Dynamic Search Ads and Accelerated Campaign Performance

Every day, 15% of all Google search queries are entirely new. To handle such a huge workload, Google is cementing its focus on automation in 2022. Google has set a guideline of June 30, 2022 to end text ads and has announced that the responsive search ads will be the only Search ad type in standard Search campaigns. Google has also stated that Dynamic Search Ads (DSAs) can help advertisers to improve ad performance by automating and simplifying ad creation process. It will help businesses that need to switch from extended text ads to Responsive Searches.

It is also an important to find if DSAs really drive ad performance and which industrial segment or business will be benefitted the most. Having utilized DSAs from their inception, our expert team knows what works best for exceptional results and is sharing the ‘receipts’ to back it up.

Jump to the following sections:
What are dynamic search ads?
How do dynamic search campaigns work?
Are dynamic search ads worth it?
What’s the data on dynamic search campaign success?
How to create the ideal dynamic search ad

What are dynamic search ads?

Dynamic search ads use your website content to create the optimal ad in response to a Google search query. More specifically we can say that the in such ad’s the headlines and landing pages are created directly from website content, ensuring ads relevance to both the brand and customers searching online. DSAs can simplify ad creation and help fill gaps in keyword-based campaigns as search queries evolve. Advertisers only need to add a creative description, and Google Ads takes care of the rest.

The DSA journey from site content to search ad

Image from Google Ads Help.
How do dynamic search campaigns work?
Basically, DSAs use website content to dynamically create ads in response to search queries. DSAs pull ad content from chosen landing pages throughout a site for a variety of targeting options, including but not limited to:

  • Landing pages from your standard ad groups
  • Google-recommended categories from your website
  • URL targeting for both ‘equals’ and ‘contains’
  • Custom labels
  • Page title
  • Page content

Also, DSAs dynamically generate their own headlines base on search queries and the landing page or domain text to target relevant searches. Google itself has stated that In DSAs, its web crawling technology will find text to create headlines relevant to the page content, which in turn can drive more searches to your page.

For example, for a national rental car company with locations across the country, DSAs can generate an ad headline such as “Rental Cars – LA” in response to a google search for “rental car Los Angeles”. This headline would come directly from your website content and speak precisely to the searcher’s need.

Are dynamic search ads worth it?
DSAs can surely bring measurable wins to your business. Mid-size to enterprise businesses, especially those with a large inventory, stand to benefit most from dynamic search ads. However, this doesn’t mean that other types of companies shouldn’t consider them as well.

DSAs help advertiser’s fill-up any keyword gaps and let the Google crawler do remaining work to build holistic ad campaigns. DSAs offer many benefits rooted in convenience and control. This ad type handover advertisers more control with better performance. It allows advertisers to choose specific products to advertise. Once chosen, DSAs can be easily created and can be launched within few hours.

What’s the data on dynamic search campaign success?
Google has shared internal data on trivago’s success with DSAs. Trivago, an international hotel booking site, saw significantly lower CPAs for established markets when it switched to DSA campaigns.

Here’s a highlight from just one dynamic search campaign in action at Whizzystack Solutions.

Our B2B client saw a 39% cheaper cost per qualified lead compared to a non-dynamic search campaign. Additionally, the client also had a 16% increase in its qualified lead count when using a dynamic search campaign.

Dynamic Search Campaign Performance at Whizzystack Solutions

How to create the ideal dynamic search ad
General guidance on DSAs’ success is available on Google support. It is very much obvious that a clear content and clean code can ensure the success of DSA campaigns. In fact, it is clearly mentioned by Google that the quality of your site is as important as the quality of your ads.

While improving your website is a constant evolution, one key piece with a strong business case is Google’s Core Web Vitals. Our expert development team has created a comprehensive guide to understand your site’s Core Web Vitals Score and the best practices that you can use to improve it. Optimizing your site for Core Web Vitals is imperative to improve your site and your ads.

In addition to clean code, DSAs ask advertisers to write the description copy, offering an opportunity for brands to stand out. Impactful copy is built from the perfect blend of data and creativity and wholeheartedly engages your target audience. By including this in its recommendations, Google recognizes that developing a clear brand voice to communicate across channels from website to ad and beyond is a foundational pillar of every campaign.

Google has created Dynamic search ads as a powerful tool that use the latest technology for each campaign. This strategic decision-making is the foundation of exceptional results and sustainable business growth.

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