{"id":114688,"date":"2017-03-29T20:01:00","date_gmt":"2017-03-30T01:01:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/dynamic-search-ads-give-go\/"},"modified":"2024-12-23T00:36:53","modified_gmt":"2024-12-23T05:36:53","slug":"dynamic-search-ads-give-go","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/dynamic-search-ads-give-go\/","title":{"rendered":"The Complete Guide to Dynamic Search Ads"},"content":{"rendered":"<p>In case you\u2019re wondering, <a href=\"https:\/\/support.google.com\/adwords\/answer\/2471185?hl=en-GB&amp;ref_topic=3119126\">Dynamic Search Ads<\/a> allows you to dynamically create and show ads for pages in your website without using keywords. This is made possible by Google\u2019s organic web crawling technology which scrapes your website\u2019s content to match it to user\u2019s search queries and then deliver a dynamically generated ad with a headline based on the query and the text of the most relevant landing page. One could say that it\u2019s almost as a SEO based PPC campaign.<\/p>\n<p>DSAs received plenty of criticism in their inception, maybe because you have to relinquish some of the campaigns\u2019 control to AdWords; \u00a0but they are still a powerful way to capture those illusive queries that fall between gaps of regular search campaigns &#8211; not to speak of those <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2015-10-26\/google-turning-its-lucrative-web-search-over-to-ai-machines\">15% of daily searches that have not been seen before<\/a>.<\/p>\n<p>DSAs can effectively help you scale your campaigns, assisting with your keyword mining, and when well-managed, deliver very good results (not to mention the low workload they impose if set up properly).<\/p>\n<h2>Before getting started<\/h2>\n<p>DSAs objective is to complement your keyword-based campaigns, not replace them. That being said, there are also other factors to consider before moving forward:<\/p>\n<ul>\n<li>DSAs work best with websites with lots of unique landing pages (e.g. retail websites that feature a range of different products or services).<\/li>\n<li>DSAs rely heavily on landing page content, therefore, it\u2019s important that the website is well optimised with title tags and H1s, good content describing the product\/service, and clear \u2018Calls to Action\u2019.<\/li>\n<li>If your website domain contains pages in multiple languages, and if you want to target all of these pages, then you should create a new campaign for each language.<\/li>\n<\/ul>\n<h2>Getting started<\/h2>\n<p>You\u2019ll start by creating a Search Network only campaign and then selecting Dynamic Search Ads, and entering your website, language and targeting source:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10916\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/1.png\" alt=\"1\" width=\"771\" height=\"544\" \/><\/p>\n<p>After setting the remaining options, like bid strategy, budget, schedule, and so on, you\u2019re taken to the ad group set up, which is where you\u2019ll decide on how you\u2019ll target your ads to customers:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10917\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/2-1.png\" alt=\"2\" width=\"815\" height=\"357\" \/><\/p>\n<p>It\u2019s at this stage that you\u2019ll determine your campaign structure\/segmentation:<\/p>\n<ul>\n<li>Target categories (one category in each ad group): Google\u2019s recommendation is based on your website, which basically groups different pages into categories to be used as landing page targets. Here\u2019s an example of some suggestions for our own website, in which Google still has a say on which pages will be used as targets.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10918\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/3.png\" alt=\"3\" width=\"900\" height=\"399\" \/><\/li>\n<li>Target all web pages (all pages in one ad group): every single web page will be used as a landing page.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10919\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/4-1.png\" alt=\"4\" width=\"607\" height=\"89\" \/><\/p>\n<ul>\n<li>Target specific web pages (one or more pages per ad group, in which you have control over the pages that are going to be used as landing pages and targeting options:<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10920\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/5-1.png\" alt=\"5\" width=\"651\" height=\"293\" \/><\/p>\n<p>As you can see, you can better tailor which pages are going to be used as landing pages with the 3<sup>rd<\/sup> option. This also allows you to created more relevant ad copy, according to the content of the pages you\u2019ve explicitly chosen to target. So, instead of creating a general ad, as you would have to for the \u201call pages\u201d and \u201crecommended\u201d options, you can now create ad copy which is highly relevant to the targeted pages.<\/p>\n<p>Note that if you choose just a few pages for each category, you can substantially narrow down the content that serves as the targeting basis for the ad group; this might render the DSA useless. You should also bear in mind that the only part of the ad that you have control over is the description and display URL, while the headline is generated automatically based on the landing page content and the search query. So, the rule of thumb regarding structure is going as broad as possible while making sure that you\u2019re still able to write ads that are specific enough for the audience.