Wayfair could do that, as an example, with this page, which contains “oval” in the URL: https://www.wayfair.com/furniture/pdp/willa-arlo-interiors-tuller-oval-coffee-table-w005486176.html.
Plus, DSAs are an effective keyword research tool. As with standard search campaigns, advertisers can view query reports to see which terms triggered their DSAs. Advertisers could then assign high-converting themes into separate ad groups or campaigns, to expand. Using the “oval coffee table” example, I could discover that the query “oval coffee table” and variants perform well. I could segregate this theme into its own campaign and create ad groups with specific ad copy and extensions.
Dynamic Search Ads
- Google defined categories,
- Web pages by content,
- Web pages by title,
- Web pages by URL,
- All web pages.
Assume, for example, that I want to create a DSA campaign for a selection of oval coffee tables. I could set up dynamic targets on my site as follows.
- The Google-defined category that best represents “oval coffee tables.”
- Any page that contains the word “oval.”
- Any page that contains “oval” in the page title.
- Any page that contains “oval” in the URL.
- All pages on my site, although I wouldn’t use this option since my oval coffee tables appear on limited URLs.
Ecommerce sites often have hundreds or thousands of product pages. Creating keyword-based ads in Google for each page is laborious and sometimes impractical. That’s the purpose of dynamic search ads. Advertisers can tell Google which pages and themes to target on their sites, and Google will dynamically show ads for those targets from relevant search queries.
The excluded queries in DSAs are often as important as the targets. Primary exclusion vehicles are negative keywords and negative dynamic targets. Negative keywords in DSAs function the same as in search campaigns. Adding negative keywords eliminates irrelevant traffic. Identify those keywords in the search query report.
DSAs are typically less expensive than keyword-based campaigns. Advertisers can set lower (manual) bids than in other search campaigns. Google recommends bids, but I generally start at half the cost in other campaigns. If I’m bidding, on average, in campaign A, I’ll bid No matter the number of keyword-based campaigns, many advertisers will likely never cover the complete keyword inventory of their site. This is especially the case for ecommerce merchants that continually add products. Moreover, consumers type first-time queries every day. Dynamic search ads cover unknown keywords.
Keep in mind that DSAs will generate unqualified traffic. Google will inevitably show ads for irrelevant queries. The goal is for irrelevant queries to comprise only a small portion of overall traffic via, again, lower bids, higher ROAS, or lower CPA.