Ad Formats 3 - Using Dynamic Search Ads Flashcards Preview

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Flashcards in Ad Formats 3 - Using Dynamic Search Ads Deck (37):
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While most search ads use keywords to determine when they show up on Google Search, Dynamic Search Ads differ in that they don't use

don't use keywords

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Instead, Dynamic Search Ads automatically show your ad based on the

content of your website

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Who should use Dynamic Search Ads

Here are some examples of the types of businesses that are a good fit for Dynamic Search Ads:


Your website features different products or services.
You offer listings of services or products that change frequently.
You sell seasonal product lines or other offerings.

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Who shouldn't use Dynamic Search Ads

Dynamic Search Ads may not be the best campaign type for certain businesses. Here are some examples of such businesses:

1. Customizable product and gift websites. - The Dynamic Search Ads system uses content from your website to target your ads. For websites that sell customizable or speciality products, it can be challenging for the system to match your ad to the most relevant search term.
2. Comparison shopping sites and affiliate sites. - Generally, websites that show customers a list of products or other offerings from online retailers and drives traffic to third-party websites
3. Daily deal sites. - Websites that feature daily deals aren't the best fit for Dynamic Search Ads
4. Certain small websites. - Websites with a small number of landing pages

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Why use Dynamic Search Ads

Here are some of the benefits of using Dynamic Search Ads:


Save time. No more mapping keywords, bids, and ad text to each product on your website. Instead, we'll use Google's organic search index of your website to determine which searches might be relevant to the products on your website.
Show relevant ads. When a customer's search is relevant to your product or service, we'll dynamically generate an ad with a headline that includes words from that customer's search phrase and the landing page in the ad.
Control your campaign. You can show ads based on your entire website, or specific categories or pages. Or, prevent your ads from showing for products that are temporarily out-of-stock.
Capture additional traffic. Dynamic Search Ads can help you gain additional traffic and sales by promoting your business to more customers than you can reach with a keyword-targeted campaign.

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How Dynamic Search Ads work

Instead of keywords, we use content from

from your website domain to target your ads to searches.

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How Dynamic Search Ads work

To do so, we use Google's organic search index of your website to determine which searches might be

be relevant to the products and services offered on your website.

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How Dynamic Search Ads work

Dynamic ad targets can be your whole website or specific sections, such as the following:


Pages belonging to specific categories
Pages with titles containing certain words
Pages with URLs containing certain strings of text
Pages containing certain words

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How Dynamic Search Ads work

When we find searches that are a match for your dynamic ad targets, we generate an

an ad text headline with a destination URL that links to the most appropriate page from your website. The headline is dynamically put together by taking words from the search phrase and content from the landing page chosen for the ad. The rest of the ad is a template that you wrote when you set up or edited your campaign.

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Dynamic Search Ads and your account

Although Dynamic Search Ads change the way that ads are targeted for searches, they won't impact the way that ads get

ranked, the performance of your keyword-based ads, or the amount of control you have over your account.

1. Same ranking. -based on the maximum cost-per-click (CPC) bid that you've specified for the dynamic ad target and the dynamic search ad's Quality Score using the same calculations
2. Works with your keyword-based campaigns. - Your dynamic search ads won't show when a customer's search term exactly matches one of your keywords
3. You're still in control.
4. You'll get full reporting.
5. Works with ad extensions.

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Before you begin to write your ad text, think about how you can improve

can improve your website.

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Write ad templates rather than

one-of-a-kind ad text. Some themes you can try for your ad templates include the following:


Universal messages about your brand.
Offers, discounts, and promotions that apply to all of your products.
Features of your website. Consider mentioning free resources like online catalogs, product demos, and white papers that are always on your website.

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For enhanced Dynamic Search Ads campaigns, your new ad will be eligible to appear on all types of devices:

desktops, tablets, and mobile phones. Check to make sure your ad text appeals to customers searching on mobile devices or browsing content on mobile devices since your ads are eligible to appear on all types of devices.

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Automatic sitelinks for Dynamic Search Ads Campaigns

When a customer's search term matches an appropriate page from your website, we'll automatically create

create sitelinks, which are links to pages from your website, that can appear with your Dynamic Search Ads. This means you can save time by not having to create and manage sitelinks extensions for your campaigns.

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Create targets for Dynamic Search Ads

To show your Dynamic Search Ads to customers, we'll use

we'll use dynamic ad targets that you create based on the content of your website.

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You can set up an all-encompassing dynamic ad target that includes all pages in your website's domain. We'll also show you

10 themes based on your website content (called "categories") that you might want to consider when targeting your ads.

