If you have an e-commerce site with thousands of products changing regularly, it's a chore to be constantly creating new keywords, new ad groups and new ads inside your AdWords account. They let you show ads to excellent prospects who might be searching for items you sell on your site even if you don't have a corresponding keyword for them in your account. Why should you set up a DSA? Let's say you've just started selling wrought-iron fire pits on your e-commerce site but you don't have the keywords for them yet in your AdWords account. Here's how to set up a DSA: Create a new campaign. One of the options you'll see is to create a DSA campaign. You'll need at least one ad group to hold your DSAs, and one is typically enough if you're just starting out. (You can add these new keywords as negatives in your DSA campaign, which forces that keyword traffic over to new campaigns in your account. Call-only campaigns These allow you to create search ads where Google shows your phone number rather than a headline. So a small number of ad groups with more keywords in each one -- generating more impressions per ad group -- will work better for call-only campaigns.
The following excerpt is from Perry Marshall, Mike Rhodes and Bryan Todd’s book Ultimate Guide to Google AdWords. Buy it now from Amazon | Barnes & Noble | iTunes | IndieBound
Let’s explore two advanced Google AdWords campaign types: Dynamic Search Ads and Call-Only campaigns. Give these two campaign types a try. They’ll let you squeeze even more from your AdWords account.
Dynamic search ads (DSAS)
Dynamic search ads are magical keys to reaching your customers. And the best part? Using them is easy once you master the setup.
What Are DSAs?
Google knows it’s hard to keep your campaigns perfectly in sync with your website. If you have an e-commerce site with thousands of products changing regularly, it’s a chore to be constantly creating new keywords, new ad groups and new ads inside your AdWords account. DSAs were created to fill this gap. They let you show ads to excellent prospects who might be searching for items you sell on your site even if you don’t have a corresponding keyword for them in your account.
Why should you set up a DSA?
As long as you set a low cost-per-click, dynamic search ads typically have a decent CPA and provide additional relevant traffic. They’re also great for research as you get to uncover new search terms that people are using to find your site. (You can use this intelligence after the fact to add new keywords to your account.)
Let’s say you’ve just started selling wrought-iron fire pits on your e-commerce site but you don’t have the keywords for them yet in your AdWords account. A new prospect — we’ll call her Kim — is currently online searching for this by name. Kim types it in verbatim: “wrought iron fire pits.” If you have a DSA campaign set up, you’re in luck: Google instantly recognizes that you sell these but don’t yet have keywords for the purpose. Thankfully, you don’t miss a beat with Kim –…
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