Dynamic Search Ads: Fill in the Gaps in Your PPC Campaigns
October 24, 2017 / by Diane Callihan
Dynamic Search Ads Uncover New Opportunities
You do a lot of keyword research to determine what keywords to bid on for your PPC campaigns, but, let’s face it - people are unpredictable. Sometimes people will search for your products and services using terms you hadn’t even thought of.
That’s where Dynamic Search Ads come in.
Dynamic Search Ads (DSAs) are an easy way to connect to customers on Google who are searching for what your company offers, while filling in any gaps in your keyword strategy.
According to Google Adwords, DSAs work like this: When someone searches on Google with terms closely related to the titles and frequently used phrases on your website, AdWords will use these titles and phrases to select a landing page and generate a clear, relevant headline for your ad.
While Adwords automatically generates the headline of the ad and determines what landing page best addresses the user’s inquiry, you control the actual ad copy/description and can choose from a few targeting options.
These include generating ads for your entire website (via Google indexing), a specific category or specific webpages, or using a page feed where you can label your URLs using whatever parameters you want for the most focused targeting.
If you’re already running a PPC campaign, adding DSAs to your existing account can help you further flesh out your keyword sets. If you haven’t started PPC yet, starting out with a DSA campaign can help you determine your account structure. Just be sure to also create a branded search campaign with your chosen keywords, so your brand is covered.
Because dynamic search ads are, well, dynamic, they will frequently and automatically update as your website changes, and create the most relevant headlines to attract visitors. They can also help you discover new, untapped markets, and capture additional traffic and sales you might have otherwise missed.
In short, DSAs are a simple way to capture “low-hanging fruit” and capitalize on opportunities that you didn’t even know existed.
Sign up for our free PPC Audit to find out if you’re wasting money on your current PPC efforts, or if there are other opportunities you can take advantage of.
Need help with PPC? Want to try dynamic search ads? We’d be happy to help. Let’s talk.
Diane Callihan
With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.