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You can also create additional types of dynamic ad targets exclusions.

or block pages with dynamic ad target

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five types of dynamic ad targets you can use to refine how we'll show your ads:

1. All webpages:
2. Categories:
3. URLs:
4. Page title:
5. Page content:

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Example of how Dynamic Ad Targets work Part 1

1. All webpages:
3. URLs:
4. Page title:
5. Page content:

1. All webpages: If someone uses the operator site:google.com, then the organic search index will include all webpages within the domain google.com. To see an example, click the following link: https://www.google.com/search?&q=site%3Agoogle.com.

3. URLs: Let's say someone wants to search for webpages with URLs that contain certain terms. If that person uses the operator inurl:adwords, then the organic search index will include all webpages with a URL that contains the term "AdWords". To see an example, click the following link: https://www.google.com/search?q=site%3Agoogle.com+inurl%3Aadwords

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Example of how Dynamic Ad Targets work Part 2

1. All webpages:
3. URLs:
4. Page title:
5. Page content:

4. Page title: Page title

If someone only wants to see webpages with a certain page title, that person could use the operator intitle:"adwords help". Then, the organic search index will include all webpages with a title that contains "AdWords Help". To see an example, click the following link: https://www.google.com/search?q=site%3Agoogle.com+intitle%3A

5. Page content: Let's say someone only wants to see webpages with certain content. If that person uses the operator intext:"dynamic search", then the organic search index will include all webpages with content that contains "Dynamic Search". To see an example, click the following link: https://www.google.com/search?q=site%3Agoogle.com+intext:%22dynamic+search%22

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Block pages with dynamic ad target exclusions

Create dynamic ad targets that

exclude pages on your website that you don't want to be used for generating your ads

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Block pages with dynamic ad target exclusions

For example, you might want to exclude pages that contain words like

like "out of stock" to prevent customers from seeing pages on your website that contain products they can't buy.

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We strongly recommend creating exclusions for pages that contain words like

words like "sold out" or "unavailable." This will prevent customers from seeing pages on your website that contain products they won't be able to buy.

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Excluding Dynamic Ad Target Exclusions is to exclude

Exclude pages that contain words you don't want to activate your ads

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You can add negative keywords to your Dynamic Search Ad campaign just like how you'd add negative keywords to any

to any campaign in your account. Even though Dynamic Search Ads don't use keywords, our system does consider negative keywords when it shows ads to potential customers.

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Let's say you'd like to prevent your ad about electronic devices from showing to someone searching for

used camera or used television. You'd want to add used as a negative keyword since that person isn't likely to buy your new cameras and televisions.

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Optimizing your Dynamic Search Ads campaign

Search terms report

You can use a search terms report on the

on the Auto targets tab to see what search terms triggered your Dynamic Search Ads. This report only shows search terms that triggered ads that were clicked.

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Discover undesired searches or landing pages. Filter these searches by adding

by adding negative keywords from the Keywords tab and block undesired landing pages by using dynamic ad target exclusions from the Auto targets tab to your account.

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Add search terms that are essential to your business as

as keywords to your keyword-targeted campaigns.

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Sort your search terms by the

Clicks column to see the top terms customers searched for when they clicked your ad.

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Sort your search terms by the

Destination URL column to see where we direct customers when they click your ad.

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Categories report

See how different categories of your website are performing and the cost.

Add specific categories with higher or lower bids based on your profit and cost goals.
Identify high-performing categories and create separate ad groups for each category. That way, you can set bids and create ad text that's tailored to each category.

None

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Optimizing your Dynamic Search Ads campaign

How do you see reports for the categories

From the "All online campaigns" page, click the Auto targets tab.
Click View: Dynamic ad targets.
Look for the See categories drop-down menu.
From the See categories drop-down menu, choose "All" or "Selected." To see "Selected" categories for a set of dynamic ad targets, select the checkboxes next to these targets.

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Optimizing your Dynamic Search Ads campaign

If your website has a section about computers, you might see the following:


Top level category: computers
First level sub-category: computers/ notebooks
Second level sub-category: computers/ notebooks/ chromebooks

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Optimizing your Dynamic Search Ads campaign

Depending how you measure return on investment (ROI),
there are different ways to sort your categories. If you're not using Conversion Tracking, you can sort your categories with the

the "Clicks" column.

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If you're using Conversion Tracking, you can sort your categories with the

the "Conversions" or "Converted clicks" columns to see which categories get you more conversions or clicks that lead to conversions.

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Try using enhanced cost-per-click (ECPC)

or Conversion Optimizer to optimize your bids to help you get more sales or other conversions. With Conversion Optimizer, try setting a target CPA bid, or the average amount you'd like to pay for a conversion.