Optimizing Dynamic Search Ads for Google AdWords
Dynamic Search Drive Sales and ROI
Managing your campaigns in AdWords can sometimes be a daunting task. There are a myriad of factors you must closely monitor and control if you want your campaign to be successful. Keyword lists especially can be a real thorn in your side as an AdWords user. Scanning reports and eliminating wasteful keywords is time consuming and tedious at times. Wouldn’t it be great if there were an ad type that could eliminate the need for this process? Luckily for you, there is. Dynamic Search Ads.
Today on the blog, we’ll be taking a look at dynamic search ads and what Google’s best practices are for using them in your campaigns. Let’s begin.
What are Dynamic Search Ads?
Dynamic search ads are a powerful tool for advertisers in that they streamline campaign management and help you avoid missing relevant searches.
These ads work by taking data from your website and using it to match your ads with relevant searches made by users. You, the advertiser can decide how you want your ad to be targeted. For example, if you own a hotel chain, you can make one ad that will be applied to various users’ searches if they are relevant. A user searches for “luxury hotels new york”. Your ad with the headline “Luxury Hotel – NYC” could show and net you a potential customer.
Why Use Dynamic Search Ads?
“Why use Dynamic Search Ads vs solely focusing on writing effective standard text ads that convert?” you may be asking yourself? There are plenty of advantages offered by Dynamic Search Ads over their standard cousins.
- Saving Time – with dynamic ads, you’ll no longer need to map keywords, bids and ad text to each product available on your website. You will also have faster access to new markets.
Frequent, automatic updates to your ads – when you update your website, Google will scan over the changes you’ve made and update your ads accordingly.
- Show relevant, dynamically generated headlines with your ads – When a user’s search can apply to your ad, Google will use part or all of their search query in the headline of your ad. This can drive clicks and conversions from a time strapped user.
- Greater control of your campaign – depending on what pages of your website you allow Google to index for your ads, you can show ads based on your entire website, or only parts. You can also disable ads for products that are temporarily unavailable to save on unnecessary clicks.
- Capture additional traffic – dynamic ads can help you gain additional customers whom you would not normally reach with only a keyword driven campaign.
Now that you know the benefits to using dynamic search ads, let’s switch gears and talk best practices.
Dynamic Search Ads Best Practices
Create Targeting Groups Based on User Behavior
Though you can theoretically target anyone you want with your dynamic ads, realistically, you’ll want to focus your efforts. More specifically, Google suggests you target based on the categories of users that they recommend. This is because categories of users are customized based on the content of your site. Ads will only match to searches covered by your targets when you have a relevant landing page.
Google also suggests that you create one Dynamic Search Ad campaign per language. This is to keep your language targeting consistent with your website. Next, consider creating an all-website auto target. This ensures that you’ll cover all relevant search queries to your site where you also have a relevant landing page.
Another must is to separate out high value dynamic ad targets based on what you find in your categories report. Like most other concepts in AdWords, it pays to look at your reporting data. The categories report can help give you insights into which targets have performed best for your campaign. Once you have that information, you can adjust your strategy accordingly. Finally, create different ad groups for each different dynamic ads target. While Dynamic Search Ads headlines are customized and typically longer than standard search ads, new ad groups enable you to tailor description lines to be more relevant to search queries.
Exclude Traffic You Don’t Want Captured by Your Dynamic Search Ads
There are always going to be certain kinds of traffic that will not be useful to your business. For this reason, Google recommends that you exclude non-transactional URLs, page content and titles from your main Dynamic Search Ad targets. Parts of websites such as blogs, career pages or pages cataloging out of date or out of stock items may not provide a good return on investment.
Additionally, you’ll want to look for negative keywords in your search terms report. By excluding queries that are not successful for you, you can save yourself money. Whenever you pause or remove a keyword in your standard campaigns, add it as a negative in your Dynamic Search Ads campaigns as well. If queries aren’t working in your standard campaigns, you could find your Dynamic Search Ads campaigns filling in a hole you don’t want filled.
Maximize Results by Combining Dynamic Search Ads with auto-bidding or RLSA
Another best practice for Dynamic Search Ads campaigns involves taking advantage of Google’s impressive machine learning and automation capabilities. It is recommended that you use AdWords automated bidding with your Dynamic Search Ads campaigns. This is because Dynamic Search Ads’s automated reach works very well in tandem with automated bidding. Auction-time signals – things as exact as the precise wording of a user’s query can be used to help set your bids.
A final tip is to layer remarketing lists for search ads onto your Dynamic Search Ads campaigns. If users have already expressed an interest in your site and what you have to offer, you’re missing out on potential opportunities if you don’t target them once again.
Dynamic Search Ads are easy to use and can yield plenty of potential benefits to advertisers. By choosing your targets carefully, excluding irrelevant traffic and leveraging remarketing lists you can optimize Dynamic Search Ads to drive traffic to your site and increase your success. Dynamic Search Ads are so useful because they tap into a very important concept in online advertising: adaptability.
- About Dynamic Search Ads – AdWords Help – Google Support
- Dynamic Search Ads – Think with Google
- Create Dynamic Search Ads – AdWords Help – Google Support
- Why AdWords Dynamic Search Ads Work Better Than You Think