How to set AdWords Dynamic Search Ads | Google Ads for Business‎

shopping-ads

There are many ways to generate sales, leads, and website traffic. for your e-commerce store. Discover how to advertise your products on Google Shopping | Create a Dynamic search Ads

Dynamic search advertising is probably my favorite tool in all of SEM. It is a great product and addresses many of the concerns of traditional text campaigns. By taking advantage of site content or page feeds, DSAs allow scale and can be very efficient when paired with Google's smart bidding. No matter where your account stands, DSAs help fill in gaps where your other search campaigns may be sluggish. Both Google and Bing offer DSAs as an option to automatically create PPC ads for search campaigns, but, contrary to popular belief, the feature offers many additional benefits beyond just automated ad creation.

What are Dynamic Search Ads?

Dynamic Search Ads (aka DSAs) are automatic ads based on your website content: they match people's queries with the text on your pages.

Dynamic search ads use the content of your website to target your ads to customer searches. When customers search for terms that are closely related to the content of your website but are not included in your exact match keyword, your website will crawl to match the customer's query on the content of your site. Google's Dynamic Search Ads use machine learning to automatically create headlines and display URLs based on what is most relevant to the content of their targeted web pages.

Here’s one of Nikon’s dynamic ads to demonstrate:

search-ads,

"Keep in mind that Google draws this information from your website, so if you want a really dynamic search ad then all of your major keywords and phrases have to be included"

We are here to guide you through this process with a quick and easy tutorial and custom tips to help you create dynamic searches and get the most out of your campaign.

Let´s get started.

First, create a Dynamic Search Ads campaign.from the page menu on the left, click "Campaigns".

search-ads-campaign,

Click the blue plus button and select “New campaign”. Select a goal for your campaign or create a campaign without a goal’s guidance.

new-google-ad-campaigns,
Select "Search" as the campaign type,
type-of-campaign,
Your Business Website

Once selected, your screen will change. On the new screen, you will need to enter your website address.

business-website,
Enable Dynamic Search Ads

Check “Enable Dynamic Search Ads for this campaign” enter your root domain and select your targeting source. Use Google Index of My Website suffices for most use cases.

dynamic-search-ads,
Select a Targeting Source

Here you’ll select a targeting source.

ad-targeting-source,

The simplest choice is “Use Google’s index of my website”. during the ad-group creation process, you’ll specify which of your webpages should be used to target your ads.

locations and languages

Next, select locations and languages to target.

language-to-target,
Now enter a daily budget.
enter-daily-budget,
Smart Bidding strategy

When setting your bids, it’s highly recommended to use a Smart Bidding strategy.

bidding-strategy,

Smart Bidding uses advanced machine learning to automatically tailor bids for each and every auction.

dynamic-ad-group,

Click "Save and continue" to create a Dynamic ad group.

At this stage, you’ll determine which content from your website will be used to target your ads. You can show ads based on your entire website, specific categories, or pages.

google-ad-categories,
Landing pages from standard ad groups

When starting out with Dynamic Search Ads, the recommended setting is “Landing pages from standard ad groups".

facebook-ad-campaign,

This setting specifically brings traffic to webpages where you are already running search ads, allowing you to expand traffic to the webpages you prioritize. This is the most direct option.

Targeting Option

If your website is crawlable, you can also consider selecting "Categories" as a targeting option.

google-targeting-options,

Google's webpage indexing organizes landing pages by theme. You decide which page to target, how to group similar pages, and what the granule level is.

This setting is only recommended for websites explicitly organized by theme or category.

Target specific URL

A third option is to target specific URLs or URL strings on your website by creating a rule.

gogle-ad-rules,

This is only recommended if your website is not indexed or has very limited webpages.

Target all Webpages

The last option is to target all webpages from your website’s domain, which will provide the broadest reach.

webpage,
Enter your description

Now click "Save and continue" To create your Dynamic Search Ad, enter your description text.

ad-description,

Remember that Dynamic Search Ads will automatically select ad headlines and display URLs based on your description lines, website content, and the customer's search query.

One best practice is to create three ads in a dynamic ad group to collect data on which advertisements are most effective.

effective-ad,
Optimize Dynamic Search Ads

Once your campaign begins running, you can optimize Dynamic Search Ads by using the search terms report.

optimize-dynamic-Search,

This report shows the performance of search terms that triggered your Dynamic Search Ads, as well as the performance of the landing pages you’re serving ads to.

search-ads-performance,

If a search term or landing page is not performing well, you may want to exclude those search terms or landing pages from triggering your ads.

To do this, check the box next to the search term or landing page you want to exclude, then click "Add negative keyword" or "Add as negative URL".

negative-add,

If you have any questions, or for more information please visit

Why Use Dynamic Search Ads?

All types of marketing initiatives are automated. It leaves some advertisers wondering if ad copy creation should be one of them. Using DSA has many benefits beyond automating time-consuming tasks:

Increasing the CTR of your ads increases the quality score of your ads, which also improves the ranking of your ads.

Save time

You don't have to spend time creating new keywords - you can only specify the category or URL structure you want to target instead.

Scale your content more easily.

If you are having difficulty spending a $ 10,000 advertising grant budget, or you just want to measure your traffic / spend quickly, a DSA campaign can be a great solution.

Automatic Ad Updates

When a retailer makes changes to its page, Google will automatically crawl the website to ensure that they are harvesting the most recently updated version of the website.

Campaign Control

With Dynamic Search Ads, retailers have the option to base their ads on their entire website or hone on specific categories or pages. They can also prevent ads from showing for products that are temporarily out-of-stock.

More Quality Traffic

Dynamic search ad targeting helps advertisers create more relevant ads that reach a larger audience of people beyond traditional keyword targeting. Automatically creating ad copy that better matches user search queries increases clickthrough rates on ads and ensures they are directed to the most relevant landing pages,

Conclusion

Hopefully, now you have a better understanding of what Dynamic Search Ads are, how to create and maintain them

Whether you have a large account and are looking for gaps in your current infrastructure or you just want to drive additional traffic to your site and are looking for opportunities for quick expansion, Dynamic Search Ads are worth testing.

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Madhuranjan Kumar

Madhuranjan Kumar
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