There have been many changes to Google AdWords recently to transform how the tool is functioning so advertisers can broaden the reach of their PPC ads and draw upon actionable insights on how to maneuver in the future. We spoke about the recent changes to Exact Match in which Google will disregard word order and function when deciding whether to trigger a relevant PPC ad. And recently, AdWords made the decision to more heavily weigh in on the influence of bids partly based on the intention behind a query. On the surface, it seems ‘for the best’, however there’s been much doubt casted on Google’s decision to make these changes, as they have not always been beneficial for businesses. So, we are understandably skeptical of Google’s recent decision to expand Dynamic Search Ads into Expanded Text Ads, since the change may not necessarily cater to those businesses who have already succeeded with the original format.
Dynamic Search Ads are intended to assist keyword-rich campaigns in navigating relevant search queries in a way that standard AdWords campaigns may understandably miss. When a user makes a relevant query, the actual headline of your ad and the landing page are modified based on what that person searched, so clearly the ad is able to cater to relevant searches in ways keywords cannot. Dynamic Search Ads actually use your website content to attract relevant search queries to your ads from either All Webpages, Specific Pages, and Page Feeds, to help target the wide array of combinations that maybe relevant to the product & services which you offer, increasing the likelihood of conversions. These ads, however, are not recommended for websites that change rapidly, as this would require that you consistently change your targeting type in an attempt to appeal to those audiences who are most relevant to your website.
So, it’s all great and proven successful by many advertisers worldwide, however Google has recently expanded DSA’s to expanded text ads, aligning them more with search and display campaigns. There will be longer headlines and descriptions for ads that are triggered by relevant queries, broadening the reach of these campaigns. And there is a new feature called Page Feed which designates certain landing pages to certain campaigns, allowing advertisers more control over what content is triggered when relevant queries are made. New products can be promoted more quickly if you include the product URL in a page-feed, and in campaigns settings choose, “Use URL’s from both Google’s index of my website and my pagefeed” as an option. You can also customize your feeds using semicolons for group products around promotions, stock availability, star rating etc.
The change has yielded to increased conversions and lower CPA for those advertisers using it. But will this update really make as significant of a difference as the time it took to implement? It was intended to give advertisers more control over the types of users being trafficked to their page, but aren’t there enough features in DSA’s, such as All Webpages, Specific Pages, and Page Feeds to account for the range of potential users that will convert for the most part? Haven’t users who used the current system experience enough success, which could be jeopardized in a sense if the new changes create confusion? Think about it, you must add to the relevant DSA campaign a page-feed uploaded to the Business Data Section of the Shared Library, then through auto-targets tab, apply custom labels.
Whatever the situation maybe, identifying your goals and the ways of accomplishing them will help you optimize your campaigns in a way that is understandable and profitable for you. If your keyword-rich campaigns and Dynamic Search Ads are yielding to the type of success you are looking for, then you are set. If you are looking to increase revenue and ROI, and DSA’s have already proven successful, then maybe it’s worth the time and risk of potential confusion of exploring these new features, especially since they have already been successful for many advertisers? In whichever case, you have the control. The options are there. Just choose wisely based on your main priorities, and success will not come long after.