• DSA – our best practices in the past 1.5 year

DSA – our best practices in the past 1.5 year

As you know, in Google Ads advertising there may be many products with low search volume keywords. It means that the keywords are being searched little and therefore Google does not allow them into the advertising. That is why it is not possible to advertise such products in a common way. Or maybe it could be after all?

Year and a half ago, when we were launching our DSA product campaigns via BlueWinston.com, only few PPC specialists did know that these campaigns can be automatized and easily created from common XML product feed.

What are our best practices and what do we recommend you to follow?

Product DSA campaigns – what is it and when to use them?

Dynamic search ads (DSA) are campaigns dependent on the content of subpage on the e-shop and Google decides itself when to display the ads based on what the users are searching. It is worth to have a good description of the product.

Product DSA campaigns are being used mainly for products that cannot be advertised in a regular way, for they contain low search volume keywords. We are speaking of various fashion products, accessories, or little-known products.

There are not keywords being created in the DSA campaigns, but search terms. Also, it is not possible to add keywords to the DSA campaigns. In DSA campaigns, there are ad groups, and each successively acquires search terms to work with later.

Setting options for product DSA campaigns

To create a product DSA campaign suffices common XML product feed. You choose categories, campaign targeting (DSA domain language, country, languages). Afterwards, you can create advertising texts – in the Ad description you can use some of the tags you are using in the XML feed, such as the manufacturer. Main titles are added by Google, on the basis of e-shop content.

Indeed, you may add Ad extensions – sitelinks and callouts. In the next step you have the same setting as in your regular product campaign and so you can set your bidding strategy (including Target ROAS), starting maxCPC for the ad groups, maxCPA (fix or as a % of the product price), daily budget and other setting – all very clearly and intuitively.

Cleansing search terms in Google Ads

During the product DSA campaign, search terms, which you can see in Google Ads → Keywords → Search terms, are being created. Often it is forgotten to cleanse these search terms, causing worse results for the campaign or group of campaigns.

Firstly, it is necessary to mark not suitable or too generic, i.e. inaccurate search terms, and subsequently add them as negative keywords, hence exclude them on the ad group level. In the product DSA campaign you are limited to work only with search terms and ad groups.

In the case of product or product-group campaign (not applicable to DSA campaigns) – if you see suitable search term, you can add them as keywords on the ad group level. These keywords will get all the needed settings in the next update from BlueWinston to Google Ads.

Automatic scripts and rules for product DSA campaigns

In BlueWinston many in-built scripts are available, and you can use them for ad groups in product DSA campaigns. Scripts help to optimize the campaign performance, such as excluding ad groups that are having too high spend.

You can also place our automatic rules for product DSA campaigns to your Google Ads account – you will find them on our blog.  We have prepared these automatic rules separately for the ad groups (product DSA campaigns) and keywords (product campaigns)

Symbiosis of the product DSA campaign and product campaign

The most common way how we use the product DSA campaign is that we link it up to the regular product campaign. Hence the only products being advertised through product DSA campaign are those that cannot be advertised in the regular product campaign (for having low search volume status and therefore not having even one eligible keyword). The number of eligible products can vary in that campaign and hence vary also the number of advertised products in linked DSA campaign.

As you can observe, in DSA campaign there are only products that are not eligible in product campaign (115 products).

It is possible, indeed, to launch separate DSA campaign for chosen product categories. Optimally, there should be no other campaigns running on those products and if they would be running, the product campaign with keywords is superior to the DSA campaign. It is recommended, everywhere possible, to prioritize keywords advertisements.

Do you want to try our product DSA campaign? We will gladly help you for free!

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About the Author:

Account manager at BlueWinston & CCS Shopping in EU (I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search)