Google has been updating its search algorithms regularly to ensure that more relevant and dynamic search results are delivered. Search engine results pages (SERPs) now feature much more than just text listings. They can also contain images, videos, featured snippets and map results. Dynamic search also helps you find new and more effective long-tail keyphrases.

Setting up a campaign for dynamic search can be a little-time consuming, but it is relatively simple. Here are 4 methods to help you optimise the set up and help you make the most of this newer form of search optimisation strategy.

1. Segment Properly

You should ensure proper segmentation to ensure that optimal performance is achieved from Dynamic Search. When you create a new ad group for your campaign, there are 3 options for defining targets.

Targeting the entire website is the least effective option. It doesn’t give you much control over the pages where the traffic is directed. You cannot have control over the search queries being targeted.

2. Use Negative Keywords

You should use negative keywords similar to other search campaigns. Make sure to use this other spectrum of keywords list within your Dynamic Search campaign or within a shared list. When it comes to this aspect of the strategy, the queries are matched based on web content, not on the basis of keywords.

3. Increase Website Coverage

Many times Dynamic Search campaigns don’t generate the desired volume of traffic, because you are not targeting a significant percentage of your website. When creating a new campaign, check the estimated website coverage of the target.

4. Landing Page Optimisation

It is also important to exclude pages that you don’t intend your target audience to visit. There will also be pages containing products or services that you don’t want to promote. When the campaign is active, review your landing page reports. This will provide you valuable information about the pages being served and their performance. The data thus generated can be used for optimising the pages. You will also be able to add more exclusions.

Dynamic search allows you to create granular targeting through the combination of different targeting options. Review your search queries and boost your conversion rates. These campaigns need to be optimised just like keyword based campaigns need. When you set them up, make sure to check regularly to ensure optimal performance is achieved.

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