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Are Dynamic Search Ads Right For You?

Wondering if you should implement Dynamic Search Ads (DSAs)? In some situations, they can be a valuable addition to your Search advertising program. To find out if Dynamic Search Ads are right for you, we will first define what they are, then we’ll look at the benefits. Finally, we’ll run through a checklist to see if Dynamic Search Ads are right for you!

What are Dynamic Search Ads? 

As their name suggests, DSAs are search ads that are generated dynamically. Unlike conventional search ads, DSAs use landing pages from your website to target content instead of targeting keywords. Within the ad, headlines are generated dynamically from queries that are relevant to your targeted landing page(s)—which can help keep your ads up to date. The only part of the ad you need to create is the description. 

For example, imagine you target a landing page for Union Pacific model train sets. Google will use language from the page, including descriptive phrases, to create relevant headlines for searches, like “Union Pacific Lionel Train.” Then, you would just have to write the description, ideally something that will match to the landing page regardless of the term. 

Benefits of Dynamic Search Ads

Now that you know how Dynamic Search Ads work—how can they benefit your business? Now we will take a look at some of the major benefits of implementing Dynamic Search Ads including expanded coverage of relevant search terms, and time saved from not having to write ad copy. 

1. Expand Your Coverage of Relevant Search Terms

DSAs are great for supplementing existing keywords in your account and can help you expand your coverage of relevant search terms without having to explicitly create more keywords. DSAs can help to capture queries that you may not have considered when building keywords and can help you capture terms that historically have had low search volume.

For example: on the model train category page mentioned above, you may have a selection of steam engines, stock cars, or tanker cars in various sizes. Creating keywords for all of these can be a big chore. For instance, consider all the different ways to measure sizing: “40 inch,” “40 in,” and 40’’ all refer to the same thing. Likewise, “model train” might also mean “model locomotive,” “model steam engine” or “train for model railroad.” Dynamic search ads can help you effectively capture all of these even if they aren’t included in your standard campaigns.

2. Save Time Writing Ad Copy

Another benefit of using DSAs is the minimal amount of ad copy you have to write. You already put a lot of work into making your website copy look good! Especially if you are a large retailer with an extensive catalogue of products, writing ad copy for each product can take a lot of time. With DSAs however, since the headlines fields are taken care of, you only need to create description lines. This is a big help whether you are experiencing writer’s block or are just short on time.

How to Know if DSAs are Right for Your Business

Still wondering if you should implement DSA? Here’s a short checklist to see if Dynamic Search ads might be a good match for your business.

1. Do you have a thoroughly managed website?
Since your headline copy will be based on your website, you’ll want to make sure your website is in tip-top shape before running Dynamic Search Ads. If you put a lot of effort into perfecting your website, but don’t have time to put that effort elsewhere, DSAs might be a good fit for you.

2. Do you have a large inventory of products?
If you have a lot of products in your catalogue, it might already be a hassle to keep those products up-to-date on your website, let alone across hundreds of search ads. DSAs can save you time especially if you have a lot of products to keep track of.

3. Do you want to save time writing ad copy?
If writing headlines isn’t your thing, DSAs might be the answer to your prayers! Keep in mind, you’ll still have to write the descriptions for your search ads, but DSAs definitely still will save you some time by eliminating the need to write headlines.

4. Do you want to reach more relevant searches?
Dynamic search ads can help you miss searches you might not have even considered! DSAs help your ads stay current with the content that’s actually on your website and can help you capture new search terms.

Time to Implement Dynamic Search Ads!

Situations may vary, but with restrictions, DSAs can be appropriate for most. There’s no guarantee of overnight success, so we recommend starting a DSA campaign with a low budget and low bids. You wouldn’t want to overspend on DSAs only to figure out that they aren’t a good fit for your business. 

Instead, beginning with a low budget and low bids can help you test the waters and find out which queries are most successful. You can also find out how much value Dynamic Search Ads bring to your business. From there, you can increase bids on the ad groups that are driving sales efficiently and decrease bids where necessary to maximize profit. 

Good luck!—and if you need help setting up Dynamic Search Ads reach out to speak with an analyst today.

Author

Chris is an SEM Analyst at Omnitail with a degree in Computational and Data Sciences (CDS) from George Mason University. He enjoys any opportunity he gets to create data visualizations or use coding (especially Python) to facilitate various tasks.

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