I want to share with you my new strategy for running Dynamic Search Ads in Google Ads. In my Google Ads agency, we use Dynamic Search Ads on every single client account, and they've consistently delivered excellent results. Over the years, I've generated over $100 million in revenue for clients on Google Ads, and Dynamic Search Ads are always a part of that strategy.
You might be wondering, with all the buzz around Performance Max campaigns, whether it's still worth running separate Dynamic Search Ads campaigns.
The short answer is: absolutely yes.
Why Dynamic Search Ads Still Matter
Even though Google is recommending you "upgrade" your Dynamic Search Ads campaigns into Performance Max campaigns, I still strongly advise setting up separate Dynamic Search Ads campaigns—even if you're already running Performance Max.
The reason is simple. When you set up your own Dynamic Search Ads campaign, you can target specific parts of your website and write ad descriptions that are highly relevant to those sections. That's something you can't easily do with Performance Max. This level of control allows you to deliver more personalised and effective ads.
Dynamic Search Ads campaigns are always a part of our wider account strategy, even when running Performance Max.
Setting Up Dynamic Search Ads
Here's how I set up Dynamic Search Ads:
1. Create a Targeted Campaign
Select Your Objective: Choose either the 'Sales' or 'Leads' objective, depending on your goals.
Campaign Type: Set up a 'Search' campaign and input your website URL.
Naming: Name your campaign something like 'Search - DSA - Targeted'.
Bidding Strategy: Focus on 'Maximise Conversions' for leads or 'Maximise Conversion Value' for ecommerce, without setting a target CPA or ROAS.
Campaign Settings: Adjust locations, languages, and exclude the 'Display Network'.
2. Set Up Dynamic Ad Groups
Target Specific Categories: Instead of using Google's auto-recommended categories, create your own URL rules to target specific parts of your website.
One Ad Group per Category: For each category or product type on your site, create a separate ad group.
Custom Ad Descriptions: Write ad descriptions that highlight the benefits and unique selling points (USPs) of each category, ending with a call to action.
For example, if you have a category for 'Fragrance Oils', you would:
Name the ad group 'Fragrance Oils'.
Create a URL rule targeting pages that contain 'fragrance-oils' in the URL.
Write ad descriptions focusing on the benefits and features of your fragrance oils.
3. Create a Catch-All Campaign
Purpose: This campaign captures any pages on your site that might have been missed by your targeted campaign.
Setup: Create another Dynamic Search Ads campaign named 'Search - DSA - Catch All'.
Ad Group: Set up an ad group targeting 'All Web Pages'.
Generic Ad Copy: Use ad descriptions that are relevant to your entire business since this campaign will cover all remaining pages.
Fine-Tuning with Negative Keywords and Targets
To ensure your campaigns run efficiently:
Negative Keywords: Add all the keywords you're already targeting in your standard search campaigns as negative exact match keywords in both your targeted and catch-all Dynamic Search Ads campaigns. This prevents overlap and competition between your campaigns.
Negative Targets: In your catch-all campaign, add negative dynamic ad targets for all the categories you're already targeting in your targeted campaign. This ensures that the catch-all campaign only captures pages not covered elsewhere.
Bids, Budget, and Goals
Budget: Set a relatively low daily budget for your Dynamic Search Ads campaigns.
Bid Strategy: Stick with 'Maximise Conversions' or 'Maximise Conversion Value' without setting targets.
Objective: Use these campaigns as discovery tools to find new keyword ideas that you might not have thought of when building your standard search campaigns.
Weekly Optimisation
This setup only works if you actively monitor and optimise your campaigns weekly. Here's what I do:
1. Review Search Terms
Go to the 'Keywords' tab and select 'Search Terms' to see what users are searching for when your ads appear.
Sort the search terms by impressions or clicks to prioritise the most significant ones.
2. Analyse and Act
For each search term:
Is it Relevant? Decide whether the term is relevant to your business.
Performance Metrics: Check clicks, cost, conversions, and ROI.
Add as Keyword: If it's relevant and performing well, add it to your standard search campaigns.
Add as Negative: If it's irrelevant or underperforming, add it as a negative keyword to prevent your ads from showing for that term.
3. Keep It Organised
Use filters like 'Added/Excluded = None' to focus on new search terms each week.
Consistently repeat this process to continually refine your campaigns.
Remember, the goal is to transition high-performing search terms from your Dynamic Search Ads campaigns into your standard search campaigns, where you can have more control and potentially achieve better results.
Conclusion
Dynamic Search Ads remain a vital part of any effective Google Ads strategy. By setting them up thoughtfully and optimising them regularly, you can uncover new keyword opportunities that enhance your main search campaigns. Remember, the key is to actively manage these campaigns and incorporate your findings into your broader strategy.