DSA / Google Ads Dynamic Search Ads – Google AdWords DSA

Figuring out how to use dynamic search ads, or DSA, could help you to grow your business and target an audience you never knew existed. Dynamic search ads use your website content instead of keywords for targeting people who are searching in Google. This type of targeting complements existing search campaigns that use keywords. DSA dynamically populates the advert title with content from your website that matches the search term. You get more control with keyword targeting than with DSA targeting, but DSA is useful, especially when using search remarketing in your strategy. You definitely aren’t losing all control, which is what many business owners who decide to use DSA worry about.

Rather than simply indexing and crawling your site, the dynamic search ads will organize your website content into recommended categories, based on products and services that you offer. This will ensure better-targeted ads.

DSA can help advertisers to reach a larger search audience for long tail searches that are not covered by the keywords you’re currently using. You can also discover new keywords to be used with keyword campaigns using this technique. Although DSA might not be for everybody, it can definitely turn out to be useful in a number of instances.

DSA ( dynamic search ads) uses your website content instead of keywords for targeting people searching in Google. When a DSA campaign works well, the targeting complements existing search campaigns that use keywords- rather than compete against them. DSA dynamically populates the advert title with content from your website that matches the search term. The landing page of this dynamic target is also used. This makes both ad titles and landing page selection automatic.

Keyword targeting gives more control than DSA targeting. However, DSA is useful as well – especially when using search remarketing.

DSA helps advertisers to reach a larger search audience for long tail searches that are not covered by keywords currently used.

DSA is useful for discovering new keywords to be used with keyword campaigns.

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Small Advertisers

Smaller advertisers can use DSA to create dynamic search ads that could work if you spend a smaller amount. The campaign you create using this technology should be ROI efficient for this to work well. If you’re spending a few hundred per month on PPC, then this could apply to you and you might find that DSA are useful. All you can really do is give the campaign a try and see if it works out at positive ROI.

That being said, if you’ve struggled to incorporate Adwords into your strategy in the past, it’s probably a good idea to miss this for now and instead focus on other areas of your business.

Keyword Discovery / Expansion

For any mid-sized to large advertisers thinking of using this technique, using it as a new angle for keyword expansion will likely get you the best results. You can use this technique to figure out useful keywords that you may not already have in your campaign, and then use search query mining to leverage the best performers. You will then be able to generate a great deal more relevant traffic that you may not have been aware of previously.

How to set up to Google Dynamic Search Ads (DSA).

Step 1 is to create a search campaign, and then select more settings. Tick the box Dynamic Search Ads.

Step two is to create and then set up dynamic Search Ad Groups

When building a dynamic ad group, you have three options namely: recommended, specific and all pages.

Step 3: is to create the ads. Some fields(rows) are dynamic, with others manual entry. Headline and landing page are dynamic, with the description line manual. 

Older AdWords DSA Interface

The older Google AdWords interface had a tab for auto-targets. 

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How to use Dynamic Search Ads - DSA Successfully

Below you’ll find advice on using DSA successfully.

Ensure Strong Supporting Content

Keywords, to ad copy, to landing pages are all chosen in real-time based on the content Google finds on your website. Your site must have enough strong content to be successful with the campaign

Be Careful Of Buzzwords

Buzzwords can help with getting a conversion, but they may do more harm than good with DSA. As DSA is used for choosing which queries you map to as well as the ad copy shown to the user, using too many buzzwords could lead to some strange search queries and ad copy.

You can't use Use Images

As with Google Text Ads, you can’t use images with DSA. If there’s no text for the tools to find, then your ad won’t be triggered by potential relevant queries. If you only use images to tell your story, then using DSA isn’t really for you.

With advertising, making all things visual can be tempting, as people are more likely to engage with content that contains an image. It also makes more sense to convey a message in a simple image rather than text. However other than Google Shopping, image ads are not yet available.

Up To Date Information

The information on your site must be reflective of your business as it stands at the moment. You don’t want to mislead your customer base, and although other companies may attempt it, doing so is not an option when you’re attempting to utilize DSA.

