Dynamic search ads access your website content and deploy artificial intelligence to generate headlines, bids, and targeted search terms automatically. These easy-to-employ text ads are the Swiss Army knife of digital promotion: They work well in many situations.
Moreover, dynamic search ads (DSAs) are similar in concept to search engine optimization.
Something Like SEO
For SEO, you’ve carefully selected keywords and entities for all of your important pages. You focused on the technical side, ensuring that Google and other search engines can index your pages. You’ve also optimized the pages’ content, making them high converting.
In the end, you trust the search engine to present a specific page to a potential customer when that person submits a related query.
DSAs are similar.
When someone types a term into Google that closely matches the keywords and entities found on one of your pages, Google Ads dynamically creates a relevant ad and presents it.
Advertisers can optimize DSAs for sending traffic to a website or, if you have conversions set up, to generate ecommerce sales.
DSAs are a striking example of marketing AI. There are multiple reasons to use them.
4 Reasons to Use DSAs
No organic rankings. One of the reasons to pay for any search ad is to garner traffic for a term your website does not rank for organically — or at least not rank on the first page.
Unlike SEO, however, DSAs do not need from advertisers a list of keywords. Google Ads or Microsoft Ads do that for you.
Google could use its index of your site or a page feed to target landing pages.
The page feed takes the form of a CSV spreadsheet with a column for the page URL and a column for custom labels. Advertisers can use these labels to build ad groups within a DSA campaign.
Large business. One could argue that a well-organized, keyword-focused search campaign sending visitors to a popular, conversion-optimized landing page will outperform a DSA.
Read more: 4 Reasons to Use Dynamic Search Ads