{"id":1544844,"date":"2024-11-11T05:00:21","date_gmt":"2024-11-11T10:00:21","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1544844"},"modified":"2024-11-11T06:32:38","modified_gmt":"2024-11-11T11:32:38","slug":"dynamic-search-ads-tap-informational-queries","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/dynamic-search-ads-tap-informational-queries","title":{"rendered":"Dynamic Search Ads Tap Informational Queries"},"content":{"rendered":"<p>Dynamic Search Ads have a long history of helping advertisers show for queries they haven&#8217;t bid on. Merchants with thousands of constantly changing products cannot realistically create ads for every item. DSAs fill this gap by allowing Google to crawl websites and display dynamic ads when they are relevant to a search query.<\/p>\n<p>For instance, a merchant may bid on the keyword &#8220;window curtains&#8221; but not &#8220;blue rod pocket curtain panel,&#8221; as this query is specific and presumably has a low search volume.<\/p>\n<p>I <a href=\"https:\/\/www.practicalecommerce.com\/understanding-dynamic-search-ads-in-2021\">first addressed DSAs<\/a> in 2021. They often attract unqualified traffic, regardless of how the campaigns are optimized. Google decides which queries trigger the ads, rather than advertisers selecting specific keywords. Fortunately, the cost-per-click for DSA campaigns is generally lower than traditional Search.<\/p>\n<p>Lower CPCs enable more clicks for a given budget, ideally resulting in more conversions and revenue. While DSA campaigns may not be as efficient as Search, they can nonetheless generate conversions unavailable through other channels.<\/p>\n<h3>Versatile DSAs<\/h3>\n<p>Utilizing DSAs to focus on the depth of product pages is essential. However, there is another strategy that can lead to both short- and long-term success. By targeting blog and resource pages, we can drive <a href=\"https:\/\/www.practicalecommerce.com\/using-google-ads-for-full-funnel-marketing\">top-of-funnel traffic.<\/a> The approach can garner newsletter and other soft conversions to nurture potential buyers.<\/p>\n<p>A Wayfair DSA campaign, for example, could promote its inventory of household sinks and target pages with &#8220;sinks&#8221; (or equivalent) in the URL.<\/p>\n<div id=\"attachment_1544857\" style=\"width: 406px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/1-sinks.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1544857\" class=\"wp-image-1544857 size-full\" title=\"Screenshot of the Google Ads admin box for targeting &quot;sinks&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/1-sinks.jpg\" alt=\"Screenshot of the Google Ads admin box for targeting &quot;sinks&quot;\" width=\"396\" height=\"133\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/1-sinks.jpg 396w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/1-sinks-300x101.jpg 300w\" sizes=\"auto, (max-width: 396px) 100vw, 396px\" \/><\/a><p id=\"caption-attachment-1544857\" class=\"wp-caption-text\">A Wayfair DSA campaign could target pages with &#8220;sinks&#8221; (or equivalent) in the URL.<\/p><\/div>\n<p>But Wayfair publishes additional sink-related content beyond product detail pages. Its &#8220;<a href=\"https:\/\/www.wayfair.com\/ideas-and-advice\">Ideas &amp; Advice<\/a>&#8221; section answers common questions and includes articles on different types of sinks. Users in research mode could find the articles extremely valuable. Hence Wayfair should consider a separate campaign to promote that content.<\/p>\n<div id=\"attachment_1544858\" style=\"width: 408px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/2-ideas-and-advice.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1544858\" class=\"wp-image-1544858 size-full\" title=\"Screenshot of the Google Ads admin box for targeting &quot;ideas-and-advice&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/2-ideas-and-advice.jpg\" alt=\"Screenshot of the Google Ads admin box for targeting &quot;ideas-and-advice&quot;\" width=\"398\" height=\"137\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/2-ideas-and-advice.jpg 398w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/2-ideas-and-advice-300x103.jpg 300w\" sizes=\"auto, (max-width: 398px) 100vw, 398px\" \/><\/a><p id=\"caption-attachment-1544858\" class=\"wp-caption-text\">A campaign targeting pages containing an &#8220;ideas-and-advice&#8221; keyword could promote blogs and similar informational sections.<\/p><\/div>\n<p>The original DSA campaign targeting &#8220;sinks&#8221; in the URL required a negative target for any pages containing &#8220;ideas and advice&#8221; in the URL. This tells Google not to direct traffic to those informational article pages in the product-based campaign. The goal is to ensure that informational queries only lead to the articles. It&#8217;s crucial for any DSA campaign to monitor the search query report for appropriate negative keywords.