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
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