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What Are Google Dynamic Search Ads?

What is a Dynamic Ad and how does it work?

Dynamic Ads are a really brilliant way to capture unique traffic and searches, these searches can potentially lead to expansion opportunities for your brand. Dynamic Ads really help fill in the gaps where other search campaigns might not. They change automatically to ensure they adapt promotions and content specific to each individual user. By doing this, it allows each user to be exposed to the most creative and effective content that is tailored to what they are specifically looking for.

The content of your website will determine what is shown in the dynamic ad. Google will crawl your website and then match search terms that are in relation to the content of your site. Beyond this, the landing page and the headline are generated to match with the search term.

Dynamic Ads are a great way to customise promotions that match the unique preferences and needs of each user. Marketers no longer need to present the same banners across all of their advertising networks. Instead, they are able to create ads based on the behavioural data of users. These things include browsing history, product affinities, location and more.

As part of a company’s Retargeting campaigns, they are able to incorporate the use of Dynamic Ads to achieve maximum results. These ads can retarget users with personalised information on products or services they have already displayed an interest in.

It is a well-known fact that relevant, targeted content and advertisements that are personalised, generated significantly more conversions than any other generic marketing campaign. Users are more likely to engage with content and ads that are tailored to their needs and goals. In comparison to more generic marketing ads, personalised dynamic ads can have up to ten times higher click through rate.

Dynamic Advertising begins simply when a potential customer starts a search on a product of their interest, this is also the same for key words and phrases. Once an individual begins to make selections on different features such as price preference, size and colour, this triggers the advert to begin the personalising process and it will adjust accordingly depending on the user’s behaviours. When a customer then clicks on to your ad, it will direct them to the most relevant page of your website to receive more information.

Examples of Dynamic Ads

Car Dealers – Car Dealer ads will change automatically to showcase the most relevant models’ dependant on the weather each day. For example, it might show a convertible car when the sun is shining or an SUV when its cold and snowing.

Clothing Brands – Online clothing brand stores can update their ads dependant on the season and the themes within that. For example, the ad might update to display a summer dress that can be worn for particular music festivals happening in that month.

Travel and Leisure – The ad will update according to the users search criteria such as location and travel dates. The company might showcase last minute offers and availability.

Benefits of Dynamic Ads

Spend Decrease and Campaign ROI increase – The use of personalised Dynamic Ads as part of advertising campaigns for any business can increase overall engagement levels and also lead to higher marketing ROI. The more targeted and specific the ad for an individual, the more likely they are to click and make a purchase.

Regular Updates – Once the Dynamic Ad is created and in motion, Google will continuously crawl your site to ensure it is up to date with any changes made to your content. Any additions to content means that Google can automatically update the ad so you don’t have to do it manually. This is extremely beneficial as it saves time and means you can trust your ad to be constantly up to date with relevant information for users. With Google automatically crawling your page to update information and improve the ad, this will ensure only the most relevant leads are drawn to your website.

Loyalty Improvement – Providing a more personalised touch to your offering will increase customer loyalty and brand awareness. This will contribute to higher purchase intent and brand preference. Consumers will be able to tell when an ad is generic and not relevant to them, it is important not to waste a first impression with a potential customer.

Maximum Relevance – Incorporating Dynamic Ads into your campaign will save money in the long run. Rather than generating ads to approach the masses, the ad is carefully designed around the specific needs of each user, avoiding anything they don’t want to see.

No Time Wasting  – Dynamic Ads are extremely beneficial when it comes to saving your business time. It can become increasingly tricky to deliver creative and continuous marketing campaigns if you are busy juggling so many different ones.

Campaigns can require a lot of work and continuous attention to detail when it comes to conducting keyword research and creating landing pages for several ads. Dynamic search ads take away the need for constant working. You don’t have to conduct key word research or create any landing pages with ad text because Google does all of this on your behalf.

With Google on board doing a lot of the work for you, this then allows you more time to concentrate on other marketing campaigns. Dynamic Ads free up the time for businesses to market faster to new people rather than having to do all the work yourself.

Target Control – Google dynamic search ads give you complete control over your ads and who you are targeting. It provides the ability to show ads based on your entire website, any specific pages or any select categories. It allows you to target these pages and different categories based on keywords on a page, text within the URL and titles.

Another benefit is that this prevents you from showing any products that may be temporarily unavailable or permanently out of stock. This means that there is no chance to discourage any of your audience and potentially leave them feeling frustrated with your business. It wouldn’t be beneficial to direct users to product that they can’t purchase for your budget either.

Overall, this will result in more conversions for your business. The utilisation of dynamic ads ensures that your audience gets directed only to products that are available and in stock to purchase or pre-order.

When Not to Use Dynamic Ads

  • Although Google will regularly crawl your website to capture recently updated content to display in your ad, it is not advisable to use a dynamic ad if your website has constant, quick changes and updates in information. As previously mentioned, you don’t want to deter any users from your website or cause them frustration because your ad information is not correct. If your website is regularly updated with daily deals for example, Google may not have chance to capture this new information every day therefore, your ad will not be entirely correct.
  • There are certain websites that are not compatible with running dynamic search ad campaigns. Some sites and their content are restricted by Google so you won’t be able to run them. Certain industries such as adult and gambling fall into these categories.
  • Dynamic Ads will work best with websites that contain plenty of well optimized pages with lots of content and keywords. This will allow Google to clearly identify themes on the pages of the site. If you have a website that doesn’t comply with this format e.g. your pages are mostly filled with images or users need to sign in to access the content, then dynamic ads won’t work well.

Dynamic Advertising offers great opportunities to online marketing. In a world where everything is heading towards extremely specific and relevant advertising for users, all campaigns need to make use of the data that is available to them in order to produce campaigns that convert users to making a purchase.

Done properly, implementing a dynamic ad campaign into your marketing plan can really boost trust with customers and drive more and more people to your website through your carefully created ads.

Dynamic display advertising is a concept that will continue to grow as the world evolves. The concept works by targeting users in real time depending on their interests and preferences.

This works because it avoids trying to reach out to the masses with the same old message. As we continue to improve and develop alongside the devices we use such as smartphones and tablets, we will see the changes in dynamic ads also. They are fit for change and can update as quickly as the world does, becoming more impressive and convenient for customers and companies to utilise.

We have complete solutions to ensure we can help your brand with all of it’s digital display advertising needs. Contact Fluid Ads today to discover where and how we can add value to your business.

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