How to Create Search Ads from Dynamic Search Campaigns
Dynamic Search Campaigns are Google's latest offering to digital marketers, advertisers, and businesses. Consumers are not always looking for exactly what you are targeting in your Google Ad Campaign. They may phrase their searches differently or they may not know exactly what your product is called, or perhaps they are looking for something that your product is an alternative for.
So what happens to these unique searches that are not specifically targeted? They could potentially be an untapped market, but Google has come up with a solution for that: Dynamic Search Ads.
What are Dynamic Search Ads?
Dynamic Search ads campaigns are tailor-made ads created by Google to match a users search intent to pages on your website.
These ads are similar to text ads but instead of keywords, they use your web site's actual content to target search queries. Like text ad campaigns, they are priced based on a cost-per-click. The bidding strategy differs with these dynamic search ads, as you have to apply bids to the auto-target level. Auto targets are the different pages on your site that you can target.
Why do you need to create search ads for dynamic search campaigns?
If you have a business whose website has several products or pages, Dynamic Search Campaigns are especially useful. They help you reach more people without wasting time on retargeting your keywords.
Need # 1: Dynamic Search Ads saves time
Creating multiple campaigns simultaneously involves a high investment of effort and time. You spend most of your time doing keyword research, creating landing pages for each campaign, etc. With DSAs, you skip the process of finding and targeting the right keywords and creating new landing pages because Google does it for you.
This lets you create more campaigns and reach more people faster and spend the time you save managing and improving existing campaigns.
Need # 2: Bridge gaps in keyword coverage
With DSA ads, Google crawls your entire website and recognizes all your listed products. This closes the gaps your keywords may have missed but also allows you to reach queries with keywords that typically have a low search volume. This means more unique search queries and more traffic.
Need # 3: Improve efficiency
Since DSAs use Google's search index for data, this saves companies from investing time in keyword building, bid optimization and more.
Need # 4: Automatic Updates
Running DSAs means that you need not worry about manually updating your ad campaigns. Every time you make changes to your website or update it, Google crawls your pages and automatically keeps your ads up to date. This allows for your ads to always have the most recent, relevant information.
Need # 5: Creates relevant headlines
Creating headlines that appeal to your customer are always a challenge when creating your campaign. Fortunately, with DSA campaigns, Google creates relevant headlines for you. It dynamically generates headlines based on the customer's exact search and even includes words from that search to make your ads more relevant.
Need # 6: Helps you target better
With DSAs you have control over your ads and whom they target. You can choose to show ads that are based on specific pages from your website, specific categories or even the whole website. Another great benefit of DSAs is they prevent you from showing ads for products that are unavailable or out of stock, thereby not misleading or disappointing your customers.
Need # 7: Increases Traffic
Even the most researched keyword campaign can miss out on traffic. With dynamic ads, Google helps companies reach relevant and potential consumers. The ads allow people to find your products even if they are using different terms to find it. By increasing your traffic, you also generate more conversions and then sales.
How to Create Perfect Search Ads from Dynamic Search Campaigns
The perfect dynamic search campaign for your company allows you to reach more people, showcase more products and get more conversions.
Method # 1: The default way
While setting up a Dynamic Search Ads is simple, it can take up your time when creating multiple campaigns with the same or different campaign type. Follow the instructions below to create ads with ease.
Part # 1: Campaign Settings
Step 1: Sign in to your Google Ads account.
Step 2: Select the 'Campaigns' tab. You will be presented with a drop-down menu.
Step 3: From the drop-down menu, click on ‘Search Networks Only’'. This will open the ‘Settings’ page.
Step 4: Select ‘Dynamic Search Ads’ from this page and create a Name for your new campaign.
Step 5: Key in your website's Domain Name and select a language for the ads' target pages.
Step 6: Select the 'Additional Settings’ option and decide the budget and geographical location for your target searches.
Step 7: Next in the ‘Default Bid’ category, click on ‘Advanced Options’ and choose a preferred “bid strategy“.
Step 8: Finally, save your settings.
AdNabu TIP: Google's automated bid strategy allows better bid optimization than manual cost-per-click bidding.
