Google Makes The Case For DSAs But Is Expanded Text Ads and Page Feeds Enough?

After publishing a post last month on the Inside Adwords blog claiming that Dynamic Search Ads are now more effective than ever, Google decided to support their post in their latest Elevensees discussing the benefits of using DSA campaigns.

Google has been developing it’s ‘Keyword-less campaign’ a lot lately with support for Expanded Text Ads and Page Feeds recently added. It claims using DSAs along with an automated bidding model can help to increase CTR, lower CPCs, CPA and help to identify new traffic avenues. There’s even a list of success case studies such as Virgin Experience Days who (Google claims) saw a 701% increase in revenue and a 34% increase in Return on investment by using Dynamic Search Ad campaigns. Here is a summary of Google’s case for using DSA campaigns:

The Case For DSAs

It’s very difficult to target all relevant search queries properly with a DSA campaign – Google claims 16% of searches are new every day which (according to Google) constitutes to 750,000,000 new searches. With so many new searches, creating an effective keyword, ad copy and landing page strategy for all your normal searches as well as the relevant new searches is a very challenging task! I’m often finding a number of obscure long tail searches coming through my broader keywords that require splitting out and allocating their own ad copy and landing page but what about the new relevant search themes that I’ve missed out?

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DSAs Use Expanded Text Ads Now – Now that DSAs support Expanded Text Ads, a Dynamic Search Ad is very difficult to differentiate between a non DSA campaign ad. In the below example, a search for ‘hotel in kilarney great location’ produced an ad with the headlines containing all the relevant terms searched for as well as a relevant landing page. It comes as no surprise then that Google claims it’s DSA campaigns increase CTR when they’re able to tailor the message for each search term. I’d have liked to have seen a few more examples to see what Google’s system does with the path fields.

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A Response To Some Common Concerns – Google responded to a number of common concerns that people have regarding DSA campaigns. The two most commons ones that I’ve heard are the fact that marketers don’t want to give up control and they feel that the DSA campaign will compete with their existing keywords. Well, Google wants you to know that you don’t need to be concerned about these issues any more. Whether you’re convinced by this is up to you.

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Are you Convinced?

So should we all be switching our campaigns over to DSAs and hand over more control to Google use a smarter campaign type? I’ve used DSAs on a number of accounts over the years (with varying levels of success) to supplement my normal campaigns and to ‘mop up’ any traffic that I may have missed. I also used it as a means to find new queries and avenues to target (even though Google recommends not to do this).  I’ve noticed that Google’s query matching seems to be improving as the terms it matches my ads on for DSA (and even Shopping) campaigns have improved over the years. I’m finding less irrelevant traffic compared to what I used to find when I look through my search query reports now, which shows Google’s system is becoming more intelligent. The introduction of Page Feeds and the recent success stories means DSA campaigns are definitely worth taking a second look at if you haven’t done so already.

I’m going to be running Page Feeds and will report back to you in a few weeks time so stay tuned!





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