Dynamic Search Ads for Fast Campaign Building
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.
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.