DSAs are similar to traditional text campaigns, but differ in one big way: by foregoing keywords and instead using your actual website, or a product feed for your business. Google then matches users’ queries to the type of product on your site or feed and shows a dynamically generated, tailored ad. The campaign still shows in the search results on Google and are hard to distinguish from regular text ads. These types of ads are a great way to show dynamic content to interested search users.
How are DSA campaigns different than traditional campaigns? Dynamic ad copy headlines
Keywords are not the only difference between a DSA campaign and a regular text ad campaign. The ad headline that is shown when a DSA appears on the search engine results page is dynamically created from Google. The information that populates a DSA headline is pulled directly from the site or feed. Advertisers still need to write a description line for the ad, but that is the only thing that can be adjusted. As you can imagine, having a specific and tailored headline that is about the actual product searched is a search best practice, and is something that DSA can help you achieve.
Here’s one of Nikon’s dynamic ads to demonstrate: updateskey
Bidding
- Just like a text campaign, DSA campaigns are priced on a cost-per-click (CPC) basis. Cost is determined by the number of times your ad is clicked multiplied by the maximum CPC you are willing to pay. Unlike regular text campaigns, you do not apply bids to individual keywords since DSA does not use keywords. Instead, you will need to apply bids to the auto-target level. Auto-targets are essentially the list of different pages on your site that you can target. Simply set bids for each auto-target, and you will then show in the results based on your ad rank.
