Are you sure you’ve got all of your bases covered when it involves Google Ads? There might be some keywords you haven’t thought to target? Maybe you haven’t gotten around to promoting the newest product on your site? Here’s an idea… Let Google fill in a number of those gaps for you! Enter Dynamic Search Ads.
Dynamic Search Ads displayed within the Google program supports your website’s content. With the help of web crawling algorithms, Google automatically targets search terms associated with your website and creates ads with a dynamic Headline, while the ad description should be filled by you. It’s the right ad type to enrich your other Google advertising efforts.
Why should you use Dynamic Search Ads?
There are tons of benefits for using DSA campaigns:
- Excellent coverage of your website.
- Scaling.
- Finding new ideas & terms that you simply may have missed.
- It Saves time – it takes less time to set this up, compared to regular campaigns.
Even so, DSA campaigns are not for everyone. In order to get the best out of this type of campaign, you’ll have to acquire an outsized website with tons of content and inventory.
It happens often because the campaign will target users consistent with their queries and website inventory. It means if someone will search any word or phrase from your website, or any page title or related terms, your ad will appear on Google that will contain a relevant Headline and URL.
Thus, it will receive maximum coverage of the website. Although the account already contains tons of BMM campaigns, there’s still an opportunity you’re missing some valuable keywords.
Creating a Dynamic Search Ad:
When creating an advertisement, you’d like to insert a description (as you would during a regular search ad); the headline is inserted automatically from the landing page which the ad directs users to. You will then check the performance of every headline and outline combination and optimize accordingly.
There are several ways to use DSA campaigns:
Page Feed –
This is often a “monitored” way to use the campaign. It means Google won’t search the whole website but only a listing of pages you uploaded to the Google Ads account.
With Page Feed, you’ll avoid spending money on low converting landing pages or non-converting keywords. The downside is that we are limiting the campaign, which means there’s an opportunity to find new search term ideas, therefore scaling is going to be much harder to execute.
The page feed form contains two columns: the URL and the custom label which describes the URL theme and categorizes the URLs consistent with your choice. This provides us the choice to optimize according to the labels, we can narrow the targeting to a couple of labels from the whole feed and make dedicated ad groups for those labels if we choose. We can also exclude lower-performing labels.
Categories –
Your website is split into categories consistent with Google. For instance, if you’re selling home products then your categories might be sofas, beds, closets, etc. You’ll choose the categories you would like to focus on then optimize consistency with each category. You can also create the new adset for performing categories and exclude the non performing one.
All webpages –
This is often the broadest way to thank the use of DSA campaigns. The campaign can target all the webpages on the website without any limitations. It is fit for someone who wants to get a lot of insights within a short period of time.. The downside is that this process could also be expensive and not worthwhile since it demands tons of wasted funds until you gather the specified insights.
DSA Case Studies
Here at ROI Minds, we’ve seen great results with Dynamic Search Ads. Below are a few examples (brand names excluded for discretion), including our methods for optimizing these campaigns.
1. We opened a Page Feed DSA campaign with 40 pages, which usually isn’t considered much, but was enough during this specific case since tons of the landing pages are filled with content and therefore the campaign gained traffic easily.
We used the Max Conversion bid strategy, by which Google sets your bids automatically to realize as many conversions as possible within your budget.
The campaign’s CPA was only 33% of the typical CPA for campaigns of this account.
Optimization strategy:
- After a short time, we started splitting the campaign into ad groups, creating more targeted ads and improving CVR.
- Throughout the activity, we kept excluding bad terms and landing pages that didn’t convert well.
2. We Created two DSA campaigns, for Page Feed & Categories
The page feed campaign got great results and greatly contributed to scaling the account to the next level.
Optimization strategy:
- Non-converting keywords were excluded.
- We checked if the keywords triggered by regular keyword-based campaigns. If so, we tested where they performed better.
- We split the campaign into ad groups (as within the example above).
Categories campaign – Since the web site contains tons of non-converting landing pages, we decided to not run on all pages but rather on categories. This served as a discovery campaign from which we could find new search terms to focus on future campaigns.
This campaign is running on a lower scale than the feed thanks to a better CPA.
Still, the results were great as compared to the other campaigns of the account.
Optimization strategy:
- We continuously check for brand spanking new keywords – if a specific keyword doesn’t convert well, we attempt to consider a special allocation for it within another campaign.
Furthermore, in both campaigns, we also found that:
- CTR was above that of the regular search campaign.
- CPC was lower for the bulk of the keywords.
Conclusion
In conclusion, it’s highly recommended to give DSA campaigns a try. Check your account’s needs and find out a DSA campaign accordingly. You’ll always return to using only the first Google search campaigns.
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