Dynamic Search Ads 101 (Compared to Other Google Ads Campaign Types)

Just think about it: How often are people actually searching for the exact keyword that you target in your Google PPC campaign? And how can you take advantage of countless unique searches that cross the eyes of Google on a daily basis?

The answer lies in DSA campaigns.

Google Dynamic Search Ads, or DSA’s, are a powerful tool to expand your query coverage and drive more traffic to your website. By complementing your existing campaign types with DSA and optimizing their management with Ampd’s ad automation toolkit, as a part of Ampd's Site Wide ad offering, you can truly get the most out of your advertising efforts.

In this article, we are going to discuss what Dynamic Search Ads are and how they can work together with other Google Ads campaign types.

What are Dynamic Search Ads?

Dynamic Search Ads present one of the simplest ways to find customers that use Google to search for products that you have to offer.

DSAs are quite similar to traditional text campaigns, except one important factor—they forgo keywords and look at the actual product feed or content on your website. Then Google matches the queries of its users to the type of product on your feed or site and displays a dynamically generated, customized ad. The ad still appears in Google search results and looks much like regular text ads.

How Are DSA Campaigns Different from Other Campaign Types?

There are two major differences between standard text ads and Dynamic Search Ads:

1. Dynamic Ad Copy Headlines

In addition to leaving keywords behind, Dynamic Search Ads use ad copy headlines that are dynamically generated by Google, with information being pulled directly from the website.

Advertisers would still need to write a description for the ad manually, but it is the only component that can be adjusted. Naturally, having a specific headline that is tailored to the exact product being searched for makes DSA campaigns incredibly efficient.

2. Bidding

Similar to standard text campaigns, Dynamic Search Ads are priced on a CPC, or cost-per-click, basis. The ad cost is calculated based on the number of times someone clicked on your ad and the maximum CPC you are willing to pay.

Unlike with text campaigns, you do not need to bid for individual keywords, since DSAs don’t use them. Instead, you will bid for auto-targets, which are different pages on your website that you can potentially target. You would simply set a bid for each page, or auto-target, and the results will be displayed based on your ad rank.

How Do Dynamic Search Ads Work?

Dynamic Search Ads were introduced by Google back in 2011 with the goal to allow advertisers to easily create targeted ads. They use Google’s organic web crawling technology to index the pages on the website and determine for which searches to display the ads.

Google always keeps an updated index of your website or inventory, and, when a relevant search occurs, it automatically generates an ad with ad text based on the most relevant landing page and a headline based on the search query.

The dynamic ad then enters the auction and competes as usual. However, Google won’t enter the ad for any search, where you already have a relevant keyword targeted ad. So, you’ll never have to worry about your Google Ads campaigns competing against each other. Instead, you will get a broader exposure for more inventory, bringing you more traffic and better results.

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Are DSA Campaigns Compatible with Other Campaign Types?

Dynamic Search Ads are fully compatible with other Google Ads campaign types, such as Shopping and Smart Campaigns or Product and Display Ads. DSAs not only don’t interfere with other campaigns, but they offer an excellent way to complement the existing keyword-based ads to deliver even more clicks and conversions, with much less effort.

Even well-managed Google Ads campaigns including hundreds and thousands of keywords can miss relevant queries, get out of sync with what's actually available on your website, or experience delays with writing ads for new products. In addition, user search behavior can be a continuously-moving target, with brand-new searches appearing every day. Dynamic Search Ads are an excellent way to keep your Google Ads campaigns in sync with what users are searching for right now and what you’re selling on your website.

With DSA, you are still in control and can optimize your campaign with multiple targeting options including exclusions and negatives, transparent reporting, and budget and bid settings.

If you aren’t sure how to do that, don’t worry. At Ampd, we can take care of setting up and managing your DSA campaigns to achieve maximum results, so that you can focus on running your business.

Why Do You Need Dynamic Search Ads?

Dynamic Search Ads are called “dynamic” for a reason. Search trends and queries constantly change, and the best part about DSA campaigns is that you don’t have to manually update them in response to these changes.

Here are a few benefits that implementing Dynamic Search Ads can bring to your business:

Uses Both Search Terms and Keywords

Without a doubt, keywords are critical to any online marketing campaign. However, pure keyword marketing has a lot of loopholes that are easy to overlook.

By considering search terms when generating its dynamic ads, Google provides a broader match to your selected keywords, thus bringing in the traffic that you may miss otherwise with a strict keyword list.

Generates Automatic Headlines

This is one key difference between DSA and standard text ads. Google Ads will create a dynamically generated headline for the most relevant landing page on your website when a user searches for a query related to one of your products. This headline will be incredibly clear, so that your users are never misdirected and Google never flags your account for misrepresentation.

Allows to Target Specific Leads

With DSA, you are more likely to see your ads target relevant visitors who are hesitant about making a purchase, rather than uninterested users who were misled with wrong targeting. This is because ad headlines and copy will be tailored to your product and accurately describe what the user would click through to.

Bypasses Google’s Rules

Google is strict about the content submitted by advertisers and can disapprove or even suspend your ad or account if a certain rule is violated. However, with DSA, you don’t have to maneuver Google’s rules. The ads are generated by Google itself, and, naturally, will adhere to its required format.

This means that your ads can start working quicker and faster, and you won’t encounter any unexpected pull-backs.

Complement Your Existing Google Ads Campaigns with DSA

Google Dynamic Search Ads are a truly powerful tool to complement your existing Google Ads campaigns and expand your search coverage.

By optimizing the management of your ads further with Ampd’s turnkey ad automation system, you can grow a thriving online business and amplify the return on your ad spend. Get ampd today.

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