Dynamic Search Ads for Beginners

Is your company intrigued by capturing additional Web traffic? Then you may want to think about deploying dynamic search ads (DSAs). DSAs can snag traffic from unique searches that can net your company more sales opportunities.

No matter how successful your marketing is, using DSAs can turbocharge your advertising and fill in where your other efforts are flagging.

Below is a brief tutorial about Optimize dynamic search ads for beginners to help you get started in this productive marketing space.

Dynamic Search Ad Overview

DSAs are advertisements that show based on the content your site has. Here’s how it works: Google crawls your website and provides matches to search terms related to your content.

Next, the landing page and headline are automatically created to match that term. This means the search term, ad, and landing pages are more related to one another. The intended result: a higher likelihood the prospect will be motivated to visit your site and purchase.

Creating Dynamic Search Ads – Step By Step

You create DSAs in Google Ads with these steps:

1. Open your Ad Campaigns, then click the blue + button, then choose New Campaign.
2. Next, select the goal of your campaign, or create a campaign without a goal. It’s often wise to create a campaign without a goal, so you have as much control as possible.
3. You must choose Search as the campaign type because dynamic search ads work only under search campaigns.
4. Select Search Network under Networks because dynamic search ads only run with this channel.
5. Set up/Create Ad Groups on the following page. When you click Dynamic Search Ads setting, you can choose the targeted URL you want Google to check and make ads based on that site’s or page’s content.
6. For Audience, there are a few choices. Google will come up with topics according to the ones you have chosen. You also can select topics that are already there.
7. Set up Ad Groups according to the URL you chose. You can select the entire site or just specific landing pages. For instance, you might make an Ad Groups for the three best-selling products. You do that by choosing Create A New Rule To Target Webpages. Use the URL or make a new rule yourself.
8. Last, you must write two Google ads descriptions. Remember, these descriptions relate to all DSAs in this Ad Group. So, be sure they don’t describe products or services not in this Ad Group.

Dynamic Search Ads And Remarketing

After setting up your DSA dynamic ad targets campaign, you can decide if and how you want to remarket it. You have two choices:

• Remarketing: You can use your dynamic search ad’s/DSA campaign only for search remarketing. Also, it will only show advertisements to those who have gone to your site or done something on your site, such as submit a contact form. This limits reach, but it lets Google locate prospects who know your brand and are looking for products like yours.
• Acquisition: Use your dynamic search campaign as a standard advertising campaign and use it for remarketing campaigns. This lets you attract prospects but also boost bids for prospects who already went to your entire website.

Here’s how you do it:

• After you log into Google  dynamic Search Ads, go to the Audience tab and choose ‘+targeting.’
• Select the audience you want to combine or layer with your dynamic search ads/DSA campaign. You can find remarketing audiences under the Browse tab.
• Choose the option that decides if the campaign will target every user or will only be for remarketing. Your two choices are:
  • Target: Allows you to narrow the ad group reach to specific audiences and obtain reports.
  • Observation: Allows you to target everyone but can adjust bids for each specific audience.

How To Review And Optimize A Dynamic Search Ad’s Campaign

There are two critical performance categories you should review before you start your DSA campaigns:

The first is landing page  performance; you should often check whether you let Google select your site landing pages to display or if you made up a customized page feed.

In the same area as your regular campaigns, you find this information on the left side under Landing Page.

You can add bid modifiers to every landing page according to its performance. And you can exclude landing page that don’t perform well, too. If you want to add pages to adjust bids, you should click the Blue+ sign and select Specific Webpages.

From that point, you can provide the URLs that need bid adjustments. Or, you can devise a real if what your evaluating are in related categories, and you can bid on them as a group.

The second performance category to monitor is Search Queries. DSAs/dynamic ad targets can be potent for finding new Search terms, you usually need to watch the type of traffic you generate.

It’s often best to review Search Queries every week when you first start DSA campaigns/existing keyword based campaigns. You can switch to less frequent checks after you have added enough negative keywords.

Are Dynamic Search Ads A Fit For Your Business?

For companies that want to expand their Google reach but don’t want to spend on their Display Network, looking at DSAs is a good choice. But before you do that, there are some critical questions to answer about your site:

• Does my website have innovative and thorough content?
• Is all the content as current as possible?
• Does my website have strong calls-to-action (CTAs) so visitors know what to do next?

If the answers are ‘yes,’ then you should look into dynamic search ads. A website that fits these statements is probably a good bet to benefit from DSAs.

But if the site’s/website content is incomplete or out of date, you might want to look into DSAs with Page title/Feeds that link to your best site pages.

Summary

Whether you run a big Google Ads account/Google dynamic Search Ads account or simply want to push more traffic to your site and want a simple way to do it, it’s worth trying dynamic search ads. Hopefully, this primer will encourage you to learn more about how DSAs can increase and improve your online business.

If you’re looking for assistance with your PPC ads management, we can help. Contact us today!

• Author
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Samuel Edwards

Chief Marketing Officer at PPC Agency

In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International.

He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize search engine marketing (SEM) ROI. Connect with Sam on Linkedin.

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