Why is it smart?
Google is very likely to find new relevant search terms on your website that you might not have thought of yourself when you wrote the content. That can inspire you to expand into new campaigns and ad groups.
If your website has lots of categories and products, dynamic advertising also helps fill in the “gaps” and tailor your ads to a wide range of searches. So you avoid spending lots of time matching your many categories and pages to search terms.
What is dynamic advertising?
In short, dynamic advertising, also known as Dynamic Search Ads (DSA), is a way for Google to analyse your site and use it to find search terms to show your ads for. At the same time, Google adapts the headlines of your ads to relevant search terms that a potential customer is searching for on Google.
You're probably wondering: how does Google do this?
Google crawls your website and analyses which products and services you offer on your site. What Google's robots work out is used to show your ads for relevant search terms – at the same time, Google uses the content (titles and sentences) to direct people to a specific landing page on your website and generate a dynamic headline for the accompanying ad.
So “dynamic” in this sense means that Google changes the ad's headline depending on what your potential customer is searching for. That way, dynamic advertising increases your Quality Score and lowers your cost per click (CPC), so you get more for your money.
Who can use dynamic advertising?
Dynamic advertising isn't for you if your website changes quickly – for example, with new products or offers every day.
To get the most out of dynamic advertising, your website needs well-written HTML titles and clear content that describes which products or services you offer your customers.
If your website needs a boost, we at Amplify have our own SEO specialists (hyperlink) who help optimise the content on your landing pages. Content that is relevant to your field is important, because that's what Google's web crawling technology analyses and uses to produce the headlines for your ads.
If your website consists mostly of Flash content or images, or requires a login for users to access the content, it can be difficult for dynamic search ads to identify themes and terms on the website. You should therefore consider whether your website's format suits dynamic advertising. Our experienced PPC specialists are happy to help you find the best solution for your advertising.
Drawbacks of dynamic advertising?
Dynamic advertising is without doubt really smart and has lots of useful benefits! But that doesn't mean it's the right match for every type of website.
Benefits almost always come with some drawbacks, and we'll quickly run through them for you, so you can judge whether dynamic advertising is the right solution for you.
DSA automates your ads, but that also means you hand control over to Google, and there's a risk of errors or misunderstandings in the ads.
If you forget to add your current keywords as negatives, you risk them competing with your existing “normal” campaigns. You also need to keep an eye on your Search Term report on an ongoing basis, so your ads don't pick up negative search terms and cost you more money than they should.
Headlines on dynamic ads are, as the name suggests, “dynamic”, so as a marketer you need to be able to let go of control and trust Google's technology. If you want full control over your ads' headlines, dynamic advertising isn't the right solution for you.
Should Amplify help you make your ads dynamic?
I hope you now have a basic understanding of dynamic advertising.
Although there are many sides to DSA, we've only just scratched the surface. If you'd like to hear more about dynamic advertising and how it can benefit your business, contact Amplify today, and let's have a chat about how we can make your ads dynamic.
