3 Ways to Level Up Google Ads with Vincent Beima

THREE KEYS TO LEVEL UP YOUR DYNAMIC SEARCH ADS [GOOGLE ADS]

Every day, 16% of all searches are completely new to Google

Welcome to the power of Dynamic Search ads (DSA).

DSA is a tool to give you additional insights into your audience’s research.

Especially if you have a solid link structure and SEO.

It will help you fetch search terms you wouldn’t have thought of.

Here are the three keys to get the most out of them:

1. EXCLUDE YOUR BRAND KEYWORDS

This is one of the easiest quick wins. Big agencies are often guilty of making DSA campaigns look better than they actually are because they don’t exclude brand traffic.

You always want to funnel traffic to the right campaigns. That means that if someone through dynamic search uses a brand keyword, this needs to be excluded so it will be directed to your brand campaign.

BENEFITS:

Your brand ads have more click real estate

Your brand ads are the most relevant for branded intent and therefor your click through rate will be higher

A complete overview of your brand growth over time without skewed data

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2. LEVERAGE REMARKETING FOR SEARCH ADS (RLSA) FOR SIMILAR AUDIENCES

You likely already know how to leverage your retargeting audiences for search. Give bid adjustment to audiences that have interacted with you before.

But here’s the kicker > Google automatically creates similar audiences to the audiences you have created.

Meaning, you are able to use similar audiences in your RLSA who HAVE NOT interacted with you before but have a similar behaviour.

So by using this you’re narrowing your cold DSA traffic to a more select and closer related audience.

These RLSA audiences are one of the best performing in our clients’ accounts.

Here are some of the best performing audiences.

Similar to:

Last 1 day

Last 7 days

Last 14 days

Last 30 days

Last 60 days

Last 90 days

ATC

Converters

New users

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3. SET UP A SCRIPT TO EXCLUDE CURRENT KEYWORDS

Essential when you use DSA is to make sure you’re not cannibalising your other keyword campaigns.

If you have a thorough set-up with adgroups based on intent, those ads should be most relevant to that audience.

Don’t let your Dynamic search ads F up that quality score and relevancy.

So obviously you want to exclude everything that you have to make sure it’s not combatting your current performance.

But that would be very time consuming.

Luckily there are scripts!

One of the scripts we use (see comments) which helps you combine your keywords into a list and exclude it from your DSA campaigns.

Follow instructions on the page to implement.

Happy converting