Is your Google Ads account dynamic?
Dynamic Search Ads (DSAs) are a great way to capture relevant traffic you might have missed in your regular search campaigns as they can catch unique searches and help to fill in the gaps where your other search campaigns may be lacking.
So how exactly do dynamic search ads work? Dynamic search ads use Google’s web crawling technology (fancy I know!) to identify pages on your website that are relevant to a user’s search query. Google then automatically generates ad headlines and descriptions based on the content of your website that match user’s search queries.
For example, if you sell pet food and a user searches for ‘dog food’, Google will crawl your website to find relevant pages and create an ad with a headline such as “Buy High-Quality Dog Food Online” and send them to the page that showcases your dog food products.
One of the main benefits of DSA’s is that they allow you to reach potential customers who are searching for products or services that you may not have specifically targeted in your other campaigns.
They are also very flexible, allowing you to create ads quickly and easily. You don’t need to spend time creating and split testing ad headlines, as Google generates them for you based on your website content. This makes dynamic search ads a great option for businesses with large websites or different product offerings.
They sound great! But what are the downsides I hear you ask?
Because DSA’s are generated automatically, you have less control over the content of your ads and landing pages. That’s why it’s important to regularly monitor your campaigns and make your adjustments to ensure they’re performing well.
To get the most out of your dynamic search ads, here are the best practices to keep in mind:
- Use negative keywords to exclude irrelevant searches. Just like traditional keyword-based search ads, you can use negative keywords to exclude searches that are not relevant to your business.
- Monitor and adjust your bids. As with any campaign, it’s important to monitor your performance and adjust your bids to ensure that you are getting the best return on investment.
- Use ad extensions to provide additional information. Site links, callouts and structured snippets can provide additional information about your business and increase the visibility of your ads.
In November 2022, a company specialising in fitting bathrooms approached Pixal to manage their Google Ads account.
Before we started managing their account, their average number of conversions per month was around 29 contacts including phone call enquiries and web contact forms with a monthly budget of £600. This equates to a cost per conversion of £20.69.
After 3 months of our Google Ads management and the implementation of a DSA, they ended February 2023 with a total of 51 enquiries with a cost per conversion of £11.76, whilst still spending just £600 a month!
So whether you want to fill in any gaps in your existing search campaigns, or are simply looking to drive additional traffic to your site, Dynamic Search Ads are definitely worth testing!
Would you like a FREE Performance Review of your Google or Facebook Ads activity, from a multi-award-winning expert?
We’ll give you good, honest feedback on your paid ads performance, including what’s good, what’s not so good and the untapped potential in your account, to get more customers each day/week/month… without spending a penny more on clicks!
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