By: Sam Owen
I have a confession: I used to hate Dynamic Search Ads.
I’m sure some of you still do. For my part, I had used them unsuccessfully in a couple of accounts and decided they were no good.
It wasn’t until a few months ago, when I saw this awesome presentation from Matt Umbro at SMX West, that I decided to give them another shot.
Let me say this: Dynamic Search Ads (DSAs) are not only a lot better than they used to be, they can also perform extremely well when optimized properly.
Let’s take a look at how to run a successful DSA campaign.
What Are Dynamic Search Ads?
Think of DSAs as broad match for your landing pages. AdWords uses details from your landing pages to decide whether to enter an ad into the auction on a given search query. Assuming it judges the search query a good fit, it dynamically generates an appropriate headline and landing page to show.
Dynamic Search Ads, when optimized, can be a great way to push a stagnant e-commerce account into new territory without spending hours on keyword research. We’ve enjoyed an average lift in conversions for all of our clients that utilize them and recommend that you try them out. I’d be particularly interested to hear your experiences, good and bad with DSAs in the comments below!