What is NonBrand Search?
- NonBrand Search essentially helps in targeting people searching for competitor brands or generic search terms.
- Also, essentially in DSA, Google matches users’ queries to the type of product on your site or feed, and shows a dynamically generated, tailored ad. These types of ads are a great way to show dynamic content to interested search users.
How is Dynamic Search preferable to NonBrand Search?
|Difference||NonBrand Search||Dynamic Search|
|Optimization of Headlines and URLs||Here, headlines and final URLs (product pages) are relatively static and manually set. Thus, they cannot adapt rapidly to what customers search for on Google.||On the other hand, in Dynamic Search headlines and final URLs are created/ selected by Google’s algorithm, and are thus more customized.|
|Keyword targeting||We set and target specific keywords that may or may not drive decent results for the brand.||In Dynamic Search, Google crawls the webpages by picking terms to be targeted. This increases the number and quality of purchase-intent keywords.|
|Catalog vs Individual URLs||Here, we send people who click on the keywords to individual URLs that we select, where the probability of a sale is low.||Here, the product page URLs are selected based on the customer (customization available) and are thus far more likely to lead to sales.|
Thus, this concludes the explanation of why Dynamic Search campaigns are preferable to NonBrand Search campaigns.