Dynamic ads seem promising to promote your business, but they are not one-size-fits all solution. While they do have their place and can be effective when used correctly, they are not always the best choice. We reached out to some PPC specialists to see when they would recommend avoiding a dynamic ad campaign. Keep reading to see how they responded.
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Consider Your Audience’s Needs
Dynamic ads are a form of targeted advertising that allows you to create ads that are tailored to the specific interests and needs of the user. This can be a great way to improve your PPC campaign, but there are some times when it’s not a good idea to use them. For example, if you’re running a short-term campaign or if you’re targeting a very specific audience, dynamic ads may not be the best option.
Typically, a good marketing strategy is all about creating a strong brand presence that will help you win over clients and customers. This means that the kind of ads that work best for a company should be relevant to their products or services even after the term of your PPC campaign has ended. In contrast, dynamic ads are more likely to be effective only if the user remains interested in what they advertise throughout the term of your account. For example, it’s not going to do much good for your business’s long-term success if potential customers see advertising for a product they’ve already bought.
Another potential issue with dynamic ads is that they may not be as effective if you have a very specific target audience in mind. For example, if your business sells rare or luxury items, then it might be more difficult to create relevant ads using dynamic targeting. This is because the pool of people who are likely to be interested in these products is usually much smaller than the general population. As a result, it’s often better to target these people specifically with custom ads that are designed just for them.
Wait Until After Testing
If you’re in the introductory or testing phase of your PPC campaign, steer away from dynamic ads. Indeed, dynamic ads are most advantageous when you understand your customer, what they are looking for, and the type of messaging that attracts them to your products or services. As such, consider only implementing dynamic ads after a few months of trial and error. Only then will you be able to properly leverage dynamic ads with strategic content, headlines, and copy that will increase conversion.
Narrow the Parameters First
Dynamic ads are usually a bad idea for PPC campaigns if it is too difficult to manage what parameters drive the ad selections. Dynamic ads often consider many different factors to decide which ones show, but it can be time-consuming and difficult to figure out how your campaign works as you’re running it. In some cases, this can lead to wasted money on clicks that won’t result in conversions because the wrong keywords were used, lost potential customers who kept seeing irrelevant ads, or negative SEO from those irrelevant ads showing up repeatedly.
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Poorly Optimized Website or Low Budget Campaign
When you have a website that is optimized poorly it is better not to run dynamic ads because a poorly optimized website can be difficult to find working with dynamic search ads. This ad structure depends on the health of your web pages, so it should be up-to-date so that Google can generate a positive return on investment (ROI).
Google’s dynamic search ads may bring in extra traffic, but not for free. As your traffic grows, so does your cost, even if that traffic is not significant. Therefore, it is better not to use dynamic search ads when you have a low budget for PPC.
Dynamic Ads Work Well with Variation
It is good to understand that dynamic ads work well in an industry with so much variation. It will allow people searching with different phrases (including those not searched before) to find what they are looking for. However, dynamic ads may not be effective if your industry can only afford little to no variation of searches. For instance, the searches for a local snow casting company may be limited.
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