Beginners guide to Dynamic Search Ads for eCommerce
What are Dynamic Search Ads (DSA)?
It’s an offshoot of Google AdWords. It was first released in 2011 and underwent many upgrades before becoming what it is today- a CTR-boosting tool.
The feature helps to find more customers on search engines, Google specifically. These customers are most likely already looking for what you offer, so Dynamic Search Ads help to push your brand just a little further on the search engine results list so you can be found!
The feature fills in gaps in your keyword-based campaigns so you can expand your customer base with just a little tweaking. You have to write your ad copy yourself, though, so do make sure it’s as specific and clear as can get!
You can even target your ad at a certain audience. Then, direct a potential customer to where you want them to go- landing pages, a catalog, even a particular product. They’re very customizable.
Why does an eCommerce business need Dynamic Search Ads?
It’s tough keeping up with eCommerce trends and changes. Dynamic Search Ads are called ‘dynamic’ because they can be changed according to these trends, but the best part is that you don’t have to do it yourself. Here are some quick points to convince you to consider dynamic search ads for eCommerce.
Need # 1: Automated updating
Google AdWords makes sure it’s collecting the most recent information from your website, even if you’ve recently made a change. This way, you don’t have to update your campaigns every time you introduce something new on your website!
Need # 2: Can be used with other tools
DSA is perfectly compatible with Google AdWords’ other tools like Shopping Campaigns, Search Ads and AdSense. It works well with Smart Bidding too, which will help save time and lots of money on searching for the right (and the best) keywords. You can use it to create and monitor dynamic ad targets, too.
Need # 3: Doesn’t take time to implement
It usually takes a week to research and implement accurate keyword research. That’s a lot of time to waste- time you could be using attracting customers. Dynamic Search Ads solve that by collecting live data and auto-updating it to increase traffic immediately.
Need # 4: Easier to strategize with
Since DSA doesn’t take too long to set up, you should be able to factor the use of it and the results in your larger digital marketing campaign early on. It’s also easier to keep track of all your campaigns in one place so you can tweak and adjust where needed.
Need # 5: Brings in qualified traffic
DSA helps to target the right people who are more likely to buy something they know they need off your site. You wouldn’t want random uninterested people visiting your website and leaving within a second, right?
Need # 6: Uses search queries too
Keywords are essential to boosting traffic to one’s site, but search queries indicate the exact intent of the potential customer’s reach. DSA finds generalized keywords and exclusive search queries that could direct people to your landing page.
The more successful you are at targeting the right users, the higher your click-through rates (CTRs) will be.
Need # 7: Generates automatic headlines
Getting headlines right can be a tricky thing, but with DSA that is off your plate, too. When a user searches for a term relevant to your product, Google Ads presents to them a dynamically generated headline for the most relevant landing page you have.
The headline will be clear and precise so your user is not misdirected.
How to create your Google Dynamic Search Ads Campaigns
Method # 1: The default way
Google DSA can be a hard egg to crack, especially if you don’t know much about Google AdWords. The company has provided a blow-by-blow account of how to make your first Dynamic Search Ads campaign, and that’s the default way.
Step 1. Sign in to your Google Ads account and click ‘campaigns’ on the left.
Step 2. Click the ‘+’ button and then ‘New campaign’.
Step 3. Click on ‘Search Network’, then select goals for your campaigns. If you’re not sure about goals, uncheck ‘use goals’.
Step 4. Enter which domains you want the campaign to target, then click ‘continue’.
Step 5. Select locations and languages you plan to target. Choose an automated bid strategy for Google-optimized bids, or enter your own bid strategy.
Step 6. Enter your bid limit (if applicable) and budget.
Step 7. Go to Additional Settings, click on Dynamic Search Ads, then tick ‘Enable Dynamic Search Ads for this campaign’. Hit ‘Save’.
Step 8. Create a dynamic ad group by clicking on ‘Dynamic’ in the Ad Group type menu.
Step 9. Fix how to target your ads and where to send users- landing pages, page feeds or categories.
Step 10. Adjust your bids based on your specific business targets. If you had selected automated bidding, skip this step and ‘save’.
To create a new ad within the group, click on ‘New ad’, put in your ad description text, click ‘done’ and then ‘save and continue’.
Method # 2: The AdNabu way
If all this seems too complicated, how about the AdNabu way? eCommerce businesses come to AdNabu for help with powering Google Ads campaigns, including Dynamic Search Ads.
Even while keeping costs low, AdNabu can optimize search engine campaigns to meet all of your goals, whether CTR or boosting sales. All it takes is five minutes to sign up and have your campaigns created in a jiffy.
Best Practices of Dynamic Search Ads Campaigns
Best Practice # 1: Write a good ad copy
Dynamic Search Ads will help to push your ads to the right audience, but the onus of writing good copy is on the business. Consider writing copy that is appealing to customers yet SEO-optimized for 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: Target your ads
By observing and analyzing user behavior, you can successfully aim your ads at the right audience with the targeting option. You can even set up an auto-target, which covers all relevant queries and directs them to your site, product or service. This can be done while setting targets for Dynamic Search Ads.
Best Practice # 3: Exclude traffic
To weed out irrelevant traffic, remove content and links from your website that won’t generate sales or ROI. This includes out-of-stock items or really old blog posts. Find negative keywords- queries that aren’t successful- and remove them from your Search terms report. This way you’ll save time and money that you can spend on relevant search terms.
Best Practice # 4: Optimize your website
Your ads will send potential customers to your site, so make sure it is looking it’s best. Write creative and attractive descriptions for products, make your aims and USPs clear through page content and have specific product titles that convince the user they’ve landed on the right page. Never promise something that you don’t have because this will do more harm than good!
Considerations while creating DSA Campaigns
Consideration # 1: Create catch-all campaigns
These campaigns literally catch all other queries that are halfway relevant to your website but haven’t been included in other campaigns. Ideally, this campaign should target ‘all webpages.’ To narrow down on more relevant traffic, include negative keywords.
Consideration # 2: Highlight your USPs
Your business may offer free shipping, 24-hour delivery or discounts every Monday. No matter what your promo or offer is, make sure to highlight it in your ad copy or description line. Users are more likely to convert when they see your offers clearly stated as it pushes them to click on the link in the first place.
Consideration # 3: Don’t use images
DSA doesn’t recognize images, only text. It crawls for text in ads to link them to relevant search queries, so if your ad has an image and not text, chances are it may not rank as high as it potentially could. While visual ads are more appealing than text, only Google Shopping currently offers image-based ad features. Instead, get creative with your ad copy to do the work of an image.
Consideration # 4: Structure your campaigns
Consider splitting your target groups and webpages into different ad groups to monitor them effectively. This was you can notice quickly if a campaign is under-performing. Use only one DSA per language, and then finally create a catch-all campaign as a safety net.
Dynamic Search Ads and Google Ads, in general, can be quite complicated. If you haven’t got the time to go through the motions, tweak campaign settings and set up a paid search, you can always sign up for help on AdNabu. You can get an expert consultation on the ins and outs of your campaigns and how DSA may work for you. DSA works well with other Google tools, so consider learning those, too, to leverage your digital marketing budget. A failing or irrelevant DSA campaign can drain a lot of money, so it’s always handy to have someone carry out the process for you so you know you’re in the best hands.