Google Shopping and Dynamic Search ads are two great ways to advertise your business online and boost your reach. They come extremely handy in online marketing, where you can put your products and services in front of the audience.
While both do well for driving more conversion to your site, you may want to know which one is the most optimal option for you. Or, where to put more effort? So, let’s dig deep into Dynamic Search vs. Google Shopping Ads!
Before deciding which one is the best for you, first, let us put some light.
What Are Dynamic Search Ads (DSA)?
Dynamic Search ads act more like a broad match for all your landing pages. Google uses key details from a landing page to decide whether to put an ad into an auction on a specific search query.
Whenever a relevant search occurs, the search engine generates an ad with a headline based on the user’s search queries and text based on the most relevant landing page.
While the ads enter the auction and compete, Google holds it back for any search with keyword-targeted ads. This way, it delivers better results from a broad exposure without changing your keyword campaign.
What Are Google Shopping Ads?
Google Shopping isn’t a new thing. Released in 2002, it was known as Froogle in the initial days. Google Shopping Ads are quite similar to Google Search ads in the way that they appear in Google Searches. However, the difference is that Google Shopping is more focused on products.
These ads include a product image, description, price, or name and appear in the ‘Shopping’ tab of the search engine. With Google Shopping, users can compare products and prices to find out what best fits their needs.
What Is the Difference Between Dynamic Search and Google Shopping Ads?
Though you will see both the ads while searching on Google, there are a few differences between the two-
Any marketer with tons of landing pages can use DSA for advertising all the items on stock. It is extremely handy for websites with constantly changing products. You won’t have to spend hours uploading new products now and then; dynamically generated ads will take care of this.
For websites with a manageable number of landing pages, Dynamic Search Ads are not that important. However, if someone wants to promote their business online by making ads for all the blog posts, it is a worthwhile investment.
On the other hand, Google Shopping Ads are the ones that you see showing mages. Generally, they appear at the top of the SERP. It won’t allow you to bid on specific keywords. You need to submit accurate titles, descriptions, and a negative keyword list.
Thus, with Google Shopping, you give Google all the basic information and set bids based on it. But, with DSA, Google gathers information from a website, and then you target based on it.
Furthermore, Google displays up to 30 ads on the desktop and 15 on a mobile device. Also, as your product may show as shopping ads more than once, only one search per advertiser can show up at a time.
What’s Good About Using Dynamic Search Ads?
There are many benefits of using Dynamic Search Ads. Where a Keyword planner fails to tell you the most specific terms for a campaign, DSA is there to provide you with reliable data.
They help you make sure that you don’t miss out on any changes in the keyword trends. By using DSA over text ads, you don’t miss out on anything. Also, you don’t have to stuff 25 character headlines anymore.
What Are the Benefits of Investing in Google Shopping Ads?
Shopping campaigns have become a good source of sales and traffic nowadays. With this, website owners can bid for a low CPC to get their product listings on top of the search results. Low CPC lets marketers drive traffic directly to the product pages. It is perhaps the biggest benefit of Google Shopping Ads. Further, Google Shopping is mainly focused on eCommerce sites with a large volume of products.
Dynamic Search Ad or Google Shopping Ad: Which One Is Best?
Google Shopping is designed specifically for online retailers and not services. Therefore, if you advertise any other thing than the tangible products available to buy online, you won’t be able to do it.
Thus, Google Shopping is not for you if you are a service provider and deal in services like hotel room check-ins, language classes, etc.
Furthermore, search ads are the best bet if you run a virtual store. You can advertise about the opening hours, contact details, as well as stop the ads from showing at the times when your services are closed.
Using Google Shopping and DSA Together
In most cases, you don’t have to choose between DSA and Google Shopping ads. The best thing is, search ads can show up along with Google Shopping Ads. Shoppers who view both types of ads are more likely to go to their websites.
It provides better visibility, exposure to your brand, strengthens your brand’s message, and uses ad dimensions to include more relevant information, etc. Depending on the situation, budget, business type, and business goals, you can choose any.
Whether you choose Google Shopping or Dynamic Search Ads (DSA), your chosen approach should reflect your business goals. If you want to drive more leads from a site, or you need to target a wider audience, Dynamic Search Ads are undoubtedly the best campaign.
However, for the retailers or eCommerce brands, the increasing use of Google Shopping will deliver better ROI for the spend. Though it is recommended to use both whenever you can, make sure to use the one at its best. If you want to master both, first, you need to get clear on the benefits or limitations they might bring along.
Hopefully, now you know the basics of Dynamic Search and Google Shopping Ads, it’s time to determine what’s right for you.