Dynamic Search Ads are now more effective than ever with Google introduces improvements on Tuesday including: page feeds, expanded ads and quality enhancements.
To give brands additional control over DSA campaigns to ensure only relevant products and services are shown to customers, Google is introducing a new solution called “Page feeds,” that consists of two columns: Page URLs and Custom Label.
Using this page feeds, advertisers can select the landing pages they want to include in auto targets, which will be use by Google to determine “when the ads will show, and where to direct customers to on your website.”
Additionally, custom labels can be applied in page feeds as well to keep ads organized.
Dynamic Search Ads (DSAs) will begin transitioning to expanded test ads over the April to be inline with Search and Display campaigns launched earlier this year. “Expanded text ads bring longer headlines and description lines to show more information about business to people before they click an ad.” So, while creating a new ad, “use the expanded description field to provide deeper messaging that focuses on what consumers care about,” writes Google.
Google also says it has continued to make quality updates for DSAs, such as taking location signals into account, and that the latest changes have led to better conversion rates and lower CPAs, on average.
Google says that ads are best when showed to most relevant to what people are searching for—citing an example, Google explains, “ads for baker in Palm Springs, should only show to people who are looking for baked goods in Palm Springs.”
That’s why, they’re are always improving the effectiveness of DSA campaigns, and that the latest updates have led to on average, “increase in conversion rate and a decrease in CPA,” Google said.