If things are getting stagnant with your typical search network campaigns, then it may be time to shake things up using Dynamic Search Ads (DSAs). These are a great option if you have a website with a seemingly infinite amount of products or if your product selection changes frequently. DSAs complement traditional search network campaigns by acting as a net for missed opportunities. With DSAs, you can let Google do the heavy lifting and generate ads when searches match existing product pages. After all, it would be a nearly impossible task to create ad copy for a million products or to even attempt to identify all of the ways people search for those products. With Dynamic Search Ads, headlines are automatically generated based on the content within your website and they can go over the traditional 25 character count limit. This allows you to serve the best ad possible to a user’s query, which leads to an excellent click-through rate (CTR). Using DSAs allows you to focus on your key products within your existing standard search campaign, while also having another campaign running in the background to catch keyword gems or changes in search behavior.
Using Dynamic Search Ads
To get started, simply create a new campaign within AdWords and select “Search Network only.” From there you will see an option for “Dynamic Search Ads.” It’s best practice to have an ad group for all pages within your website and then additional ad groups grouped by product/service category. We recommend that you take a few extra steps when setting up your DSA campaign to get it off on the right foot. To begin with, you need to add in the existing negative terms from your standard campaigns to avoid having your ads show up for irrelevant queries. You will also want to add existing positive keywords as exact match campaign level negatives to your DSA campaign to avoid any overlap. Once your DSA campaign is up and running, you can begin going through your search query reports. This is where you can find keyword opportunities or negative terms. For new keyword opportunities, look at queries that brought in conversions. These queries can be spun out and added as keywords/ad groups to your standard campaigns. Be sure that when you do add new keywords to your standard campaign that you’re also adding those new terms as negatives to your DSA campaign. When you’re pinpointing negative keywords, look for queries with high impressions and little-to-no clicks. Also, look for queries with a high number of clicks and no conversions. These are most likely irrelevant terms, but you can also do a quick Google search to confirm. You can add these new-found negatives to your DSA campaign as well as your standard campaigns. To summarize, DSAs are a great complement to your existing standard search network campaignsbecause they:
- serve highly relevant ads to searchers despite not actively bidding on their queries in your search campaign,
- give you the ability to pinpoint keyword opportunities that can be translated into your search campaign and lead to an increase in conversions, and
- detect additional negative terms to add to your search campaign which will improve CTR and limit wasteful spend.
DSAs perform best with careful optimization and monitoring. You will also need to have a well-optimized website since DSAs rely heavily on the content within your landing pages. At Forthea, our experienced SEO and PPC specialists will properly set up and effectively manage your digital marketing programs. View our SEM case studies or give us a call today to get started!