to get the most out of DSA wins with Performance Max

Dynamic Search Ads have been an integral part of Google Ads, and Microsoft Ads for many years.

This powerful campaign type/setting allows advertisers to leverage their organic search strengths to improve their PPC ads.

Advertisers can use well-optimized content to create compelling headlines by letting Google crawl their website and find the landing page that matches a user query.

DSA’s power was due to its ability to function with either feed-specific pages, or a complete index of the website. This allowed advertisers the opportunity of targeting specific categories.

DSA is particularly popular with industries like:

• Automotive.
• Travel.
• Real estate.
• Ecommerce.
• Businesses that have multiple landing pages for their products and services.

It allowed brands to concentrate on their core objectives, rather than have to consider every landing page individually and the budget associated with each.

DSA played an important role in discovering keywords concepts for other campaigns. Advertisers can bid on exact concepts using exact match or use predictive AI by using broad match.

Performance max (PMax), instead, appears to be replacing dynamic search ads.

Advertisers reported a decrease in DSA performance over the last few months, (mainly due to a lack serving), and all accounts that run campaigns saw PMax increase.

Performance Max supports all ad types within Google.

• Search : Ads that appear on SERP/SERE pages (search engine results experience/search engine results page).
• Display : Visual ads served on third-party websites.
• YouTube : Video ads that are displayed on youtube, or other formats.
• Discover : Text and visual ads on Google Discover.
• Local Ads: Google Business Profile ads that appear on the map in the SERP/SERE.
• Shopping : Product listings ads that appear on SERP/SERE (search engine results pages), youtube and display spots.

PMax is a new advertising platform that has been developed by advertisers. This represents a major change in the way dynamic search ads are run.

This means that you must first account for visual placements, such as display, video and discover, which have a higher value at the top of the funnel and lower auction prices.

It also means that you have to adjust your expectations about PPC campaigns. PPC campaigns are often seen as transactional. If they don’t result in a sale, then it’s a wasted effort.

The criteria for success will also change as top-of funnel visual placements are taken into account.

This post is intended to help advertisers and SEOs who use DSA to boost their SEO strategies to maximize the benefits of DSA in PMax.

Google has not made an official announcement about the phasing-out of DSA, but its recommendations to upgrade DSA suggest a possible shift.

This post was written at a time when dynamic search ads as well as PMax could be run simultaneously.

The article will be updated to reflect any changes in the rules of engagement.

What we lose when switching from DSA Performance Max

It’s important that we understand what losses will occur and how they can be mitigated before discussing the gains.

The first thing to consider is exclusions within the site. DSA’s setup included adding rules to exclude sites (home page, blogs, etc.). ).

Performance Max supports feeds and URL extensions, but it does not allow you to exclude certain parts of your site.

It means that certain categories can trigger DSA components in Performance Max. This will result in ads being served to which you do not want to allocate your budget.

Performance Max can be used to counteract this by adding negatives and audience signals.

The “Where/When Ads were Shown” insight report, which is not yet available to everyone, can help advertisers determine which placements they should exclude on a per account basis.

As budgets can be allocated to other types of campaigns, it is important to keep a close eye on metrics such as interaction rate (click through rate or CTR if there is a visual component to the campaign) and average cost per click (CPC) to make sure budgets are not being disproportionately allotted to the top of the funnel.

The clear answer is that we’re losing impression share. This would tell us whether it was due to rank or budget. These proxies are crucial in ensuring a proper budget.

Performance Max: Gains from the switch

The transition from DSA Performance Max provides several important benefits. The ability to control the entire asset used and not just descriptions is one of the main benefits.

Although a good SEO campaign could have a significant impact on headlines, DSA did not guarantee that the headlines would be what you wanted.

Performance Max allows you to ensure that your campaigns include the correct creative, even if you don’t know what combination is served for each individual.

Performance Max also allows you to discover new audiences who might otherwise be overlooked because the focus on visual creativity is so strong.

Performance Max helps advertisers find the right landing page for each user and their query, and then prepare that page with visually appealing content.

Google has not yet made an official announcement about the phase-out of dynamic search advertisements, but the signs are there.

visual content is the biggest area of collaboration.

Microsoft’s DSA is a good option for those who do not want to give it up. It has the same basic rules as Google’s.

Microsoft’s DSA is a great alternative if PMax doesn’t deliver the results that you require.

The first Search Engine Land post that appeared was How DSA wins can be harnessed in Performance Max.