How To

Creating Google Dynamic Search Ad Campaigns

With Google Dynamic Search Ads (DSA), when a relevant search occurs on a product that you sell on your website, an ad is dynamically generated with a headline that matches the search query. When that ad is clicked, since Google keeps a fresh index of your webpages, it will pull the most relevant product landing page for that search query and ad. All of this is done dynamically, at the point of the search, for Dynamic Search Ads.

Using DSAs will give your products greater exposure, without having to change anything about your existing paid search keyword campaigns. We recommend using DSAs to fill in any gaps you may have in keyword coverage, but be mindful of pages you do not want to be advertised for example, pages that contain the text "Out Of Stock". You can place Negative Webpage Targets to exclude those pages.

And by using ChannelAdvisor Digital Marketing to set up your Google Dynamic Search Ad campaigns, you can create your DSAs, and track cost and revenue on your webpage targets, easily.

 

Prerequisites


You should be familiar with the following topics before continuing:

 

Tasks to Complete


The instructions on this page are for setting up Dynamic Search Ads on Google. You will need to complete the following tasks:

 

How to Create a Dynamic Search Ad (DSA) Campaign on Google in Actionable Reporting

To create DSA Campaign on Google AdWords:

  1. In ChannelAdvisor, navigate to Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Campaigns Performance tab.
  3. Click New Campaign. (The New Campaign drop-down menu allows you to select a Provider; Google or Bing icons are clickable.)
  4. In the Campaign frame that appears:
    1. Type a name for the campaign.
    2. Select a status (Active will be selected by default).
    3. From the Network drop-down menu, select the desired Network Targeting option to have your keywords appear on Google's search and display partners.
    4. Select Budget & Bidding options:
      1. Enter the daily Budget for this campaign.
      2. Select your Bidding preference from the Manual CPC drop-down:
        • Select Focus on Clicks if you want to manually set bids yourself.
        • Select Focus on Page Location if you would like to apply a top-of-page or first-page bidding strategy to your campaign. You can also specify whether you would like to target the top of the first page of search results, or anywhere on the first page.
          • Top of first page – This setting allows you to choose whether you would like your bids to be automatically raised or lowered to match the estimated top of page bid, or to set the bids yourself but automatically have them adjusted so they are at least as high as the estimated top of page bid.
          • Anywhere on first page – This setting allows you to choose whether you would like your bids to be automatically raised or lowered to match the estimated first page bid, or to set the bids yourself but automatically adjust bids so they are at least as high as the estimated first page bid.
    5. Modify Language, if applicable.
    6. Dynamic Search Campaign Settings:
      1. Enable this setting for Dynamic Search Ad campaign.
      2. Enter your website domain.
      3. Select the Language of your website.
    7. Bid Adjustments allow you to opportunity to manage your Mobile bid adjustments:
      1. Enter the percentage amount for the Mobile bid adjustment.
      2. Allow ChannelAdvisor to monitor mobile bids and performance by selecting Manage my mobile bid adjustment for me, then enter the percentage amount for Mobile ERS Goal.
    8. Select Scheduling & Rotation options:
      1. Select End Date.
      2. Select Ad Rotation. (Select Optimize For Conversions to show better performing ads more often to searchers. Rotate Evenly is suggested if you are A/B testing.)
    9. For Locations Targeting:
      1. United States will default. To add/exclude by Country, State, DMA, or, City, search for the location in the Search To Add Locations search box, you would like to target and click Add or Exclude.
      2. Bid Adjustments may be set at each location target, by hovering over the “--” click to edit then enter your Increase by / Decrease by adjustment.
    10. Click Save. Your new campaign will be listed in the Campaigns Library view of Actionable Reporting .

 

How to Add & Track New Dynamic Search Ads

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Ads tab.
  3. Click New Ad.
  4. The New Ad dialog box appears.
    1. Select the status (Active is selected by default).
    2. Under Provider Details, select:
      1. Ad Type: Select Dynamic Search Ad (for Google only)
      2. Campaign Name.
      3. Ad Group Name.
    3. Under Ad Text, enter the Ad Group Creative, including:
      1. Headline: <Dynamically Generated>
      2. Display URL: 35 character limit.
      3. Description: Google - 35 character limit.
      4. Description (Line 2): 35 character limit.
      5. Destination URL: <Dynamically Selected Landing Page>
      6. Under Options, select the Device Preference of All or Mobile.
  5. Click Save.

 

How to Complete Your Dynamic Search Ad Campaign

To complete your DSA campaign set up, you will need to set up your webpage targets in the Google AdWords user interface. Follow Google's instructions here .

