Optimize your Dynamic Search Ads with Schema.org mark-up

Optimize your Dynamic Search Ads with Schema.org mark-up

Dynamic Search Ads (or DSAs) is a powerful tool that helps you scale and boost your PPC account, when things become sluggish. They ‘re mainly and best used when promoting products via paid search, and more specific on Google Shopping.

The benefits of Dynamic Search Ads

According to Google, DSAs help performance marketers to:

  • Save time: not having to create, test, optimize ad copies and match them with keywords and products anymore.
  • Control their campaigns: marketers can use DSAs on specific parts of the website only (e.g. product listing pages)
  • Bring more traffic: there’s no keyword targetting, but the ads are triggered according to the content (extra beneficial on content-rich websites)
  • Show relevant ads

The problems of Dynamic Search Ads

The most common problem with DSAs that most marketers have is the relevancy of the ads according to their content. Many people across the world report repeatedly that their DSAs keep showing irrelevant ad copies to their content.

The problems occurs when Google can’t parse accurately the information from the source code of the website. Usually, because the website is not following Google’s quality guidelines – aka isn’t optimized properly for search engines.

Using Schema.org to boost DSA performance

There’s a simple solution to that problem that seems to work pretty smoothly, at least in English that I tested it. The utilization of some Schema.org microdata on the website (especially on Product pages) works effortless. There are two mark-ups needed to make this work.

First one, is the usage of BreadcrumbList schema. This will facilitate Google to understand and split the website into categories and levels, and hence the marketer has more control on Dynamic Ad Targets. Example:

Second and equally important mark-up that is needed, is the Product Schema. Very useful when people look for products including their brand or pricing-related words. Example:

With these simple two additions on your source code, you can make sure that your Dynamic Search Ads are optimized according to your website’s content. Plus, you can get the additional CTR benefits on organic results too