What is Dynamic Search?

Dynamic search is different to any other campaign; Dynamic Search works by automatically showing your advert based on the content on your website therefore you do not need to use keywords. You may hear that Dynamic search campaigns are easy to maintain as the adverts headlines are atomically generated based on the pages on your site, but there is actually less chance of being successful as you should optimise this campaign the same way you do with any other campaign by looking at the data.

dynamic search iamge

Dynamic search has various advantages:

  • Dynamic Search enables you to gain additional search traffic which you might be missing in your current search campaigns
  • If you have a website with thousands of products or pages instead of creating keywords, dynamic search will do all of the hard work for you and show your site for the relevant terms according to your website’s content
  • If you have niche product sector and you are unsure what the popular searches there are for your products then using dynamic search will capture traffic via PPC and highlight what searches you should be bidding on. This could then lead you to add the given search terms into campaigns and ad groups to eventually pause dynamic search

 

On the other hand if you have tried Dynamic Search or are trying Dynamic Search and it is not giving you the results you wanted or are working towards; Why not? What learnings have you made? Did you follow a plan on refining down that traffic or did you just let it run?

There are a variety of targeting methods which you can use to ensure you are increasing the likelihood of the traffic to be relevant. Some of these are:

  • The targeting you are using, is it restricted enough to meet your goals? You can exclude pages that you do not want PPC traffic going to for example you might not want to take PPC traffic to your blog, help pages, privacy policy ect. You can target:
    • You can target by URLs, Page Titles, Categories, Page content
  • Knowing what search terms you are matching to is an important factor to understand what traffic you are reaching and bringing to your site. This can be done by using the search terms report. This report enables you to add in negatives as well as letting you add in keywords to other AdGroups. Google recommend using the same negative keyword list that you use in your other keyword campaigns.
  • Following on from adding in generic negatives you can also add your keywords in your campaigns as negative keywords to your Dynamic Search campaign. Adding these in against your dynamic search campaign will ensure you are not taking traffic from other campaigns or ad groups unnecessarily.
  • Dynamic Search campaigns are very different looking but you will want to follow the same optimisations rules and steps that you do for any normal keyword campaign. This could include looking at; ROI, conversion metrics, or clicks to determine what Dynamic Ad Targets are working (or not working)

 

To learn more about Digital Clarity and how we can add value to your PPC and account, contact a member of the Digital Clarity team.

Grace Bethell
Grace Bethell is a BA (hons) Advertising graduate from Southampton Solent University. She has specialised in Digital Marketing as well as being certified in Direct and Digital Marketing by the Institute of Direct Marketing (IDM). Grace wrote her thesis on Social Media, focusing on how brands engage through visual social media platforms. Grace works within the Inbound Search & Social team at Digital Clarity and manages accounts across a range of multi-disciplined verticals.