Dynamic Search Ads were first introduced in Google AdWords back in 2011. Over the last 7 years, DSAs have had numerous facelifts which have made them an even more powerful tool for advertisers.
If you are an e-commerce advertiser you are likely running Search and Shopping campaigns. Dynamic Search Ads should also be a part of your advertising arsenal to reach as many potential customers as possible.
Below are 5 tips for creating DSA campaigns for eCommerce.
1. Use the structure of your Shopping campaigns for your Dynamic Search Ads
Just like shopping campaigns, you should not have just one campaign with one ad group targeting all of your website. Segmenting ad groups and campaigns you will get more control over management.
When determining your DSA structure, use the structure of your Shopping campaigns as a starting point. If you have separate Shopping campaigns for different product categories or different brands, follow this same set up for DSAs. Then, breakout ad groups that focus on one product type.
Having an alignment between your Shopping and DSA structure will help keep your account organized and let you more easily evaluate how different products are performing.
I always break out top performing Shopping products into their own campaign, with individual product ids in separate ad groups, to keep budgets uncapped for those products. You can do the same with DSAs by creating an ad group that targets just the page URL for the product.
2. Create a “catch-all” Dynamic Search Ad campaign
I always recommend creating a catch-all campaign for Shopping where you target all products to ensure full coverage of your inventory. You can use this same strategy for DSAs by creating a campaign with an ad group that targets all webpages in addition to narrower targets to capture as many relevant searches as possible.
There’s no priority setting for DSA like there is for Shopping, so set your “all webpages” bid much lower than your bids for other DSA targets.
3. Exclude pages of your site that don’t drive conversions
You don’t want to waste money on clicks that drive people to pages on your website that won’t lead to conversions. There are typically two types of pages that fall into this category, pages that are informational instead of product pages and pages with products that are sold out.
To avoid this, you can set up exclusions for your DSA campaigns within the Dynamic Ad Targets section of the interface. Exclude the informational pages of your website like about us pages, help pages, or return policy pages.
With Shopping campaigns, Google will automatically stop showing ads for products who’s availability status in the feed is out of stock. To exclude unavailable products from your DSA campaigns you can use the “Page content” target option to prevent those pages from serving ads.
If you have a lot of pages on your site you want to exclude, you can choose to upload a Page Feed with your pre-approved pages to be used for your Dynamic Search Ads campaigns instead of writing a ton of exclusion rules. This function is found in the Shared Library, under Business Data.
4. Utilize Remarketing Lists for your Dynamic Search Ad Campaigns
You probably know this already, but people who have previously been to your website often behave differently than new users to your site. For Dynamic Search Ad, you are able to add remarketing audiences to your campaigns and adjust bids differently for these audiences. I recommend increasing bids for past visitors by 100% as a starting point.
If traffic volumes for your remarketing audiences in the DSA campaigns are high enough, you should separate campaigns for remarketing audiences from the campaigns targeting new users. This way you can set different budgets for each audience based on performance. You might also be a bit more lenient with negative keywords for remarketing DSA campaigns than you would be for new users.
5. Don’t forget about Bing
Dynamic Search Ads are available in Bing Ads for advertisers in the United States and the United Kingdom. You can easily import your DSA campaigns from Google into Bing. I recommend starting bids lower for Bing since traffic is typically cheaper on this channel.
Are you using Dynamic Search Ads for your eCommerce clients? If so, let us know your tips in the comments below!