Dynamic Search Ads – A Powerful Tool For Google Ad Grants
Dynamic Search Ads (DSAs) are similar to standard search ads but instead of defining keywords, they are created automatically, based on the contents of your website or business product feed; and use this to match users’ search queries to your site.
They’re also different from regular text ads due to the ad headline being dynamically created by Google rather than manually inputted.
We’d usually prefer more manual control in ads, breaking campaigns into careful granular ad groups.
However, Google Ad Grants are often focused on informational campaigns, where a significant amount of website content needs to be promoted. As these campaigns aren’t often directly revenue-driven, there might be limited time and resources that can be allocated to them. Here automation can be invaluable.
Why they’re a great tool for Google Ad Grants
For charities that are running the Google Ad Grant scheme, and may not be fully utilising their available budget, need new keyword ideas, or have frequent content being published but limited time to set up new ads, RSAs can be a great tool.
Below we delve into this in more detail and explore the good (and not so) bad of these often unnoticed bad boys.
The benefits of DSAs:
- They’re time savers
Dynamic Search Ads are predominantly created through automated systems, which requires less time to be spent on generating new ads.
It’s worth noting because of the less focused nature of DSAs (and the fact that higher priority traffic campaigns will likely already be set up in the account) they’re likely to not generate as strong results in return. However, they can still be a valuable tool for creating additional traction to awareness-focused content.
- Creation is easier
With this type of ad campaign, less manual input is required due to the way headlines are dynamically created based on the product or service being matched to the search query.
Meaning there is less manual input required making creation a whole lot easier.
- They can help identify keyword and content gaps
DSAs can be a strong tool for filling in keyword gaps and identifying search terms that you’re not already targeting.
Usually, gaps can occur by having an unintentional keyword blind spot.
Regularly reviewing your Dynamic Search Ad campaign, allows you to be able to easily identify these loopholes and find new keywords that your content is being matched for that aren’t already targeting intentionally.
You can then bank these keywords and integrate them in campaigns elsewhere which will allow you to better optimise them.
Similarly, it can help uncover content gaps in your account, allowing you to then set up new ads based on popular landing pages that haven’t previously been promoted in the account.
They can help budgets to be fully utilised
The Google Ad Grant enables non-profits to spend up to $10,000 each month, or $330 per day but it may not always be possible to spend this. For example, if your account is relatively new, or you have been struggling with new keyword ideas (as above). DSAs can help make the most of any unused spend and therefore generate additional traffic and conversions.
When DSAs are perhaps less favourable:
Budget is limited and you want tighter control over performance
As we briefly touched on above, Dynamic Search Ads may not be a great fit for all digital marketing strategies. Particularly in cases where budgets are tighter and you want more control over your account.
If you have very clear conversion-based goals, we would always advise opting for the traditional ad set-up approach first, in order to get the best performance for your priority pages.
Limited control over messaging
The dynamic headline element of this kind of ad campaign is a great benefit but it can also present challenges due to reducing the control you have on targeting and messaging.
As the dynamic feature relies on the search systems understanding the content and matching this with the user’s search, it can result in displaying information from your website that isn’t as relevant perhaps as a different page or area of the site for that particular search query.
The pre-defined descriptions also may not be as tailored to the ad as you would like.
Extra considerations to be mindful of when using DSAs
We’ve been using Dynamic Search Ad campaigns on behalf of our charity clients for some time now and here’s what we’ve learned along the way:
- Breaking down ad group targeting into different sections of a site, to see how each performs individually will allow you to gather effective learnings more easily. Particularly in areas like new keywords to target or the performance of landing pages.
DSAs can be highly beneficial here, as they can allow you to quickly (by automatically generating ads) leverage any new content coming out.
- As well as being able to target specific sections of your site, you can also remove areas of your site for targeting using ‘Negative Dynamic Targets’. This gives you an extra level of control when using DSA campaigns. An example of this would be promoting the careers section of your site is not a priority.
- We would advise keeping a close eye on your Negative Keywords, as a measure to prevent cannibalising traffic from the same keywords in other campaigns. Sometimes existing keywords in your account could be matched to a page on your site that you’re not already using. We often see this with brand keywords.
- It’s really important to frequently monitor the search terms reports, but as a safety net, we would suggest setting up a Negative Keyword list for all of your priority terms and applying it to your DSA.
- A final tip: we often use the targeting option of using landing pages from your standard ‘ad groups’ as a good way of finding new, relevant keywords for ads and campaigns that are already running.
If you’d like to find out more about how to get to grips with Dynamic Search Ads, or would like some assistance with your Google Ad Grant, drop us a line at [email protected] or fill out our contact form.
If you found this blog to be useful, subscribe to our newsletter where we often delve into how charities can maximise their digital media.
Share this article: