How to use Dynamic Search Ad campaigns for competitive research (w/ Navah Hopkins) | S1 EP7
Description
In this episode of the Paid Media Lab podcast, we're speaking to Navah Hopkins about the potential of Dynamic Search Ads, and uncovering their secret power--competitor research.
Navah is a titan of the PPC industry. You've likely already heard her speaking at key industry events, seen her valuable and insightful takes on LinkedIn, or read her in-depth PPC articles on Search Engine Land.
Navah is also a Brand Evangelist at Optmyzr, where she provides regular PPC industry insights to help performance marketers gain a deeper understanding of the ad platforms they use.
In this episode, Dynamic Search Ads were the key point of discussion. Particularly, Navah spoke about their often unrecognised potential as a competitor research tool.
In just under 30 minutes, we discussed everything marketers need to know about DSAs, and their potential as a compelling competitor research tool:
Timestamps:
00:00 - Intro
03:45 - Dynamic search ads overview
05:16 - Dynamic target section features
06:56 - Search volume validity in DSA
09:37 - Dynamic search ads setup guide
13:21 - Generating optimal headlines in DSA
15:03 - How Google makes category decisions
17:38 - Navah’s first-hand examples
19:43 - Using DSA to get competitor data
21:00 - DSA challenges/pitfalls to look out for
22:02 - Microsoft DSA vs Google DSA
22:58 - The future of Dynamic search ads
24:45 - Final thoughts / wrapping up
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