Google is making strides in the automated search campaign market, and one of its relatively new offerings is Dynamic Search Ads.
James has brought on his trusty traffic expert friend
Ilana Wechsler to share what she knows of this feature, and whether it’s something she herself uses and recommends.
They discuss exactly what a dynamic search ad is, and how it differs from the Performance Max campaign.
They talk about the best uses for the campaign.
And Ilana explains how things like a negative keyword finder can help users get the most out of dynamic ads.
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Table of contents
1.
A done-with-you traffic program
2.
Is the Dynamic Search Ad for you?
3.
Could you have just the net?
4.
The advantage of knowing
5.
PMax versus dynamic search
6.
A couple of starting tips
7.
The pros and the cons
A done-with-you traffic program
Ilana currently runs an agency that provides bespoke traffic services to clients. She also offers a "done-with-you" education program, where she uses her agency team to build campaigns for time-poor clients, hands over the accounts with campaigns built correctly, and teaches them how to run the campaigns with four one-on-one sessions.
The sessions aim to help clients understand how to run traffic by explaining the reasoning behind each step. Because, says Ilana, you can watch a course and say, Well, that makes sense for that particular account that we're looking at in this video. But how does that apply to me?
Download Useful Tips on Google's Dynamic Search Ad Campaign (and the PDF transcription)
Is the Dynamic Search Ad for you?
Now James would like to discuss the tools Ilana uses to help people, in particular a dynamic campaign he knows of that may be a good idea for some people. He understands Ilana has made a few discoveries regarding this.
Sure, says Ilana. Google's Dynamic Search Ad campaign is a type of search campaign that uses a website feed or select URLs to show ads based on the words on a particular page, rather than bidding on keywords.
Initially skeptical, Ilana was pleasantly surprised by the results of testing the campaign. It’s now one of the core campaigns she and her team roll out for clients.
So often, says Ilana, it’s only once you launch campaigns that you get a true sense of keyword variations and traffic volume. Traditional keyword research can be limited in its accuracy and usefulness, making the dynamic campaign a good alternative for keyword research, particularly for the 20% of Google searches that have never been searched for before, and particularly in expensive niches.
The dynamic campaign differs from fully automated campaigns like
Performance Max and is limited to text ads on google.com search.