Moving away from keyword-based campaigns can be a scary thought for many PPC marketers. Without the ability to essentially “pre-screen” searches using keywords, then a one’s ads could hypothetically show up for, well, anything! Especially when starting out, regular query analysis and negation is an absolute must, but thankfully Google’s Natural Language processing has only improved over time, greatly increasing the reliability and accuracy of the queries your ads will fire upon.
For example, a finance client of ours recently tested DSAs against an existing highly-targeted generic keyword set, and found that the expanded reach and lower CPCs of the DSA campaign yielded a 43% drop in cost per loan application over a 3 month period! In terms of efficiency and conversions, DSA has already begun to show its potential across many accounts and industry verticals.
The great strength of DSA is its ability to generate traffic from queries outside your existing keyword lists, especially in regard to long-tail queries. Searches that would previously have only been viable with the broadest of broad match keywords will come easy, and coupled with an effective autobidding strategy, these more obscure queries may become some of your most efficient traffic.
DSA campaigns will not be eligible for queries that have an exact match keyword in your account, but bear in mind that this is does not include exact match variants. For example, if you have the term “new hat” in your account but a user searches for “new hats”, this query will be eligible for both the keyword & DSA, and will ultimately be triggered by the one with the higher quality score.