Dynamic Search Ads (DSA) help you reach people who are searching for your products and services—without the need for you to actively manage keywords or ads. Today we’re introducing three improvements to DSA: page feeds, expanded ads and quality enhancements.
Control the products you advertise
Page feeds give you additional control over your DSA campaigns to ensure only relevant products and services are shown to your customers. Simply provide us with a feed of what you want to promote and select the landing pages that you want to include in your auto targets. We’ll use this information to determine when your ads will show, and where to direct your customers to on your website.
You can also apply custom labels in your page feeds to keep your ads organized. For example, create a label called “Holiday Promotion” and apply it to a group of products to easily activate and pause all ads within that promotion at the same time. Mark out of stock products with an “Unavailable” label to prevent driving traffic to them.
Hot Pepper Beauty, one of Japan’s top salon booking services, uses page feeds and has reduced its time spent managing DSA campaigns by 90%:
“DSA with page feeds helps us expand our audience reach and dramatically reduces operational overhead while maintaining targeting control at the URL level.” – Tomoyuki Ishii, Manager of Digital Marketing at Recruit Lifestyle Co., Ltd.
Booking.com, the world leader in booking accommodations online, has also experienced positive results with page feeds:
“DSA Page Feeds has provided us with better ad performance through more relevant ads and allows us to reach more potential customers.” – Richard Gradwell, Director Marketing PPC Innovation at Booking.com
Expand your Dynamic Search Ads
Earlier this year, Search and Display campaigns fully transitioned to expanded text ads. Over the next month, we’re rolling out support within DSA campaigns for this expanded format. Longer headlines and description lines allow you to show more information about your business before people click your ad. When you create a new ad, use the expanded description field to provide deeper messaging that focuses on what consumers care about.
Show more relevant ads
It’s important that your ads only show when they’re most relevant to what people are searching for. For example, if you’re a baker in Palm Springs, your ads should only show to people who are looking for baked goods in Palm Springs. That’s why we’re always improving the effectiveness of our DSA campaigns. With our latest updates, advertisers are seeing on average an increase in conversion rate and a decrease in CPA.
Posted by Walter Vulej, Product Manager, AdWords