Understanding Dynamic Search Ads

Ads based on your website's content

Dynamic search ads refer to ads that display on a page based on your site content. Whether you’re using Google dynamic search ads or Bing dynamic search ads, it’s important to do your research to ensure the best end result. Learn more about how dynamic search ads work, what the best practices are, and the steps you can take to get the maximum number of eyes on your website.

What Are Dynamic Search Ads?

Dynamic search ads target appropriate searches with ads created directly from your website. When you use dynamic search ads, Google crawls your site and then matches ad content to search terms. Because the headline and landing page are dynamically generated based on the user’s search query, there is greater compatibility among the search term, ad, and website. Websites that choose their target terms with care are able to exclude unrelated searchers and drive more qualified traffic to their websites.

Many web retailers find that dynamic search ads are an effective way to increase online traffic and conversions. However, the technology tends to work best for advertisers with robust and well-built websites, as well as those selling a wide range of products and services. Additionally, DSA is essential for sites that sell seasonal products or change up their lines frequently throughout the year.

How Do Dynamic Search Ads Work?

Dynamic search ads uses content from your website to target your ads to the most appropriate searches. When a user conducts a Google search that features terms closely related to those on your website, AdWords selects an appropriate landing page and creates a headline for the ad.

For example, if a client owns a restaurant chain with multiple locations, and a user searches for “Italian restaurant NYC,” dynamic search ads will ensure that users click through to the New York restaurant page. This way, web browsers don’t have to search through multiple pages of your site to locate the desired information.

If you opt to use dynamic search ads, you will have the chance to choose from multiple targeting options. Google can index all your webpages, certain pages in a category, pages with titles containing certain words, pages with URLs featuring certain text, or pages containing certain words. This ability gives marketers more control over who is seeing their ads and where.

Additionally, marketers have the opportunity to focus on specific product lines or temporarily stop showing ads for products that are out of stock.

Dynamic Search Ad Best Practices

If you advertise your products or services online, then dynamic search ads could be a great option for your business. However, if you want to achieve the maximum number of conversions, understanding and following best practices is crucial.

  • Target Segmenting: One of the most important practices is to create your targeting groups based on user behavior. By designating groups based on categories of users that Google recommends, you can ensure these categories match up with the content of your website. Additionally, Google recommends creating one DSA campaign per language in order to keep language targeting consistent.
  • Optimization: It’s important to remember that dynamic search ads isn’t a set-it-and-forget-it type of marketing strategy. On the contrary, advertisers need to take steps to evaluate and optimize their campaigns periodically. When developing your DSA campaign, it’s a good idea to take your reporting data into account to assess which targets have performed optimally in the past. You can use this information to alter your strategy and create additional ad groups as needed. Doing this ensures that your description lines will be highly relevant to user search terms.
  • Landing Page Selection: Additionally, marketers should take care to exclude any website pages that aren’t ideal for customers to land on, as well as those that they would rather not advertise using DSA. Once you see what landing pages Google is showing – and not showing – searchers, you can assess whether opportunities for SEO exist. In some cases, you may want to add additional landing pages to improve your website and boost overall conversions.

Contact LTC: The Dynamic Search Ad Agency You Can Trust

Searching for an agency to manage your dynamic search ad services? Don’t hesitate to contact the team at Lead to Conversion. We know that your website reflects tremendously your company’s identity, so we do everything in our power to ensure it brands the business in the very best light.

To learn more about what we can do for you, call today or contact us to request a free quote. We look forward to being your digital marketing partner.

Jason Zimmerman

Jason Zimmerman

Digital Marketing Manager