Case Study: Dynamic Search Ads, Hard To Execute, Phenomenal Results
Dynamic Search Ads (DSA) have been on Google Ads since 2011 when Google Ads was called Google Adwords. They received an update on July 2019, making these ads harder to manually control. We have had mixed results with Dynamic Search Ads, but in the case when they work well, these automated ads work brilliantly.
What Is A Dynamic Search Ad?
A Dynamic Search Ad is an automatically generated Search Ad based on the keywords in a high converting page from a website. Only the headline is automatically generated. The description fields of these ads are manually written by the advertiser.
How Effective Can DSA be?
In one of our client accounts, Dynamic Search Ads produce the majority of conversions. See screenshot:
However, we have many instances of low performance or even non-performance in terms of results through conversions. See examples:
What Are The Pre-Requisites For DSA Success?
We have identified three criteria needed for Dynamic Search Ads to work. They are:
- Page indexation
- Keyword rich content
- High converting pages
The above are the minimum requirements for campaigns to effectively implement this relatively new ad format.
As DSAs target keywords using the content of a high converting page, it is necessary for the page to be indexed before they can learn what keywords to use. Only after a page is indexed, can it be scanned.
Keyword Rich Content
As the page is scanned for keywords in targeting, good head terms need to be present in the text of the high converting page. For example, in our best page on permanent residency, Google will dynamically create long tail variants of these keywords present in the page as keyword targets on Google during advertising. This means that Dynamic Search Ads are a great method to get cheap clicks and thus high conversions.
High Converting Pages
Despite this, the last primary pre-requisite is a high converting page. If a page is keyword rich, but does not convert, these are wasted clicks. This is why Google allows negative dynamic targets, despite not allowing much control over this ad.
Using Dynamic Search Ads In Fresh Or Low Content Websites
We have developed a novel strategy to implement Dynamic Search Ads on new websites or websites with a low amount of pages or content.
Because it can be hard to identify high converting content without a longer site history, we as innovative marketers have devised a strategy to attempt this to happen.
As we have identified the three major pre-requisites of DSA, we have devised a concept called “Flash Blogging”. This is a concept where an SEO or web development team quickly creates indexed, potentially high converting pages and blogs in an expectation that some or at least one of these pages will be high converting.
There is no guarantee the strategy will work immediately despite this, but if enough pages can be created and best Conversion Rate Optimisation (CRO) practices are carried out, in theory, it is possible that there is at least one page that fulfils DSA requirements.
The Role Of Categories in Dynamic Search Ads
DSAs segregate pages of a website via categories. It is important for the SEO and web development team to have clear categorisation that can be detected by Google. For example, in the case of EasyMigrate, “Permanent Residency” is a detectable category. In the case of the migration industry, this is a very attractive service to website visitors.
Why We Believe Dynamic Search Ads Have Superpowers
Looking at the keywords used by these ads in reaching out to potential customers, most, if not all these keywords are “long tail”. They are long strings of different keyword combinations that are low cost because they are low volume. DSAs target low volume keywords, which are inherently low cost. That is why when DSAs work, they usually work extremely well. Essentially, they are like instant SEO via Google Ads!
There is no guarantee even with this strategy we can trigger DSAs. However, if there can be a reliable way to trigger them in a formulaic manner, Search Engine Marketing (SEM) can be a very cheap and scaleable exercise.
Even if Flash Blogging does not produce high converting pages immediately, a good CRO team can make all the difference as they improve the conversion rate after we establish that these pages receive a lot of clicks.
What Is A Dynamic Search Ad?
A newer Search Ad format that dynamically generates headlines and uses a pre-configured description to get people to visit the site and convert
What Are The Major Pre-Requisites Of A Dynamic Search Ad?
They are: indexation, keyword rich text and high converting pages
What Role Does Categorisation Play in Dynamic Search Ads?
If Google can detect categorisations, you can target your audience based on category of topic rather than directing DSAs to every page
What is Flash Blogging?
Flash Blogging is a novel process of quickly outfitting a new or low content website with landing pages and blogs designed to convert, in hopes that DSAs can be used.
The advantage of DSAs are that they use broad matching, scanning websites in a manner similar to SEO, in order to draw visitors to the website inexpensively, leading to cheap conversions.