Introducing Dynamic Search Ads For Beginners

Updated: Nov 17, 2021

Dynamic Search Ads have been introduced for Google advertisers back in 2011. Using them is the easiest way to find customers searching precisely for your products. These kinds of ads essentially help you find the keywords that are missing from your other search campaigns so you can fill in the gaps.

In this article, I’m going to show you how DSA work, its benefits and downsides and how you can create them.

How do Dynamic Search Ads work?

Dynamic Search Ads use your website’s content to create the headlines, the final URLs and find the most relevant keywords for your ads automatically. Keep in mind that your descriptions will not be automated.

Say that you own an iPhone retail webshop. When a user searches for “iPhone XS MAX 256GB”, Google’s algorithm automatically creates an ad with a related headline from your site, like “iPhone XS max – 256gb”, and also creates a landing page for that particular ad. This way, when the user sees the headline, it is going to match perfectly with what they are looking for. This can result in a near-perfect quality score. And for all this, you only had to create the description lines and target page that contains the product.

Benefits of Dynamic Search Ads

  • Save time: Compared to other campaign alternatives, Dynamic Search Ads are a quick and easy way to create relevant ads as you don’t have to research keywords, create headlines or target specific final URLs. Google does these for you automatically after targeting a specific page or category.

  • Create the most relevant ads for your potential customers: Because DSA’s match the search queries with the headlines of your ads, users will only see relevant content and landing pages when clicking on your ad.

  • Control over your ads: DSAs enable you to target your entire website or only a specific segment of it. It also allows you to prevent certain products or services to be shown as ads when they are out of stock or not available temporarily.

  • Discover new keywords and negative keywords: Because the keywords are generated automatically for these ad groups, you can pick and use or block keywords that you have never thought before for your regular search campaigns.

  • Based on our experience the CPC of these campaigns are usually less than the regular search campaigns’ CPC. Cheaper CPC could mean more relevant traffic to you from the same budget.

Downsides of Dynamic Search Ads

  • The lack of full control: Because you don’t have full control over what search queries will trigger your ads, you must have a rock-solid website structure to enable Google’s algorithm to map your content and product pages properly. Looking closely and frequently at your search term reports is a must when dealing with DSA’s.

  • Not having control over your headlines: While the dynamic headlines make your work a lot easier, it can also be challenging for some advertisers. If you want to have precise control over what headlines appear in your ads, DSA’s might not be the perfect choice for you.

  • Low performing queries wasting your budget: The final issue, which also goes for any text campaign, is which product receives percentages of the traffic. Like with text campaigns, where some keywords can eat up the majority of your budget, DSAs can act the same and have a few search queries eat up your budget before the better converting product could be searched on. This is why structure and proper negative keywords are important before and after launching these campaigns.

  • Freshly made DSA campaigns could start 1-3 days after enabling them, despite the fact that they are approved.

How to create Dynamic Search Ads

1. First, open your campaigns, click on the blue “+” button, then select the “New campaign” option.

2. You can select your campaign’s goal, or click on “create a campaign without a goal’s guidance” We recommend creating it without a specific goal in order to have maximum control over them.

3. The campaign type has to be “Search”, as the DSA campaigns only work as Search campaigns.

4. Under “Networks” you have to choose “Search Network” because DSA campaigns can only use this channel.

5. On the next page, you have to set up your Ad Groups. Under “Networks” you only have to select “Search Network” again. Click on “Show more settings”. Here, by clicking on “Dynamic Search Ads settings”, you can select your targeted domain which you want Google to crawl and create your ads based on the data found there.

6. At the Audience selection, you have several options to choose from. In the search bar, you can type in any interest or topic that you would like to target or observe. After selecting a few, Google will automatically create topic ideas for you based on the topics you have selected. You can also browse the existing topics. Your audience targeting type can be “Targeting” or “Observation”. Targeting lets you narrow down your reach to only the selected topics and interest, and will not show your ads to people outside this group. Meanwhile, observation shows your ad to everyone but gives you the option of focusing on the selected target groups by giving you the ability to adjust their bids.

7. You are going to set up ad groups based on the URL’s you select. Here you can select your whole website or just parts of it. For example, you can create an ad group for your five top-performing products. To do that, select the “Create a new rule to target webpages” and then use an exact URL or create a new rule by yourself.

8. In the final step of the process, you have to write two descriptions for the ads. Be aware that these descriptions will apply for all of your dynamically created ads in this ad group, so make sure they are not describing products or services outside of this adgroup.

And there you go! Your DSA is ready to be launched.

Here are some things to look out for before and after creating your DSA campaigns:

  1. Have a well structured and organized website

  2. Have excellent product descriptions on your pages

  3. Make sure that your product descriptions are up to date

  4. Constantly optimize along the way

  5. Make DSAs work for you! Use the well-performing keywords in your regular Search campaigns

Do you have an e-commerce site and want to get into Google Ads but this looks too complex to handle on your own? Are you on the look for Google Ads Agencies? Let us help you! Click here to Contact Us!

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