Contact Us

Dynamic Search Ads for Fast Campaign Building

Dynamic Search

Google has developed a wide range of advertising platforms and tools. It is undisputed as the premier search advertising network worldwide. Now it has developed an automated campaign system called Dynamic Search campaigns.

Particularly for ecommerce companies aiming to advertise a large catalogue, building campaigns can be very time consuming.

Keyword Targeting

A simple way to cast your net wide and experiment to find converting channels is to set up a Dynamic Search campaign. Dynamic Search ads do not need you to add URL targets. You don’t need to add keywords. And you don’t even need to write headlines in your ads. Google will create a ‘dynamically’ generated headline, however you can write some ad text of your choice in the description.

No keywords! Yes, you don’t need to put in keywords. Google matches up pages from a crawl of your site with organic search terms and will then automatically match the most appropriate page to those user generated search queries. You pay based on clicks through from these ads.

Google dynamically adds a headline related to the page and the search query.

There are a number of options,  allowing you to create category themes of similar pages, and you can choose to target specific pages of your website.

With campaigns of this type there is not much direct control, so you will need to review search queries, and add negatives to each ad group.

Eventually you would split out many ad groups and theme ad description text as well as you can.

One possibility is that these campaigns can identify strong converting products and demographics which you can use to build a more conventional search campaign. This would yield the best performance.

A standard buildout might be a local campaign covering a wide range of products. Limit the area geographically, and set the ad bids to a target CPA. This will generate areas of good engagement to focus on, without exhausting budget.

In conclusion, Dynamic search campaigns are quite useful for exploring your market. But they tend to have poorer ROI unless heavily optimised.

Target More Search Queries

A strength is that this can be a way to get around keyword low search volume restrictions. For long tail search queries, this could be a good way to increase exposure. Therefore, a dynamic search campaign could run in parallel with most tuned search campaigns. You would add search queries as negatives where you know these perform well elsewhere.

 

If you need any help with increasing your search performance or on how to make more opportunities for your business, then please get in contact with us here at Network Intellect. Please get in contact with us here at Network Intellect.

This article was posted by



Leave a Reply

What our clients say

"It’s like having your own in-house digital marketing consultancy rather than an external company. I no longer think about them as a supplier. They’re part of the team."
Marketing Manager, Education
"They have always been professional and focused on delivering results in a timely and cost effective manner. It is enlightening to have an organisation that takes the time to make recommendations on actual data analysis."
Business Manager, Charity
"They (Network Intellect) continue to exhibit their digital expertise by helping us to establish a competitive advantage by pushing the boundaries and innovating their technology and performance solutions."
Head of Marketing Communications, Education
"Because of their talent, expertise and level of service our on-line business has increased dramatically."
Founder, Electronics
"I would have no hesitation in recommending them as an analytics partner to understand and improve the performance of a website."
Vice President, Retail
Network Intellect continue to give us a fantastic service, fast and friendly and are always ready to go the extra mile. They have gone above and beyond the call of duty to deliver our results.
Director, E-Cigarette Web
"We found that Network Intellect had the depth of knowledge we needed and after speaking to them a few times we decided to go with them. It’s the best decision we’ve made in some time."
Owner, Retail
"Their services offered great value for money. I would not hesitate to recommend them as a digital partner to others."
Strategic Marketing Manager, Education
"Jason and his team at Network Intellect embody efficiency and efficacy. I would have no hesitation in recommending this excellent company to others."
Marketing Manager, Education
Network Intellect have managed our product data feeds with exceptional care and meticulous detail. I know I can trust them to make the right decisions for our business."
Director, E-Commerce
"It’s like having your own in-house digital marketing consultancy rather than an external company. I no longer think about them as a supplier. They’re part of the team."
Marketing Manager, Education
Read all testimonialsRead all testimonials

We can help you be great

We have friendly staff ready to help you get on your path to greatness...
Network Intellect Menu