Are Dynamic Search Ad Varieties A Waste Of Your Time?
Columnist Carrie Albright explores the various types of dynamic ads available to search marketers to help you decide which (if any) may be right for you.
Dynamic ads have been in existence for years, but both Google and Bing have recognized the need to expand this feature.
Now, in 2016, we can use dynamic keyword insertion (DKI) in our ad headlines and description lines of an ad, and the text ad creation can be automated based on the product relevance through Dynamic Search ads. And the recent use of ad customizers is a marketer’s dream, particularly as we move through seasonal promotions.
The question we’re all quietly asking, however, is this:
Should you believe the hype?
Do these dynamic ad assortments actually work? Below, you’ll find a breakdown of each dynamic ad type, including a 1–5 score on effectiveness of ad type and ease of setup (based on my own experience).
Although some of these may be quite simple to implement, they may not generate the desired successes. In contrast, some dynamic ads may require a monk’s patience but pay off with phenomenal returns in the end.
The sweet spot is the point where achievable and effective meet.
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