Have you heard of Dynamic Search Ads? Ads without keywords? Is that even possible? Sounds scary, right? But Google wouldn’t do something if it wasn’t going to benefit you.
Maybe it’s not as scary as it sounds. There must be a good reason for this change.
Let’s find out how Dynamic Search Ads can work to your advantage ?
What are Dynamic Search Ads?
Instead of setting up your ad campaigns with keywords and using keyword bidding to trigger ads, Dynamic Search Ads use your website content to target your ads.
So when someone is searching on Google, DSA will take content from your website and use it to match your ads.
Sounds kinda easy! But you still have to do a little bit of work! ?
Here’s how Dynamic Search Ads Work.
You want to know what Google is going to use when showing content for your ads. The way to do that is by being specific about a group or category of URLs from your website that you want Google to use. Tell Google which URLs to use and they will crawl those pages and use that specific content for your ads.
Then when someone searches for something and it matches your website content, Google will select your best landing page for that search. From the page they select they will then generate a headline for your Ad. This is how your headlines and landing pages have greater relevance for each individual search. DSAs direct potential customers to exactly what they want on your site. And it’s done fast! ?
That really reduces your copywriting work which saves you lots of time. It also keeps your ads relevant. DSA also fills the gaps in your advertising that keyword targeting can’t cover.
The options for telling Google what to use are either your entire website or specific categories. You can also prevent your ads for showing products that are temporarily out of stock.
When Is It Worth Using Dynamic Search Ads?
Google has said that 16% of daily searches use terms or phrases Google has never seen before. That’s pretty amazing!
This makes Dynamic Search Ads an excellent way to get the relevant traffic you would’ve missed using keyword lists.
Sounds like something you should test out for your ads!
There Are A Couple Of Ways You Can Use DSAs
Target Those Who Have Already Visited Your Site
Use Dynamic Search Ads to target people who have already visited your site. These people are a warm audience and have shown interest in your products and content.
You can remarket to them because they’re familiar with your brand and business. It may be a smaller audience reach, but it’s worth it to target people ? who are already interested in what you have to offer.
This means you could layer an acquisition campaign with your remarketing campaign. This way you’ll find new people to show your brand to and at the same time bid to people who search that have already visited your site.
Advantages To DSA
Here are some advantages and benefits to Dynamic Search Ads.
- You’ll save time but not having to write and manage huge keyword lists, or mapping keywords, bids and ad text to each product on your website. DSAs will help you advertise to new markets faster.
- Google makes quick updates according to the search query entered.
- Google will match your content to the query being searched.
- You still control the category or page or whatever you want Google to use. And you stay in control of your ad descriptions.
- You’ll see a lot more traffic because Dynamic Search Ads create more inventory.
- They compliment you’re already keyword-based campaign.
- DSAs show relevant dynamically generated headlines with your ads. This headline is created when someone searches for something that is relevant on your site. Google generates the headline with the search phrase the potential customer used and your landing page.
- Because DSAs have longer headlines than other search ads, they have improved visibility.
Disadvantages To DSA
There are a few things to keep your eye on! ?
Using Dynamic Search Ads means that Google will create a headline from your content. You have no control over the headline. That may sound scary but here’s what you do – make the content on your website outstanding!
Another disadvantage may be if you do the advertising for a client, you don’t have control over their website. If their website isn’t up to par, the advertising results could be weak. You want to make sure their site is optimal for Dynamic Search Ads. If not, I guess you don’t use them for those clients!
What if your website is not using the right keywords? Then Google will be picking up keywords that aren’t relevant. This will leave your campaigns pretty useless! So keep up with using the right keywords on your website.
What Businesses Would Benefit The Most From DSA?
Retail businesses who have lots of content on their website will see the best results from using Dynamic Search Ads. These retailers have lots of products ? and services shown on their websites.
Many businesses may want to take advantage of those keyword searches that Google hasn’t seen before. Dynamic Search Ads are effective in increasing reach and traffic. This leads to increased sales. ?
The only way you’ll see if you love using Dynamic Search Ads, is to test them. There are several advantages to using them. DSA puts your ads in front of your potential customers at just the right time which is when they’re searching for terms that match your website content. If your business has to spend tons of time ⏰ uploading new products and pausing those that are out of stock, DSAs are the answer for you.
Try Dynamic Search Ads to have consistent and targeted coverage of your website in every market you want to enter. You won’t have to create long keyword lists for every single product line you have.
Try them and let me know how they work for you! ?