Google has has recently updated its Dynamic Search Ads, introducing increased controls over targeting options and providing more data in reports. One of the aims of this update is to make it easier for those who are just getting started with Dynamic Search Ads, allowing them to fill in the gaps in their keywords campaigns and get a higher ROI. Dynamic search ads have the potential to bring in a lot of traffic to your website which can convert to customers and sales for you. At Search Creative we are passionate about supporting you in creating Google Ads campaigns that deliver, so here is our guide to understanding the recent updates to how Dynamic Search Ads work so that you can get the most out of your advertising strategy.
Google’s new updates have made it possible for advertisers to run Dynamic Search Ads exclusively on landing pages from standard ad groups. You can do this by selecting the ‘landing pages from your standard ad groups’ option from the list of available categories. Doing this basically means that all landing pages that are being used with text ads will be targeted. Using dynamic search ads is especially useful for those who are new to dynamic search ads, as a way to kick-start their campaigns. Google has suggested this route for beginners with the possibility of branching out to other means of targeting as their skills and experience develop over time.
Landing page data will now be recorded under dynamic ads targets in the search terms report, allowing advertisers to access and analyse this data. This makes it easy to discover which are your top performing pages and use this knowledge to boost how you target them for increased traffic and ROI. Another way to use this data is to assess which pages you exclude from Dynamic Search ads, a good example being a page for an out of stock product – traffic to that page will not benefit you. You can add this page as a negative target allowing you to redirect traffic to more rewarding pages instead.
Another new feature which can benefit advertisers is the ‘URL is’ function. It allows you to add exact URLs to the dynamic ad targets. Once you’ve identified your top performing pages, we’d recommend that you use the ‘URL is’ feature as a way to set up dynamic search ads for these pages quickly and simply. You’ll be able to bring in more traffic with little effort – always a positive!
So there you have it, an explanation to Google’s latest updates on Dynamic Search ads. You can integrate these new features to establish more control and better data analysis to improve your advertising strategy.