Dynamic Search Ads: Life In The Fast Lane

Google Ads first introduced Dynamic Search Ads (DSAs) in 2011 with the goal of providing a more efficient method of serving search ads. Rather than having to manually select keywords and write ad copy, DSAs revolve entirely around advertiser-provided content. That is, DSAs target relevant search queries and generate ad copy based on the content that is on the website, or specific web pages, to automatically serve highly relevant ads to the end-users.  Although they have shown to save time and achieve similar results when compared to more standard search ad formats, most best practices in the PPC world continue to suggest that custom-made campaigns are the way to go – and to no surprise. Considering that they provide a greater level of control and deeper performance insights, traditional search ads, in many cases, are still the safer bet. Yet, there are still plenty of use cases and opportunities to utilize Dynamic Search Ads within your Paid Search strategy.  Even if you start out with a small budget allocation to start, DSAs can be leveraged to improve the overall performance of your campaigns when set-up and managed correctly.

Benefits of Dynamic Search Ads

It goes without saying that Dynamic Search Ads, like all search ad formats, have their own set of benefits and advantages. Generally speaking, DSAs tend to save time, provide broader keyword coverage, and instantly adapt to website changes and updates. By leveraging Dynamic Search Ads, you’ll be able to identify new converting search queries that may not have been triggered from your standard search campaigns, so it allows you to see what opportunities you may be missing out from your normal keyword-based campaigns.

Implementing DSAs Strategically

It can be tempting to want to lay on the throttle and implement dynamic search ads across the board, but even the most carefully implemented DSAs could never fully replace a thoughtfully structured, fully-custom standard search campaign. The success of an account in Google Ads depends entirely on clearly stated goals, the strategy that aims to achieve those goals, and an incorporated understanding of consumer behavior. From there, it’s all about campaign structuring and tactics.

For example, let’s look at an e-commerce company that wants to sell their products online.  The main part of the PPC strategy would consist of the standard search campaigns, which would target more specific, lower-funnel keyword searches that are more likely to result in a conversion.  However, allocating a portion of the PPC budget towards Dynamic Search Ads could be extremely valuable in this instance.  DSAs can provide an efficient alternative to manually creating search ads for each individual item on your website, especially in the cases where the product catalog gets updated regularly.  Since DSAs use web-crawling technology to scan your website and match those search queries with the most relevant landing pages, this helps ensure that your ads are always up-to-date with the current products on the website and aligns with what potential customers are currently searching for, which could lead to increased visibility, improved targeting, and potentially higher conversion rates.  By implementing DSAs into your PPC strategy, this allows you to harness the power of automated ad generation, while also opening you up to more relevant search queries that you may not have reached otherwise.

Just Don’t Forget Your Blinker

It’s ok to drive in the fast lane every once in a while, but don’t forget it’s technically supposed to be a passing lane, to be used strategically. Dynamic Search Ads offer several really useful benefits, but it really shouldn’t be used as a one-size-fits-all, stand-alone solution. Rather, dynamic search ads should be a part of an overall PPC strategy, utilizing their time-saving features thoughtfully. So, although it appears that AI and automation are inevitabilities of the future, it’s up to campaign strategists to determine where and when to implement the technology.