Driving Leads with Dynamic Search Ads

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Digital advertising has evolved significantly, offering new opportunities for advertisers to drive leads and maximize their ROI. In this blog post, we will explore a powerful strategy that can help digital advertisers supercharge their campaigns: Dynamic Search Ads (DSAs).

By harnessing the potential of DSAs, you can reach a broader audience, increase visibility, and generate more high-quality leads. Let’s delve into the details and discover how to leverage these approaches effectively.

NET NEW KEYWORD SEARCHES

First, let’s look at some stats. According to Google’s most recent statistics, up to 15% of daily searches are “net new.” At this scale of ever-increasing searches (as well as non-net new, long-tail queries), it’s both difficult and ineffective to attempt to build out all discoverable keyword variants. 

But there’s good reason to want to capture a lot of this traffic: While long tail keywords can be perceived as low volume, the average person typing them into the search engine is closer to making a purchase.

CAPTURING LONG TAIL KEYWORDS WITH DYNAMIC SEARCH ADS (DSAs)

As you may know, broad match keyword targeting is an efficient way of managing long tail query traffic, especially now that “True Broad” is more effective than ever when combined with Smart Bidding. However, this is just one tactic—one that is best suited for directing traffic to specific landing pages (say, a page dedicated to a broad category or service offering).

But what about cases where you have not one page but a wide variety of pages with content that share a particular theme that can potentially serve as landing pages? This is where Dynamic Search Ads come in. 

DSAs, are a great way to achieve broad site coverage and capture long-tail traffic specific to some of your content. This is where you can define Dynamic Ad Targets based on your site taxonomy, from which Google identifies queries that align with your service or product and serves ads against them, which is particularly helpful as an efficient way to build out a long tail approach.

Among the several ways Dynamic Ad Targets can be defined (including URL and Category rules), a feed-based approach offers a unique and flexible way to manage DSAs. Few advertisers use this approach, and even fewer realize that this tactic can also be used to drive leads.

SITEMAP-BASED DSA: A FEED-BASED APPROACH FOR LEAD GEN

Let’s take it a step further. Say you’re a SaaS advertiser for a project management tool and have a frequently updated blog that offers valuable insights to professionals about relevant topics and positions your brand as a thought leader in the space. 

This is a great way to showcase your company’s expertise and position your software to become synonymous with project management among professionals in the industry. Here, DSAs might be a helpful tactic in promoting that content through search engine marketing since you have a number of pages covering specific topics that you want to drive traffic to.

This can be achieved through typical DSA targets defined by category or URL rules, but as you accrue performance data, you may want to prioritize outperforming posts within a given topic over others. With an approach we call Sitemap-Based DSAs, we use your sitemap, content and (if robust) your blog to create a custom label feed to help serve up ads to long-tail queries and bring users to relevant pages.

This approach requires careful curation. Keeping high-volume queries separated by negating them helps to manage distinct budgets and ensure an efficient approach to extending your reach through paid search.

We leverage our Deep Search™ platform to intelligently group and aggregate your site taxonomy and bid the program effectively by setting a series of prioritized targets based on the expected value we’ve seen them deliver.

Conclusion

The time to embrace the power of Sitemap-Based Dynamic Search Ads is now. 

By embracing the power of Sitemap-Based Dynamic Search Ads, you can tap into a world of untapped opportunities. Supercharge your lead generation efforts, expand your reach, and solidify your position as a leader in your industry. 

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Are you looking to implement DSAs into your marketing strategy to drive the leads that your business needs? Reach out to us today, and let’s make your advertising dreams a reality.

Wilson Addison

Wilson Addison is a Sales & Onboarding Engineer at Adlucent. He enjoys getting into the weeds of digital marketing tactics to help advertisers understand new areas of opportunity in their advertising programs and ways to break through performance plateaus. Non-professionally, he is a musician and likes to spend time enjoying the outdoors in the Pacific Northwest.