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Dynamic Search Ads: What They Are & Why You Need Them

November 4, 2016

In today’s tech-savvy world, performing a basic search of a business or product can bring an overwhelming number of results for a potential customer. More so, it can bump your business down the list of results, meaning it may never even be seen. So, how do you increase the chances of your online content being seen? Simply put, by using dynamic search ads. Much like a regular online ad campaign, dynamic ads alter which content, and how much of it, appears in a general search depending on what exactly has been entered as a search query. Let’s break it down a little.

 

 

What Is A Dynamic Search Ad?

 

A dynamic search ad automatically generates keywords within your ad based on the content of your landing pages. This type of customized, extended keyword search is most preferred for businesses with many products or those that have “content-rich” websites. Since it’s estimated that by 2020, 84% of customer to business relationships will be without any human contact, this statistic alone indicates that your web content and search engine optimization strategies need to be top notch.

 

Why Should You Used Them?

 

There are several reasons why using dynamic search ads can benefit both your business and your workload. To begin with, it’s a massive time saver. You will no longer have to map out your keywords, as most of the guess work is taken out of the equation and the keywords are automatically generated for you. Not only are there more keywords generated, but the keywords used are more specific and relevant to each of your landing pages and their content. For example, if you were running a travel website, things such as geographical locations and landmarks would be used as your automatic keywords. This allows for more search engine hits on more relevant content which in turn brings you more qualified leads.

 

Having more specific content found in searches can also help you to have more control over your campaign. How, you ask? Well, having a search result that is more specific can automatically draw your customers directly into sales, promotions and new products, giving you more control over what exactly is being seen by each potential customer instead of the searcher always landing on your homepage and having to find what they are looking for themselves. In a sense, it's a way of providing helpful customer service without having to physically be there to direct your customer to what is it they want to find in your store.

 

Not only do dynamic search ads capture more attention from customers, you’re also reaping the benefits of additional online traffic. Having more specific keywords and content pop up on a search means that more eyes are viewing it, and casual web surfers can be drawn in; A benefit that isn't always achieved in a regular search ad campaign. Especially in the case of social media, being seen more often in Facebook searches can grab the eye of the casual scroller. It’s estimated that “banner-blindness” affects up to 86% of online users and a mere 20% of all Facebook business posts generate any emotional response from potential viewers. With the added specificity of your content appearing in Facebook searches and on timelines, your chances hugely increase of giving the right message to right person, at the right time.

 

The key to creating a successful online ad campaign is simple. You don’t need more ads, you need better ads. So many generic ad banners can be blocked, ignored or even removed by some savvy web-surfers, enabling dynamic search ads for your business can be the easiest way to ensure your business gets the online traffic it needs to succeed. If you have any questions about online search advertising or would like us to review your current ad strategy and provide you with suggestions on how you could improve your conversion rates please give us a call at 705-252-4180. We're always here to answer your questions whether we are the ones managing your campaigns or not, because a second opinion can help your business succeed and your success is what we strive for.

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