So, machine learning in AdWords is great and definitely the future. But Dynamic Search Ads? Not so much, in my opinion.
In this column, I would like to talk about Dynamic Search Ads (DSAs), which are generally for people new to paid search, and I’ll share a handful of caveats.
When to use DSAs
Dynamic Search Ads are generally for beginners and are used in the following situations:
If you have a very high-volume account, and your website is basically perfect in terms of SEO. (However, even if perfect, most SEO sites are far from optimal.)
To pull in some new keyword ideas to a managed account.
As a catch-all, or to sweep up extra traffic.
For an Inventory Management Feed (IMF), where you don’t have the time and money to do this manually or use bespoke technology.
If you are new to paid search or have absolutely no time to manage campaigns.
Outside of those situations, I can find little reason for using DSAs. I am sure Google will crack it one day, but that day is definitely not here yet.
Why DSAs fall down on the job
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