The term “dynamic search ad” or “dynamic search campaign” may sound familiar, but is it very clear what is and how it works? In this article you will understand Dynamic Search Ads, how it works and why we choose to use them.
What is DSA?
Dynamic Search Ads is the simplest way to find potential customers who search on Google the exact same products or services that your business has to offer.
How does it work?
When a prospective customer searches on Google for a phrase related to the descriptive titles and syntax of the products / services on the site, the Google Ads system will select a suitable landing page for that search. It will also automatically generate a relevant title for the ad.
For the DSA to work its best, it’s recommended that the site has a few thousand pages indexed by Google. To determine how many pages of the site are indexed, check the data gathered in Search Console, use Google special searches, or the Fetch function.
Also, to ensure good functioning, it is advisable to collaborate with an SEO specialist to ensure optimal meta titles (learn how to grow the click through rate with the help of meta titles) and meta page descriptions.
Why do we choose these kind of ads?
Additional Traffic – when the site is expanded across a wide range of product / service categories, there is the possibility to lose relevant searches if only traditional Search campaigns are used. DSAs can get traffic based on relevant keywords that we might have initially missed.
Higher conversion rate – When a potential customer’s search is relevant to the product / service, the system dynamically generates an ad with a specific title for the landing page. The congruence between the search, ad, and landing page favors a higher clickthrough rate (CTR) and may result in a higher conversion rate.
High control – When you set up your campaign, you can select to display ads for the entire site or just for certain pages in the site. Moreover, if there are already traditional Search campaigns that already have high performance, you can remove certain pages from the site to avoid “cannibalization”.
Saved time – you will not spend more time setting keyword lists, adjusting bids for each word, or customizing your ad descriptions for each product / service category.
Frequent and automatic ads update – If changes are made to site’s already indexed pages, the system will recrawl the site to ensure the ad upgrades.
DSA may be an ideal choice in certain situations and can deliver better results than traditional Search campaigns. They can also be a relevant traffic source and growth opportunities, even for well-managed accounts with positive historical results.
For more practical advice about Google Ads follow our INOBOX Facebook page.