User behavior is not a static value, it changes almost every day. Therefore, for well-managed AdWords campaigns with numerous carefully chosen keywords, relevant search queries can come to nothing, because at the time of the inquiry they were not considered in the keyword setup. With its new display format Dynamic Search Ads (DSA), Google makes it possible to find additional relevant search queries and to use them by placing an ad without having to book additional keywords.
Dynamic Search Ads are not based on booked keywords but are generated by the Google system as soon as a search query that matches the content of the target website has been placed. Hence, Dynamic Search Ads, just as keyword-based ads, participate in the Google auction process. However, they do not compete with the keyword-based ads in one account, instead they are placed when a search query cannot be covered through an existing keyword.
At the time of the query, an ad title from the existing search query with a target URL is dynamically generated based on the stored information. The rest of the ad is a template created when setting up the campaign. It is advisable to use texts which have already shown positive click-rates in existing campaigns and are therefore relevant to the user. The organic search index determines which potential search queries are relevant for the products or content offered on the target website. It can be determined that the system only looks at the content of certain pages belonging to a specific merchandise group or category. In addition, the pages that deliver certain page titles in the browser tab can be taken into account.
On top of this, specific parts of the URL can be placed as an indicator, or concrete bywords can be chosen in the content of the page for its orientation. It is also possible to regulate the distribution with negative keywords and other exclusion criteria. Therefore, placing DSA offers an additional option to absorb incremental traffic and to find further well-performing keywords. The bid for Dynamic Search Ads should be around 60 percent of the average account CPCs. If during the report analysis a keyword generated through DSA turns out to perform well, it can continue to be used for performance generation, be looked at independently, and be given its own bid by simply adding it into the keyword setup. After the keyword has been added, the ad will be generated from the keyword setup for another search query.
If you want to use this feature to generate other well-performing keywords, you should use Google’s conversion tracking to recognize converted keywords in case of doubt. Although generated conversions can also be displayed via third party tracking tools, not every tool is designed to describe in detail which dynamically generated keyword leads to the performance.
Dynamic Search Ads definitely have their perks allowing search queries, which previously could not be taken into account. They enable you to complement and expand the campaign setup with additional relevant keywords, thus continuously improving the campaign performance.