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10921\" src=\"\/wpe-content\/uploads\/sites\/5\/2017\/03\/6.png\" alt=\"6\" width=\"855\" height=\"307\" \/><\/p>\n<p>If you\u2019re worried about the headlines that Google is writing for you, fret not, you can easily check them in the search terms report of the Auto targets tab. Obviously, you can\u2019t do much about it besides editing page titles\/H1s on your website.<\/p>\n<section id=\"hub-newsletter-signup\" data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6aae8d8b6c0d3'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    \n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6aae8d8b6c0d3');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-gb\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'en-gb',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                turnstileToken: form.find('[name=\"cf-turnstile-response\"]').val() || '',\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"There was an error submitting the form.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2>Optimisation and best practices<\/h2>\n<p>Although one of the main benefits of a DSA is the automation aspect of it, you shouldn\u2019t set it up and forget it. In fact, there are quite a few things that will largely improve its performance. Here\u2019s some of the most important ones:<\/p>\n<ul>\n<li>Target exclusions: invariably there are sections of your website that you don\u2019t want to target, particularly if you set up the DSA to target all pages. Some examples could be the \u201cabout us\u201d, or the company\u2019s blog, or for that matter, any page for which you don\u2019t want to pay for displaying ads. These can be added by URL, page content, page title or even category, in the Auto targets tab. An obvious exclusion, especially for e-commerce websites, is the \u201csold out \/ out of stock \/ unavailable\u201d pages. Other pages might include \u201c\/login\/\u201d, \u201c\/member\/\u201d, etc.<\/li>\n<li>Negative keywords: this is not different from any other search campaign, but considering that DSAs are basically a broad match type of campaign, reviewing the search terms report is essential. To save yourself some work, add your shared negative lists to it. Then routinely review the search terms report and build up your negatives.<\/li>\n<li>Test bidding options: with no keywords to bid on, although you can set bids at target level, you can test the different auto bidding options provided by AdWords. If you\u2019re not sure which option is the best, make use of the AdWords experiments and test the different bid strategies available.<\/li>\n<\/ul>\n<h2>RLSA + DSA = RDSA<\/h2>\n<p>Remarketing lists can improve your search campaigns\u2019 results, and typically, RLSAs perform better in terms of ROI, albeit having a smaller reach.<\/p>\n<p>You can leverage the power of remarketing and add your audiences in the \u201cAudiences\u201d tab. Just click the \u201c+Remarketing\u201d button and set your targeted audiences as you would do for any other RLSAs, bearing in mind not to overlook the target and bid options.<\/p>\n<p>After all is set up (and as in for any new campaign), just follow its performance and optimise where necessary.<\/p>\n<h2>Final thoughts<\/h2>\n<p>Google has moved forward quite a lot with DSAs, particularly in its <a href=\"https:\/\/adwords.googleblog.com\/2015\/07\/introducing-more-powerful-dynamic.html\">2015 update<\/a>. In my personal experience, these campaigns perform fairly well, and, in very specific cases, even outmatch regular search campaigns. I have no doubt that they\u2019re here to stay as they fit the bill in a future leaning towards automation and AI. So, my recommendation is to use them, optimise them, and be ready, because Google is considering\u00a0<a href=\"http:\/\/searchengineland.com\/google-launches-ads-added-adwords-pilot-know-far-268432\">writing ads on your behalf<\/a> anyway.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In case you\u2019re wondering, Dynamic Search Ads allows you to dynamically create and show ads for pages in your website without using keywords. This is made possible by Google\u2019s organic web crawling technology which scrapes your website\u2019s content to match it to user\u2019s search queries and then deliver a dynamically generated ad with a headline [&hellip;]<\/p>\n","protected":false},"author":97,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.82,"reading_level_needs_review":"0","in_short_ai_headline":"","in_short_ai_body":"","in_short_status":"","footnotes":""},"categories":[2890],"tags":[],"class_list":["post-114688","post","type-post","status-publish","format-standard","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Complete Guide to Dynamic Search Ads | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/dynamic-search-ads-give-go\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Complete Guide to Dynamic Search Ads | DAC\" \/>\n<meta property=\"og:description\" content=\"In case you\u2019re wondering, Dynamic Search Ads allows you to dynamically create and show ads for pages in your website without using keywords. 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