Since the dawn of time (or at least when Google Ads was formed) Marketers have debated the infamous question of Dynamic Ads or Standard Ads. Phrases like, “it’s perfect for those that are lazy” and “I have more control this way”, have been popularly thrown out like misused Star Wars quotes. The conversation of the Dynamic-side vs the Standard-side still goes on today.
Let me throw some cheap alcohol on this fire and get things really heated. With the focus mainly on Dynamic Ads, these are my thoughts on the very subject of…Dynamic Ads or Standard Ads.
Pros of the Dynamic Ad
We all understand that Dynamic Ads takes the landing page(s) that we preselect and presents ads that Google creates to display when a search query that matches phrases/words on said page(s). This way of creating a campaign leaves it all up to Google to control what the user sees; as well as, what search term they display your ad for.
I know, right now this doesn’t seem like a “Pro”, but wait I have a point. By using Dynamic Ads you are able to collect more data and search queries that have a higher chance to convert without the extra research that you would typically conduct prior to building out a campaign. This will also include some phrases and keywords that you may not have thought of, or could be considered outside-of-the-box thinking. With all this new data, you have a better opportunity to create a strong Standard Ad in order to control cost, ad content, and your CPC.
As well as data collection, having a Dynamic Ad is a great way to present multiple products that are similar. In the Vacation Rental Industry you may have 4 or 5 locations that you are advertising for. With a Dynamic Ad, you can set up a campaign on these specific area result pages instead of setting up 4 or 5 separate Standard Campaigns. With a close watch on its progress, you will be able to see what areas, amenities, building styles, etc. are being searched for and are converting for your locations. You can use this information to now build out Standard Ads to control budgets, cost, CTR, and CPC.
Cons of the Dynamic Ad
With everything there follows the cliche saying, “all that glitters isn’t gold”. Sure Dynamic Ads can be easy to set up and you will surely see a great Return On Ad Spend, but look deeper to those conversions and search terms. Don’t pop the cork on that champagne just yet.
When it comes to setting up a Dynamic Ad there is always a lot more work behind the scenes than people think. Remember, once you set a page for your ad to pull from, Google will pull any word from that page. That includes your Brand Name, random vacation terms, and maybe terms from that cheesy story that your Marketing Manager insisted you should include to make the page “more relatable for the customer”. What this means is that you have to make sure that you have a very strong and thorough Negative Keyword List implemented.
Along with a complete Negative Keyword list, you need to make sure that you have your ads targeting the best page(s) possible. Just don’t use your homepage if your intent is to promote “Oceanfront Homes”. Dynamic Ads may be a great way to collect data, but you don’t want to spend a majority of your time weeding out all the negative data just to find one or two little nuggets of gold.
No Matter Your Side, Know Your Goals
No matter if you are the player throwing the dodge ball, the player getting hit with said blow, or even if you feel like you are the ball; the main idea to take from this is that you need to know what your goals are. Understand your purpose and what you are trying to get from your Ads.
Don’t just plug-in a Dynamic Ad, because you feel it would be easier than actually researching your product and demographic. At the same time don’t be afraid of the opportunities you can achieve from the use of a properly built and executed Dynamic Ad.
Last cliche saying before I go to wrap this all up, “Work smarter, not harder”. Make sure you do the legwork to fully understand both types of ads before you start building one out. Have a plan before jumping into it head first. I hate for that pond to have a hidden stump just waiting for your next jump.