So, machine learning in AdWords is great and certainly the future. But the dynamic ads of the Research Network? Not so much, in my opinion.
In this column, I would like to talk about Dynamic Search Ads (ADS), which generally address new users of paid search, and I will share some caveats.
When to use the DSA
Dynamic search announcements are generally for beginners and are used in the following situations:
- If you have a very large volume account, and your website is basically perfect in terms of SEO. (However, even if perfect, most SEO sites are far from optimal.)
- To insert new keyword ideas into a managed account.
- As a catch-all, or to sweep the extra traffic.
- For an inventory management feed (IMF), where you have neither the time nor the money to do it manually or use a bespoke technology.
- If you are new to paid search or absolutely do not have the time to run campaigns.
Apart from these situations, I can find little reason to use DSA. I'm sure Google will crack it one day, but this day is definitely not there yet.
Why DSA fall to work
[Read the full article on Search Engine Land.]
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