Unlocking Hidden Insights: Using Dynamic Search Ads as a Research Tool in Google Ads
People often see Dynamic Search Ads (DSAs) as a set-it-and-forget-it feature of Google Ads, but when used strategically, they can serve as an invaluable research tool. Beyond driving traffic and conversions, DSAs can help uncover hidden opportunities in your keyword and ad copy strategies. Their insights can ripple across marketing channels, including print, social media, and beyond. Here’s how to use Dynamic Search Ads to harvest valuable keywords, refine your strategies, and inform decision-making across your campaigns.
What Are Dynamic Search Ads (DSAs)?
Dynamic Search Ads automatically match search queries to pages on your website based on Google’s understanding of your content. Instead of relying on a predefined list of keywords, DSAs dynamically generate headlines and match them to relevant pages on your site.
While this automation can seem daunting, it’s a goldmine for gathering data, especially if you’re running campaigns in competitive industries or need insights into how Google and potential customers perceive your website.
How DSAs Help Harvest Keywords and Negative Keywords
Identifying New Keywords
One of the most powerful benefits of DSAs is their ability to identify valuable keywords that may not currently exist in your campaigns. By analyzing search query reports generated by DSAs, you can pinpoint:
- High-Converting Keywords: These are terms you weren't actively bidding on but are driving conversions or traffic.
- Long-Tail Keywords: DSAs are excellent for uncovering precise searches that might not have occurred to you but resonate with your audience.
Identifying Negative Keywords
Not all traffic is good traffic, and DSAs make it easy to see which search queries are triggering your ads but failing to convert. Use this information to refine your campaign by:
- Adding irrelevant terms as negative keywords across campaigns to save your budget.
- Blocking brand terms at the campaign level to keep the focus on non-branded traffic, especially if you already have a separate branded campaign.
Using DSAs as a Research Tool Across Channels
DSAs aren't just about optimizing your paid search campaigns. The findings from your DSA search query reports can have far-reaching implications across your marketing strategy. Here's how you can use them:
Gaps in Keyword and Ad Copy Strategies
- Uncover Content Gaps: If DSAs reveal queries that align with products or services you offer but aren't targeting, this highlights gaps in your current keyword strategy.
- Refine Ad Copy: Analyze the automatically generated DSA headlines to see what language resonates with your audience. Is Google emphasizing benefits or features? Are specific phrases outperforming others? Use these insights to optimize your manually-created ads.
Inspiration for Extensions
The search query data from DSAs can inform new ideas for ad extensions, such as:
- Sitelinks: Highlight pages or services that match frequent queries.
- Callouts: Emphasize value propositions or unique selling points derived from the language used in customer searches.
- Structured Snippets: Showcase product categories or offerings relevant to recurring themes in the queries..
Informing Decisions Beyond Paid Search
- Cross-Channel Marketing: If DSAs reveal keywords or phrases that resonate with your audience, incorporate those insights into social media ad copy, email campaigns, or organic SEO efforts.
- Print and Offline Advertising: DSAs can inspire language for traditional advertising materials. If specific themes or terms repeatedly resonate with online searchers, you can adapt them for brochures, direct mail, or billboards.
Bidding Strategies to Keep CPCs Low
One of the best parts about using DSAs for research is that you don't need to break the bank to gather valuable insights. To keep costs low:
Start with Manual CPC or Maximize Clicks
Use these strategies to test the waters before moving to more advanced bidding methods.
Set a Conservative Budget
Use a small portion of your budget for DSA campaigns to minimize financial risk.
Focus on Specific Pages
Limit DSAs to high-performing categories or high-value product pages instead of targeting your entire site.
Best Practices for Running DSA Campaigns
To ensure your DSA campaigns generate actionable insights and remain cost-effective:
Block Brand Terms
Add your brand name and variations as negative keywords at the campaign level. This small addition prevents DSAs from cannibalizing branded search campaigns.
Optimize Landing Pages
DSAs rely on the relevance of your landing pages, so ensure your site is well-organized, with clear product descriptions and logical structure.
Review Query Reports Weekly
Regularly analyze the performance of triggered queries to identify trends and refine your DSA campaigns and other efforts.
Why DSAs Are a Low-Cost Research Powerhouse
Dynamic Search Ads offer an inexpensive way to gather insights into customer behavior, search trends, and how Google interprets your website. By analyzing the search query reports, you can:
Uncover new keywords and negative keywords.
Identify gaps in your keyword strategy.
Refine ad copy across campaigns and channels.
Gain insights that inform broader marketing strategies.
Whether optimizing your paid search campaigns or brainstorming creative ideas for your next print ad, DSAs can help bridge the gap between what you think customers want and what they’re searching for. It’s a phenomenal social listening tool when used correctly. Start experimenting with DSAs today, and let your search query reports do the talking.
