Google recently launched a new AdWords feature in the interface which allows you to create Dynamic Search Ads as groups in standard campaigns. When setting up a campaign you can now select a check box to “enable dynamic search ads for this campaign” and then you can set up an ad group with the group type as dynamic.
In this article I’ll review what Dynamic Search Ads (DSAs) are, why they are useful, what type of websites should be using them and other recent updates.
What are Dynamic Search Ads and why are they useful?
We can now launch Dynamic Search Ads as groups in standard campaigns using the new Adwords interface. Dynamic Search Ads automatically target relevant search queries based on a retailer’s website content.
Basically, they use Google’s crawling capabilities to display to each potential consumer a customized ad with a custom headline and URL, that redirects to the most relevant product page on the online store.
DSAs help fill in the gaps in search campaigns and can drive ROI with increased traffic opportunities by using queries that otherwise wouldn’t be covered with the targeted keywords.
What kind of campaigns should use DSAs?
A website selling products online with webpages that are full of quality content will likely see the best results from using Dynamic Search Ads. Also, larger e-commerce websites can benefit from DSAs because it can make managing the account faster and easier.
A DSA appears when Google determines there is a match between what the searcher types into Google and a product page on your website.
For example, if you have a page on your website that sells iced coffee makers and someone searches in Google for “iced coffee makers” then a Dynamic Search Ad may appear.
Other DSA updates
Back in March, Google introduced Expanded Dynamic Search Ads to the AdWords interface. This new version of the original DSA now dynamically generates the display URL as well as the headline text using the content of your website. The description is now a longer line, which gives the advertiser more control over the messaging in your ad.
Prior to this, the DSAs were limited to only 25 characters for your headline on standard ads. The expanded text ads now allow you to take advantage of two separate headlines, each allowing up to 30 characters and separated by a hyphen.
Summary
If you’re managing ads for a large e-commerce website, then consider testing DSAs. It’s possible you can drive better ROI with a more manageable account structure. Of course, like all AdWords campaigns, you must closely monitor and optimize your DSAs to get the best results.
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