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

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