What are Dynamic Search Ads?
Dynamic Search Ads (DSAs) are text ads that function just like any-other keyword-based text ad in your account. The only difference, is rather than keywords, Google will match user searches with relevant information it collects from a scan of your site (or designated parts of your site).
Who Should Use Them?
DSAs can be especially useful in a few different scenarios:
- You have a very large site with a vast array of products/services available
- The products on your site are seasonal (a decorations store that sells their products around applicable holidays)
- You are expanding your business into new categories, and would like to quickly start running paid search around them
- You don't have a whole lot of time to dedicate to PPC, and it's not in the budget for someone else to manage it either
DSAs can save you from needing to build out an extensive keyword list in both these scenarios, but you must be careful - these should still be monitored like any other search campaign using the search terms report to ensure you are driving the right traffic to your site, implementing negative keywords where necessary.
Who Should Not Use Them?
If you have a site that is rapidly changing, DSAs are most likely not for you. For example, if your site features daily or weekly specials, dynamic search ads will not work very well for your business, since it takes some time for Google to scan your site and update what it knows about your offerings.
How Can DSAs Elevate the Results of My Business?
There are a few benefits Dynamic Search Ads bring to the table that you can't get out of a normal search campaign. First, your Google-generated headline can be longer than any headline you could add yourself in a normal search campaign. While Google will generate the headline, you still control the messaging in the description line.
Secondly, DSAs have the capability to pick up on long-tail searches that your standard search campaign would otherwise be tagged as "Low Search Volume." Would you like to bid of the phrase "how to tell if I have athletes foot without going to see my doctor"? Good luck. If, however, that specific information is on your site, and someone searches it, Google will be able to see that information, and therefore enter your site into the ad auction.
If you implement DSAs but don't see the results you hoped for within the first week, don't panic. As with any strategy, things take time to normalize and form into shape. With proper site coverage and maintenance, you should wait at least one month before determining if they are accomplishing what you would like them to. If successfully managed, you can expect to see an increase in both CTR and conversion rate, ultimately driving down your cost per conversion.