Google AdWords recently announced its latest version of Dynamic Search Ads (DSA). In the latest episode of Industry Spotlight, we discuss what this new ad format consists of and how paid search specialists can use it to optimise their campaigns. Subscribe to our YouTube channel for more videos like this…
See below for the full video transcription.
Chris: So, this week AdWords has announced that they’re launching its latest version of Dynamic Search Ads, DSA known by most advertisers. So, this is actually in beta at the moment. It’s not been rolled out across all advertisers globally. It’s a little bit different than previously announced DSA campaigns. The old DSA campaigns usually used the domain’s URL and content on site to generate an ad dynamically and they’re kind of moving away from that a little bit. And what they’re offering advertisers to do know is not generate dynamic ads that are going to be out of their control but allow advertisers to put multiple descriptions and headlines in and then AdWords will optimize that to deliver the best ad copy for that landing page experience.
Jamie: So, is that based on the page that their ads are getting situated on? They’ll pick the headlines? Does it copy? Is it AI basically?
Chris: Yeah, it’s AI but as opposed to where the old DSA campaigns you would put a static headline in and then it dynamically generates a description for you based on the copy that was on that landing page. What this is allowing you to do is put I think up to three headlines into the copy. So, you’re going to get more real estate and you’re going to specify up to 15 variations of headlines for AdWords to choose from those variations as one ad. If you can imagine, if you’re trying to create all those different variations in one ad group it’ll take you forever to do it and the testing to get the best result out of all those different variations would take a different…
Jamie: Does the reporting account for showing you which headline was chosen for your returns?
Chris: Yes. So, it’ll give you the report and it will basically mix and match all the headlines and descriptions to formulate the best ad creative.
Jamie: That’s good.
Lee: Automated AB testing.
Chris: Yeah. It’s pretty much.
Jamie: Cool. I like it. Although it’s a lot more copy to write, isn’t it?
Chris: It’s a lot of copy to write up front but all you have to do is, if you can be bothered to write up to 15 descriptions. You’re comparing and contrasting 15 different ad creatives in one ad group and you don’t have to roll them out account wide. You can do a control test for it to figure out which ones are going to be the best headlines and descriptions. I think it’s good that they’re moving away from the original DSA campaigns because they’re a bit risky using them because you’d be relying on the content from the webpage to generate the ad and what you find that doing is, if you looked into the search query report, you’d find that it would just be a load of irrelevant terms to generate your ad. So, you have to be really, really careful with your exclusion list and your negative keyword list there whereas this is a little bit different. You’re still developing your ads in the same old way, you’re just generating a load of different combinations for AdWords to go away and figure out which is going to deliver the best results. So, it’s a massive timesaver, I guess. I’ll be pretty excited to use it when it gets rolled out.