DSA with PPC Bee, but on steroids!
Are your product names complicated? Is it difficult to create keywords for them? Do you need to expand your reach? Do you lack a good data source or does your data source contain insufficient information? Do you avoid using automatically generated keywords? Would you like to bid on a specific product and have a greater control over optimization due to a better reporting by being able to know what exactly you bid on?
Dynamic Search Ads, or DSA for short, are automated advertisements in Google Ads which allow you to easily target all pages on your website. Basically, Google goes through all your web pages and then syncs with the searched terms that are closely related to the content of your website. The headline and landing page are dynamically generated to correspond with the term being searched. Simply put — DSA enable you to advertise the entire domain, requiring you to create only a few descriptions for your ad texts. Google Ads will automatically generate keywords, ad text headlines, and relevance all by itself. Although you have to give up a little bit of your control over the things Google chooses to “crunch” from your website, you’ll be able to acquire the necessary search traffic with a relatively low effort and more certainty than if you just added many broad-match keywords to your account.
Or you might not have to give up control after all, right? ;)
Recently, Google Ads introduced the option of targeting dynamic ads using a feed (page source), i.e. the option to upload and use a CSV file containing the list of URLs of the web pages you want to target, and your own labels which will help you target ads within the web pages’ feed and adjust the price offer with regards to individual labels.
In order to optimize DSA campaigns, you create ad groups depending on the type of website (for example “white electronics”, “mobile phones”, etc.) which then can be optimized by changing the bid.
However, you can’t optimize your ad groups on a single-page level (URL) without expending a lot of time and energy in your capacity as a PPC specialist. This was the moment when we decided to just roid DSA out and allow you to work with it through PPC Bee.
How does setting up your DSA with PPC Bee work?
You can upload any data feed to PPC Bee (all you need is a list of URLs; if you add other information you’ll be able to use them for ad texts). Once your feed is uploaded, create a campaign, link it to your Google Ads account, and turn DSA on.
Then you need to enter the domain of your webpage, and the page’s language (very important!). You can also add labels or a suffix to the name of the campaign and ad group (this will be used for campaign and group titles in the advertising system).
Once the changes have been saved, you can go directly to the ad text generator.
The only thing you need to do now is to enter the title and an ad text description.
For each targeted product, PPC Bee will create one ad group containing ad texts of that particular product. This ad group will be of the DSA type, targeting only that product’s web page. This allows Google Ads to generate keywords and ad headlines for you.
But that’s not all! Another improvement is brought to you by the concurrent use of Ad Customizers: through Ad Customizers, you can upload the price, special offers, and other information about the product directly to Google Ads so that a change in price shows in your DSA campaign ads as well. Just go to the Google Ads campaign settings and turn Ad Customizers on.
Comparison with search campaigns
Compared to DSA, search campaigns generated by PPC Bee, among others, have one huge advantage — you can optimize them and change their setting completely. Apart from that, DSA campaigns are favorable due to their price/performance ratio — you’ll get a lot of bang for a fraction of your time. If there’s an active keyword in your search campaign (i.e. not set to low search volume, for example), it has a higher priority than DSA. Keywords in search campaigns are always displayed first, even if their bid is lower than that of keywords suggested by Google for DSA campaigns. Search campaigns are pretty accurate, but DSA can draw customers based on keywords you would never think of (or that couldn’t have been generated).
DSA help fill in the gaps left open by your other campaigns. Search campaigns and DSA form a well-functioning couple. And if we’re talking about DSA set up with PPC Bee, then we’re talking about a symbiotic relationship that will definitely show in the growth charts of your sales. Combining DSA with Target ROAS can yield a truly powerful, yet simple connection.
Recently, we announced this piece of DSA news at a meeting with our clients. We’d be interested to know whether we managed to fulfill your expectations or not, and if the new function helps with your work. As always, we’re all ear at firstname.lastname@example.org.
Acknowledgement for working with us on the preparation, implementation, testing, and for providing us with feedback goes mainly to Martin Zítek from Heureka.cz. Google’s Dalibor Klíč also contributed some useful revisions to this blogspot. Thank you!