showing to traffic that may not be relevant to you. That means that you may have high traffic that may not necessarily convert to sales.
You are basically handing over everything to Google to decide what direction to give it. If you are the typical control freak, this may not sit well with you.
When Not To Use DSAs
When you change your website continuously e.g. with deals you offer daily. Always review AdWords programme to ensure your ads abide by them and any other rules.
Always review AdWords policies to make sure your ad complies with any applicable laws. Dynamic search ads are a great way to push and increase conversions when well utilized. If you are stuck we suggest you seek professional help from our Lander team.