DSA ads otherwise known as Dynamic Search Ads have been a permanent Google and Microsoft Ads feature for a number of years now and yet they are not widely used by many advertisers and in addition to this, they often don’t get the credit they deserve. DSA’s are a great way of finding customers who are searching for exactly what you are selling and allow you to catch your target audience in searches that could otherwise be missed.
What are DSA Ads?
Dynamic Search Ads can help you find customers on Google or Microsoft and present them with the most relevant offer for their needs. They are created automatically by Google or Microsoft and use their advanced crawling technology to comb through the content on your webpage(s). Ads are then automatically generated based on the users search query and the content found on your website.
DSA’s can be especially useful for advertisers if your business has a particularly large inventory and a well-developed website. Creating targeted ads can be very time consuming especially if you have as mentioned a large inventory. Ad headline and landing pages are generated using content from your website and keyword gaps within your keyword based campaigns can be filled. These features allow you to keep your ads relevant and also saves you a lot of time. All you have to do is add a creative description, Google or Microsoft will do the rest for you using their AI.
What are the benefits of using DSA’s?
You decide who you target so you can better control your ads, this means you can decide to target specific categories, pages or your entire website to your audience. If your products are also out of stock, you can prevent your ads from showing. This is especially useful if you have a large inventory that is changing on a regular basis.
You also have the opportunity to save yourself time with creating and running DSA ads. There is no need to create ad copy or research keywords as both Google and Microsoft will do the hard work for you. As headlines are dynamically generated this also allows you to show relevant ads when a potential customer is searching for your goods or services. A clear headline will be dynamically generated for the most relevant page on the website which will then be shown to the user should they click on your ad.
On Google, you no longer have to input a display URL when creating your DSA ad, instead the final URL domain will be used and shown as your display URL. An example of this would be that your final URL could be www.example.co.uk/jeans/cropped/blue but your display URL would be shown as www.example.co.uk.
Finally, you may also find that you are able to identify new opportunities with targeting which can allow you to be able to advertise to a new market and gain additional traffic and sales.
Dynamic search ads are very easy to both set up and run and can be a great way of adding value to your business and PPC efforts. By making the effort to maximise the benefits of DSA campaigns you could soon realise how beneficial automated ad creation can be for your business.