Dynamic Search Ads (DSA) for Your PPC Campaigns

by Mattin PPCon Posted on

Dynamic Search Ads (DSA) have been around for many years but not everyone uses them as part of the digital marketing strategy. Dynamics Search Ads are a great way to generate cheap relevant traffic from qualified users.

What are Dynamic Search Ads?

Dynamic Search Ads are a type of Google Ads campaign that uses your website content to target your ads to relevant searches automatically. Unlike traditional search ads that rely on a predefined list of keywords, DSAs scan your website and generate ads based on the content of your pages. This means your ads can appear for a wider range of search queries, including those you might not have considered.

Benefits of Using Dynamic Search Ads

  1. Expanded Reach with Dynamic Search Ads: DSAs help you capture traffic from queries you might not have targeted with your standard keyword campaigns. This can lead to increased visibility and potentially more conversions.
  2. Improved Ad Relevance: By dynamically generating headlines based on the user’s search query and your website content, DSAs ensure that your ads are highly relevant, which can improve your click-through rates (CTR).
  3. Time-Saving with Dynamic Search Ads: Setting up and managing a DSA campaign can be more efficient than traditional campaigns, as it reduces the need for extensive keyword research and ad creation.
  4. Cost-Effective Dynamic Search Ads: DSAs can help you find cost-effective opportunities by targeting long-tail keywords that are often less competitive and cheaper than more generic terms.
  5. Compatible with smart bidding: DSAs work with smart bidding strategies such as max conversions and max conversion value. Overlaying smart bidding can use Google signals to find the right user for your ads.

Using Dynamic Search Ads to Target Your Audience

One of the key advantages of DSAs is their ability to target specific audiences, including users who have previously visited your website. This feature, known as remarketing, allows you to re-engage with potential customers who have already shown interest in your products or services. By combining DSAs with remarketing lists, you can tailor your ads to these high-value users, increasing the likelihood of conversion.

Broadening Your Reach with Qualified Users Using Dynamic Search Ads

DSAs are particularly useful for capturing broader search terms that are still highly relevant to your business. These broad terms can attract qualified users who are interested in what you offer but may not be familiar with your brand yet. By covering a wider range of search queries, DSAs can help you tap into new segments of the market and drive more qualified traffic to your site.

How to Set Up Dynamic Search Ads

Setting up Dynamic Search Ads is straightforward and can be done through your Google Ads account. Here are the basic steps:

  1. Log into Your Google Ads Account: Ensure you have access to the account where you want to set up the DSA campaign.
  2. Create a New Campaign: Click on the “+” button to create a new campaign and select the campaign goal that aligns with your business objectives, such as “Sales” or “Leads.”
  3. Select Campaign Type: Choose “Search” as the campaign type, and then select “Dynamic Search Ads” from the available options.
  4. Set Campaign Settings: Configure your campaign settings, including the campaign name, locations, languages, budget, and bidding strategy.
  5. Define Dynamic Ad Targets: In the “Dynamic ad targets” section, choose the pages on your website you want to target. You can select all web pages, specific categories, or use page feeds to specify the exact URLs you want to target.
  1. Create Ad Groups: Set up ad groups within your DSA campaign. Each ad group can focus on different parts of your website or different themes.
  2. Write Ad Copy: Google will automatically generate headlines for your ads based on the user’s search query and your website content. You will need to write compelling descriptions to complete the ad.
create-expanded-dynamic-search-ad-in-google-ads
  1. Review and Launch: Double-check all settings, ad targets, and ad copy. Once everything looks good, click “Save and Continue” to launch your campaign.

The Future of Dynamic Search Ads: Integration with Performance Max

Google has been continuously evolving its advertising solutions, and the next step for DSAs is their integration into Performance Max (PMAX) campaigns. Performance Max is an all-in-one campaign type that uses automation and machine learning to optimise ad performance across all of Google’s channels, including YouTube, Display, Search, Discover, Gmail, and Maps.

Google has already started beta testing this integration for some clients, and the full rollout is expected in the near future. The move to Performance Max promises to bring even more automation and efficiency to your campaigns, though it’s important to note that there might be challenges with transparency.

Preparing for the Transition

To make the most of this transition, it’s crucial to start experimenting with DSAs now and understand how they can fit into your overall PPC strategy. By doing so, you’ll be better positioned to take advantage of the enhanced capabilities that Performance Max will offer.

Conclusion

Dynamic Search Ads represent a powerful tool in the PPC advertiser’s toolkit, offering expanded reach, improved relevance, and efficient management. As Google continues to innovate and integrate DSAs into Performance Max, the potential for even greater automation and optimisation is on the horizon. By leveraging DSAs today, you can stay ahead of the competition and ensure your campaigns are ready for the future of search advertising.

With over 10 years of experience, I can help you setup DSA ads and manage activity. Contact me to find out more how I can help you and your business.