If you ask 100 people what they will type into the Google search box in order to find “car repair services,” you could get 100 different search queries. But it's difficult to include all the permutations and combinations of search queries as keywords in your account. That’s where Dynamic Search Ads come in. Dynamic Search Ads, or DSA, help you capture traffic for different types of queries by dynamically generating a headline or a landing page based on the content of your website. This means you don't have to maintain exhaustive lists of keywords or landing pages in your account.
How DSA Works
DSA allows you to target potential customers by using Google’s organic web crawling technology to index your website and automatically target relevant search queries based on your website content. When Google finds searches that are a match for your dynamic ad targets, Google automatically creates an ad with a relevant headline, and a landing page chosen based on the content of the page on your site. Dynamic Search Ads can also have longer headlines than other search ads, which improves their visibility. You can still control the description lines and Display URL of your ads.
Targeting In DSA
DSA campaigns are a great fit for websites with thousands of webpages, for example e-commerce sites or large classified listings portals. You can target the ads in five different ways:
All webpages: If you target all webpages, every single page on your website will be crawled, and this ensures your ads are matched with the relevant sections of your website. Targeting all webpages lets you reach the highest search volumes.
Categories: If you don’t want to target all webpages, you can target select categories from the Targetable categories, which Google generates based on your website content. However, it will narrow down your reach compared to the All Webpages targeting.
Let’s say you want to target the website “adwords-community.com.” Dynamic Search Ads will automatically organize the website into relevant categories that are customized to the content of the website, such as "Google Accounts," "Google," and "AdWords.”
URL: This targeting method allows you to target pages with URLs containing text that you specify.
Let's say you want to target all articles on the website adwords-community.com, based on the URL string that appears when you navigate to that section of the site. You should set this target to URL contains "articles."
Page Titles: You can also target pages with titles that contains certain words.
Let’s say you want to target pages with titles that contain “Google Analytics.” You should target Page Title contains “Google Analytics.” Then Google will crawl only those pages which contain “Google Analytics” in their titles.
Page Content: If you want to target pages with content about “Google Analytics” on the domain “adwords-community.com,” You should target Page Content contains “Google Analytics.”
How many webpages are indexed and crawled in your DSA targeting?
In order to understand how many webpages are indexed and crawled within your DSA targeting, you need to know certain search operators. These Search operators help you to understand how the Dynamic Search Ads system uses dynamic ad targets to show your ads, check out the following examples of how operators work on Google search:
|Targeting||Targeting Exclusion||Search Operator||Example|
|URL contains AdWords||-||site:support.google.com inurl:adwords||Example|
|Page Titles contains adwords||-||site:support.google.com intitle:adwords||Example|
|Pages content contains DSA||-||site:support.google.com intext:dsa||Example|
|URL contains AdWords||Pages content contains DSA||site:support.google.com inurl:adwords -intext:dsa||Example|
|Pages content = DSA & URL=adwords||Page content = quality||site:support.google.com intext:dsa inurl:adwords -intext:quality||Example|
Note: This will not count webpages which have robot.txt – noindex and nofollow.
Optimizing DSA Campaigns
- Create different ad groups for different categories, so that you can create more tailored text ads
- Use all possible Ad Extensions: Make sure to enable all relevant extensions (sitelinks, call extensions, location extensions, callouts, etc.) on your Dynamic Search Ads campaign to get a higher CTR
- Exclude irrelevant sections of the website: In order to show relevant ads with relevant search terms, use targeting exclusions. You should exclude non-transactional sections, for example, Blog, News, Contact us, Track Order, My account, and pages that will not convert, for example error pages and out-of-stock products
- Utilize Negative Keywords: In order to ensure your Dynamic Search Ad does not cannibalize your normal Search ad traffic, you can use your Search Network Only keywords as negative keywords in exact match in your DSA campaigns
- Combine DSA with RLSA: Boost your conversion performance by combining DSA with RLSA. This will limit your reach, but it will also ensure that DSA ads only show for people who have previously visited your website, which can help lower your cost per conversion
- Set a lower Maximum CPC as compared to your Search Campaign
DSA is a powerful tool, suitable for large websites. It can help you fill the gap of those unique queries that you may otherwise miss out on in your Search campaign.
Useful Link: Using Dynamic Search Ads
I have been working on Google Adwords &amp; Bing Ad Center since April 2010. I am Google Adwords Certified in Fundamental and Advance. I have worked on International and Domestic (Indian) campaigns for clients. I have also done extensive in-house campaigns within my organization. I have worked across various verticals and industries. I am very thankful to the Google Team for creating AdWords Community which promotes peer learning and keeps one updated on latest developments in AdWords.
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