A crucial part of generating AdWords results is understanding how to use the tool. We’ve spoken about the various ways of doing this, especially as it relates to landing pages and keyword modifiers. However, the importance of Dynamic Search Ads cannot be dismissed as you search for effective AdWords tactics because these ads have generated impressive results for those businesses who’ve chosen to use them.
What Are Dynamic Search Ads?
Dynamic Search Ads are targeted ads for your website, specific webpages, and/or features of your website which complement your keyword-campaigns by increasing your web traffic & conversions.
How Do DSA’s Work?
It’s an important question to ask. Understanding the relevance of these search ads can only assist you on your path to AdWords success. Dynamic Search ads generally use the content on any one website to match relevant search queries that potential customers may have. What’s significant is that these ads help connect to those searches your keyword-based campaign may’ve missed because even the most efficiently-run AdWords accounts can miss relevant queries. You can choose from 3 main targeting options as you take this route.
- All Webpages: Google generates ads based on relevant user searches after indexing your website.
- Specific Pages: You can run these campaigns based on specific webpages, website ‘categories’ (ie. Necklaces for an online jewelry store), or to specific facets of a website, whether that be pages with certain words, titles, or URL’s with certain text.
- Page-Feed: You can target your paid ads by linking your newsfeed or certain aspects of your newsfeed to corresponding search queries.
How to Create DSA’s?
It’s easier then you think! Follow these steps so you can begin using these targeted ads.
Step 1. Sign into your AdWords Account, click on the Campaigns Tab, click on the drop down menu, and then select Search Network only.
Step 2. Select Dynamic Search ads on the Select Campaign Settings Page, and enter your campaign name. Input the domain and language of the pages you want your ads to target.
Step 3. Input any additional settings you’d like to apply to your Dynamic Search Ads, such as budgets, locations, and default bid. Select ‘Advanced Options’ in the bid configuration section, then choose an automated bidding strategy so Google optimizes your bid. Automated bidding generally yields to greater results than manual bidding with Dynamic Search Ads, so we highly recommend this tactic as you begin using these ads.
Step 4. Click and continue.
Step 5. Create an ad. Name your ad group in the ‘Name this ad group’ section. You can target by categories by selecting ‘Use Categories recommended for your website’ in the ‘Auto Targets’ section. You can target all webpages on your site by selecting ‘Use all webpages’. Or you can target certain webpages by selecting ‘Use specific webpages (advanced)’. Learn more about selecting specific webpages here.
Step 6. Enter the text for lines 1-2 in your ad in the ‘Create an ad’ section. Also input the domain of yours that you want displayed in your ad. You can insert Value Track parameters in the URL tracking template if retailers want to track their ad performance.
Step 7. Click ‘Save ad group.’
Following these steps will help you immensely. This is a time efficient way of driving significant amounts of traffic to your webpage by identifying relevant search queries that can understandably be missed with even the best AdWords accounts. You also have a certain level of control with these ads because you can determine how they will be targeted to viewers. And with this level of control, you are in a better position to generate the AdWords results you want. Because you know better than anyone else your goals. Display Search Ads are just there to help you reach your goals.
If you want to understand how your Adwords account is performing, you can use our Adwords Grader. This tool gives you a comprehensive report of the health of your Adwords account, along with recommendations. The icing on the cake: it is completely FREE and SAFE.