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Dynamic search ads (DSAs) are a fantastic way to capture the “who would have thought” traffic. They catch unique searches, which can then lead to expansion opportunities. No matter where your account stands, DSAs help to fill in the gaps where your other search campaigns may be slacking.
Today I’ll walk you through a summary of what they are, how to set them up and how they can be used alongside remarketing.
Dynamic search ads are search ads that show based on the content of your site. Google essentially crawls your site and then matches to search terms that are closely related to the content on your site. From that point, the headline and landing page are dynamically generated to match the search term. This allows for more congruency between the search term, the search ad and the landing page.
This is the part where DSAs become unique and different from the set-up of a regular search campaign. Before you hit this step, you must determine if you want to target your entire site, specific pages on your site or specific categories on your site. You will be in charge of the description lines of each ad, therefore, you want to ensure that what you are targeting will be in line with the description lines you use.
From that point, you will have the ability to implement and adjust different features and settings like you would in any other search campaign. Those settings include;
Once your campaign is set-up, you can determine if and how you want to go about remarketing for the campaign. There are essentially two main options.
To achieve this, you will do the following:
Whether you have a large account and are looking for gaps in your current structure or you simply want to drive additional traffic to your site and are looking for quick expansion opportunities, Dynamic Search Ads are worth testing.
If you feel that you’ve mastered the basics of Dynamic Search Ads and are ready to step up your game, check out this article on Dynamic Search Ads for Advanced Users!
Original publish date: 08/22/2019
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