Dynamic Search Ads are a valuable format on the Google Ads platform that help connect customers to the right products and content on your website. If you have a robust site or an expansive catalog of inventory, Dynamic Search Ads are a great fit that can ease some of the pressures of traditional keyword-based targeting.
In this article, you will learn how Dynamic Search Ads work and what targeting options are available to PPC marketers that choose this ad type.
How Dynamic Search Ads Work
The “dynamic” component of Dynamic Search Ads shares a lot of insight into how these messages work. Many of the different parts of these ads are created from content already on your website. This includes the headline, landing pages and other pieces. The marketer is really just responsible for a creative ad description. let's take a benifit with Google ads promotional code.
When a user searches a word or phrase relevant to your business and campaign, Google automatically creates a Dynamic Search Ad based on their search and the content on your website. It’s an effective way to capture relevant audiences that your keyword campaigns may miss.
Dynamic Search Ads Targeting Options
Automated tools similar to Dynamic Search Ads often draw concern from marketers. There is an understandable worry when being asked to give up some control over your PPC marketing strategy.
Luckily, the many targeting options of Dynamic Search Ads greatly limits how much control marketers have to sacrifice with this format. In fact, there are 8 types of dynamic ad targets that help refine how ads are displayed to potential customers.
1. “Landing Pages From Your Standard Ad Groups”
With this category, Google will only use landing pages that you’re currently running in other search ads. This is a quick targeting option that will increase traffic to the pages that are already designed to help you convert clicks. Google recommends this option for your first Dynamic Search Ad campaign because it will help demonstrate the effectiveness of this feature on the pages you’re already measuring.
2. “Categories Recommended For Your Website”
Google will analyze your site and its content and organize content based on prominent themes. For example, if your website sells all kinds of electronics, Google may develop categories like “digital cameras,” “tablets,” “gaming,” etc. You can add, remove and edit the categories that Google lists, as well as choose which pages to target for each category. You can get very specific with your categories, or keep them broad and let customers explore relevant resources once they are on their site. It’s worth mentioning that it may take some time for Google to create these categories for you.
3. URL Equals
If you have a specific page on your site that you wish to drive traffic to, the URL Equals option allows you to enter an exact URL that will act as your landing page. Alternatively, you can enter a collection of URLs and exclude the ones that you don’t want traffic arriving at.
4. URL Contains
This is a broader approach than URL Equals. Instead of entering a specific URL, this dynamic ad target allows you to target all URLs that follow a certain string. An example URL string might be yourstore.com/products/headphones. Any page under that URL container will be a potential landing page. Again, you can get very specific here and enter a URL string that targets a very tight range of products or services.
5. Custom Label
Using a data feed, you can attach a special URL label or qualifier to organize pages. This is a more flexible alternative to the URL Contains route. For example, you may decide that you want to target only 5-Star, Bluetooth headphones. In your data feed, you attach these labels (FIVE_STAR_BLUETOOTH) to the relevant products. Then, enter this label tag as your Custom Label target and presto.
Custom Label can also be used to exclude products from targeting.
6. Page Title Contains
Another way to group relevant pages together is by looking at the keywords used in the page’s title. It’s important to note that this is not the heading of the page but the page title, which can be found by hovering your mouse over the browser tab. The two may differ from one another. This is a nice dynamic ad target if you want to ensure that every page relevant to the keyword appears.
7. Page Content
Instead of showing pages with the keyword in the title, you can also include every webpage that mentions the keyword in the content of that page. This option is nice if you aren’t really sure what content might be on a page. You can add a group of webpages and then add the page content keyword. If there are pages that seem relevant, but don’t include the keyword, Google will not use them for your Dynamic Search Ads.
8. All Webpages
If you want every possible page on your website to act as a landing page, then this is the option. This is the broadest dynamic ad target option. This is an option for a “catch-all” campaign that wants to drive any and all traffic to the site, regardless of intent and relevance of the landing page.
Adding Dynamic Ad Targets
If you’re ready to add a target to your Dynamic Search Ads campaign, you can find the option in the page menu on the left of your Google Ads dashboard. Here’s a quick, step-by-step guide to add dynamic ad targets.
From the aforementioned page menu, click on “Dynamic ad targets” and press the blue ‘+’ to begin adding a target.
Select the Dynamic Search Ads campaign or ad group that you would like to add a target to.
Choose the targeting option that you would like to use, such as categories recommended for your website, all webpages or specific web pages.
Follow the instructions of your chosen dynamic ad target option.
Click Save to ensure that your changes are finalized and implemented into your campaigns.
Dynamic Search Ads are a great feature for websites with a lot to offer customers. Not only do you save time creating individual ad copy, but the expansive number of targeting options means you don’t have to give up too much of your creative control. You are still in charge of what landing pages are used!
Here you need to understand the cross marketing is also better for your makrting steps.
At first, it is best to choose broader targets and see what the results are. Once you have gathered data from these targets, you can begin refining your settings.