How to use Dynamic Search Ad campaigns for competitive research (w/ Navah Hopkins)

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The paid media lab

Lunio

25 episodes

1 week ago

The paid media lab is a podcast for performance marketers who want fresh, innovative, and actionable strategies to maximize return on ad spend. In each episode, we speak to a leading paid media expert about the one strategy, approach, or tactic that has consistently delivered impressive performance improvements across their campaigns in recent months. Presented by James Deeney and brought to you by Lunio, the ultimate anti-IVT tool. Get more free PPC tools, webinars, and resources at: https://www.lunio.ai/resource-library

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How to use Dynamic Search Ad campaigns for competitive research (w/ Navah Hopkins) | S1 EP7

The paid media lab

26 minutes 51 seconds

9 months ago

How to use Dynamic Search Ad campaigns for competitive research (w/ Navah Hopkins) | S1 EP7

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

Prefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes:

https://www.youtube.com/@lunio.ai

Get more free PPC tools, webinars, and resources at:

https://www.lunio.ai/resource-library