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Last Updated on 2 months by Enise Ürek
There are many ways to strengthen marketing strategies, and dynamic search ads (DSA) are also one of these ways. This ad service offered only by Google and Bing search engines is a strategy that increases the click rate and attracts potential customers who are inclined to purchase directly from your website. A performance marketing agency shapes these strategies based on the content and suitability of your website and how the strategy will reflect on you. There are also types of campaigns in which the remarketing strategy is included directly or gradually, and each contributes to your website in a different way. Unlike traditional advertising campaigns, dynamic search ads are presented in a remarkable way with titles specific to the query of the user concerned. In order for this strategy to be successful, it is imperative to know in which situations it can be used, how it can be better efficient, and many details such as its pros and cons.

What Are Dynamic Search Ads (DSA)?

Dynamic search ads are appropriate to search ads related to your content by scanning your website. Among the search engines, Google and Bing use these ads. The search engine scans the website in detail and matches your website with the relevant search terms. The ads offered are dynamically shaped according to the user’s relevant query. Since the title is dynamically created according to the user’s query, it is high for the user to attract attention, which brings many visitors. When the user clicks on your website, it is redirected to the relevant page. It is one of the ideal strategies for both improving the user experience and attracting visitor traffic.

How Do Dynamic Search Ads Work?

It is easy to understand the working principle of dynamic search ads. The search engine scans your website in detail, determines keywords compatible with your website, and creates automated ads in accordance with user’s queries. It also discovers keywords that you do not target and puts you in front of the relevant users. It creates a suitable dynamic title and description depending on the user’s query. Thus, the possibility of your site being clicked is greatly increased. No matter how remarkable these ads are, your website may reflect negatively if it is not compatible with SEO and is not well structured. Search engines take all the data from your website to create a dynamic ad, and if this data is incorrect, the ad will occur incorrectly. Search engines that offer these ads are only Bing and Google. While Bing allows you to check the relevant ad texts, Google is also not possible.

How to Set Up Dynamic Search Ads Campaign?

It’s pretty easy to create dynamic search ads over Google Ads. After opening Google Ads, click the blue + button. If any, for the new ad you will create, or click on the create a campaign option without a target guide. The ad targets you choose at this point can be customers or sales. Then determine the type of campaign. At this point, choose the strategy that suits you best by browsing the bidding strategies that Google Ads offers. Add campaign settings in detail such as your budget, target audience, and preferred languages. When your adjustments are finished, click on the forward button to create an ad group and select the dynamic option for that. You are expected to choose your targeting options at the last stage. These options can be specific web pages, your entire website, or certain categories. After selecting your goals, Google Ads automatically scans and uses your site for eligible ads. At this stage, all you have to do is add remarkable explanations. After all these steps, dynamic search ads are prepared.

The Pros & Cons

Like any strategy, dynamic search ads have their advantages and disadvantages. Advantages include the practical installation of it. It can be created in a very short time compared to traditional ads, and ads can be prepared in several different categories. According to the user’s query, the dynamic title is quite practical as it is created automatically. All you have to do is add a remarkable short description. It is possible to select the categories and pages you want to highlight for advertising and block the pages you don’t want to use. For example, if you have an e-commerce site, it is possible to prevent the non-stocked product from coming out as an advertisement. Your website is scanned at regular intervals for dynamic search ads. So, a change in your content is automatically reflected in your ads, and it is quite practical in this respect. It also allows targeting keywords with low search volume and makes it easy to attract additional visitor traffic. Despite these advantages of dynamic search ads, there are cons. If your website is badly optimized for SEO, ads will be dysfunctional, so you need to update it frequently and make your website compatible with SEO. Dynamic search ads give you limited control. You are not able to change the ad titles. In addition, it is possible to target irrelevant keywords when browsing your website, which may reflect you negatively.

DSAs and Remarketing

Supporting dynamic search ads with remarketing is one way to strengthen your strategy. To do this, you basically have two options. One of them is remarketing. DSA can be used as a remarketing campaign. In this case, the relevant ads are only shown to users who have previously visited your website. Instead of reaching a wide audience, you are able to reach people looking for products or services similar to those on your website. Another option is acquisition. In this strategy, dynamic search advertising is not used as remarketing. Instead, the remarketing target audience is used by starting in DSA. In this way, you can both reach a wide audience and encourage interested users who have previously visited your site.

Best Practices

Dynamic search ads contribute greatly to your website and support the growth of your business when implemented correctly. you have to pay attention that your website is quality, and your content is comprehensive and detailed. Ads of a poor-quality website that is not compatible with SEO will fail because all the data required for the ad is taken from your website up to date. Although desktop calls are many, most of the visitor traffic comes through mobile devices. For this reason, it is very important that your website is mobile-compatible. In addition, there may be keywords you want to shadow on your website. For this, it is important to prepare a negative keyword list and prevent traffic from there when creating your ads. A quick search of search engines on your website is also an important detail. Websites with the majority of images are scanned later, so it may make more sense to write visual content if possible. When preparing a dynamic search ad, it is recommended that you make sure that the text you wrote on the description line is the call-to-action message and that you present your best offers and campaigns on this line.

When Are DSAs Not Suitable?

You must use Google Ads to create a dynamic search ad in the search engine. Although it seems to be easier than traditional ads, there are actually many details to consider. For these reasons, working with a Google ads agency is necessary to predict in which cases dynamic search ads will succeed and in what situations they will fail. For example, if a website offers very fast-changing daily or customizable ads, DSA is not suitable for that website and will fail. Also, these ads do not work on websites related to drugs and gambling, knowing this in advance is an important detail. These ads don’t work properly on visually weighted websites or on sites where you need to be a member to see the content.

Enise Ürek

Enise Urek is a graduate of the English Language and Literature department. She has been working as a Performance Marketing Specialist at Cremicro since 2023.

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