- What is Dynamic Search Campaign?
- How They Show
- How Targeting Works?
- Benefits Summary
What is Dynamic Search Ads?
Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer.
- Dynamic Search Ads helps avoid missing relevant searches to your product or service web pages.
- It can be implemented comparably fast without experiencing delays getting ads written for new products, or get out of sync with what’s actually available on advertisers’ websites.
- Dynamic Search Ads uses Google’s organic web technology (SEO) to automatically target relevant search queries based on a website’s content.
- Help fill in the gaps in keyword campaigns for a better return on investment.
I personally use Dynamic Search Ads to find what keywords the page I am targeting is optimized for through Google’s organic web technology and then create relevant ads targeting the keywords and optimize for quality score. In this blog post, I am going to walk through how to launch a Dynamic Search Ads campaign.
How they Show
Google sets the headline for the title of the ad and allows “advertiser” to add description and headline. You can check within your Ad-words dashboard landing pages driving visits.
How Targeting Works
Dynamic Search Campaigns allow three types of targeting that includes targeting – content categories, specific pages or all website.
Categories Recommended for your Website
Landing pages from your standard ad groups
The “Landing pages from your standard ad groups” category includes all webpages that you’re currently running search ads against, across all of your accounts. Categories targeting option makes it easy to increase traffic on the webpages that you’re already using as landing pages in existing ad groups and campaigns.
You have a website about consumer electronics, and you’re currently running search ads that are directing people to the “Cameras” page. To expand your reach with users searching for queries relevant to this page, target the “Landing pages from your standard ad groups” category.
Based on your website content, Google creates targetable categories, or sets of landing pages organized by theme. You decide which sets of pages to target, how to group similar pages, and the level of granularity.
You have a website about electronics and you’d like to target pages that are selling digital cameras. Dynamic Search Ads will automatically organize your website into categories, that are customized to your products and services such as “digital cameras,” “televisions,” and “video recorders.” To target pages by categories, use categories recommended for your website. Based on your site, you’ll see a dynamic ad target for digital cameras. You can also use the search box above the category view to search for categories outside of our recommended category set, even if they are not listed.
You can target specific URLs.
You want to drive more traffic to the “Clearance” page on your website, so you target the specific URL for that page. This is also a great option for excluding specific pages on your site.
You can target pages with URLs containing certain strings.
You want to target all the services-related pages of your electronics website based on the URL string that appears when you navigate the site. If all of those URLs follow a similar pattern, like electronicsexample.com/services/, you should target everyone that contains “services.”
You can use a page feed to attach custom labels to your URLs, then target those custom labels. Learn more about page feeds
You want to make a campaign for digital cameras with 4-star ratings. You’ve attached a feed to your campaign and used the feed to label all your 4-star camera URLs “FOUR_STAR”. In Google Ads, you target custom labels, and enter “FOUR_STAR” as a custom label. You can opt to add a custom bid for that target on the right hand side.
Other targeting types
You can target pages with titles that contain certain words. If you don’t know what a page title is, just click google.com and look at the top of your browser window. You should see the page title “Google” at the top.
You want to target pages with titles that contain certain words, like “cameras.” To target pages by title, use Page title contains.
You can target pages that contain certain words that you specify.
You want to use all pages that contain the words “digital cameras” to target your ads. To target pages by content, add a group of webpages. Select the page content option, then enter “digital cameras.”
All webpages includes every single page in your website’s domain that are discovered by Google’s search and ad crawlers (programs that automatically discover and scan websites by following links from one webpage to another).
You have a website about electronics, www.electronicsexample.com. To target all pages in www.electronicsexample.com, target all webpages.
- Save time.
- Frequent, automatic updates to your ads.
- Show relevant, dynamically generated headlines with your ads.
- Control your campaign.
- Capture additional traffic.
- Control your messaging.
- Display URLs are based on your final URL domain.
Use Dynamic Search Ads to learn how Google Organic web algorithm finds your website product/service optimized keywords. Dynamic Search Ads saves time doing keyword research and writing ad copies. Let Google choose the target the keywords and write the ad title for you.
Google is getting smarter and smarter. In the near future, we might not be able to “Keyword target” ads instead Google AI and Machine Learning will do it for us.