• About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
  • About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
December 17, 2014

Taking Another Look At DSA Campaigns

Posted by Allan McMahon

So you’ve built out thousands, maybe even millions, of keywords in your PPC campaigns but your client still wants to expand the scale of the account, but you’re thinking… WHAT ELSE DO I DO?! First take a deep breath, and then consider taking another look at Google dynamic search ad (DSA) campaigns.

DSA Blog Pic1

DSA campaigns match search queries to your site based on the content, and because Google crawls the site you don’t have to come up with or maintain keyword lists for every product on your site. They also auto-populate parts of the ad for you. How great is this?!

I was always skeptical of dynamic insertion anything and just recently started using DSA campaigns for one of my clients, and I have already seen an 8% incremental lift in conversions week over week. I have also seen an increase in conversion rates by becoming more granular and sending people to more specific landing pages, without having to build out ads and keywords for almost a thousand URLs. This type of large scale expansion with DSA has become possible because Google recently added a bulk function in Adwords Editor. It allows you upload the dynamic targeting ads in bulk.

So fast forward to Adwords Editor and you can start setting up fancy DSA the same as any other search network campaigns, ad groups, and ad extensions. What makes them different are the targeting and the ads.

Earlier I mentioned how DSA campaigns populate part of the ad for you, and by that I mean they populate the headline and landing URL. Let’s start with the other parts.  In an excel sheet fill out the description line 1, description line 2, the display URL, and the dynamic landing URL. Then upload them by adding/ updating multiple dynamic search ads. The dynamic landing URL depends on which pages of your site you let Google land them (they will pick the most relevant of the options you set up).

DSA Blog Pic 2

Uploading the targeting is the same process as the ads, but what is dynamic search targeting? Google can either crawl the entire site or there are four parameters you can set up and the google will match similar content of your site to relevant queries. Which group you use depends on the structure of your site.

DSA Blog Pic 3

You can go back and see what queries the DSA campaigns are matching to by looking in the search term details on the keyword tab in Adwords.

So now you should be ready to scale the account quickly and easier than traditional keyword builds, but don’t worry I won’t tell your clients if you don’t tell mine.

Previous
Next

Latest White Papers

  • Shifting Plans for 2020 & Beyond
  • Game On: How Brands Can Log Into A Diverse Multi-Billion Dollar Industry
  • What CCPA Means For Brands
  • How Google is Improving Consumer Data Privacy
  • Ways to Prepare for the Cookieless Future
  • See all White Papers

Featured Posts

  • Ad Age Names PMG #1 Best Place to Work in 2021
  • Hindsight 2020 & Looking Ahead to 2021
  • Preparing for Streaming’s Growth & The Future of TV Buying
  • MediaPost Names PMG Independent Agency of the Year
  • PMG Client Portfolio Trends During Amazon Prime Day 2020

Categories

  • Consumer Insights
  • Content
  • Creative Design
  • Data Analytics
  • Development
  • Digital TV & Video
  • Ecommerce
  • Industry News
  • Local
  • Mobile
  • Paid Search
  • PMG Culture
  • Programmatic & Display
  • SEO
  • Social Media
  • Structured Data
Fort Worth

2845 West 7th Street
Fort Worth, TX 76107

Dallas

3102 Oak Lawn Avenue
Suite 650
Dallas, TX 75219

Austin

823 Congress Avenue
Suite 800
Austin, TX 78701

London

33 Broadwick Street
London
W1F 0DQ

New York

120 East 23rd Street
New York, NY 10010

Get in touch

(817) 420 9970
info@pmg.com

Subscribe to the PMG Newsletter
© 2021 PMG Worldwide, LLC, All Rights Reserved
  • Contact
  • Privacy Policy
 Tweet
 Share
 Tweet
 Share
 Tweet
 Share
 LinkedIn
We and our partners use cookies to personalize content, analyze traffic, and deliver ads. By using our website, you agree to the use of cookies as described in our Cookie Policy.