Solving for X: Dynamic Search Ads, Google, & the New Keyword Strategy

dynamic search ads google

As consumers shop more on their phones, ad spend for DSAs and Google Shopping have followed suit. If retailers provide as much relevant information as possible on landing pages, both these tools will perform better, effectively serving as proxies for keyword campaigns.

Google Continues to Do Us a Solid

The tech giant’s push towards improving search results has opened a door for retailers and marketers to capitalize on with smarter targeting and efficient paid search strategies. We’ve seen that shoppers purchase more on their phones and that they’re identifying specific traits, products, and questions in each step of the purchasing funnel. While keywords have long been the foundation of success for paid search campaigns, there’s room for creativity and ingenuity that steers away from the laborious keyword strategy that’s long been required in retail.

Here’s where Google’s muscle comes in: between Dynamic Search Ad campaigns (DSAs) and Google Shopping ads, Google offers retailers the chance to spend less time building out keyword strategies, since these two offerings address the goals a marketer would ordinarily have with keywords. Their automation and machine learning capabilities provide you with the chance to supplement your keyword strategy with ads that intelligently connect users searching for your product with the pages and content best suited to their needs. As a result, Google has your on-page content do more of the heavy-lifting, while an effective paid search strategy will unlock the potential of DSAs and Google Shopping campaigns to improve ROAS.

The result? With these two elements working together, savvy retailers and marketers can shift time away from creating ads and keyword packets to focus on other components of their strategy. Supplementing these with negative keywords, for example, is a sound approach to optimizing who finds your products and ensures the results they see are relevant. When you’re given the chance to deploy a strategy that takes less time and allows your ads to appear for products for which there’s no existing keyword setup (depending on your DSA campaign settings), it’s a fantastic move to refocus your marketing priorities without compromising your overall strategy.  

Here’s How You Can Solve for X

Review How DSAs See Your Site or Pages

You can filter to see how DSAs contribute to your site’s search presence by doing the following:.

  • Navigate to Google Ads
  • Click the ‘Ads’ tab
  • Filter the report to include only dynamic ad groups
  • Click the ‘+Attribute’ or metric arrow
  • Click ‘Ad Group Type’
  • Clear the other ad group checkboxes and then Apply Filters
  • Click a dynamic ad group name to open up the ad group

If you’re having any issues with any of the steps, be sure to read Google’s directions at the bottom of the page.

These terms provide insight into how Google is reading your website content and marketing it. The advantage of DSAs help you stay competitive for new queries, which means the time you would’ve spent researching and building keywords can instead be used for on-page content contextualization.

The Benefits of On-Page Context Conceptualization

When your product pages deliver as much pertinent information for users as possible, DSAs and Google Shopping ads will perform a better job of targeting users seeking your exact products or services. In today’s search climate, common questions about your products should be answered on your site, whether it’s an FAQ page or detailed product description. Answering the ‘how’ and ‘why’ of your products help deliver the answers that users are looking for. Most notably, this information helps Google place the proper ads in front of better-targeted shoppers.

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