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Sun Jun 18 2017

Dynamic Search Ads are now more effective than ever

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Dynamic Search Ads?(DSA) help you reach people who are searching for your products and services – without the need for you to actively manage keywords or ads. On March 28, 2017 Google introduced three improvements to DSA: page feeds, expanded ads and quality enhancements.

What are Dynamic Search Ads (DSA)?

Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer. Ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads use your website to target your ads and can help fill in the gaps of your keywords-based campaigns. Without DSA, even well-managed AdWords accounts with many keywords can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what’s available on advertisers’ websites.

How they show

When someone searches on Google with terms closely related to your website, your Dynamic Search Ad may show. When your ad shows, your headline and landing page are automatically generated based on the particular search terms that the user entered. In other words, your headlines are dynamically added to be of greater relevance for each individual search.

Example. You own an international hotel chain. Someone searching on Google for “luxury hotel New York” sees your ad with the headline “Luxury hotel – NYC”. They click your ad and then land on the site of your top New York location.

In this way, Dynamic Search Ads can quickly direct potential customers to what they want on your site.

Keep in mind that you retain significant control you create your ad’s descriptions, display URL, and source of your site-based targeting.

Page Feeds

  • Page feeds give you additional control over your DSA campaigns to ensure only relevant products and services are shown to your customers. Simply provide Google with a feed of what you want to promote and select the landing pages that you want to include in your auto targets. We’ll use this information to determine when your ads will show, and where to direct your customers to on your website.

Expand your dynamic search ads

  • Earlier this year, Search and Display campaigns fully transitioned to expanded text ads. Longer headlines and description lines allow you to show more information about your business before people click your ad. When you create a new ad, use the expanded description field to provide deeper messaging that focuses on what consumers care about.

Want help with setting up a DSA campaign? Contact Us to get started.

Get in touch

We’d love to hear about your digital requirements. Even if you don’t quite know what you need, get in touch as we can help formulate a whole digital strategy to meet your business objectives.

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