Are There Any Potential Pitfalls With DSA?

There are a few potential pitfalls with DSA that you should be aware of. You won’t always get optimal ROI as with ceding full ROI to Google means optimal ROI for them rather than for you.

You should also ensure you’re wary of the pages or groups you include for consideration, as making these pages available could mean offering a poor landing page experience or even irrelevant targeting. This could be extremely costly.

You should also be wary of assigning too much of your budget to an underperforming campaign if you leverage DSA for keyword discovery.

DSA Tips: Getting the Most out of Dynamic Ads

We cover some of the fundamentals of using DSA.

Account Structure Tips for DSA

You should use ad groups to organise themes of targets. Don’t simply use one ad group. Ensure you use one DSA campaign per language. You should split your targets into themed groups to ensure you have control over ad copy and query mapping. In short:

  • Use recommended categories
  • Only one DSA campaign per language
  • Organise this based on website structure, such as a specific service or your product pages
  • Split up your targets into themed groups to ensure you have plenty of control over ad copy and query mapping
  • Begin by creating a single auto target for your whole site. Select the option to add all web pages, and then create more specific targets using website category pages, page titles, landing pages, and site content.

 

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Campaign & Ad Group Structure Tips for DSA.

Use AD Groups to organise themes of targets. Don’t use one Ad group. One DSA campaign per language. Segment your targets into tightly themed groups to have as much control over ad copy and query mapping as possible.

  • Use recommended categories
  • One DSA campaign per language
  • Organise based on website structure. (e.g. specific service or product pages)
  • Segment your targets into tightly themed groups to have as much control over ad copy and query mapping as possible
  • Start by creating a single auto target for your whole website by selecting the option to add all web pages. Set more specific targets based upon website category pages, page titles, landing pages, and site content. YouSegment your website targets into meaningful categories to match your website structure- and specific services, products or key website pages.

Organise based on website structure. (e.g. specific service or product pages). 1. start with broad targets, and use the search terms report to

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Bidding Tips for DSA

  • Bid lower on DSA website categories than traditional keywords
  • Bid higher on more specific target. (Catch all)
  • Bid higher on high performing categories
  • Bid lowest on all web pages target.
  • Bid higher on more specific target. (Catch all)
  • You can set targets based on different factors including categories, page titles, landing pages, and site content.
  • Set targets based on various factors, including page titles, categories, landing pages, and site content.
  • Bid higher on a more specific target.
  • Bid lower on DSA website categories than traditional keywords
  • Bid higher on high performing categories
Want to learn more about bidding, check out our Google Ads Bidding Strategies Guide

Negative Keywords for DSA

  • Negative keywords are more important as DSA does not have match type.
  • Add search terms that are performing well as keywords to the standard text ads/keywords campaigns. use negative targets (Exclude parts of site- or use negative keywords)
  • of dynamic search campaigns. DSAs are great because of the coverage but they can also bring in some less-than-relevant and high funnel traffic that you might not want to bid on.
  • Negative targets and Negative Keywords (Exclude parts of site- or use negative keywords).
  • DSA does not have a match type, and this makes negative keywords more important.
  • Ensure you add search terms that are performing well as keywords to standard text ad/keywords campaigns. It’s important to note that DSA can bring in some less-than-relevant and high funnel traffic that you might not want to bid on, although they are still good for coverage. Learn more with our guide to negative keywords.

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RLSA with DSA targeting Combination

Starting a new DSA campaign for past website visitors only is a good way to test DSA.

Grow your search audience in Google by retargeting past website users with long tail searches or niches that are not covered by keyword targeting.

Make sure that remarketing audience for past website users is attached to the DSA ad group/s. Make sure target and bid is selected.

Learn what you past website visitors are searching for in Google after they’ve been to your website. This is useful to expand your targeting with new searches and to identify new keyword with opportunities for the standard search campaigns.

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Summary

DSA is an effective strategy for complimenting standard text ads for Google Search. You can use it in a number of ways to get more out of the Google Search network. 

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