Dynamic Search Ads (DSA)

Question 1

What are Dynamic Search Ads (DSAs)?

Answer 1

It’s basically a camp that G sets up for you based on your website.

Dynamic Search Ads use your website content (as opposed to KWs) to target your ads and can help to fill in the gaps of your keyword based campaigns.

Google crawls your site and then matches to search terms that are closely related to the content on your site. From that point, the headline and landing page are dynamically generated to match the search term.

i.e. G will decide based on the user’s search term and your content, whether to put u in the auction, and they will also write your ad, if it’s a yes.

Question 2

DSAs removes the need for you to add what 3 things to your campaign?

Answer 2

1. KWs
2. Ads
3. Bids

Effectively the elements of an AG.
Google generates this intelligently using your site content providing it deems it appropriate to enter you into the auction for the search query.

Question 3

G will use it’s index info of your site, or ** ** that u upload

Answer 3

page URLs

Question 4

When is it most appropriate to use DSA camps?

Answer 4

it works best with large well organised websites w/ lots of inventory where it would take you ages to customised camps for every section of your site

this isn’t an excuse to use DSAs - it needs to be a more profitable option.

Question 5

What is a good temporary strategy for using a DSA camp?

Answer 5

It’s a good tool to find areas of a larger site that aren’t being promoted; then you could setup manual campaigns for those KWs.

Question 6

When not to use DSAs?

Answer 6

1. first time campaign
2. accounts with not much data
3. you don’t have a big website

RE: Why?
I guess you can easily manage the above on a manual basis, and should be to ensure you have complete understanding of your data, so that you can a/b test and make appropriate tweaks.

There rationale for using DSA is to help get on top of lots of content, so not relevant for the above 3 points, but rather:

1. by finding opportunities you may have not thought of yet;
2. by automating the work of creating campaigns, so fast tracking your advertising.

Question 7

Approach to running a DSA camp?

Answer 7

1. set up really thorough campaigns for 3 or 4 categories;
2. then run a DSA campaign with a v light budget, maybe 5% of the overall account budget;
3. run for a few weeks, and see which areas of the site is G giving me the most traffic for? Great way to do research.

Question 8

How could you pitch using DSA to a client?

Answer 8

“I think we should exploring using a G feature called Dynamic Search Ads to see if it can work for us”

“…which is never a bad thing if done with control”

Question 9

Do not run DSA within a typical search camp - instead run in it’s own camp, why?

Answer 9

So that all the data relates just to the DSAs.

Question 10

To what extent do u have control of bid using DSAs?

Answer 10

Dynamic Search Ads run via a bidding system, very similar to what you’d use when running text ads.

When running a text ad you apply your bids to keywords. Dynamic Search Ads run on an entirely different model, though. Bids have to be applied to the auto-target level.

Bids are typically set to auto-target, but you can also bid manually.

Choosing the manual bidding option lets you be a little more hands-on with the process (for all of you control freaks out there). This service is available in the advanced options tab under the additional settings section.

Smart Bidding is also available. No, the other forms of bidding aren’t dumb.

Smart bidding is just a variation of automated bidding which uses machine learning to optimize for conversions throughout every auction.