So, machine learning in AdWords is great and definitely the future. But Dynamic Search Ads? Not so much, in my opinion.
In this column, I would like to talk about Dynamic Search Ads (DSAs), which are generally for people new to paid search, and I’ll share a handful of caveats.
When to use DSAs
Dynamic Search Ads are generally for beginners and are used in the following situations:
- If you have a very high-volume account, and your website is basically perfect in terms of SEO. (However, even if perfect, most SEO sites are far from optimal.)
- To pull in some new keyword ideas to a managed account.
- As a catch-all, or to sweep up extra traffic.
- For an Inventory Management Feed (IMF), where you don’t have the time and money to do this manually or use bespoke technology.
- If you are new to paid search or have absolutely no time to manage campaigns.
Outside of those situations, I can find little reason for using DSAs. I am sure Google will crack it one day, but that day is definitely not here yet.
Why DSAs fall down on the job
[Read the full article on Search Engine Land.]
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Daniel Gilbert is the MD at Brainlabs, the best PPC agency in the world (self-declared). He has started and invested in a number of big data and technology startups since leaving Google in 2010.
This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Daniel Gilbert
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