DSA’s, Dynamic Search Ads, have now been fully released with any advertiser now able to use this automated Ad serving system.
For anyone unfamiliar with this latest technology from Google, I’ll sum up what DSA’s are.
Essentially Ads are generated by Google based on the content from your website pages. Perhaps the best example being with Ecommerce sites, where hundreds of product pages may exist, and yet within your AdWords campaign you are not reaching all these pages through specific campaigns in your account. If you chose DSA targeting, Google would create Ads which you can run alongside you existing campaigns.
Google reports that during their Beta trials, DSA’s have delivered real benefits, increasing traffic volume and conversion by 10%. Google also identified that CTR and CPC also improved when compared against their “non-exact” terms.
Some important considerations >
- Dynamic Search Ads compete in the same auction as keyword based Ads.
- DSA’s will not show if you have an existing Exact match keyword. They will compete with Phrase and Broad matches!
- The performance history of DSA’s is kept separate from search.
- Negatives and Extensions are compatible with Dynamic Search.