Digital Marketing

The What and Why of Google’s Dynamic Search Ads

January 31, 2019Joel Mehler

With all the resources you put into your pay per click management, wouldn’t it be great if you could somehow capture the attention of the segment of your target audience that still manages to slip through your fingers? No matter how successful your PPC strategy, it’s near impossible to expand your reach as far as you would like. Years ago, Google came up with a solution to this problem – their dynamic search ads.

Dynamic search ads fill in the gaps that exist in the typical PPC campaign for capturing the attention of your audience. Here is what you need to know about how Google’s dynamic search ads work and why you should be using them.

Woman using ipad mini. Screen displaying google search.

What Is a Dynamic Search Ad?

Google’s Dynamic Search Ads are similar in structure to the standard text-based PPC ads you create, but instead of keyword infused ad content, Google dives into your website, including product pages, to find existing text that best matches the intent of a search engine user’s query. When Google finds what they consider to be the perfect match, they use it to dynamically create an ad that is acutely tailored to the user.

The beauty of dynamic search ads is that they are created around the content that is already on your site. There’s no guessing about what PPC keyword strategy is going to best align with the user’s intent because if you’ve designed a website with your customer’s needs in mind, a tremendous amount of the work has already been done.

These types of ads connect you with opportunities that would otherwise be lost because your standard PPC ad didn’t hit the target on keywords.

Illustration concept of website analytics and search engine optimization information.

How to Get the Most from Dynamic Search Ads

While Google’s dynamic search ads were introduced nearly a decade ago, recent years have brought enhancements and improvements. In 2017, Google announced its plan to enhance the quality of dynamic ads by giving businesses more control over which products would be featured in the ads and focusing on relevancy for the audience.

While Google is doing everything possible on their end to produce the most relevant, valuable ads for their users, there are a few things you can do to increase the impact dynamic search ads have on your bottom line.

Define a Purpose

You can use dynamic display ads for acquisition, or you can use them for retargeting the customers who have moved closer to conversion but slipped away somewhere in the process. These two segments of your audience are unique, making it essential to identify which one you want to appeal to with your ad campaign.

Consider Smart Bidding

While it might be difficult to let go of the control, smart bidding – which is a machine automated bidding strategy – can lead to a higher rate of conversion for your campaign. Smart bidding uses a broader range of contextual signals and machine learning to optimize your bid for a maximum ROI out of your dynamic search ad campaign.

Work with a Professional

Pay per click advertising is a complex process. While many businesses make attempts to handle it on their own, the most successful ones are those who took the initiative to seek the expert advice of a professional PPC management team. We want to share our insights about dynamic search ads with you and help you grow your business. Contact Double Up Digital and speak to one of our experts about creating a PPC strategy today.

Joel Mehler

A graduate of the University of Alabama, Joel was first introduced to digital marketing and SEO while participating in an international internship program in Barcelona, Spain. Joel maintains consistent oversight on strategy performance, client relations and day-to-day operations. Joel is an avid traveler and spends much of his free time in search of Atlanta’s next fun trend.