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How to get the maximum benefits from setting up a dynamic Google search ad

Explore the way to get the maximum benefits from setting up a dynamic Google search ad.

Why is it important:

Dynamic Google Search Ads are a powerful way to advertise your business online. They take the guesswork out of ad creation and tailor ads to match the content on your website and the search theme of the user. Ads are dynamically generated based on the keywords, phrases, and topics users search for. This helps you attract more customers and increases clicks on your ads.

Compared to traditional search ads, dynamic search ads have a few advantages: they require less time and effort to create; they appear more frequently since they are tailored for each visitor’s search query; and they provide information that resonates with potential customers and gives them an immediate connection to your business. With dynamic search ads, you can stay ahead of changing trends in customer searches and ensure that your ad is always up-to-date with the latest terms consumers use.

Things required before you start:

  • You should have an existing personal Google account with the necessary login information (email address, password).
  • You need to have an already set Google Ads account, and if you haven’t done it yet, then follow our guide to do so.
  • You should have set up conversion tracking for your Google ads account, and if you haven’t yet, then follow our guide to do so.
  • You have existing and active campaigns running on your Google Ads account for quite some time. If you haven’t launched your first Google ad yet, then follow our guide to do so.

Steps to get the maximum benefits from setting up a dynamic Google search ad

 

Step 1: Go to the Google Ads website.

And click on the Sign In button at the top right corner of the screen.

You need to be logged in to your Google account associated with the ads account you are trying to access to be able to successfully log in in the next step.

accessing the google ads website for creating a dynamic search ad

Note: If you have multiple Google ads accounts already set on your Google account, then you will see the following screen after you click on “Sign In” and click on the Google ads account that you want to log into.

selecting the correct google ads account

If you have only one Google ads account associated with your Google profile, you will be automatically logged into the account after you click on “Sign In” in Step -1.

Step 2: Once you have logged into your Google Ads account, click on the link “Campaigns” on the left menu panel of the screen.

Explore the campaigns segment

Important Note: If you are not able to find the necessary links or buttons (as shown here) at the top/left menu of your Google Ads account, then you might have been, by default, switched to the new design of your Google Ads account. Though the new design looks good but since it’s still in the experimental phase, the UI might get complicated or erroneous, so we will recommend that for the time being you can simply switch back to the more stable older version.

To do so, please go to the option “Appearance” at the top menu, and from the dropdown, click on “Use previous design”.

Switching back to the old UI of Google ads account

Step 3: Once you are on the Campaign screen, click on the “+” button, and then from the dropdown menu click on the option “New Campaign”.

Creating a new campaign New campaign creation

Step 4: On the next screen, you will need to select the objective of your campaign as “Sales”, as we are targeting through more curated ad copies.

Sales based objective selection

Step 5: Your already set conversions on the ad account will be displayed, and they will be automatically associated with the new campaign.

You need to click on the “Continue” button at the bottom right corner of the screen to proceed.

Verifying the conversion goals

Step 6: From the Campaign Type options, select “Search” by clicking on it.

Selecting the type of campaign

Step 7: As the next windows open up, provide the necessary details like website URL and a meaningful name of the campaign and then click on “Continue” to proceed.

Destination setup for campaign

Step 8: On the next screen, you can decide on whether you want to keep the bidding option set to “conversions” (which is set as default, as you have conversions set up on your ad account) or you want to be bidding based on the “clicks” on the target landing page.

Since we are setting the search ad campaign for a sales objective, we will set the bidding to “conversions”.

Bidding selection

You have the option to set the maximum cost per action limit also, but during the early days, you might not have a proper idea about the correct CPA bid as you have no prior ad data to analyse. At a later stage of your Google ads journey, when you are sure about the perfect limit for the CPA, you can use this option.

Click on the “Next” button to continue.

Step 9: On the next screen, for the first option of “Network”, make sure to uncheck the option of “Display Networks”.

Display networks tend to provide unsatisfactory results in terms of search ads, and they chip off a chunk of your budget without giving any return, so it is advised to uncheck the option before you continue.

Search networks, on the other hand, in terms of search ads, can provide a good boost to your results, as they are still focused on user’s search terms though maybe on websites other than Google.

Unselection of display network

Step 10: Scroll down to set the Locations and corresponding data for the Google ads.

  1. By default, the ads campaign location is set to “All countries and territories”, but you want to specifically target the countries from where you expect your main target audience. For that, click on the “Enter another location” radio button.
  2. Start typing the desired country names in the search box and click on the correct ones from the search list that is displayed in the dropdown. The ones selected will be displayed above the search box.
  3. Important: Always ensure to click on the “Location options” link to expand the lower half of the menu. Here, you must select the option “People in or regularly in your target locations”.

Failure to set that will deplete your budget on unwanted audiences who are actually not from your target location.

