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Tuesday, 5 November 2019

What Are Dynamic Search Ads & How To Create Dynamic Search Ads

Dynamic Search Ads commonly known as DSA. DSA ads are effective to target broad searches which are relevant to your business or service or product. DSA helps you to increase the visibility of your campaign and fill in the gaps, where you current campaigns might not be able to do.

So What Are Dynamic Search Ads (DSA’s)?

Dynamic Search Ads are Search Ads which trigger basis the content available on your site or web pages. In this case Google crawls your site and tries to match users search query with the content available on your website, which means if the users search query matches the content on your site, Google will show your ad on Google Search.
In dynamic search ads, there are no keywords in the campaigns, the ads are triggered basis the relevancy of the content which matches the search query.

How Do Dynamic Search Ads Work?

Let’s take an example and understand how does dynamic search ads work.
Eg: You have a logistics Ecommerce Shipping Platform” and someone searches for Ecommerce Shipping Platform, as the content of the page has ecommerce shipping platform mentioned, your ad will be shown on Google paid search.
This helps you to increase visibility in broader searches related to the content on your pages which you might miss from your regular search campaigns

So How To Create Dynamic Search Ads?

Step 1
Login to your Google Ads Account – Login
Step 2
Create a new campaign for Dynamic Search Ads, don’t use Dynamic Search Ads in your existing search campaign as you would like to measure how your DSA campaign is performing vs your regular search campaign. Click on the plus blue button to create a new campaign
Create Dynamic Search Ads
Step 3
Select the campaign goal from the below basis the objective of your campaign. Right now I am selecting leads goal type as my objective is to generate leads for a business which is an Ecommerce Shipping Platform
Goals in Google Search Ads
Step 4
The next step is to define the campaign name, the campaign name is the name of the campaign which will help you to identify DSA campaign from your ads account. I am defining my campaign name as Shipyaari – DSA – Mumbai. Shipyaari is the business name and I have added mumbai because I am going to target Mumbai location for this campaign
Step 5
Now we need to select the network for the campaign. As this is a search campaign, we will only use search network and untick the box which says include Google Display Network.
Search Network Campaign DSA
We should untick Google Display Network because Google will use our campaign budget for Search & Display from the same campaign.
Step 6
The next step is to define the start date and end date of the campaign. You can set the start date and end date as per your campaign requirementDSA Ads Start & End Date Setting
Step 7
We need to now setup the targeted location for the campaign, so in my case the targeted location is Mumbai, so I am setting targeted location as Mumbai
Location Setting In DSA
Step 8
The next step is to set up the language of the campaign. So I am setting up English as the language as I am not targeted to regional interface users
Language Setting in Dynamic Ads
Step 9
The next step is to set up a budget for your DSA campaign, you can start with a minimum of $10 or Rs. 500
Step 10
The next step is to set up delivery method for your campaign. Two types of delivery methods are available, Standard & Accelerated

Standard Delivery Method: It is the recommended delivery method, as it allows you to spend your budget evenly throughout the day
Accelerated Delivery Method: Accelerated delivery methods allows you to spend your budget as quickly as possible, this is not recommended for your campaign.
Step 11
This is one of the important steps to define for your campaign, which is defining bidding strategy for your campaign.
To know more about different bidding strategies in Google Ads and how they work – Refer Article here: An Ultimate Guide to Google Ads Bidding Strategies
For the DSA campaign, I am going ahead with Maximise Clicks bidding strategy as my objective is to drive maximum relevant users to the business page
Step 12
The next step is to select Ad Extensions, ad extensions are a good way to make your ad relevant and make your ad more prominent, this helps you to increase CTR on your search ads.
To know more about different types of Ad Extensions and which to choose for your campaign – Refer Article Here: Google Ad Extensions Guide To Increase ROI
Step 13
The next step is to select Dynamic Search Ads option by checking the box and also enter the domain for which you need to run DSA Campaign. For my campaign I have added Shipyaari as the domain because I am creating a DSA campaign for this.
DSA Domain Option in Campaign SettingsLanguage, I have kept it as English because I am looking to target English users.
Step 14
The next step is to create an adgroup, may sure you select dynamic in the ad group type option as our objective is to create dynamic adsDSA Ads Ad Group
Post that, name the ad group and enter the bid which you would like to bid with DSA campaign on Google paid search ads
Step 15
The next step is to select on what basis you would like to show your ad, this is basically the targeting for your campaign. There are three options under targeting which are:
  • Categories Recommended For Your Website
  • Specific Webpages
  • All Webpages
Campaign Targeting in DSA Ads
Let’s understand each of them
Categories Recommended For Your Website: Once you select this option, it will suggest you different categories basis your website (as you have already added domain name in step no 13). Eg: In my case, there are 16 categories suggested by Google including drop shipping, e-commerce, logistics, shipping etcDynamic Ads Categories
These categories are basically themes of your website which are bifurcated by Google. If you select a particular category, Google will match users search query with all the relevant landing pages available on your website and trigger the ad with that particular landing page. It is important to note that Google will pick up the landing page automatically basis the user search query, matching the category selected in the campaign.
Category based targeting is good when you have a large inventory of products on your website. It will help you to target multiple landing pages for a specific theme of your website
Specific Landing Pages: In specific landing pages option, we have two options
  • Use Exact URL’s
  • Create Rules to Target Webpage
Specific Pages in DSA
Let’s understand each of them
Use Exact URL’s:  If you go with “use exact URL’s” option in the targeting method, you would be able to target a specific landing page for showing your ad, which means that if the users search query matches the content of a specific landing page, only then the ad will trigger.
This is very specific targeting, if you are looking for precise dynamic search ads campaign, in that case you can go ahead with this.  
Create Rules to Target Web Page: In this option you can set different rules basis category, page content, page title and URL and also you can use multiple parameters as a combination to trigger your ads.
Dynamic Search Ads Rule
For my campaign, I am going ahead with use exact URLs as my objective is to target one specific page of the website. You can see in the below screenshot, how I have selected a specific URL of my website as the targeting method.
DSA Rules for Exact URL
Step 16
Say, Save & Continue to move ahead
Step 17
The next step is to create an Ad Copy
Dynamic Search Ads Ad Copy Creation
You can observe that Google will automatically take care of Final URL, Headline & Display URL. As it’s a dynamic search campaign, you don’t need to define this.
That’s it, click save, and your campaign is ready to go live!

Advantages of Using Dynamic Search Ads

1. Saves Time:
As DSA campaigns don’t have keywords in it, it saves times of building keyword lists for your campaigns, additionally you can create themes through categories selection which again helps you to club different landing pages for your ad campaigns. If you have a large inventory of products on your website, DSA is the best way to create a campaign within minutes and start advertising.
2. Higher Traffic:
With the help of dynamic search ads, the chances of improving the traffic increases, because you can target searches basis the categories of your websites, targeting different combinations with respect to content, pages, category, page title etc, thus helping you increase the visibility of your website  
3. Dynamic Headline Generation:
In DSA campaigns, Google dynamically generates headlines for your ad copy by inserting users search query in the headline, which makes the ad copy relevant leading to higher click rate
4. Automatic Updates:
If you have made any changes to the content of your web pages, Google will crawl those pages and accordingly take those factors into consideration while showing your ad. Eg: If the product has gone out of stock, which is updated on your webpage, in that case Google will not trigger an ad with that landing page, so you would automatically exclude those pages with DSA campaign

Conclusion:

Dynamic Search Ads are a great way to increase visibility of your search ads on Google, this also helps you to automate your campaigns effectively across different sections of your website leading to higher ROI. Create your DSA campaign today & let me know let me know how it performs!

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