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Confidential & Proprietary
Nové dovednosti. Nové příležitosti.
Význam DSA pro SEO
SEO Restart 2019 | 18. 6. 2019 | Tomáš Havlík
Proprietary + ConfidentialProprietary + Confidential
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Proprietary + ConfidentialProprietary + Confidential
DSA indexes your website to understand its content…
Proprietary + ConfidentialProprietary + Confidential
...and automatically generates ad headlines and directs the
visitor to the most relevant landing page to the query
Confidential & Proprietary
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
Proprietary + ConfidentialProprietary + Confidential
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
Proprietary + ConfidentialProprietary + Confidential
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
Confidential + Proprietary
DSA select the landing page on user's intent
Confidential + Proprietary
DSA select the landing page on user's intent
Confidential + Proprietary
DSA select the landing page on user's intent
Confidential + Proprietary
DSA have more user friendly headlines
Headline 1 Headline 2 Headline 3 / Domain
Max. 30 characters Max. 30 characters Max. 30 characters
Confidential + Proprietary
DSA are scalable ads
Proprietary + Confidential
DSA have bigger query coverage
Proprietary + ConfidentialProprietary + Confidential
Clicks CTRs CPCs CPAs
15%
more
30%
lower
30%
higher
35%
lower
Compared with his keyword performance, for the
median advertiser, DSA targeting generates...
Proprietary + Confidential
Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
How can you (SEO) benefit from DSA?
Proprietary + Confidential
How SEO benefits from DSA:
”Klíčovka za pár minut”
Proprietary + Confidential
Confidential + Proprietary
1 campaign
1 ad group
1 ad
Proprietary + ConfidentialProprietary + Confidential
Proprietary + ConfidentialProprietary + Confidential
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>
Proprietary + ConfidentialProprietary + Confidential
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)
Proprietary + ConfidentialProprietary + Confidential
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)
SEO + PPC creative in SERP
Trademarks in <title>
SEO + PPC creative in SERP
??? Potencial = longer headline, more info
??? Potencial = longer headline, more info
SEO + PPC creative in SERP
Proprietary + Confidential
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
Be aware… DSA can crawl all pages!
Exclude non-fitting pages
Proprietary + ConfidentialProprietary + Confidential
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
Proprietary + ConfidentialProprietary + Confidential
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
Proprietary + Confidential
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
Proprietary + ConfidentialProprietary + Confidential
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
Confidential + Proprietary
Confidential + Proprietary
Be aware: DSAs will use the URL after redirect
Confidential + Proprietary
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
Proprietary + Confidential
DSA
Confidential & Proprietary
Díky za pozornost!
havlik@google.com | @havliktom

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Význam Dynamic Search Ads pro SEO

  • 1. Confidential & Proprietary Nové dovednosti. Nové příležitosti. Význam DSA pro SEO SEO Restart 2019 | 18. 6. 2019 | Tomáš Havlík
  • 2. Proprietary + ConfidentialProprietary + Confidential 6 8 9 1 2 5 10 8 4 5 7 0 4 3 5 10 4 72 7 10 2 6 1 2 1
  • 3. Proprietary + ConfidentialProprietary + Confidential DSA indexes your website to understand its content…
  • 4. Proprietary + ConfidentialProprietary + Confidential ...and automatically generates ad headlines and directs the visitor to the most relevant landing page to the query
  • 5. Confidential & Proprietary 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
  • 6. Proprietary + ConfidentialProprietary + Confidential 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
  • 7. Proprietary + ConfidentialProprietary + Confidential 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
  • 8. Confidential + Proprietary DSA select the landing page on user's intent
  • 9. Confidential + Proprietary DSA select the landing page on user's intent
  • 10. Confidential + Proprietary DSA select the landing page on user's intent
  • 11. Confidential + Proprietary DSA have more user friendly headlines Headline 1 Headline 2 Headline 3 / Domain Max. 30 characters Max. 30 characters Max. 30 characters
  • 13. Proprietary + Confidential DSA have bigger query coverage
  • 14. Proprietary + ConfidentialProprietary + Confidential Clicks CTRs CPCs CPAs 15% more 30% lower 30% higher 35% lower Compared with his keyword performance, for the median advertiser, DSA targeting generates...
  • 15. Proprietary + Confidential Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential How can you (SEO) benefit from DSA?
  • 16. Proprietary + Confidential How SEO benefits from DSA: ”Klíčovka za pár minut”
  • 17. Proprietary + Confidential Confidential + Proprietary 1 campaign 1 ad group 1 ad
  • 19. Proprietary + ConfidentialProprietary + Confidential 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>
  • 20. Proprietary + ConfidentialProprietary + Confidential 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)
  • 21. Proprietary + ConfidentialProprietary + Confidential 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
  • 24. SEO + PPC creative in SERP ??? Potencial = longer headline, more info ??? Potencial = longer headline, more info
  • 25. SEO + PPC creative in SERP
  • 26. Proprietary + Confidential 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!
  • 29. Proprietary + ConfidentialProprietary + Confidential 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
  • 30. Proprietary + ConfidentialProprietary + Confidential 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
  • 31. Proprietary + Confidential 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
  • 32. Proprietary + ConfidentialProprietary + Confidential 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
  • 34. Confidential + Proprietary Be aware: DSAs will use the URL after redirect
  • 35. Confidential + Proprietary 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
  • 37. Confidential & Proprietary Díky za pozornost! havlik@google.com | @havliktom