Campaign audience location details

Step 11: In the next segment, you can target your audience based on the desired language of communication.

audience language settings

Step 12: Scroll down and click on the “More settings” option.

more settings option

Here, you can use the options according to your requirements especially if you want to set an End date to the campaign (not preferred as you can pause any campaign at any time) or alter any ad schedule, etc.

Step 13: Click on the segment called “Dynamic Search Ads Setting” under the More Settings tab and then fill in your website URL.

Website for the dynamic ads

Icon Description automatically generated

Once done, click on the “Next” button.

Step 14:

Before we proceed further, let’s explain in brief the structure of your Google ad campaign and the 3 main elements involved in it, i.e., Campaign, Ad Group, and Ad:

A Campaign is the top-level object used in Google Ads and houses all the different ad groups. It allows you to define the overall budget you want to spend on your campaigns, along with other settings such as location targeting, language targeting, network targeting, and more.

An Ad Group is associated with a single campaign, and it’s responsible for organizing related ads together. Every ad group has its own budget, which can be used to keep track of spending on individual keywords or products or keyword themes, etc. Ad groups can also target different audiences with different messaging by using unique sets of keywords or custom offers, etc.

Finally, an Ad (or “Advertisement”) is created within an ad group, and it’s what actually appears on search results pages when a user searches for one of the keywords related to or matching those on your keyword list. It consists of a headline, description lines, display URL (which doesn’t need to match the landing page), final URL (which does need to match where you land visitors), and various other options such as Sitelinks extensions, etc..

Now, on this step, we are creating our first Dynamic Ad group for the campaign. Use this screen to provide a meaningful name to the Ad Group you are creating.

setting up the dynamic ad

Now you have 3 options for choosing the category of keywords that will trigger your dynamic search ads:

  1. Google will show you a list of categories that your website has related keywords for. You can select the relevant one to have a customized category-based Dynamic Ad Group for each one.
  2. You can use the “Specific webpages” option to give the list of landing pages that you want the Dynamic Adgroup to target and use the keywords from those pages to trigger the dynamic ad. This can be used if you have very few pages and your website is not yet categorized under related keywords.
  3. You can use the “All webpages” option if you want to trigger this ad for keywords on the whole website. This is not recommended as the description provided for the ad might not align properly with the keywords selected from the whole website all the time and might lead to a lack of clicks.

Click on the first option, and from the categories displayed for your website, select the relevant one for this ad group.

Step 15: Now, you have to set the individual dynamic ads.

As mentioned earlier, dynamic ads are defined by the customizations Google performs in displaying the ads to the relevant user and driving higher conversion. From that perspective, the ad headlines are dynamically generated based on the user’s search keywords and your website content.

You only have to provide the description part of the dynamic search ad.

The description part of a search ad is where you can convey additional information about your product or service that may not have fit in the headline. You want to give readers enough detail so they know what they’re getting but avoid overcrowding with too many words. Use persuasive language to explain why they should choose your offering over others. Keep the description to no more than 90 characters.

For dynamic search ads, since the Ad Groups are based on categories, you need to provide relevant descriptions about the product or service those dynamic ads will link to.

Providing the descriptions for the ad copy

Once completed, click on “Done” to proceed.

Step 16: Once the ad is saved, it will appear in the following format. Then click on the “Next” button to proceed.

Dynamic ad preview

Step 17: On the next screen, you can set up additional assets for your dynamic ad.

Press the “+New Sitelink” link to proceed.

Adding sitelinks

On the next screen, fill out the necessary details for the Sitelinks and then click on the Save button.

  • Provide a Sitelink text, which will be the main text heading that will define the sitelink purpose.
  • Provide two 35-character texts to describe the sitelink.
  • Provide the final URL of the sitelink.

Campaign level sitelinks

Once done, you will see on the next screen the sitelink will be auto-selected to be added to the ad.

Sitelink preview

Site 18: Now you can also set other assets to the dynamic ad as per your need from the available list:

Adding other assets

Once done, click on the “Next” button to proceed.

Step 19: Now, on the next screen, you must fix your ad’s daily budget.

Google will give you a few set options from their end, but you need to click on the radio button “Set custom budget” and, in the text box, fill up the daily budget you want to set for your ad.

As you alter the budget, you will see how the expected results displayed below the budget change, too. Set the budget according to the estimates and your desired result.

You might ignore the warning given as Google showcases the minimum budget based on the large-scale performance of the ad. It is just a warning, but you can set the ad based on the estimates and desired results.

Providing the daily budget for the dynamic ads

Once done, click on the “Next” button to continue.

Step 20: On the next screen, verify the details of your ad and then click on the “Publish Campaign” button.

Preview of the dynamic ad campaign

Your ad will be in the “In-review” phase first. Once the Google review is complete, you will see the ad status changes to “Bid strategy learning”, which is the initial learning phase of the ad, and once it is completed, you will have some recommendations and analysis to look into.

You can change the ad at that time to ensure you get the optimum result.

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