ChannelAdvisor will sync and track the webpage targets that you create in AdWords, and begin to show performance in our new Webpage Target tab in Actionable Reporting . ( Digital Marketing > Marketing Management > Webpage Target Performance (or Library))

With Google Dynamic Search Ads (DSA), when a relevant search occurs on a product that you sell on your website, an ad is dynamically generated with a headline that matches the search query. When that ad is clicked, since Google keeps a fresh index of your webpages, it will pull the most relevant product landing page for that search query and ad. All of this is done dynamically, at the point of the search, for Dynamic Search Ads.

Using DSAs will give your products greater exposure, without having to change anything about your existing paid search keyword campaigns. We recommend using DSAs to fill in any gaps you may have in keyword coverage, but be mindful of pages you do not want to be advertised for example, pages that contain the text "Out Of Stock". You can place Negative Webpage Targets to exclude those pages.

And by using ChannelAdvisor Digital Marketing to set up your Google Dynamic Search Ad campaigns, you can create your DSAs, and track cost and revenue on your webpage targets, easily.

 

Prerequisites


You should be familiar with the following topics before continuing:

 

Tasks to Complete


The instructions on this page are for setting up Dynamic Search Ads on Google. You will need to complete the following tasks:

 

How to Create a Dynamic Search Ad (DSA) Campaign on Google in Actionable Reporting

To create DSA Campaign on Google AdWords:

  1. In ChannelAdvisor, navigate to Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Campaigns Performance tab.
  3. Click New Campaign. (The New Campaign drop-down menu allows you to select a Provider; Google or Bing icons are clickable.)
  4. In the Campaign frame that appears:
    1. Type a name for the campaign.
    2. Select a status (Active will be selected by default).
    3. From the Network drop-down menu, select the desired Network Targeting option to have your keywords appear on Google's search and display partners.
    4. Select Budget & Bidding options:
      1. Enter the daily Budget for this campaign.
      2. Select your Bidding preference from the Manual CPC drop-down:
        • Select Focus on Clicks if you want to manually set bids yourself.
        • Select Focus on Page Location if you would like to apply a top-of-page or first-page bidding strategy to your campaign. You can also specify whether you would like to target the top of the first page of search results, or anywhere on the first page.
          • Top of first page – This setting allows you to choose whether you would like your bids to be automatically raised or lowered to match the estimated top of page bid, or to set the bids yourself but automatically have them adjusted so they are at least as high as the estimated top of page bid.
          • Anywhere on first page – This setting allows you to choose whether you would like your bids to be automatically raised or lowered to match the estimated first page bid, or to set the bids yourself but automatically adjust bids so they are at least as high as the estimated first page bid.
    5. Modify Language, if applicable.
    6. Dynamic Search Campaign Settings:
      1. Enable this setting for Dynamic Search Ad campaign.
      2. Enter your website domain.
      3. Select the Language of your website.
    7. Bid Adjustments allow you to opportunity to manage your Mobile bid adjustments:
      1. Enter the percentage amount for the Mobile bid adjustment.
      2. Allow ChannelAdvisor to monitor mobile bids and performance by selecting Manage my mobile bid adjustment for me, then enter the percentage amount for Mobile ERS Goal.
    8. Select Scheduling & Rotation options:
      1. Select End Date.
      2. Select Ad Rotation. (Select Optimize For Conversions to show better performing ads more often to searchers. Rotate Evenly is suggested if you are A/B testing.)
    9. For Locations Targeting:
      1. United States will default. To add/exclude by Country, State, DMA, or, City, search for the location in the Search To Add Locations search box, you would like to target and click Add or Exclude.
      2. Bid Adjustments may be set at each location target, by hovering over the “--” click to edit then enter your Increase by / Decrease by adjustment.
    10. Click Save. Your new campaign will be listed in the Campaigns Library view of Actionable Reporting .

 

How to Add & Track New Dynamic Search Ads

  1. In ChannelAdvisor, select Digital Marketing > Marketing Management > Actionable Reporting.
  2. Select the Ads tab.
  3. Click New Ad.
  4. The New Ad dialog box appears.
    1. Select the status (Active is selected by default).
    2. Under Provider Details, select:
      1. Ad Type: Select Dynamic Search Ad (for Google only)
      2. Campaign Name.
      3. Ad Group Name.
    3. Under Ad Text, enter the Ad Group Creative, including:
      1. Headline: <Dynamically Generated>
      2. Display URL: 35 character limit.
      3. Description: Google - 35 character limit.
      4. Description (Line 2): 35 character limit.
      5. Destination URL: <Dynamically Selected Landing Page>
      6. Under Options, select the Device Preference of All or Mobile.
  5. Click Save.

 

How to Complete Your Dynamic Search Ad Campaign

To complete your DSA campaign set up, you will need to set up your webpage targets in the Google AdWords user interface. Follow Google's instructions here .

ChannelAdvisor will sync and track the webpage targets that you create in AdWords, and begin to show performance in our new Webpage Target tab in Actionable Reporting . ( Digital Marketing > Marketing Management > Webpage Target Performance (or Library))

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