How to benefit from Dynamic Search Ads

A guide to getting better results and broader exposure without changing your existing keyword campaigns.

How to benefit from Dynamic Search Ads

The challenge

Over 50% of Google searches have three or more keywords, while over 70% of relevant queries are not matched by exact keywords. That’s why building a comprehensive search strategy is so challenging at home and, perhaps even more so, when you expand into new markets.

Your aim

To have consistent, highly-targeted, brand exposure and coverage of your website in order to reach to new customers, in every global market you want to enter.

Dynamic Search Ads (DSAs) put your ads in front of the right potential customer at just the right time, when they’re searching for terms that match text on your website — in every market you target.

If you have a large number of landing pages and thousands of constantly changing products, DSAs are for you. Even the best-managed AdWords campaigns that contain multiple keywords can sometimes miss relevant searches, experience delays getting ads written for new products, or get out of sync with what's actually available on your website. User behaviour can be a moving target, and 16% of Google searches haven't been seen before.

If you currently have to spend a lot of time regularly uploading new products and pausing those that are out of stock or no longer stocked, DSAs are the answer.

How DSAs work

Instead of using keyword bidding to trigger ads, DSAs automatically create an ad with a dynamically-generated headline and landing page when a search query matches words or phrases from your website, or when someone searches on Google with terms closely related to your website. In this way, your headlines and landing pages are dynamically added to be of greater relevance for each individual search. DSAs can quickly direct potential customers to exactly what they want on your site.

Keep in mind that you retain control of your ad’s description and source of your site-based targeting.

Opt for AdWords’ Dynamic Search option and you’ll have consistent, targeted coverage of your website in every market you want to enter, without the need to create long keyword lists for every single product line or the need to change your (already localised) website.

DSA benefits

The benefits of using Dynamic Search Ads include:

Saving time

No more creating long keyword lists, mapping keywords, bids, and ad text to each product on your website. So, DSAs help you advertise to new markets faster.

Frequent, automatic updates to your ads

When you make changes to pages in our index, we'll crawl your website again to help ensure that your ads are up to date.

Showing relevant, dynamically generated headlines with your ads

When a potential customer's search is relevant, Google dynamically generates an ad with a headline that includes words from that customer's search phrase and the landing page in the ad. DSAs often have longer headlines than other search ads, improving their visibility.

Control of your campaign

You can show ads based on your entire website, or on specific product areas or pages. You can also prevent your ads from showing products that are temporarily, or permanently, out-of-stock. Add your own description lines and display URLs when you create your own campaign.

Capturing additional traffic

DSAs help gain additional traffic and sales by promoting your business to more customers than keyword-targeted campaigns.

Complementing your existing keyword-based campaigns

As customers continue to research, they often begin to search for more long-tail keywords you may not have in your AdWords account. Long-tail keywords are more specific 3—5 word phrases that searchers use when they’re honing in on a purchase. For example, say someone starts searching for the term ‘dining chair’. After visiting various websites, looking at styles and comparison shopping, they might begin searching for ‘Eames style contemporary dining chair’.

DSAs take into account search terms not on your existing keyword list and therefore deliver more clicks and conversions with less effort. Most advertisers see 5—10% more clicks and conversions with satisfactory ROI.

Tip

If you want to expand your keyword inventory, DSAs often reveal a range of longer-tail keywords. You can take these terms and launch them in your Search campaigns to create the most targeted ads possible and help you stay on top of user behaviour trends.

How targeting works

DSAs target relevant searches with ads generated directly from your web site -- dynamically. We keep a fresh index of your inventory using Google's organic web crawling technology. Then, when a relevant search occurs, we dynamically generate an ad with a headline based on the query, and the text based on your most relevant landing page. The ad enters the auction and competes normally – though, of course, we'll hold it back for any search where you also have an eligible keyword-targeted ad, so you never compete with yourself. Get better results from broader exposure for more of your in-stock inventory without making any changes to your existing keyword campaigns.

You can choose from a variety of targeting options:

  • All webpages. Google’s index of your website determines relevant user searches and generates your ad.

  • Specific pages. Run a DSA campaign based on a site category (like, ‘shoes’), or specific webpages. You can also target:

    • Pages with titles containing certain words
    • Pages with URLs containing certain strings of text
    • Pages containing certain words

  • Page feed. Use a spreadsheet of URLs for the most focused targeting. You can then target your entire feed or parts of it. For instance, you can label pages ‘products with 4-star reviews’ or ‘hotels with lots of availability’ and target URLs with those labels only. Learn more about Dynamic Search Ad targeting

Tip

Your language targeting should always match your website’s, so create one DSA campaign for each language.

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