Introduction

Google’s search engine experiences 5.6 billion hits a day, which makes it a vital channel for search ads.  However, simply placing ads won’t instantly make them perform. This is where Dynamic Search Ads (DSAs) come in. 

DSAs effectively use website content to automatically generate ads in search results. This widens the reach of a company’s search, increasing the chances of discovery online. Companies like the famous travel brand Trivago use DSAs for boosting campaigns across all markets, seeing click-through rates increase dramatically – by 140% –  as well as significant conversions in newer markets. 

This positive impact on conversion is why we’re going to discuss DSAs next, as well as its benefits, what to watch out for and our final thoughts. 

Chapters:

What are Dynamic Search Ads
The Benefits of Dynamic Search Ads
What to watch out for with Dynamic Search Ads
Final Thoughts

 

What are Dynamic Search Ads? 

Dynamic Search Ads appear based on your company’s website content. When users type queries, Google automatically searches your website to match search terms with your content. Google will dynamically create a search ad headline and landing page if there’s a match. This keeps your ads current and saves time as companies only need to add a creative description. 

 

For the best results, DSAs are used alongside regular search campaigns to broaden the scope of matches, which also helps companies discover new keywords. 

how dynamic search ads work

 

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The benefits of dynamic search ads

Increase search traffic 

The main aim of DSAs is to increase your website appearances in Google searches, helping drive traffic to your website and create potential sales. 

Relevance

Google processes the most current version of your website content, meaning your search ads will always have up-to-date information. 

Efficiency 

Your company spends less time writing keyword headlines as DSAs do this for you in response to relevant searches. 

Keyword discovery 

DSAs discover new and trending keywords, helping strengthen your regular ad campaigns and SEO marketing strategies. 

dynamic search ads keyword discovery

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What to look out for with Dynamic Search Ads  

Lack of Control 

Industries that require companies to have strict control over ad copy will struggle as DSAs control headlines. If possible, narrow down the content DSAs are allowed to crawl to refine your search ads. 

Website size 

DSAs shouldn’t be used if websites constantly change or have limited information. This ad tool works best when crawling through large, well-written and clear website content. 

Inconsistent results 

With broader search results, DSAs run the risk of becoming inefficient. To avoid unhelpful leads, companies should update and exclude negative keywords. 

Cost efficiency 

To avoid the cost outweighing any benefits, companies should choose the right ad bidding strategy and exclude irrelevant search terms and website content. 

Dynamic Search Ads - cost effiiciency

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Final Thoughts

DSAs are a helpful additional marketing tool for established companies to increase the success of their paid search campaigns. When DSAs are used to their potential, website traffic will improve, and important trending keywords will be discovered. This could impact future returns and influence the company’s wider marketing strategy.

However, for companies that are still developing their websites or needing to consistently update pages, the positive effects of DSAs may not be felt and are best avoided.

Are you looking to start running Dynamic Search Ads?

Follow this helpful how-to guide by Google to start seeing the impact on your company.