Optimising Google Dynamic Search Ads For Your Campaign
Updated on: 29 April 2022
Google Dynamic Search Ads (DSAs), when utilised correctly, is a powerful campaign tool that can maximise your search coverage, increasing your webpage’s traffic.
DSAs are identical to traditional text campaigns but have a considerable difference in the sense that instead of focusing on keywords, it utilises your webpage or product feed for the targeted marketing campaign. Google then links related user searches to the specific product listed on your webpage or feed and displays a dynamic content ad.
How are DSAs different from traditional text campaigns?
Headlines: Keywords are not the only fundamental difference between the two types of campaigns. The ad headline that is displayed when DSAs appear in the search results is uniquely tailored and generated by Google.
In contrast, a traditional text campaign’s headline is generally crafted by the campaign manager themselves. The information for the DSA headline is pulled straight from the business webpage or feed. While you still need to craft a description line, but other than that, everything else related to the ad is automatically generated.
Here is an example of Impossible Marketing’s dynamic ads:
Bidding: Similar to a traditional bidding strategy, DSAs are priced on a CPC, cost-per-click basis. The cost is determined by the maximum CPC budget your campaign has set multiplied by the total amount of clicks your ad received. The difference is that because DSA does not require keywords, you do not have to bid for them. In contrast, you will instead have to bid for auto-target levels. Auto-target levels are basically the list of pages you can target on your webpage.
Advantages and disadvantages of using DSAs
The three main advantages to using DSAs are:
- Close the keyword coverage gap. DSAs enable advertisers to close the gap efficiently and quickly when it pertains to product inventory and keyword coverage. DSAs directly scan through your webpage or product feed. In addition, DSAs can also appear in “low search volume” keywords, which Google Ads will typically not push.
- Simpler ad creation. Because most of the ads are generated by Google, it makes ad creation a much simpler and more efficient task. The dynamic headline is generated straight from the content listed on the webpage or feed itself. All you need to do is to craft the ad description.
- Easier set-up. Because most of the ads are generated for you, DSAs take a lot off the list of things you need to do to set up an ad campaign.
The three key disadvantages to using DSAs are:
- No search control. Because you do not have control over the type of user searches the ad reaches, you must, on your part, ensure that your targeted content is accurate and sound to make sure the ad reaches the right audience.
- Lack of ad customisation. While Google’s generated dynamic headlines can be ideal, they can lead to challenges for certain brands and advertisers. You do not have control over the message behind the dynamic headlines, and it might not be in line with your brand’s voice.
- Low-performance searches waste campaign budgets. Same for any traditional text campaign, the issue with using DSAs is that a few searches might consume the campaign’s budget before better leads are generated.
Setting up a DSA campaign
Setting up a DSA campaign using Google Ads is as simple as it can get. The steps to setting it up are just like how you set up a traditional text campaign. As you fill in the relevant information and criteria of the campaign, you will find a box titled “Enable Dynamic Search Ads for this campaign” to check off.
You will then be asked to include your webpage link and then create the ad groups. Within each ad group, you then can include the targeted page as auto-targets under the “Dynamic Ad Targets” tabs.
Once your dynamic ad is created, all you need to do is to come up with an 80 characters description for the ad.
DSA campaigns optimisation tips
- Have a stable campaign structure. Be sure to set a distinct structure of specific ad groups and auto-targets. You want to ensure that the ad group best represents the general whole of related auto-targets.
- Create catch-all campaigns with appropriately mapped keywords. Dynamic search campaigns are there to help expand search coverage as well as improve the ad experience. It is therefore vital to add negative keywords or “low-performance” keywords to ensure that the DSA is optimised to the most related searches.
- Mine for negatives. This is equally important not only for DSAs but also for your traditional text campaigns. While you are constantly adding in negative keywords to improve the DSA experience, you should also use the opportunity to add high-performance keywords to traditional text campaigns. DSA is an incredible mining tool that advertisers should take advantage of.
- Highlight special offers and promotions. This is for the description line. Because the headline is generated by Google, all the advertisers need to do is create an 80-character description. Make sure to highlight any special offers and promotions your business might be having, and the system will craft a customised headline for your campaign. It also helps create a better ad experience.
- Utilise smart bidding. Make use of Google’s AI to automate all necessary bidding. Google’s Smart Bidding system has evolved over the years to help advertisers improve performance in back-end operations and collection of valuable data such as return-on-ad-spend and cost-per-acquisition.
Dynamic Search Ads might be some of the best campaign tools in Search Engine Marketing (SEM). It is ideal for addressing many concerns that traditional text campaigns face by targeting the contents on the webpage or feed. When utilised correctly and optimised to its maximum potential, it can be a very powerful campaign tool that can take your business to the next level.
If your business is on the lookout for professional help in SEM, Impossible Marketing can help you with that. We are a digital marketing agency offering a range of digital marketing solutions including PPC and Google Ads. Besides SEM, we also provide lead generation and SEO services, among others. Don’t hesitate to drop us a call at +65 6208 8111 today!