Google recently introduced some great changes to Dynamic Search Ads, allowing for improved quality, easier control and an opportunity to take up even more space within the ads at the top of the page.
Change 1: Page Feeds
Page Feed is a spreadsheet that gives you greater control over your ads. You can choose which pages on your site are used to create dynamic ads by specifying the URLs and setting the campaign to ‘Use URLs from my page feed only’. This ensures that you control which ads are being created dynamically. You can download the spreadsheet here.
To make sure that Google finds new products, URLs for new products can be added into your feed and setting your campaign to ‘use URLs from both Google’s Index of my website and my page feed’.
Finally, campaigns can be managed via the feed. By giving each URL a Custom Label, you’re able to segment URLs and give them different bids in order to make them competitive. Multiple labels can be used by separating them with a semicolon (;).
Change 2: Expanded Ads
The Expanded Ad format came earlier in the year for regular ads and everyone has been eagerly awaiting their arrival for dynamic ads. The expanded ads will be slowly rolled out from April 2017 and the Headline, Display URL and Final URL will all be dynamically selected. The ads have an expanded description field so they take up more space on the page.
Change 3: Quality Enhancements
The final change for DSA is slightly less clear than the first two. Google have said that the focus is location-based targeting with an example of ‘if you are baker in Palm Springs, your ads should only show to people looking for baked goods in Palm Springs’. This is likely to improve conversion rate and decrease the CPA because the ads will be much more targeted and relevant.