Feed-Based DSAs: Ads Generated Specifically for Your Customers
Dynamic Search Ads (DSAs) are a program from Google, which allow you to show ads for your site without setting up keywords, landing pages, or complete ad text. For DSAs, Google decides which queries and keywords your ad will show against, based on the content of your website. The structure of a DSA can be based on 2-3 pieces:
Feed-Based DSAs are a step up from standard DSA targets auto-generated based on a search engine’s organic search index of your site. The default, auto-generated approach often groups together thousands of pages. In this retailer example, a target bid of $2.75 would apply to all 320+ “Mens Shorts” pages. With Feed-Based DSAs, advertisers gain more granular control of bidding and coverage.
How Can We Help You? Feed-based DSA targets + Adlucent Deep Search™ Technology
Feed-based DSA targets allow for coverage at scale combined with granular management; coupled with Deep Search, they become a powerful tool for surfacing your most valuable pages. We work with you and your feed to establish meaningful page groupings and taxonomy. Then, we set up back-end, dynamic product segment mapping that updates with your feed. This gives us:
Significantly more control over DSA targets
More granular bidding & optimizations
Ability to bid-tier targets similarly to PLA
Want to learn more about DSAs and the success we’ve seen with them? Let’s dive into more detail below!
In our experience, a significant percentage, as much as 40 to 50%, of non-brand search activity is against lower-volume, long-tail queries. Consumers are search savvy. They may not know the manufacturer of a product or be familiar with a new brand, but they can describe the results they seek. And, to that end, we need human creativity paired with data.
Google’s algorithm has access to more data. Allowing it to predict and optimize for modern search behavior than any human can accomplish.
The mindset has changed from “manual management is the default, DSA to cover the gaps” to “DSA is the default, manual management is used to maximize where the opportunity exists.”
We believe practical execution continues to require a focused, hand-managed campaign for your high volume keywords. Such a structure allows for fine control of keywords and common search queries that demonstrate sufficient search volume to allow for more meaningful and “wholesale” optimization of your website. But, for efficient scale, it’s necessary to combine these campaigns with automated approaches like DSA to reach prospects and continue growing your business. That is where Adlucent can help!
How do we refresh our non-brand strategy and drive more traffic to our new products and pages?
Worked with client merchandising and marketing teams to establish valuable product groupings
Created dynamic feed sub-segments to enable more granular DSA bidding and efficiently provide coverage for new products in the feed
Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.