Dynamic Search Ads Vs Dynamic Remarketing Ads | #AdWordsAnswers
This is Tanya from the Google AdWords team, and today I’m going to be discussing two commonly-confused AdWords features.
What are Dynamic Search Ads?
If you were to search online for a restaurant, you might search for the phrase “restaurants near me” to find the closest eatery, or alternately word this as “restaurants nearby,” “restaurants within a 5 mile radius of the station,” or even “restaurants close by.”
Potential customers can search for the same product or service in many different ways, and it's not always possible to include every permutation and combination of search queries as keywords in your account. This is where Dynamic Search Ads come in. They can fill the gaps between the unique search queries you target by dynamically generating a headline or a landing page based on the content of your website.
When a customer's search query matches content on your website, Google automatically generates a headline and a Final URL that leads the customer to the most appropriate landing page on your site. While the headline is generated based on words from the customer's search query and text from the chosen landing page, you can customize the description lines when setting up the campaign or creating new ads. You can find the steps to create a Dynamic Search Ads Campaign here.
What other aspects of the campaign’s targeting can I control?
To further increase relevancy, you can tell Google which web pages on your site to target through the use of dynamic ad targets, and only target pages related to specific items or topics instead of your entire site. Only the headline and landing page change dynamically, so you still retain control over the bids, budget, negative keywords, and exclusions.
When should I use this ad format?
This format works best for advertisers whose websites are content-rich or have a huge number of web pages. Imagine not having to create a separate ad for each product page!
Do note: This format may not be suitable for websites with rapidly changing content, as content updates won't be immediately detected.
How do these ads differ from the Dynamic Remarketing ads?
As opposed to regular remarketing campaigns, in which the same ads are shown to all visitors who satisfy a certain condition per the Remarketing Lists you've created, Dynamic Remarketing Campaigns dynamically show users highly customized and targeted ads based on the viewer’s prior website engagement and activity, thereby delivering ads that have the greatest chance of driving conversions and impact!
How do I set up Dynamic Remarketing ads?
You will be required to set up a customized Remarketing Tag on your site which will pull product identification numbers from your merchant feed and pass them on to Google. Google will then match these Product IDs to your Google Merchant Center feed and use those characteristics to power your dynamically remarketed ads.
The system has the ability to dynamically create ads that include your product’s image, price, and text, all based on what a shopper viewed on your website.
Which other aspects of the campaign’s targeting can I control?
You can show various advertisements based on products a visitor has looked at, items left in their shopping cart, their geographical location, and even past purchases.
For example, you can choose to show image ads of copier paper or ink cartridges to customers who have recently purchased a printer from your website. Alternatively, you can choose to show specific product image ads to customers who abandoned those products in their carts.
When should I use this ad format?
You should use this ad format to boost online sales, encourage repeat purchases, cross-sell products, and encourage completion of sales by those visitors who may have abandoned the products in their shopping carts.
To summarize, Dynamic Search Ads work based on the customer's search query and your landing page content, whereas Dynamic Remarketing uses the customer's past engagement with your website to show tailored ads.
I Hope this helps, and let us know via a comment if you have any more questions!
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