Dynamic search ads, what, who, how and why?

Jasleen, 
Head of Strategy & Product Development, 

Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer and we are passionate about using this technique at Push.

Dynamic Search Ads are ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads use your website to target your ads and can help fill in gaps in your keywords-based campaigns. Without Dynamic Search Ads, even well-managed Google Ads accounts with many keywords can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what’s actually available on advertisers’ websites.

What are Dynamic Search Ads?

Dynamic Search Ads are a way to dynamically create and show search ads to your potential customers without any keywords. Google’s algorithm will scan your web pages to serve a dynamic headline and final URL based on the search query.

Some customers are concerned this could compete with their search campaigns, however, this is not the case. When a relevant search occurs and you have an eligible keyword-targeted ad, the dynamic search ad will be ‘held’ back. As such, this will not affect any search campaigns that may already be performing well for you.

Who can benefit?

Dynamic search campaigns can be great for all businesses but work exceptionally well in:

  • Niche markets with low search volume – It’s very frustrating when you want to target specific keywords, however, when you come to performing keyword research, or place a campaign live, there simply isn’t enough search volume to gain impressions. This is where dynamic search ad campaigns can help serve ads for relevant terms generated from your web pages.
  • Commerce businesses selling very specific model numbers – Selling graphics cards, TV brackets or servers and want to push specific model numbers? Or you might have over 500 model types that all lead to specific pages on your website? You would need 500 Ad Groups for those specific products and Google will categorise search terms like “Dell AMD Firepro S7150 8GB” in the low search volume bank. This is where DSA is perfect. If your website index is formatted correctly you can group product types together and serve specific ads with dynamic headlines and final URLs into a few ad groups.
  • Businesses looking to expand – Businesses can reach a point where they have covered all the possible keyword combinations they can think of. DSA campaigns can be a great way to find new keywords and fill in the gaps from existing search campaigns. We like to refer to these as “terms no-one would think of”.
  • All businesses can utilise DSA &Audiences – Buying behaviour is getting more and more complex. When you think about your own behaviour when booking a holiday, you probably search, search again, browse a few sites, see a banner reminding you of the holiday you looked at a few days ago (perhaps now with an offer) and may search again. BHAM! This is where advertisers should be combining DSA (campaigns that can help serve ads for long tail keywords) with an audience list of people that have visited their website from the past 30 days. Our behaviour has always been to find the best deals and search around, as marketers we need to make sure we appear when users search again.

How do you create them?

You can find a lot of step by step guides on how to set up a DSA campaign so we won’t bore you with the screengrabs! What we will outline are the different ways you can choose your dynamic ad targets. A dynamic ad target defines pages on your site that you want to advertise with dynamic search ads:

  • Target categories: Google will outline predefined categories based on the content of your website. For this, it is best to create an ad group for each category of your website
  • Target all pages: You can have the option to just target your entire website. If you choose this option be sure to read the section on dynamic exclusions below!
  • Target specific web pages: There are a few ways you can select specific web pages. They are all pretty self-explanatory, however, when choosing ‘URL’ contains it is important to note: with this option your website URL structure is key. For example, if you own a jewellery store and want to target ‘earrings’, it is important all your website URLs for your earrings product range include the word ‘earrings. e.g www.example.com/earrings/studs, if for example when clicking into earrings and then studs the website changes to www.example.com/studs this subrange will not be added as a dynamic ad target
  • Custom feeds for dynamic ad targeting: You can also create and upload a custom feed where you specify a label and any URLs you wish to target under this label. You can then adjust your bids based on these labels. A URL can also have multiple labels associated. This custom feed is then uploaded into the account’s shared library under business data

When not to use

It is important to note that there are instances where Push would not recommend DSA. With the exception of feed-based targeting that you control, Dynamic Search Ads are not recommended if your website changes rapidly – with, for instance, constantly changing content and web urls / categories.

Why you should use DSA campaigns?

To sum up there are many reasons why advertisers should use DSA campaigns:

  • Save time – No more mapping keywords, bids and ad text to each product on your website. Plus, Dynamic Search Ads may help you advertise to new markets faster than other alternatives.
  • Show relevant, dynamically generated headlines with your ads –  When a customer’s search is relevant to your product or service, Google Ads will dynamically generate an ad with a clear headline for the most relevant page on your site.
  • Find new keywords – Also known as finding terms “no-one would think of”
  • Control your campaign – You can show ads based either on your entire website or on specific categories or pages. Or, prevent your ads from showing for products that are temporarily out of stock.
  • Capture additional traffic. Dynamic Search Ads can help you to gain additional traffic and sales by promoting your business to more customers than you can reach with a keyword-targeted campaign.
  • Low search volume – Combat the low search volume problem