All businesses can benefit from investing in pay-per-click ads through Google. Paid search ads capture an existing demand. It’s a great way to target potential customers in a way that gets your product in front of them at the time they’re ready to buy.
One type of PPC ad you can invest in for your company is a dynamic search ad. If you’re considering ways to invest in your brand’s digital marketing, then check out the basics of dynamic search ads.
What Are Dynamic Search Ads?
Dynamic search ads are PPC ads that show based on the content of your website. Google’s site crawlers match user’s search queries to content found on their website. Once the crawlers complete this process, the headline and landing page for the ad are generated dynamically to match the search term. This creates a natural connection between the search term, advertisement, and the landing page.
Dynamic search ads are a streamlined way to find customers on Google who are actively searching for things your business offers. They show up when a person searched on Google using the terms that are closely related to the titles and other regularly used terms on your website. Google Ads uses those key terms to choose the best landing page for those that click on your ad.
For example, if a person searched “plumbing service Chicago,” they may see a company’s ad with a headline of “Plumbing Services-Chicago Area.” If the person clicks on the ad, they land on the page of the business’s site that is dedicated to Chicagoland plumbing services.
Dynamic search ads place potential customers where they want to be on your website at a time when they are looking to convert.
How Dynamic Search Ads Work
Dynamic search ads work by utilizing the Google site crawlers to gather information about the content on a website’s landing pages. This information is used to target each ad to different searches. There are many other targeting options businesses can use to clarify which landing pages are preferred for use. Companies can use groups of target URLs or even specific target URLs.
When using the category option, Google generates a set of landing pages from a business’s website and organizes them by theme. The company decides which sets of pages to target, how to group other similar pages, and how detailed each one is. There are options for customization within the categories option.
When choosing a page feed option, the company uploads a spreadsheet of URLs to the most focused controlled targeting. Businesses can label their pages in categories and ensure the ads only link to target URLs with those matching labels.
Benefits of Using Dynamic Search Ads
Dynamic search ads are unique to other PPC ad types and bring their own benefits. Check out the main benefits that companies enjoy.
It Keeps Ads Relevant
When potential customers search terms that are relevant or related to a product or service a company offers, they are automatically shown dynamically generated ads with clear headlines.
It Saves Time
Companies that invest in dynamic search ads on Google save time. Dynamic ads don’t require brands to map keywords, manage bids, or write ad text for each and every product on their website. Dynamic ads are a great way to capitalize on PPC in an efficient manner.
It Provides Control
Even with the automated parts of dynamic search ads, companies have tons of control over their campaigns. Brands can prevent ads from showing for products that are out of stock or discontinued. They can also display ads based on either the entire website or for specific categories or pages. For instance, description lines can be written specifically for a given page giving companies control over customizable elements over dynamic search ads.
It Captures Traffic
Using dynamic search ads lets companies gain opportunities to capture additional traffic and conversions. Serving potential customers through new opportunities with newly targeted keywords brings them to a site when they’re at the point of the buy-cycle to convert.
Creating Dynamic Search Ads
While it’s often best to invest in a digital marketing agency to create campaigns and dynamic search ads, if a company decides to make one itself, here is the basic process:
Before Starting the Process
There are a few things companies should prioritize before jumping into creating dynamic ads. It’s essential to ensure your website is high quality and user friendly. Once your website is up to par with competitor sites, Google’s recommendations, and best practices, the next step is to write professional ad copy descriptions for each ad.
Creating a Dynamic Ad Group
While there are options to use non-automated bidding, this isn’t recommended for companies that are just getting into Google Ads and aren’t working with a professional digital marketing agency. The following process assumes a brand is using automated bidding. Automated bidding adjusts the bid for you based on a multitude of factors.
- Select “Dynamic” when prompted to choose an Ad Group type
- Name the dynamic ad group
- Choose how to target the ads
- Select automatic bidding
- Begin creating the actual ads
The process of creating the actual ad is as follows:
- Click “New Ad”
- Select “Dynamic Search Ad”
- Enter the copy for the description. Everything else is generated for you.
- Click “Save and Continue”
Dynamic search ads are great options for businesses looking to create more opportunities for conversions. Dynamic Ads are a great addition to any PPC campaign.
Contact Logical Position today for more information about running dynamic search ads or about PPC lead generation. We take pride in helping our clients reach their unique goals through our services. As a long-time Google Premier Partner, our agency has access to exclusive training and information that we pass on to our clients.
Our agency specializes in all aspects of digital marketing, including SEO services, PPC ad management, email marketing, paid social media advertising, and more. Our approach is a conversion-driven one with scalable options so that marketing methods can grow with a business. For more information and a free consultation, contact us today.