Dynamic Search Ads (DSAs) are a great way to find customers who are looking for exactly what you have to offer and get the most out of your website.
What are dynamic search ads?
Dynamic Search Ads are search ads that are displayed based on the content of a website. Google crawls the web and then matches the search terms that are related to the content on that website. From there, the title, final URL, and display URL are dynamically generated to match the search term.
The main difference from standard search campaigns is the targeting of the campaign. While classic campaigns are based on keywords, Google Ads DSA campaigns are based on web content.
Google Ads is responsible for scanning the web page to find opportunities that determine when the ads will be displayed and when the user’s search matches the content of the web, ads will be dynamically generated to be shown to the user.
This allows for greater consistency between search term, ad, and landing page.
When using dynamic search ads (DSA) is not recommended
- On a website with a very high turnover, that is, it changes daily or very frequently.
- If your website does not allow to identify the content. This is the case, for example, of websites that use flash images or in which it is necessary to log in to access the content.
- If your website belongs to a sector considered sensitive because it costs more to advertise by requiring special permissions.
Advantages of using DSA in Google Ads
- It is not necessary a previous study of keywords, since the content of the website is taken into account.
- It allows you to find long-tail keyword ideas and discover new searches.
- The CPC may be lower since when attacking the long tail there are fewer competitors in the auctions.
- They help drive more traffic and upsell by discovering new terms
- The titles and URLs are generated automatically based on the content of the web, therefore, having the website optimized for SEO helps to achieve better performance.
- You can choose whether to show ads across the entire website or on specific categories or pages. Additionally, you can prevent ads from showing on non-relevant or unavailable pages.
Use of DSA campaigns
There are several possibilities to create this type of campaign. We can do DSA campaigns oriented to categories on the web or to specific URLs or do standard search campaigns with a standard ad group and or DSA ad groups, Hagakure style.
This is quite interesting because it allows us to group budgets, objectives and strategies using different types of ad groups within the same campaign.
These remarketing-oriented campaigns can also be used. They can be used by showing ads to users who have previously been to your website or have taken other action on your website, but this will limit the reach. Or as a complement to a normal campaign, but overlapping the remarketing audiences within the campaign. This allows attracting new customers, but at the same time impacting those users who have been to the site.
How to set up dynamic ad targets in Google ads
As we’ve seen before, Dynamic Search Ads can be targeted based on the content on your website.
There are 3 ways to target your ads:
- Based on recommended categories for your website.
- He made specific web pages.
- Guide them to all the pages of the website.
Recommended categories for your website
In this case, categories are dynamically preselected based on the content on your site. Uses the category of landing pages from standard ad groups in search campaigns.
This option is usually recommended for advertisers without much experience in dynamic campaigns but who want to increase traffic.
Towards specific web pages
In this case, specific website pages are included based on category, page content, page title, or URL. You can use exact URLs or create rules to target advertising based on category, page content, page title, or URL.
Orientation to all pages of the website
The goal would be the entire website. The query is matched with the URL of the most relevant domain to display the ads. In this sense, there may be pages within the domain to which we are not interested in directing advertising, whether they are corporate pages, blog pages, customer area, etc … In this case, it is best to add these pages as negative dynamic ad targets .
Once the segmentation is established, all that remains is to create the ad. As we have explained before, in this type of DSA ads we are only going to generate the 2 descriptive lines since the title and the final URL will be generated dynamically based on the search term and the content of your site.
After sufficient time to be able to analyze results and make decisions, we must detect the relevant terms. We can do it through the search terms section. The ideal is to detect those keywords with a high search volume and a good conversion rate and transfer those terms to search campaigns where you have greater control.
If you want to drive more traffic to your site or are looking for new growth opportunities, Dynamic Search Ads are worth a try, can we help you?