What are Dynamic Search Ads – and Why Should You Use Them?
If you’re not familiar with them, Dynamic Search Ads are probably the easiest way to find customers who happen to be using Google to look for exactly what you offer. Dynamic Search Ads first began appearing around 2011. The most notable thing about them is that they’re based on site content rather than keywords, meaning you can be highly specific with your targeting and therefore, make conversions more likely.
In particular, this tool is ideally suited to advertisers who have an advanced website or a wide inventory. Using your online content, Dynamic Search Ads actively help you to fill in the gaps your keyword-based campaigns won’t reach. So they widen your net across the Google search network and should form a key part of your digital marketing strategy.
What’s more, because these ads generate their headlines and landing pages automatically via your website content, you save time while your adverts stay relevant. Equally, you retain greater control over the process. All you need to do is write a brief description for the ads, this can be altered.
How do Dynamic Search Ads work?
Google crawls your website and analyses its content. It matches all the data it finds to relevant search terms, generating landing pages and headlines to match. The latter are created using dynamic generation – i.e. based on a performed search plus information pulled from your website. Dynamic Search Ads look the same as regular text ads and are found in the same place. They also operate on a cost-per-click arrangement. Bid manually or via auto-target.
So why should I use them?
The clue is in the name – they’re dynamic! They supply the most relevant, personalised results according to the search terms the user has given. So they’re more precise and more likely to resonate with the person making the search query.
Information is thus given to consumers in a way they’d want to receive and use it, making them more likely to view these offers than standard or non personalised ones. It’s possible to reduce the overall cost of acquiring a new customer by up to 50% through the use of Dynamic Search Ads. At the same time, you can also customise the URL which shows up, again not something you can do with all ad categories.
In many ways, these ads are less work than their text or display-based counterparts and are easy to set up, so they can be generating clicks for your brand almost immediately. Dynamic Search Ads can also display for keywords with a low search volume, meaning that you benefit from searches missed by text-based campaigns.
Are there any catches?
Like anything else, these ads aren’t absolutely perfect. You have to put your faith in Google and its automated system. Equally, the dynamic headlines and ad copy aren’t always a 100% match. As with any other campaign, you shouldn’t just ‘set and forget’ – you do need pretty regular monitoring, especially initially.
Summing up
Dynamic Search Ads can be a brilliant addition to what you’re already doing with text-based ad search. However, like anything else, they have to be done properly with laser-precision targeting and by having excellent content on your website in the first place.
At Front Page Advantage, we can help with our extensive knowledge of Dynamic Search Ads and how to get the best from them, whatever industry or sector you operate in. Talk to us today and start to feel the benefits of using this important digital marketing tool.