Know the Differences: Google Search vs. Google Dynamic Search

Digital Marketing,Paid Advertising Blue Laser Digital on September 19, 2019

You’re ready to use this amazing thing known as Google to digitally market your business. Then, you see that there are two tools available: Google Search and Google Dynamic Search. They are both on the same platform, but operate differently.

Now the questions start popping up:

  • Which one should you use?
  • Should you use both?
  • What are the differences between the two?
  • What if you’re an e-retailer and use Google Shopping?

Our latest post focuses on the differences between Google Search and Dynamic Search and the pros and cons of both.

What is Google Search?

These are the ads that appear at the top of any Google search with the little “Ad” box next to the company name. These campaigns work by allowing you to choose specific keywords for your business and targeting searches in certain areas. When someone in that specific area types that specific word, your business comes up.

This is the most basic type of marketing that Google offers:

Pros

• You choose the words and geo-locations that are best for your business.
• Relatively inexpensive.

Cons

• Can be easily glossed over by the searcher.
• Waste of money if you don’t have a well-thought-out plan.

What is Google Dynamic Search?

Ever been reading an article or scrolling through social media only to see an ad for a business that matches some searches you’d done in the past? That’s not by chance, that’s a Dynamic Search campaign.

Dynamic search ads show based on the content of your website. Google crawls your site and then matches to search terms that are closely related to the content on your site. From that point, the headline and landing page are dynamically generated to match the search term. These include photos, graphics and sometimes animations.

Pros

• Better targeting and specificity of your campaigns.
• Audiences get to see an actual ad.

Cons

• They don’t always choose the best keywords/images from your site.
• Some headlines/images can have a negative effect.

Is it good to run both search campaigns?

The short answer is yes. When a great plan is put in place, these tools can spread your brand message to your audience and put you ahead of the competition.

Still the downsides to both must be taken into account. Readers might completely ignore your ad when it appears at the top of a Google Search bar. Or, a Dynamic Search could pull the wrong image and words from your website, allowing it to be taken out of context or sent to the wrong audience.

What if I’m an e-retailer and use Google Shopping?

Just like everyone else, you put together a plan that uses both. The traffic, when driven correctly, will help you increase visitors and your other website goals.

What if I want to know how to put together the right Google campaign strategy?

A good agency partner can help you figure out the right digital strategy that uses these tools to drive the search traffic that you need for your business. If you are interested in learning more, let us help you get started.


Contact Blue Laser Digital today so we can show you how to use Google the right way.