Dynamic Search Ads are automated campaigns that run via Google AdWords on the Google Search Network. It is generally known that Dynamic Search Ads are ideal for businesses with hundreds or thousands of products or services. The fact that small businesses can also benefit from this ad type is often times overlooked. One of the main advantages for small businesses is that Dynamic Search Ads generate new long-tail keywords and indicates which of those keywords might need a dedicated landing page. While there are some ads that convert better than others, it is mostly the landing page that converts and not the ad.
Here is an overview of what Dynamic Search Ads are, how they work and how to use them including a video tutorial further below.
How Dynamic Search Ads Work
Dynamic Search Ads are ads that Google automatically generates based on pages or categories of your website that you tell the search engine to crawl.
- Select the pages Google is supposed to crawl
- Create a description line 1 and 2 for of the ads. Google will automatically fill in the rest
- Add negative keywords to campaigns and ad groups
- Google will show your ads to searches that are related to the content of the pages you selected at the first step
How To Get Started With Dynamic Search Ads
- Create a new campaign on AdWords targeting the search network only:
- Select the campaign type “Dynamic Search Ads – Ads targeted based on your website content”
- Insert the domain of the website you would like to advertise
- Select the rest of the target and bidding methods as needed
- Insert the ad group name and create your first dynamic ad
- Select the targeting method that you want to use and save your first ad group
You can later decide to assign a specific set of pages to an ad group to be able to break down your campaign into targeted ad groups and customize the content of the ads accordingly.
Best Practices for Dynamic Search Ads
- Create ad groups that break down your website pages as much as possible. This allows you to customize your ads and negative keywords to achieve maximum results. Should you already have a dynamic search ad campaign set up and it performs well, this break down might not be necessary. It just gives people who prefer more control more micro-managing opportunities which is generally a good thing in AdWords.
- Analyze your search term report to understand what is generating traffic to your site and create custom campaigns for the most promising keywords.
- Exclude pages that will not generate relevant traffic, such as the career page, the blog or the About Us page.
- Test several description lines to find the ones that maximize the CTR and the conversion rate.
- Assign each website category one ad group. Google will automatically identify website categories and provide a list for you to choose from.
Advantages of Dynamic Search Ads:
- Find new and profitable long-tail keywords
- Target a large number of products with targeted keywords
- Identify the pages that deserve a custom campaign based on actual results
- Identify new negative keywords for the whole account
Disadvantages of Dynamic Search Ads:
The biggest disadvantage is that you could waste some clicks on irrelevant terms if you don’t have a compelling negative keywords list to begin with.
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