Dynamic Search Ads, or DSAs, aren’t exactly new in the world of Google Ads. However, the way they leverage SEO data despite being part of paid search makes them an interesting facet of any ads campaign, and for that reason, we decided to discuss them in more depth.
What are Dynamic Search Ads?
To understand Dynamic Search Ads, you’ll need to know a bit of Google Ads history. Way back in 2011, Google unveiled a new technology called Dynamic Keyword Insertion. DKI let Google automatically insert a searcher’s query into the ad’s headline. Ideally, this would ensure that the automatically-generated ad looked highly relevant to the original query and increase click-through rates, all without any additional work on the advertiser’s part.
If the original query exceeded the maximum character limit Google allowed for headlines, the ad would show a default headline set in advance by the advertiser. DKI ads continue to exist and have seen a degree of success, though some advertisers have found that user search queries, while they might be perfectly serviceable as inputs into a search bar, don’t always convey the professionalism (or proper spelling) desired in ad copy.
Dynamic Search Ads are like a souped-up version of DKI ads, in which Google has control over not only the ad’s headline but of the keywords that trigger each ad as well. DSAs allow advertisers to skip the arduous task of creating long lists of keywords to cover every possible way someone could search for their business. Instead of generating dozens of variations of keywords like “bakery near me” and “bakery in New Jersey” and “where can I buy cupcakes”, the advertiser simply has to let Google know some basic information about their product, and Google does the rest.
Launching a DSA campaign is incredibly simple. All an advertiser has to do is specify which pages should have traffic sent to them and provide the copy to be displayed under the custom headline for each landing page. Google will then use its algorithms to determine which keywords should trigger the ads and what the ad headline should read. The result is a relevant, highly-tailored ad that requires almost no work to set up.
When I first learned about DSAs, I was not sold. They sounded too good to be true and based on my experiences with DKI, I felt justified in my skepticism. After all, I’ve spent years learning how to manage PPC campaigns, honing my ad copy skills and launching more keywords than I could possibly count. There was no way that an automated system could emulate my process. After all, what substitute is there for years of experience?
What are Dynamic Search Ads?
To understand Dynamic Search Ads, you’ll need to know a bit of Google Ads history. Way back in 2011, Google unveiled a new technology called Dynamic Keyword Insertion. DKI let Google automatically insert a searcher’s query into the ad’s headline. Ideally, this would ensure that the automatically-generated ad looked highly relevant to the original query and increase click-through rates, all without any additional work on the advertiser’s part.
If the original query exceeded the maximum character limit Google allowed for headlines, the ad would show a default headline set in advance by the advertiser. DKI ads continue to exist and have seen a degree of success, though some advertisers have found that user search queries, while they might be perfectly serviceable as inputs into a search bar, don’t always convey the professionalism (or proper spelling) desired in ad copy.
Dynamic Search Ads are like a souped-up version of DKI ads, in which Google has control over not only the ad’s headline but of the keywords that trigger each ad as well. DSAs allow advertisers to skip the arduous task of creating long lists of keywords to cover every possible way someone could search for their business. Instead of generating dozens of variations of keywords like “bakery near me” and “bakery in New Jersey” and “where can I buy cupcakes”, the advertiser simply has to let Google know some basic information about their product, and Google does the rest.
Launching a DSA campaign is incredibly simple. All an advertiser has to do is specify which pages should have traffic sent to them and provide the copy to be displayed under the custom headline for each landing page. Google will then use its algorithms to determine which keywords should trigger the ads and what the ad headline should read. The result is a relevant, highly-tailored ad that requires almost no work to set up.
When I first learned about DSAs, I was not sold. They sounded too good to be true and based on my experiences with DKI, I felt justified in my skepticism. After all, I’ve spent years learning how to manage PPC campaigns, honing my ad copy skills and launching more keywords than I could possibly count. There was no way that an automated system could emulate my process. After all, what substitute is there for years of experience?
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