Not all products can be advertised in regular way, because of low search volume keywords. Google Ads have therefore developed Dynamic Search Ads (DSA), thanks to which you can engage with the potential customers without using keywords. You are most likely to have met them yet, but do you know how to get the best of them?
In one of our blogs we already spoke about how to use DSA campaigns effectively. Now we bring you additional four areas, which you can optimize with the best practices from Google and so get the best results.
1. Use your users’ behavior to target your DSA campaigns efficiently
Proper targeting of campaigns and ads is always very important. In DSA campaigns you can use dynamic ad targets. These targets are customized based on the contend of your website and therefore help you to achieve the best possible targeting of your campaign.
To get even more efficient targeting, you have to know your customers. Google Analytics provide you with a helping hand in this way. For instance, when you find out that your website is being visited by people from different countries, create separate DSA campaign for each of their languages.
For DSA campaign you can create an all-website auto target. This way you can cover the most relevant demands for your web. Via page feed, there is also an option to target on exact pages that are most important to you. Certain targets will need additional customization to get more responses from people. You can make this customizing easier thanks to ad groups.
Over time, you’ll see which search queries are most effective in your DSA campaigns. Not to lose this efficiency, do not add these queries as keywords in other campaigns.
2. Exclude areas that should not be covered by DSA campaigns
To reach even better return on investment (ROI), you have to exclude some pages or keywords. In the case of pages focus on those which content does not lead to transactions/conversions (such as page with contact information or product that is currently out of stock).
In the case of keywords exclude those that are not important for your potential visitors or have not proved successful before. If you have excluded particular keywords in any of the other campaigns, exclude them in DSA campaigns as well. This will prevent DSA from covering those missing unsuccessful keywords.
3. Get the best results with auto-bidding and RLSA
Smart bidding is a set of automated strategies that know how to optimize for each bid. Automated bidding then works well with automated reach of DSA that helps you to maximize your results.
Another possibility how to maximize the results are RLSA. If your potential customers visited your website, engage with them again by customized bids thanks to remarketing lists for search ads. This feature will tailor your ads and bids.
4. Optimize your website for your ads
Finally, do not forget to optimize your website for DSA campaigns. Here we are speaking, for instance, about customizing the page titles or page information. The titles of pages often appear in automated ad titles and should be therefore representative and provide enough information.