What is Dynamic Search Advertising on Google: tips and best practices
Digital marketing is a field that is evolving extremely fast. Google Ads is an indispensable tool that connects businesses and consumers in an effective and secure way. The platform offers a variety of ad formats that satisfy the marketing needs of small and large marketers.
Many businesses use Google Ads because it is one of the most well-known and commonly used platforms for creating and distributing online ads.
👉 Search ads are important for brand development because they focus attention on specific consumer searches.
In this article, we will look at the nature of dynamic Search advertising on Google, its features, benefits and best practices for use. This information will be extremely useful for anyone who wants to dive into the world of PPC advertising and aims to optimize their marketing campaigns.
But let's start from the beginning.
There are two types of Search advertising on Google:
⚡ Standard Search Advertising.
⚡ Dynamic Search Advertising on Google.
The specific objectives of our Search campaign determine whether it will be dynamic or standard.
What is Standard Search Advertising?
This is one of the main types of advertising in Google Ads. The specific searches of our users are the basis of campaign targeting. Precise keyword research is required (building a semantic core).
Features of Standard Search Advertising
🌀 Better content control. We must create the titles and descriptions ourselves.
🌀 Manually adjust settings. Our ads will only show for pre-selected keywords.
🌀 Specific targeting. We can use audience and location specific targeting.
Google's algorithm uses the match between the keywords we have pre-set and those that users type into the search engine.
If we decide that we want to have full control over the use of keywords and the overall advertising message, then the standard Search campaign is the right choice.
What is Dynamic Search Advertising on Google?
Dynamic Search Ads (DSA) or Dynamic Search advertising is a campaign that automatically generates ad headlines. It displays relevant results to user searches based on the information provided by our website (categories and products).
What are the features of dynamic Search advertising?
🔶 Having more automation - Google uses its own ad algorithm to generate headlines.
🔶 Wider distribution of ads is a fact because they show up even on searches that don't include our keywords.
🔶 We can save a significant amount of time because we don't have to manually create the ad headlines we use.
Advertising algorithm for DSA
Google analyses the content of our website and automatically generates advertising headlines.
If a user performs a search that is related to the content on our site, the algorithm itself creates an ad to match that need.
When is it advisable to use a dynamic Google Search campaign?
The decision whether to use dynamic Search advertising depends on a variety of factors:
🍥 Size matters here. If our website is large and has multiple pages it is more optimal to use this type of campaign.
🍥 We can also reach a wider audience without choosing specific keywords.
Automatically generated titles and manually added descriptions
This is an opportunity to combine an acceptable degree of personalization and enabling the algorithm to manage our campaigns.
The headlines are generated by Google, while we create the descriptions of our ads ourselves.
Targeting specific URLs
It is possible to focus on specific pages of the website that can be used to target dynamic Search ads to specific URLs.
Targeting category pages
We can target specific product categories to reach a wider range of consumers who have specific demands in that area.
Targeting pages by content
This allows us to target specific pages based on certain words or phrases in the URL content (URL contains).
Audience monitoring or targeting
We have a choice whether to monitor how our customers behave and optimize or actively target them based on their results.
Add exceptions (dynamic or keywords)
There are cases where we don't want certain content to generate a dynamic Search campaign. This can be achieved by determining which pages and keywords should not be shown as ads to users.
What is the difference between a standard and dynamic Search campaign?
The main differences between a dynamic and a standard Search campaign are:
🌟 Standard Search advertising has control over ad content and keywords.
🌟 While the dynamic Search campaign has automated processes in the creation of the ads themselves.
🌟 The ways of targeting - the dynamic one uses the content of our website itself, while the standard one relies on the selected keywords.
How can we assess what kind of Search campaign we need?
In order to determine if a Dynamic Search campaign is the right choice for us, we need to consider whether our site is large enough and well developed. This way we can save time from setting up our advertising.
If we're aiming for more precise targeting, then a standard Search campaign is better suited to our goals.
Advantages and disadvantages of standard Search advertising
Both types of campaigns have their advantages and disadvantages. The specifics of our campaign will determine our choice.
Some of the advantages of a standard Search campaign are:
🌀 Full control over keywords and ad content.
🌀 Greater precision in targeting the audience in front of which to display our advertising.
However, there are also disadvantages to consider.
🌀 The time required to create this type of campaign is more.
🌀 Have a weaker reach and may miss relevant searches.
Advantages and Disadvantages of Dynamic Search Advertising
Advantages of DSA:
💥 The automations that are used reduce the time to create ads.
💥 There is a wider coverage that covers more searches by users.
Disadvantages of DSA:
💥 One of the main drawbacks of DSA is the difficulty in controlling what searches to show up for.
💥 If our business's website is not optimized well enough, it can lead to ineffective ads that can't accomplish the tasks at hand.
Is our website suitable for a dynamic Search campaign?
Before we proceed with creating a dynamic Search campaign, we need to determine if our website is suitable for this type of advertising.
We need to review the content of the site and determine whether it is written clearly and understandably, whether it is relevant to the users who will read it.
The structure of the pages is also important because easy navigation is a great advantage for our customers.
Overall SEO is important because using keywords and meta tags ensures that our content will reach more people.
How to set up Dynamic Search advertising on Google?
Step 1: Create a new campaign.
Step 2: Select the Search campaign option.
Step 3: At the Ad groups level, select Dynamic.
Step 4: Set a dynamic target according to the campaign goal.
Step 5: We assign descriptions to the advertising message.
Best Practices for Successful Dynamic Search Advertising on Google
⭐️ Maximize our website
This is a key element for the marketing success we want to achieve. If our website is not structured properly or the content is not optimised well, this may be a reason not to use Dynamic Search advertising because the results will not be satisfactory.
⭐️ Negative keywords
Including them can be a useful method to use. They help us exclude searches that don't match what we're selling.
⭐️ Tracking and adjusting the campaign
Continuous monitoring is essential to maximise our results and reach our targets.
The specific needs of our business determine whether we use standard or dynamic Google Search advertising.
One of the benefits of Dynamic Search advertising is the ability to automate and have a wider reach, which makes it suitable for larger sites with more products or services. Standard Search advertising focuses on keywords and the advertising message, making it an extremely useful tool when targeting a specific audience.
Creating a successful marketing campaign depends on good optimization of our website, knowing and understanding the needs of our audience and last but not least applying best practices in Google advertising.
We hope that this article has been helpful in understanding the nature of dynamic Search advertising and making it easier to achieve your marketing goals.