How dynamic search ads and Performance Max work
Dynamic Search Ads (DSA) and Performance Max are both effective tools within Google Ads, where DSA creates ads based on website content and Performance Max optimizes advertising across multiple platforms using machine learning. In this article, we provide you with a deeper understanding of how these tools work and how you can use them.
What are dynamic search ads?
Dynamic Search Ads, also known as DSA, are a powerful solution for companies looking to leverage the content on their website to reach customers based on their Google searches.
They are a type of Google Ads that are automatically generated based on the content of your website. Instead of manually setting up ads for each keyword, Google dynamically creates ads when a user searches for something relevant to your website. This is done by Google automatically matching the user's search query with relevant content on your website. DSA can help reach more potential customers and save a significant amount of time on campaign setups.
Is DSA suitable for all businesses?
DSA is ideal for businesses with large inventories or rapidly changing offerings, as they eliminate the risk of outdated ads. You can target your entire website or specific pages and categories, and even avoid ads for products that are temporarily out of stock.
The ads are automatically matched with headlines and common phrases from your website, which can lead to greater relevance and higher conversions.
Herman"DSA ads combined with SEO-optimized landing pages increase the chances of better results, as the better the content on the page, the better Google matches it with search intent, making your ads more relevant. In my experience, this combination often results in lower CPC and higher CTR. "
SEM specialist, Mild
Discover new audiences and maximize reach
It's not just about saving time on campaign setups; it's about maximizing reach and discovering new audiences. Traditional keyword campaigns often miss important search queries or take too long to optimize, but DSA ensures that no relevant searches are missed.
Update DSA to Performance Max
Google now recommends upgrading Dynamic Search Ads (DSA) to Performance Max campaigns. Performance Max is a more advanced campaign type that leverages Google's machine learning to optimize advertising across the entire Google Ads network. By using Performance Max, companies can reach customers across multiple platforms simultaneously, including Google Search, Display, YouTube, and Gmail, improving the reach and effectiveness of ads. This upgrade can lead to better performance and more efficient use of the ad budget.
Adam"DSA ad groups can be a useful tool for generating traffic and suggestions for new keywords in both new and older campaigns. My recommendation is to regularly monitor the DSA ad group, especially in the beginning, to ensure the campaign is moving in the direction you want, relevance-wise."
SEM specialist, Mild
Do and Don’ts
Things to consider when using dynamic search ads:
- SEO optimization: Your DSA and Performance Max ads will perform better if the landing page content is also SEO optimized.
- Time efficiency: Dynamic search ads save time by automatically linking ad titles and landing pages to relevant search queries.
You don’t need to manually link keywords, bids, and ad text to every product.
- Use of AI: Leverage Google’s AI to target ads based on your entire website or specific categories and pages, increasing the chances of capturing more traffic and sales.
- Well-written website content: Ensure that your website’s headlines and titles are optimized to match user searches and help keep ads highly relevant.
- Search term reports and negative keywords: Regular analysis of your ads and the use of negative keywords help keep your ads focused on the right topics and prevent unwanted pages from being indexed.
To avoid when using dynamic search ads:
- Complex websites: Websites that require login or are primarily image-based are difficult for Google to read, making them less effective for dynamic search ads.
- Content that requires a login: Ensure that your content is accessible without login, otherwise, Google may have difficulty indexing your website and creating relevant ads.
- Policy compliance gaps: Make sure your ads comply with Google Ads policies and all applicable laws before using dynamic search ads to avoid potential issues.
Curious about Performance Max?
If you would like a walkthrough on how we can help you with Performance Max and SEM, please do not hesitate to contact us.
