Introduction to Dynamic Search Ads for eCommerce
Google Dynamic Search Ads was a breath of fresh air to digital marketers and burgeoning eCommerce businesses when it arrived. While Search Ads and Shopping Campaigns were much more popular, Dynamic Search Ads didn’t take too long to upend the eCommerce landscape and revolutionize online advertisement systems.
What are Dynamic Search Ads for eCommerce?
The function enables businesses to find more clients on search engines, specifically on Google, based on relevant searches. Most probably, these clients are already looking for what you are offering, so Dynamic Search Ads pushes your product or service higher in the search engine results list and farther into the spotlight so that you can be discovered. An effectively created and monitored Dynamic Search Ads campaign could make or break your sales and returns on investments.
What drew many users to the tool is its ability to fill gaps in keywords-based campaigns and expand reach and customer base effectively and way beyond what a pure paid search or keyword campaign is capable of. Add to the mix creative ad copy and compelling headlines and you’ve got an ad that’s ready to power sales.
How does Dynamic Search Ads work?
When someone searches on Google with terms strongly linked to the titles and frequently used sentences on your website, Google Ads will use this search query to pick a relevant landing page and create a clear, appropriate headline for your ad. This way, these ads directly target potential customers based on their search terms and your product listings.
To formulate Dynamic Search Ads, Google uses content from your website to position your ads against search queries. The tool offers a plethora of targeting options including landing pages, categories, and a spreadsheet-based page feed. A dynamic ad targets the right user at the right time, leading them to where you want them to be- a landing page, a catalog or an individual product listing.
Why do you need Dynamic Search Ads for your eCommerce business?
Dynamic Search Ads are called' dynamic' because, according to new search trends and terms, they change- the best part is that you don't have to do it yourself. Here are a few fast points to persuade you to consider eCommerce vibrant search advertisements. Here are some benefits of Dynamic Search Ads:
Benefit #1: Compatible with other tools.
DSA is fully compatible with other Google tools such as Shopping Campaigns, Search Ads and AdSense from Google AdWords. It also operates well with Smart Bidding, which will save time and money in finding the right keywords that are just right for your business.
Benefit #2: Allows target specific leads.
With dynamic ads, you’re more likely to see your ads targeted at relevant users on the brink of making a purchase rather than uninterested visitors who click through by mistake or were misled due to wrong targeting. This is because the headlines and copy are tailored to your product or service and accurately describes what the user is going to click through to.
Benefit #3: Uses both keywords and search terms.
There’s no denying that keywords are essential to any digital marketing campaign. However, pure keyword marketing does have its cons and can leave a lot of loopholes. By taking search terms into consideration in generating dynamic ads, Google can encourage a broad match to your set keywords, thus bringing in the traffic you may have otherwise missed with a stringent keywords list.
Benefit #4: Generates automatic headlines.
This is the key feature that sets dynamic ads apart from standard text ads. Google Ads crafts a dynamically generated headline for the most appropriate landing page you have when a user searches for a word most relevant to your product and recommended for your website. This headline will be clear, so your user is not misdirected and Google doesn’t flag your account for misrepresentation.
Benefit #5: Bypasses Google’s rules.
Google is stringent about the content submitted by digital marketers and can any day disapprove or suspend any account or ad if a rule is flouted. However, with dynamic search ads, there’s no need to maneuver Google’s rules because the ads are generated through their processes and will naturally be in their required format. This gets your ads out faster and quicker and avoids unexpected pull-backs.
How to create Dynamic Search Ads in Google ads
The organic web crawling method can be high of use to businesses and general content-rich websites, but the process of setting up your first ad can be daunting and prone to mistakes. Google has laid out a step-by-step approach to creating your first Dynamic Search Ad.
Method #1: The default way
Step 1. Log in into your Google Ads account and click ‘campaigns’ on the left menu.
Step 2. Click on the ‘plus’ button and then hit the ‘New campaign’.
Step 3. Click on ‘Search Network’, then select the required goals for your campaigns. (If you’re not sure about goals, be sure to uncheck ‘use goals’ or your results may be skewed).
Step 4. Enter the domains which need to be targeted by the campaign, then click ‘continue’.
Step 5. Choose the locations and languages you plan to target through these ads. Enter your set bid strategy, or choose an automated one to generate Google-optimized bids.
Step 6. Enter your budget. If you have a fixed bid limit, specify that as well.
Step 7. Navigate to Additional Settings and click on Dynamic Search Ads. Tick ‘Enable Dynamic Search Ads for this campaign’, then hit ‘Save’.
Step 8. Click on ‘Dynamic’ in the Ad Group type menu to begin creating a dynamic ad.
