How You Can Generate More Profit Using Google’s Dynamic Search Ads

Here at StoreYa we manage an ads budget of ~$1M per month
using the Traffic
Booster. Advertising on Google
AdWords and competing with the big players out-there can be
hard. This is the reason we decided to share with you in this
post some valuable information that will help you win the
AdWords game!If
you haven’t started using AdWords Dynamic Search Ads yet,
you’re missing out on heaps of targeted traffic for your online
store.

In a nutshell, Dynamic Search Ads (DSA) are campaigns
that use Google’s crawling abilities in order to display to
each target potential shopper an ad that has a custom headline
and that redirects to the most relevant product page within the
retailer’s online store.  

These campaigns allow eCommerce site owners to gain
traffic through targeted ads to more queries and this way fill
in the gaps for keyword campaigns resulting in more traffic and
better ROIs. The question is – where to start?

If you’re new to DSA, then it can seem a little
overwhelming at first. To soften the initial panic, and get
your first campaigns up and running in no time, StoreYa has put
together this comprehensive DSA guide.

How Dynamic Search Ads Work

With Dynamic Search Ads, Google will automatically and
dynamically generate ad headlines and landing page URLs and
match them to relevant customers according to the terms they
seek on Google.

Depending on the structure of your site and it’s content,
DSA is designed to help you reach more potential shoppers that
are relevant to your business and offers a host of segment
options based on the products you sell. They do this by pulling
information and details from either your entire website or from
the pages you select for your targeted ads, and therefore it
would work better for site owners that have invested in their
content, have many pages indexed on Google, and have described
their products in detail. Let’s go a little further…

Dynamic Search Ad Control

As a DSA advertiser, you have control over your targets,
your bids, your budgets and your ad templates. Plus, you are
able to use negative keywords as you would with normal search
ads to help with optimization. You also have the ability of
excluding certain phrases or words within the content of your
website and/or whole pages, so that if you’re out of stock you
can ensure these targets are excluded.

Additionally, when it comes to reporting, DSA gives you a
lot of control. Through the dashboard you are able to view the
people who have searched and clicked on ads, which headlines
were used, and which landing pages they clicked through to. DSA
will also show you which categories on your web store are
performing better than others and what your average conversion
rate is.

How to Optimize Your Dynamic Search Ads

The trick to optimizing your Dynamic Search Ads to ensure
the highest ROIs, is to start wide and then systematically
exclude terms that don’t work well — according to the CTR and
conversion rate of these terms — paying close attention to the
target’s estimated website coverage. There are a number of ways
online advertisers can optimize the ads. We’ve broken them down
for you.  

DSA Negative Keywords

Because queries are matched to website content instead of
keywords, using negative keywords is the most important
optimization you need to do. If you’re new to DSA and launching
your first campaigns, it’s important to check your reports
often and thoroughly for queries that are not relevant – i.e
targets that are not relevant, costing you money and yielding
no results – and then eliminating them.

DSA Segmentation

One of the most critical optimization steps is to ensure
you have proper segmentation. When creating your DSA campaigns,
you have three main targeting options: targeting your entire
website, certain categories and specific web pages. Poor
targeting and segmentation can result in a high bounce rate and
low ROIs.

We don’t
recommend targeting your entire website as it will give you
less control over the traffic being driven and therefore result
in less targeted traffic. You should only target pages that can
directly convert the customers.

DSA Target Exclusions

As we mentioned, Dynamic Search Ads allow you a certain
amount of control over where ads appear and where traffic is
sent from those ads. You can do this by excluding certain
Dynamic targets from your campaigns or your ad groups. Like
segmentation, using exclusions will help optimize your
campaigns and keep them structured.

Dynamic Search Ad Requirements

To ensure you have success with Dynamic Search Ads, there
are a number of requirements you need to consider. DSA is for
online retailers that have content-rich sites — at least 100
indexed pages on Google, sites that feature a variety of
products and stores with plenty of unique landing pages. This
is because of the way DSA works, linking shopper search
queries, to specific product pages, rather than generic website
pages. Sites with well-optimized title tags and H1 titles will
perform better. On the other hand, DSA will not fit stores that
change their products too often as their page indexing will not
be updated on time.

It is also important that you have enough budget to run
ads with, as well as optimizing capabilities. Like your
traditional AdWords search ads, you should be monitoring your
accounts daily, tweaking where you can for the best conversions
for your spend.

Dynamic Search Ad Pros and Cons

Dynamic Search Ads have a lot of advantages, and a few
disadvantages, over traditional search ads. We’ve broken them
down into the main pros and cons below:

Automatic UpdatesWhen you make a change to
your website, whether it’s to pages or products, your Dynamic
Search Ads will be updated. This is due to Google’s
web-crawling algorithms which will recognize the
changes.

DSA Keyword CoverageDSA helps ensure no
relevant keywords, however ‘long tail’ they are, slip through
the cracks. Dynamic Search Ads offer a far wider range of
keywords covered and therefore enables you to capture traffic
that you may not have keyword coverage for with traditional
search ads.

Text FreedomDSA dynamically generates the ad
headline based on the combination of what the user is searching
for and the content from your most relevant landing page. The
dynamic headline is also not restricted to the regular 25
character limit of a regular search ad. The combination of
these two generates a much higher CTR (Click Through Rate) and
therefore a lower CPC (Cost Per Click).  

EfficiencyUnlike traditional search ads that
require a lot of creativity in creating the keyword lists,
Dynamic Search Ads do it for you. This really helps as an
advertiser – you need to be cautious and exclude terms on time,
but you’re to be sure that you will be targeting any relevant
customer.

DSA Cons

BudgetThere is no doubt that Dynamic Search
Ads yield good ROIs, however, if you are not able to optimize
and monitor closely – at least on a daily basis – you are bound
to lose money.

Limited ControlWith Dynamic Search Ads, you’re
going to have to put a lot more further into Google’s algorithm
tech with regards to targeting than you would have to with
traditional ads. Having said that, since it’s launch in 2011,
it has improved immensely and a little less control does not
outweigh the convenience.

We hope this helps you get you closer to your
traffic-driving goals this year. If you have any questions or
want to chat, get in touch with us in the comments
below.