In this seemingly endless year, many of us comfort ourselves to think about the next winter holiday season with warm fires, feasts, festivals, and the final bid until 2020. However, when it comes to holiday planning, retailers are facing the wild and wild west. The scale impact of COVID-19 can make a big difference in the tastes and expectations of all of us ... changes that can continue even in the past recovery. From increasing demand for hobby-related searches to backup generators, bread machines, and home fitness equipment, there are already many unexpected search trends we have witnessed. As an advertiser, we need to be there in order to be able to capture these new search queries and display ads related to them.
That's where dynamic search ghost mannequin effect advertising (DSA) comes in handy. Why DSA? Available for both Google Ads and Microsoft Advertising (my employer), Dynamic Search Ads works by crawling website content to determine themes, similar to doing it manually when setting up a keyword list. To do. advertisement Continue reading below DSA can dynamically create ads for each landing page and automatically match them to the user's query. This will extend the reach of your campaign. According to internal data from Microsoft Advertising in the United States: Dynamic search ads have a 4.23% lower cost-per-click (CPC) than ads that don't contain exact match type keywords. Clients leveraging DSA have an average 10.55% increase in clicks compared to regular text ad campaigns.
It's pretty cool, isn't it? It gets even better. Page feeds help retailers drive conversions. What is a DSA page feed? "I've tried DSA before and it's okay. What else can I do?" The answer is a page feed. Page feeds reduce the friction of managing DSA campaigns by allowing you to upload spreadsheets of all the URLs you want to target, rather than creating a separate automatic target for each URL. They have several advantages, including: Keep certain high priority URLs up to date Every time the page feed is uploaded or updated, all pages in the feed are automatically recrawled. advertisement Continue reading below With standard DSA, pages in your domain are recrawled only on a regular basis to ensure that the data used to collate pages and create headlines remains accurate.