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A Beginner’s Guide to Dynamic Search Ads

Dynamic Search Ads: A Powerful Tool for Traffic

Dynamic search ads, or DSAs, offer a remarkable opportunity to capture unexpected traffic and uncover potential growth. By targeting unique searches, dynamic search ads can fill in the gaps your other search campaigns left in collaboration with PPC Beast.

Let’s dive into what dynamic search ads are, how to set them up, and their benefits when used alongside remarketing.



What Are Dynamic Search Ads (DSAs)?

Dynamic search ads are search advertisements that leverage the content of your website. Google crawls your site, identifies relevant search terms, and dynamically generates ad headlines and landing pages that align with those search terms. This ensures greater congruency between the search term, the ad, and the landing page. This approach allows businesses, with the help of a Google Ads specialist, to maximize the effectiveness of their online marketing campaigns by delivering tailored ads to users based on their search queries


The Set-Up Process

To set up dynamic search ads, follow these steps:

  • Open your Google Ads account.
  • Navigate to the campaign tab.
  • Look for the blue “+” symbol and click on it.
  • This will open up a new campaign creation form.
  • Choose your goal for the new campaign. Alternatively, if you have a specific strategy, you can select “Create a campaign without a goal’s guidance.”
  • To proceed, click the “Continue” button and choose “Search” as the campaign type you wish to utilize.
  • To start, you will move on to the next page, where you can name your campaign and set your target locations and budget as usual. However, go to the “Network” section and choose only “Search Network” since DSAs are exclusively for Search. Once that’s done, click on the “Continue” button.
  • Now, you have reached the stage of creating your Ad Group. At the top of the page, switch the “Ad Group Type” to “Dynamic.”
  • Once you select, the screen will change, and you will be asked to enter your website address on the following page.


Ad Group Settings

This is the section where Dynamic Search Ads (DSAs) differ from regular search campaigns. Before proceeding, you need to decide whether you want to target your entire website, specific pages on your website, or specific categories on your website. It’s essential to ensure that your targeting aligns with the description lines of each ad that you will be managing. As a digital marketing and PPC agency, we recommend carefully considering your targeting options to maximize the effectiveness of your Dynamic Search Ads.

To begin, you must select your Dynamic Ad Targets. You have three options:

  • Categories recommended for your website:¬†Google will suggest categories based on your website’s content. You can then choose the specific categories to target for the ad group.
  • Specific webpages:¬†You can specify the page(s) you want Google to target.
  • All webpages:¬†This option targets your entire website.
  • To create your ad, start by setting your targeting. It’s important to note that the headline and final URL will be automatically generated based on your site’s search terms and content.
  • Once your ad is completed, follow these steps to ensure your campaign goes live: Hit the “Done” button to finalize your ad.

Make sure you have completed the necessary steps mentioned above before proceeding.

Once your campaign is live, you can implement and adjust different features and settings like in any other search campaign. These settings include:

  • Device Bid Adjustments:¬† Device bid adjustments permit you to modify the bid amounts for particular devices like desktop, mobile, or tablet. This feature enabled by Google Ads Manager enables you to optimize your bids according to the performance of each device. For instance, if mobile devices generate more conversions, you can raise your bid adjustment for mobile devices to allocate a larger budget to them. Working with a PPC agency can help you effectively manage these bid adjustments and optimize your overall PPC strategy.
  • Ad Schedule and Bid Adjustments:¬†With an ad schedule, you can choose what days and times for your ads to be displayed as what you want. By using ad schedule bid adjustments, you can fine-tune your bids based on how well your ads perform at different times and on different days. For example, you can increase your bid adjustment if your ads perform better during weekends or evenings.
  • Ad Extensions: When it comes to ads, ad extensions are like extras that you can add to make them more helpful and exciting. They provide extra information and features that can engage the viewers. They provide extra context for your ads and can help improve your ad’s visibility and click-through rate. Several types of ad extensions are available, such as call extensions, location extensions, site link extensions, and PPC agency extensions.
  • Audience Targeting: With PPC Beast, you can use its various targeting options to effectively connect with specific individuals or communities based on their behaviors, preferences, and characteristics. Once you have identified your ideal audience, customizing your ads and bidding strategies becomes simpler by using personalized messaging that resonates with their interests. For instance, if you want to promote a product for outdoor enthusiasts, you can create a specific audience segment and adjust your ad targeting settings accordingly. As a result, your ads will exclusively appear to users within that particular audience segment, increasing the likelihood of converting leads into customers.
  • Negative Keywords: These are¬†specific words or phrases you can exclude from your ad campaigns. By including negative keywords, you can stop your ads from reaching users who are unlikely to be interested in your offer, such as those searching for a PPC agency. This allows you to make your ads more targeted and minimize the risk of wasting your advertising budget.


DSAs and Remarketing

After setting up your campaign, you have two main options for remarketing:

Remarketing option: The DSA campaign is designed for Search remarketing purposes only and is particularly effective for businesses looking to maximize visibility among users who have shown previous interest in their products. This indicates that your ads will be specifically tailored to reach out to people who have previously visited your website or have engaged with it in some way. By employing this approach, your audience may be more limited in scope. However, it can prove advantageous as it enables Google to connect with users who are familiar with your brand and actively search for products that align with your offerings. Partnering with a trusted PPC agency can help you optimize your DSA campaign and get the most out of your remarketing efforts.”

Acquisition option: Use the DSA campaign as a regular campaign but layer remarketing audiences within the campaign. This allows you to target new customers and users who have already visited your site. You can increase bids specifically for those users who have shown interest in your site using a pay-per-click model.

To implement remarketing or layer audiences within your DSA campaign, follow these steps:

  • Go to the “Audience” tab in Google Ads.
  • Select “+targeting” to add an audience.
  • Choose the remarketing audience you want to layer on the DSA campaign.
  • You can find remarketing audiences under the “Browse” tab.
  • Select the appropriate option to determine whether your campaign will target all users or if you wish to prioritize remarketing. The available options are two;

Observation: When you select this setting, your target audience will include everyone. However, you will still have the flexibility to make bid adjustments for each specific audience.

Targeting:  By choosing this setting, you will focus your advertising efforts solely on the users within your targeted audience. At the same time, you will be free to make bid ads with the expertise of a PPC (pay-per-click) agency.

To learn more about utilizing Dynamic Search Ads and its advanced features, you can check out the article on Dynamic Search Ads on PPC Beast. It provides valuable information on identifying weak spots in your current strategy and boosting traffic to your website. Even if you already have a good understanding of the basics of Dynamic Search Ads, exploring its advanced capabilities could lead to better results. So, give the article a read to learn more and take your advertising game to the next level!



PPC Beast: Your Local Destination for Top-Notch PPC Services

Looking for a dedicated PPC agency that can help you propel your business to the top of the search rankings? Look no further than PPC Beast. We are Google Ads specialists who are committed to your success. Schedule a call with us today and discover how we can help you get started with pay-per-click advertising. Let us collaborate to take your business to the next level, utilizing effective online marketing strategies and tools such as Google Ads Manager.

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