Google Introduces Expanded Dynamic Search Ads

About a year ago Google rolled out expanded texts ads. It was less of a question of if, but rather when, Google would bring this function to dynamic ads. Well, the time has finally arrived and let us tell you – it is a lifesaver!

Dynamic Search Ads (DSAs) have always been a great tool to tailor advertisements directly to your site, as well as to a user’s search query. For those of you who may not be familiar with the platform, DSAs are used in paid search campaigns and allow Google to dynamically crawl a website to create custom advertisements for a related search query. For the most part, we really put the job of copywriting into Google’s hands. While you do have the ability to select specific keywords to target, most just use the dynamically generated targeting. You simply select terms that Google has found on your website and assign them to relevant ad groups. Easy as that…sort of.

Out With The Old & In With The New

Every digital marketer has battled to fit every value proposition, feature and call to action in the confines of a text ad. Give us two lines of 30 characters? Forget it. That was the big issue with DSAs—too much to say, with not enough space. Google heard the complaints and responded. Now, there is one large text box with 80 characters (*cheers ensue*). This gives writers the ability to create effective, yet succinct ad copy, perfect for grabbing the attention of potential customers.

Similarly, URL paths are now 100% dynamically generated. Previously, Google would allow you to replace your homepage URL with 35 characters of text, but now Google will generate a simplified destination URL (ex: “website.com/product/item”). This feature allows for a window to the website and allows consumers to understand exactly what the site has to offer. Marketers save money by eliminating irrelevant clicks and users know exactly what they are going to see… win-win.

Another pitfall of DSAs has been the blind trust that we have been forced to put on the abilities of Google Site Crawler’s targeting. There is no definitive way of telling exactly what search query will trigger each landing page. Let’s say that Robert from Dallas is in the market for a new car and searches “new Mitsubishi Outlander.” Clearly, an Outlander-related page would be ideal. A page about the New York City location? Not so much. Thankfully, that seems to be an issue of the past, as now you can upload a page feed that signals preferred landing pages to Google. Taking out all the guesswork, you have more control of where Google should (and more importantly should not) direct users!

While relatively simple, these two main updates will make a world of difference for digital aficionados. Personally, we love them for many of our clients that have constantly changing inventories and offerings, such as automotive and eCommerce clients with seasonal campaigns.

Having trouble implementing effective DSAs to your marketing strategy? Drop us a line and we are here to help!