Dynamic Search Ads (DSA) solve different tasks, from discovering new keywords to advertising topics that are difficult to moderate. In this case study, we’ll tell you about how we used DSA to drive additional traffic (which is also less expensive) and solved the task of covering different work directions for the international education agency.
Targeting for Dynamic Search Ads (DSA) works not by keywords, like in regular search ad campaigns, but by website’s content. The system scans the content on the website’s pages and shows the ads according to users’ relevant search queries.
You can pick one of three types of targeting when you set up such campaign:
If you decide to target by website’s index, you’ll have to pick one of three available types of targeting for the ads group.
After you finish setting up the targeting, you’ll have to create an ad. The system picks a headline and a landing page automatically, based on a user’s search query. All we have to do is to add a description and the add-ons for this ad.
Now let’s move on to the case study.
Project: International education.
Level of competition: high.
Geotargeting: Ukraine (selected regions).
Time period: six months (November 2018 - April 2019).
Niche specifics: this is a highly competitive niche with expensive CPC that affects the CPA. Furthermore, the client’s website includes a lot of educational institutions (names of the schools, colleges, and universities) that are hard to work with in standard search ad campaigns as most of the keywords were marked as 'Low Search Volume.'
We had three goals:
Our strategy: the rates for our DSA campaign were six-time lower than the ones for the search ads to avoid competing with regular search ad campaigns and to get lower CPC.
When we analyze the results of our campaigns for six months, we can see that:
2. CPC in DSA campaign is 77% lower than in search one, and CPA is 69% lower (the numbers were altered to preserve the percentage ratio).
DSA campaign included both broad search queries with low CPC and narrow ones containing the names of the colleges and universities that weren’t displayed in search ad campaigns because they were marked as ‘Low Search Volume.’
At the same time, the system redirected the users to relevant pages of the website for most of the search queries. This means that this website is filled with high-quality, well-structured content, and the system was able to identify the target traffic, while the proper website structure allowed to redirect the users to relevant pages.
As you can see, DSA helped us to drive additional traffic and conversion at lower CPC.
Here’s what we recommend to those who want to start working with DSA:
Setting up a DSA campaign doesn’t require a lot of time. Despite that, such a campaign has to be constantly monitored and analyzed after its launch. However, if you combine it with standard search ads, you’ll soon see that it’s worth the effort.