Dynamic Search Ads are a type of Google Ads you can create to complement your campaign and your pay per click strategy.
What are Dynamic Search Ads?
Dynamic Search Ads (DSA) automatically create ads by scrolling your website’s content. How? Google Ads robots are scrolling your website, identifying keywords, and using them to create your DSA.
From your side, you just have to provide two descriptions that will show up in your DSA.
The keywords used for your DSA, the headlines as well as the display URL are automatically generated.
What is the difference between URL and « display URL »?
The URL is the address of your page, the one that starts with « https://www. ». You can have two different one : the one where your page or file is located, and the one you want to display to users.
For example, if your page is « https://www.mysite.com/faeifzneiobi« , you better display a much simpler URL to visitors to look professional such as « https://www.mysite.com/mypage« .
Consequently, Dynamic Search Ads gather several advantages to run your Google Ads campaigns better.
6 Advantages of Using Dynamic Search Ads
1. Do Not Need To Use Exhaustive Keyword List
The DSA is scrolling your website and taking information from it. This is why developers call that type of ads « dynamic ».
The scroll allows the DSA to collect information about your website such as keywords. After collecting words and expressions DSA identifies as keywords, it will analyze and use them to create ads. The final stage is to match the ads created with search queries.
Consequently, as a marketer, you do not need to prepare keywords before creating your Dynamic Search Ads. DSA save you time and improve the relevance of your ads.
2. Capture Relevant Traffic Not Covered By Your Keyword List
A smart way to use Dynamic Search Ads is to implement it in an existing campaign with a Responsive Search Ad.
The Responsive Search Ad is the basic ad you create by picking keywords. However, by manually choosing your keywords, even if you keep control over them, you may forget some.
By using a DSA in your campaign, you capture a relevant traffic that may not be covered by your other ads.
3. Use Your Website’s Content To Match Users Queries
Dynamic Search Ads is based on your website. Therefore, its success depends on your website’s content and your SEO.
Your categories must be well defined, and your pages well structured. DSA will create the ads by screening your Headlines and keywords.
If you run a keyword research before writing your pages, your DSA will have more chances to perform.
Because DSA are directly using your content to match users queries, it also avoid irrelevant traffic. You have more chances to tape into an audience looking for you.
4. Dynamic Search Ads Automatically Generate Ads Headlines
If you lack creativity to build your ads, this is not a problem with DSA.
As we previously mentioned, they will directly generate headlines based on your content to catch the attention of the most relevant audience.
5. Lead to pages you choose to lead visitors to
Even if Dynamic Search Ads are almost fully automatic, you still keep control over them.
You can choose to show ads based on your:
- Categories ;
- Specific Webpages ;
- Entire Website.
If you choose categories, make sure you properly set them up first.
Once you pick the content your DSA should take inspiration from, do not forget to adapt the destination of people who click on your ads.
6. Remove the need to manually translate keywords
Dynamic Search Ads can scroll the different versions of your website. If you have a multi-languages site, provide the specific pages in another languages to create ads for a particular market.
This way, DSA allows you to expand to new markets and new languages without manually translating keywords and ads.
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