The document discusses Dynamic Search Ads (DSA) and their advantages for SEO, highlighting how DSA automates ad targeting based on website content, increases query coverage, and eases campaign management. It underscores the importance of optimizing page titles and using page feeds to improve landing page relevance and indexing speed. The collaborative benefits between SEO and PPC teams are also emphasized, showcasing how DSA can lead to better performance and faster market expansion.

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Nové dovednosti. Nové příležitosti.
Význam DSA pro SEO
SEO Restart 2019 | 18. 6. 2019 | Tomáš Havlík

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DSA indexes your website to understand its content…

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...and automatically generates ad headlines and directs the
visitor to the most relevant landing page to the query

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What’s the difference in DSA and Keyword Ads?
Dynamic Search
Ads (DSA)
Headline Description Landing Page Targeting
Automatically
generated from
your website
Provided by you Automatically
targeted from
your website
Search queries not
covered by
keyword targeting
Expanded Text Ads
(ETA)
or
Responsive Search
Ads (RSA)
Provided by you Provided by you Provided by you Keyword targeting
provided by you

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There are five options for targeting your DSA...
More control More reach
URL is Page Feeds Categories
Landing Pages From
Standard Ad Groups
All Webpages
www.www.www.
www.
Target Specific URLs for
up to 20 per Ad Group
Set up a feed to target
specific URLs at scale
and bidding at scale
Target traffic based on
themes based of your
website and user
behaviour
Targets all webpages that
you’re currently running
search ads against, across
all of your accounts.
Target your entire
website

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DSA will automate your search for new customers
Rapid ExpansionIncremental Reach Timesaving
Expand into new markets
rapidly with low effort letting
DSA handle the targeting
Maximize coverage both on
new traffic and on existing
managed keyword accounts
Reduce effort of campaign
management while closing
coverage gaps
Automate the long-tail to
get the best performance and
ensure auction presence
Long-tail Automation

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DSA select the landing page on user's intent

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DSA select the landing page on user's intent

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DSA select the landing page on user's intent

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DSA have more user friendly headlines
Headline 1 Headline 2 Headline 3 / Domain
Max. 30 characters Max. 30 characters Max. 30 characters

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DSA are scalable ads

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DSA have bigger query coverage

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Clicks CTRs CPCs CPAs
15%
more
30%
lower
30%
higher
35%
lower
Compared with his keyword performance, for the
median advertiser, DSA targeting generates...

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How can you (SEO) benefit from DSA?

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How SEO benefits from DSA:
”Klíčovka za pár minut”

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1 campaign
1 ad group
1 ad

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How SEO benefits from DSA: Page title optimisation
1. Check the targeted URLs
2. Check the relevance of the LP
(campaign structure)
3. Find new opportunities in search terms
4. Optimise and A/B test <title>

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How SEO benefits from DSA: Page title optimisation
Check your titles before running DSAs:
1. Avoid mistakes in Ad Copy
2. Trademark in text
3. Find new opportunities
(character use)

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How SEO benefits from DSA: Page title optimisation
Check your titles before running DSAs:
1. Avoid mistakes in Ad Copy
2. Trademark in text
3. Find new opportunities
(character use)

22. SEO + PPC creative in SERP

23. Trademarks in <title>

24. SEO + PPC creative in SERP
??? Potencial = longer headline, more info
??? Potencial = longer headline, more info

25. SEO + PPC creative in SERP

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0.00% still ok
”--” = wrong setup
- Typo in dynamic ad target
(URL / page title contains)
- Low search volume of
relevant queries for the pages
- Not matching any pages
(not in the feed or targeting
conflict)
How SEO benefits from DSA: Website coverage & content
Website coverage = number of targeted pages / all indexed pages

27. Be aware… DSA can crawl all pages!

28. Exclude non-fitting pages

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1. URL / Page Title contains
- non-transactional section
(blog, about us, reviews etc.)
2. Page Content
- Non-converting pages
(error pages, contact, etc).
3. Custom Labels (Page Feed)
- Products out of stock
- Categories with less than X
products
Help your PPC: Exclude non-fitting pages

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Performance
Uplift
Adding business
information for each
landing page
Faster indexation &
scheduled update
Update your targeted pages
up to 4 times a day and
index new pages faster
How SEO benefits from DSA: DSA Page Feed
New insights for
troubleshooting
Finding index errors
together with PPC team

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TIP:
No page feed available?
Start by checking the Sitemap.xml
Why to use Page feed = grouping URLs of similar theme
into standalone ad groups with your Custom Label
Example of DSA page feed

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List of URLs Page Feed
● Target specific URL that you want
● Regular update of landing pages (4x / day)
● Add business attributes for the landing pages
○ Products with high margin
○ Products in stock
○ Accessories vs main categories
● If you change the LP it’s faster crawled
● Custom aggregation on similarly themed URLs
○ “All matches in Premier League in March”
○ “All Nike shoes for kids with margin 10%”
Benefits of DSA page feed

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Be aware: DSAs will use the URL after redirect

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Summary
DSA benefits for SEO
● Share knowledge with PPC team
○ All the <titles>
○ List of all error pages, content pages,
non-transactional pages, all redirects
● Optimise <title>
○ Maximise the character use
○ A/B test faster
● Fast and easy keyword analysis
● Benefits from DSA page feed
○ Faster page indexation
○ Page status troubleshooting
DSA benefits for all
● Stand-alone product with strong
performance results
● Bigger search query coverage
● User-friendly headline
● Matching the intent of user query
● Timesaving in campaign creation &
optimisation
● Fast and scalable solution for export
● Higher PPC & SEO cooperation

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DSA

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Díky za pozornost!
havlik@google.com | @havliktom