Mapping keywords, managing bids, and producing specific text for each of your products or services can be a serious pain, taking up valuable time and effort. It’s also impossible to keep up with all of the new keywords and phrases searchers use. You’re guaranteed to miss a few here and there. Thankfully, there’s a way to cover more ground than you ever thought possible (with less work). If you’re looking to reach other audiences and markets, acquire more diverse traffic, and enjoy more control of the ads you’re running, then dynamic search ads may be the right route to take for your business. In this article, we’ll define dynamic search ads and explain how to use dynamic search ads to generate leads and boost your brand awareness.
What are Dynamic Search Ads?
A dynamic search ad is a type of online advertisement that displays based on your website’s content. Google will first crawl your site and pair it with user search terms that best match the content on your web pages. Then, the search engine creates a headline and selects the landing page on your site that fits the search query. Because of their unique dynamic nature, dynamic search ads quickly and efficiently direct searchers to pages on your site that are relevant to what they’re looking for. According to Google, dynamic search ads are the easiest way to discover customers who are looking for your exact products or services.
Benefits of Dynamic Search Ads
Using dynamic search ads offers a variety of advantages to marketers, advertisers, and companies seeking to boost their online reach and fill the gaps in their search campaigns. These ads offer a sigh of relief to bustling businesses who are short on time but have a passionate desire to grow their customer base. Fortunately, Google is capable of lending a helping hand. Here are a few key benefits you can enjoy when implementing dynamic search ads for your business:
- Saves Time and Energy
With dynamic search ads, you can say goodbye to spending hours of keyword mapping, trying to find the right bid, and writing your own headlines and text for your ads. Google will generate the headlines and assign the appropriate landing page for you. All you have to do is write the description line.
- Offers Extra Ad Control
Dynamic search ads let you decide when you want to display your ads and how you want them to be shown. Do you need them to focus on your entire site or just a few designated pages? Or maybe you need to pause the ads displaying for your products that are out of stock. Either way, you’re in control.
- Provides Targeted Google-Generated Headlines & Selects Landing Page Content
Google produces attention-grabbing, relevant, keyword-rich headlines for you, so you don’t have to worry about writing them yourself. And not only that, but the search engine will select the page on your site that matches your prospect’s search term or phrase. You’ll never have to miss out on relevant searches ever again with this personalized ad approach! After all, 52% of customers expect their ads to be personalized.
- Increase the Number and Diversity of Traffic to Your Site
Taking advantage of dynamic search ads lets you reach additional markets and audiences that you may not be already targeting using keywords. And who doesn’t want more website traffic? The more traffic, the more sales opportunities you’ll have!
Who Should Use Dynamic Search Ads?
Companies with well-developed websites and well-written page content will benefit most from using dynamic search ads, as the better Google understands your content, the better it can make your headlines. In addition, if your landing pages are confusing or poorly written, this can make a negative impression on your audience. So, it truly all comes down to excellent content.
E-commerce businesses with tons of products and lots of web pages will most likely see the best results from a dynamic search ad campaign, since they can save time and effort. Note, however, that it’s not advised to use dynamic search ads if you’re a company whose website changes on a daily basis, as Google will not be able to keep up with the changes. Doing so could negatively impact your campaign results.
5 Steps to a Successful Dynamic Search Ad Campaign
Setting up your dynamic search ads is essentially the same as the setup for any other digital ad. All you’ll need to do is pinpoint your company goals, type in your URL address, give your campaign a name, pick the locations you want to target, select your bid strategy (you can choose from automated or manual), and decide on a bid limit.
You can achieve incredible results with an effective dynamic search ad campaign. However, it’s wise to consider the following best practices before you begin:
- Note the Quality of Your Website
Google takes the quality of your site into consideration, not only when ranking it in search results, but also in producing the best possible dynamic search ads for your business. Since it uses your content to create the ads, your ads will only be as good as the content you have on your site. Your website’s content, appearance, and functionality are among the most critical aspects of any SEO or marketing strategy. So, don’t forget to make all the necessary improvements before diving into dynamic search ads. These improvements could be rewriting and optimizing page content, revamping your navigation, enhancing the design, adding compelling videos or images, and checking for broken links, formatting issues, and other errors.
- Make Your Website Mobile-Friendly
Mobile is the future. According to a recent report from Statista, “mobile accounts for approximately half of web traffic worldwide.” This proves the need for companies to ensure that their sites look great and function properly on mobile devices. Don’t start dynamic search ads unless your site is completely mobile-friendly. If not, you could turn some potential customers off. Remember that first impressions make a huge difference in gaining or losing a conversion.
- Create Clear and Concise Ad Descriptions
It’s imperative that your ads are totally relevant to your target audience and that they can easily understand what you’re advertising. No one wants to buy from a company that has convoluted ad or website content. Your audience is searching for the quickest and easiest solution to their problem; your job is to tell them that your product or service will fulfill their needs. When creating your ad descriptions, keep these things in mind: make sure to highlight your products or services, use simple language, include a target keyword, discuss any promotions or sales you have going on, and give users a call-to-action.
- Supplement Don’t Substitute
It doesn’t matter how good you are at creating and managing Google search ads; you’ll always be missing certain keywords and phrases. This is where dynamic search ads shine the most and why they are not meant to be a substitute for other advertising initiatives. Instead, they should be combined with other strategies to extend your brand’s reach. Don’t rely solely on these ads. A successful marketing campaign involves a thoughtful plan that utilizes many different methods to achieve goals. Keep in mind that some businesses may benefit more from dynamic search ads than others, and there are a variety of ways they can be used.
- Develop Behavior-Based Targeting Groups
One of the best ways to find new customers is to target them by their behavior. Find out everything there is to know about your customers and then target them accordingly while using recommended categories as your targets. It’s also helpful to target your entire website first to cover all search queries and then drill down from there.
- Use Negative Keywords
You’re guaranteed to have some keywords that you want to exclude from your dynamic search ad campaign, whether they’re being used in another campaign that’s running or you simply don’t want to use a certain word or phrase. You can save money and achieve a better return on investment if you make sure to incorporate a list of negative keywords.
You may find this article from Google Support helpful when you’re ready to start creating your first dynamic search ad – “Create a Dynamic Search Ad.”
Effective Google Ad Management with a Professional Digital Marketing Team
Every company needs to develop and nurture leads, no matter how big or small. Dynamic search ads on Google are an excellent way to attract prospects, drive traffic to your website, and enhance your overall online presence. Have you ever wanted the results without having to do the work yourself? You can achieve your goals easily and in less time with the help of your own digital marketing team. Zeidan Digital Marketing is here to lift the burden of ad management off your shoulders so you can focus on running your company and making your products and services the best they can be. Our team of dedicated specialists will create in-depth marketing plans and ad strategies that will suit your business.
Are you looking for second-to-none digital marketing services? We can handle everything from your search engine optimisation and social media to lead generation and marketing automation. Our goal is to get you the best possible results so your company can continue to grow. Contact us today to see how we can help. We can’t wait to help you reach new heights! 1300 353 237