Part # 2: Ad Group Settings
Configuring your Ad Group Settings helps distinguish Dynamic Search Ads from other search ad strategies. You will be required to specify whether your dynamic search campaign will target certain categories from your site, a select few pages or the entire website before you begin.
Step 1: Click the ‘Ad Groups’ category and select ‘Create an Ad Group’.
Step 2: Next, select the ‘Auto Targets’ section and choose ‘Target All Pages’, ‘Target Categories’ or ‘Target Specific Pages’.
Step 3: Now, type in your ads first and second description line and your website's domain name in the 'Create an Ad' section.
Step 4: Next, click on the ‘Ad URL Options’ to include performance monitors in your URL tracking template.
Step 5: Finally, click on ‘Save Ad Group’ and your Dynamic Search Ad Campaign is complete!
Method # 2: The AdNabu Way
Although the default process for creating Dynamic Search Ads is fairly straightforward, it's a time that can be better spent on other campaigns.
AdNabu reduces this process to a few simple steps.
Step 1: Sign up with AdNabu.
Step 2: AdNabu creates single URL ad groups (individual ad group for each product) using your Merchant Center data.
Step 3: Your DSA campaign is up and running.
Step 4: Watch your campaign to generate traffic and leads for your business.
Best Practices of Search ads created from Dynamic Search Campaigns
To get the maximum return on investment with your Dynamic Search campaign, follow these best practices:
Best Practice # 1. Improve your website
In order for DSAs to successfully attract customers to your site, it needs to be of the best quality. Ensure that landing pages are attractive enough to keep people on the page and informative enough to evoke trust immediately.
Best Practice # 2. Write impactful ad descriptions
Google generates the headlines but the descriptions are up to you. Make your ad copy and titles impactful and appealing.
Best Practice # 3. Improve your mobile site
Customers on the move often see DSAs on mobile browsers, so it is important your site is seamless.
Best Practice # 4. Make single-language campaigns
If your website has pages in different languages and you want to target all of them, make sure you create separate campaigns for each language.
Best Practice # 5. Use the recommended categories when creating your DSA
categories are based on the content of your site and the more relevant, the more customers you can attract.
Best Practice # 6. Create an all-website auto-target
This way, you can ensure you cover all related queries to your main site.
Best Practice # 7. When specifying pages, use a page feed
A paged feed allows Google to distinguish which of your website pages are important to you.
Best Practice # 8. Decide on what traffic you want to exclude from your content
Pages like Blogs, Out of Stock, etc. might be best excluded from your auto-target campaigns.
Best Practice # 9. Google's smart bidding strategies
Use Google's smart bidding strategies with your DSA campaigns.
Best Practice # 10. Add paused or removed keywords
Add paused or removed keywords from other campaigns, as negative keywords on your DSAs. This ensures you bridge the gaps created by a paused keyword.
Best Practice # 11. Understand search term reports
These will give you feedback on what users are looking for and what relevant ones you can bid on to drive traffic to your website. It also ensures that your dynamic ad targets the right people at the right time.
Things to Consider while creating search ads from dynamic search campaigns
Although DSAs are efficient and help you reach a wider audience, there are things you should consider before you opt for them:
Consideration # 1. You lose full control
Since Google offers dynamically created headlines for these ads and decides which queries match, your control over your entire ad is limited.
Consideration # 2. Low-performance queries waste money
Often, as is the case with text ads as well, some queries eat up your budget but do not convert, before stronger product related queries do. However, this can be avoided with the sound structure of your ad.
Consideration # 3. Not keyword-targeted
Unlike other campaigns, Dynamic Search Ad Campaigns are not keywords based campaigns. DSAs use search terms instead of keywords to target and place ads. However, DSAs are often used to fill gaps in keyword campaigns- this serves as a much better guarantee for higher ROIs.
If your website is expansive, top quality and what your customer is looking for, Dynamic Search Ads are a great tool for marketing to the right people. With AdNabu, you can be assured that your campaigns have the best structure, ideal targeting and regular performance monitoring to create convertible traffic for your business.