Google Rolls Out Dynamic Search Ads

Last October Google announced Dynamic Search Ads (DSA) a newly optimized way in which advertisers could target relevant searches with ads generated directly from your website. And after a very long (okay maybe not that long) wait, Dynamic Search Ads is now available to advertisers. So, we turned to Tarun Jain, an AdWords Product Manager, for a bit more insight into what this means for you.

Dynamic Search Ads (DSA) generate incremental leads and sales by promoting your business on more commercial queries than you’re reaching today. After all, even well-managed AdWords campaigns containing thousands and thousands of keywords can miss relevant searches, experience delays getting ads written for new products, and get out of sync with what’s actually available on your website. On average (when run up against existing search campaigns) Dynamic Search Ads boosted beta testers’ traffic and conversion volume from AdWords by 10% and outperformed their non-exact keywords by 10% on click-through rate (CTR), cost-per-click (CPC) and cost-per-action (CPA).

Tarun also points out a few notable product improvements during the beta test including:

• Bid auto-optimization. Since one of our chief goals for DSA was more results with less work, we devised a system to automatically ratchet bids downward whenever specific queries for an advertiser produce lower conversion rates or user engagement levels. As a result, your ROI for Dynamic Search Ads can improve over time automatically.
• Website crawl frequency. Any indexed page with a matched DSA impression will be crawled at least once daily. Pages with more impressions and clicks may be crawled more frequently. So DSA will now better reflect the latest products and inventory conditions on your web site. That means more clicks, higher conversion rates and better ROI.
• Mobile and tablet support. Given the growing importance of mobile campaigns, we developed full support for DSA on mobile and tablet platforms.
• Extension support. Dynamic Search Ads support the same ad extensions as other search ads.
• Conversion Optimizer compatibility. Once enabled, many beta test participants reported success using the combination of DSA and Conversion Optimizer to simultaneously expand their campaign reach while automatically optimizing bids to meet their average CPA goal.

Questions? Want to give it a test drive? Let us help get you started. Email our search marketing team today at marketing@r2integrated.com to start the conversation and answer any questions you may have.