Today I'm going to tell you about one innovative new digital marketing ad format and that is dynamic
search ads
the way that this works is Google matches queries so normal search queries to content on your website and then based off of that they're able to serve the correct advertising what happens next is when somebody searching for a product or service around what you offer on your website Google is going to serve an ad from your website and then direct users back to your site.
so really the end goal is to fill any gaps for Google that they might have missed for advertising and for keyword selection with this new kind of content - keyword mapping.
Google creates the headline
so one of the biggest differences with dynamic search ads is you actually don't get a chance to create the headline Google creates the headline for you so what they'll do is will actually pull text from your site and use that to create the headline for the dynamic search ads.
so for example, if you're a pizza company and somebody searches for gluten-free pizza then Google is actually going to return a headline for that for the advertisement that has something like best gluten-free pizza in it.
now that can cause an issue because you might not want Google to make up a headline for you and if they're making up headlines it might not be what you would have wanted to write so that's something that you kind of have to have to think about it like an assumed issue that could come up with these dynamic search ads.
you know the biggest benefit to dynamic search ads is that it fills that gap in inventory between keywords and the content on the site so it really takes care of that and it really creates more inventory for Google and also can be great for advertisers for a variety of reasons and some of those reasons I'll run through right now.
Time Saver.
it saves you the time you no longer have to map specific keywords the dynamic search ads will kind of just be up and running and take care of that for you.
Frequent automatic updates.
its frequent there's gonna be automatic updates made to these ads based off of what the person searched for.
they're really really relevant because it matches the products to the queries so these ads are always going to be on target.
Control your campaign
so you can decide whether or not you want to show dynamic search ads for everything inside of a category a specific product page or the entire website so that's nice that it gives you some control.
you no longer have to choose a display URL instead with dynamic search ads they're just going to use
your main domain as the final destination URL so that saves you a little bit of time.
so when do you use dynamic search ads well they're actually not that great for all websites there actually meant for large brands that have content-rich websites.
so it's really kind of more for that sector than for others so if you've got plenty of landing pages you're a huge e-commerce website you've got a lot of different pages out there dynamic search ads are probably going to be a pretty good option for you.
that's it for dynamic search ads get out there give it a try it's a great way to advertise and something that's pretty cool new and innovative and might even save you some time.
