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Dynamic Search Ads Best Practices

In our latest blog and video, we take you through how to set up dynamic search ads on your Google Ads campaigns.

Google Ads Dynamic Search Ads

Dynamic search ads are a type of Google ad. They can be an alternative way of attracting customers to your site without having to target lists of keywords. In fact, there’s no keyword selection involved at all. Instead, these ads work by matching the search queries of your customers with the information provided on your website’s pages.

For instance, if someone searches for ‘Chinese restaurant London’ and you have a webpage with the heading ‘Chinese Restaurant – London’, their search query will bring up an ad leading to this webpage.

You choose the pages that you want to target. Your ads will then display whenever customers search for relevant information included on these pages.

Choosing your targets

You get to choose the exact web pages or categories of web pages that will be targeted with ads. Some of the targets that you can choose include:

  • Landing pages from your standard ad groups
  • Specific URLs (including URLs containing certain strings)
  • Pages with titles that contain specific words
  • All webpages on your site

As well as choosing which pages you want to target, you can also block certain pages that you don’t want to target. These might include pages displaying products that are currently out of stock or pages that you are constantly updating.

How are dynamic search ads ranked?

Dynamic search ads are ranked similarly to other Google Ads. The ranking is based on a number of factors such as the context of the person’s search, your bid amount, and your ad quality (which includes the relevance of your ad, the expected click-through-rate, and the landing page experience).

If you’re running multiple Google Ads campaigns using both dynamic search ads and keyword-based search ads, there may be times when your keyword-based search ads show instead of your dynamic search ads and vice versa. The keywords you are using will be compared with the content on your landing page to determine which ad type is a better match.

Unlike keyword-based ads, there is no way of knowing the quality of an advert. Keyword-based ads offer a quality score based on the keywords you are using. Dynamic search ads cannot offer this information because there are no keywords being used.

If you want your dynamic search ads to rank well, you should focus on optimizing the landing page. Using good SEO practices such as not stuffing keywords into your content, using good spelling and grammar, improving the page load speed, and structuring your landing page URL correctly can all make an impact.

Can you add ad extensions?

Like other Google Ads, you can choose to attach ad extensions. These are extra pieces of information like more website page links or call buttons that display with your ad. Take your time to learn about Google Ads extensions in order to use them effectively.

The benefits of dynamic search ads

Dynamic search ads have a number of benefits over other ad types. Below are some of these benefits:

  • Save time managing ad campaigns: When using dynamic search ads, you don’t have to worry about placing bids or working your way through lists of keywords.
  • Improve the relevancy of your ads: Dynamic search ads match search queries directly to the content already on your website.
  • Gain additional traffic: Dynamic search ads are an extra way of generating traffic. You may get customers arriving at your website using search terms that you hadn’t even thought to target as keywords.

When should you not use dynamic search ads?

While dynamic search ads can benefit many users, there are times when you may not want to opt for these types of ads. A few instances in which you may want to use dynamic ads include:

  • Constantly changing websites: If you alter the content of your website on a daily basis (such as adding daily deals) you may find that these ads don’t work as effectively.
  • Websites containing restricted content: Certain content may be illegal to advertise or maybe sensitive resulting in restricted reach.
  • Website domains that don’t work with http:// at the beginning: If your website only works with https:// at the beginning and does not work in http:// format, you will not be able to use dynamic search ads.
  • Web pages made up largely of images or Flash content: Dynamic search ads don’t work well on pages made up of flash content or that have little to no text.
  • Web pages that require users to sign in to access: Dynamic search ads are also unlikely to work on pages that have locked content only accessible by signed-in users.

For more information on Dynamic Search Ads please visit the Google Support Centre: https://support.google.com/google-ads/answer/2471185?hl=en

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