Step 9. Specify where to send users when they click-through your ad. This could be landing pages, feeds or categories.
Step 10. Adjust your bids based on your specific business targets. If you had selected automated bidding, move directly to ‘save’ after skipping this step.
For a new ad within a specified ad group, click on ‘New ad’, enter the description for your ad, click ‘done’ and then ‘save and continue’.
Method #2: The AdNabu way
How about the AdNabu route, if all this seems too complex? For assistance with Google Ads campaigns, including Dynamic Search Ads, eCommerce companies come to AdNabu.
While keeping expenses at a minimum, AdNabu can optimize search engine campaigns to achieve all of your objectives, be it CTR or sales-boosting. All you need is to take five minutes, sign up on AdNabu and create your campaigns in a jiffy.
Best Practices on Dynamic Search Ads in Google Ads for eCommerce
With a tool as complicated yet beneficial as Dynamic Search Ads, there are many ways in which a business could skip a step or miss out on optimizing their bids or campaigns.
Best Practice #1: Keep your ad copy accurate.
Dynamic Search Ads will assist in pushing your advertisements to the correct crowd, but it is the marketing company that is responsible for writing excellent copy. Consider writing copy that is customer-friendly yet SEO-optimized for higher search engine rankings. This is what will push customers to actually click on the ad and head to your website or landing page.
Best Practice #2: Optimize website content and design.
Your advertisements will send prospective clients to your site, so make sure it looks its best. Write creative and appealing product descriptions, make clear your goals and USPs through website copy and have clean and accurate product titles that convince the user they landed on the correct page.
Best Practice #3: Aim at the right audience.
You can effectively target your advertisements to the correct audience by watching and analyzing customer behavior. You can even set an auto-target that will cover all appropriate queries and send them to your site. All this can be achieved by setting Dynamic Search Ads objectives.
Best Practice #4: Focus on your selling points.
Be sure to show your selling points or main customer draws in your ad copy or description line, regardless of what your promo or offer is. If it’s a free shipping day, promo code or a gift upon purchases, highlight it. When users see your offers clearly stated, they are more likely to convert as it pushes them to at the very least click on the link.
Best Practice #5: Carefully structure campaigns.
To monitor campaigns or campaign settings efficiently, consider dividing your target groups and web pages into distinct ad groups. If a campaign is under-performing, you can rapidly realize this. Use only one DSA per language, and lastly generate a catch-all sort of campaign that acts as a safety net for leads you couldn’t catch through other ads.
What to be aware of while creating Dynamic Search Ads Campaigns
DSAs only complement existing campaigns. The endpoint of Dynamic Search Campaigns is to fill in the gaps left by keyword campaigns; they do not function efficiently on their own. Keywords based campaigns have many benefits that shouldn’t be overridden in favor of Dynamic Search Ads.
Consideration #1: Ads are automatically updated.
Google will crawl your website again when you adjust pages on a website in their database. This is to guarantee that your advertisements are as up-to-date as possible. This indirectly business more control over their messaging, because data is taken directly from their websites without the need for manual intervention.
Consideration #2: Setting page inclusions.
Some websites may have pages that a business doesn’t want to be indexed. These pages can be excluded using ‘page exclusions’. This is especially useful for pages that contain limited edition or sale products so that potential customers are blocked from pages they inevitably won’t be able to buy anything from.
Consideration #3: Ideal for seasonal products.
While dynamic search ads can be leveraged to a certain extent by most businesses, it is large retailers or seasonal-heavy inventories that can be most benefited. Through these ads, advertisers no longer have to individually update product lists or remove out-of-stock options because Dynamic Search Ads will pull out the right phrases based on search queries.
Consideration #4: Release of control.
Working with Dynamic Search Ads means relinquishing a good amount of control over bids and ads. While Google is a trustworthy platform and their structures are highly technological, some businesses may prefer to maintain more control over their ad and ad spend than allowed by this feature. Hence, it’s the most ideal option for businesses with big inventories and not enough time on their hands.
Consideration #5: Landing pages are equally important.
Your business ads may be exquisitely crafted and bang-on description, but if the destination landing page isn’t up to the mark, there’s no guarantee that a lead will convert. In effect, a subpar landing page can undo all the good effects of a Dynamic Search Ads campaign, so ensure that your landing page content and images are of the highest quality.
It can be quite complex get used to Dynamic Search Ads and an ad account in general. You can always sign up for help on AdNabu if you don't have the time to go through the motions yourself. You can get professional advice on the ins and outs of your campaigns and how DSA can work for you. DSA operates well with other Google tools, so consider opting for help in those departments as well to get the most returns on investment and ad spend.