If you are looking for supplemental volume and have a website with multiple pages of content or metadata, Dynamic Search Ads (DSA) should be part of your holistic SEM strategy to drive incremental query coverage. If you’re not yet sold on the benefits of Dynamic Search Ads (DSA), consider the following: DSA complements your existing search campaigns by filling gaps your keyword-based campaigns can’t reach. This feature automatically creates ads based on the latest mobile number list content of your website and helps keep your ads relevant by serving ads to the right person at the right time. It increases search term coverage by helping you identify new queries and match types. Utilization reduces the burden of bulky operations by skipping keywords and repetitive ad copy creation. In this column, you’ll learn how to get creative with keyword mining through Dynamic Search Ads using N-gram analysis, and also find additional best practices to make your campaigns a success.
Tracking Keyword/Ad Copy Performance The key to tracking DSA terms is to be both reactive and proactive. The DSA algorithm is smart, but not omniscient. Smart optimization strategies will train the DSA algorithm to match relevant search terms and generate quality traffic. Not only are the settings in the DSA campaign important, but so is the website content that the auto targets uses to match to search queries. Use the Keyword Planner or Bing Ads Intelligence to mobile number list see what keywords Bing’s web crawler “sees” on these website pages. Add negative keywords, auto-target exclusions, etc. as necessary. As a proactive measure, copy negative keywords from your standard search campaigns to DSA. Negatives List in the Shared Library is perfect for this. Proactively block irrelevant pages on your website with exclusions – contact us pages, blog content that won’t drive the right types of traffic, etc. In addition to looking at the search terms, be sure to review the ad headlines that were generated by DSA.
Are the headlines relevant? You can find negative keyword ideas here, too! Mining New Keywords with DSA Excel is your friend. Aggregate as much data as possible using pivot tables – by auto-target, landing page, search term, etc. My favorite technique is to enhance your analysis with N-grams. N-grams are something we are starting to hear more and more mobile number list about in the paid search industry. Essentially, this is an easy way to break down the search terms into one-word (unigram), two-word (bi-gram), and three-word (trigram) phrases to aggregate data into meaningful “chunks.” Getting Started with N-Gram Analysis You will need… Excel: With basic skills to create formulas and leverage the SUMIF function. Search Term Report: From Bing Ads DSA campaign (or any search term report for any campaign.