<\/p>\n<p>Informational queries do not have <a href=\"https:\/\/www.practicalecommerce.com\/3-keyword-tools-for-search-intent\">buying intent<\/a>, but the articles and guides should direct searchers to the next steps. Wayfair&#8217;s pages include links to other resources and product pages (for purchase). For example, a Wayfair article titled &#8220;What Is a Drop-In Sink?&#8221; describes the materials and links to product pages of stainless steel and porcelain sinks.<\/p>\n<p>Furthermore, visitors landing on article pages are retargeting candidates. Having provided those visitors <a href=\"https:\/\/www.practicalecommerce.com\/ecommerce-benefits-of-content-marketing\">with helpful info<\/a>, an advertiser can convert them to customers via retargeting ads. That&#8217;s why blog pages should include a newsletter signup call-to-action. Upload email lists to Google and then target those subscribers.<\/p>\n<div id=\"attachment_1544859\" style=\"width: 460px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/3-links-to-product-pages.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1544859\" class=\"wp-image-1544859\" title=\"Screenshot of the section in Wayfair's article linking to stainless steel and porcelain product pages.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/3-links-to-product-pages-570x406.jpg\" alt=\"Screenshot of the section in Wayfair's article linking to stainless steel and porcelain product pages.\" width=\"450\" height=\"320\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/3-links-to-product-pages-570x406.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/3-links-to-product-pages-300x213.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/3-links-to-product-pages.jpg 700w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" \/><\/a><p id=\"caption-attachment-1544859\" class=\"wp-caption-text\">Wayfair&#8217;s article &#8220;What Is a Drop-In Sink?&#8221; links to product pages of stainless steel and porcelain sinks.<\/p><\/div>\n<h3>Thinking Ahead<\/h3>\n<p>Advertisers must find new strategies when search saturation occurs. One effective tactic is to target broader informational queries. Display and programmatic ads, while essential for brand growth, do not typically deliver strong initial returns. Combining informational <a href=\"https:\/\/www.practicalecommerce.com\/setting-up-a-google-ads-dynamic-search-campaign\">DSA campaigns<\/a>, landing page newsletter CTAs, and focused remarketing can drive additional revenue.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>DSAs can attract valuable top-of-funnel shoppers to nurture and convert into customers.<\/p>\n","protected":false},"author":390,"featured_media":1544870,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58297],"tags":[],"class_list":["post-1544844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Dynamic Search Ads Tap Informational Queries - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"DSAs can attract valuable top-of-funnel shoppers to nurture and convert into customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/dynamic-search-ads-tap-informational-queries\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dynamic Search Ads Tap Informational Queries\" \/>\n<meta property=\"og:description\" content=\"DSAs can attract valuable top-of-funnel shoppers to nurture and convert into customers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/dynamic-search-ads-tap-informational-queries\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2024-11-11T10:00:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-11T11:32:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/Dynamic-Search-Ads-Tap-Informational-Queries.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Matthew Umbro\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@matt_umbro\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Matthew Umbro\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/dynamic-search-ads-tap-informational-queries#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/dynamic-search-ads-tap-informational-queries\"},\"author\":{\"name\":\"Matthew Umbro\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/b43182ca7e31d2a9ef0f6bfc8b9c89bd\"},\"headline\":\"Dynamic Search Ads Tap Informational Queries\",\"datePublished\":\"2024-11-11T10:00:21+00:00\",\"dateModified\":\"2024-11-11T11:32:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/dynamic-search-ads-tap-informational-queries\"},\"wordCount\":576,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/dynamic-search-ads-tap-informational-queries#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/Dynamic-Search-Ads-Tap-Informational-Queries.jpg\",\"articleSection\":[\"Google Ads\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2024\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.practicalecommerce.com\/dynamic-search-ads-tap-informational-queries\",\"url\":\"https:\/\/www.practicalecommerce.com\/dynamic-search-ads-tap-informational-queries\",\"name\":\"Dynamic Search Ads Tap Informational Queries - 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