Capitalize on volume and long tail in Q4 with Dynamic Search Ads

In ecommerce, there’s always a scramble to capitalize on the volume that is out there for the holidays.

Author
Date published
October 24, 2016 Categories

In ecommerce, there’s always a scramble to capitalize on the volume that is out there for the holidays.

You’re doing additional builds, optimizing Google Shopping efforts, and using social in multiple ways to get in front of additional audiences. In the midst of all the madness, don’t forget about using dynamic search ads (DSAs) to pick up on the long tail queries users may be typing in relevant to your product/service.

Before we dive into targeting, tips, and tricks, a quick refresher: DSAs are a campaign targeting type for which Google essentially crawls your site, matches ads in real time to shoppers, and directs them to the landing page most relevant to their query.

DSAs allow you to cast a wide (yet relevant) net to find additional queries that you may not be bidding on. Essentially, DSAs should be used more as a query mining tool to help you expand on your keyword build-outs – but they should NOT replace campaigns altogether.

Now, what is the ideal way to set up DSA targeting? Here are the three available types:

  1. Recommended Targeting: With this option, you give Google your budget and it essentially ‘runs with it,’ determining which audiences to show your ad to and using mostly some sort of algorithmed intuition to match users to your site.
  2. All Webpages: This allows Google to use all of your pages to crawl. This is the go-big strategy; start there and then negate things as you see fit according to performance. Use this only if the majority of your site is conversion-friendly.
  3. Specific Webpages: With this option, you choose specific parts of your site for Google to crawl. This is the lowest-risk strategy and ensures you can direct users to highly relevant ads and pages.

Now that we’ve covered your options, some tips to keep in mind:

Overall, if you are looking for a smart way to pick up on long tail keywords that you may not be covering otherwise, set aside some budget to test DSAs and ensure you are making the most of Q4 traffic!

Exit mobile version