By employing a Google DSA ad campaign, a small, niche publisher was able to increase clicks to the site by 99% as they reported on breaking news in their niche.
Objective
Readers rely on publishers to produce quality content to be served at the moment they are seeking information. Twenty-First Digital partners with publishers to drive paid media traffic to sites to help expand audience networks and readership. By employing a Google Dynamic Search ad campaign (DSA), a small, niche publisher was able to increase Click-Thru-Rate to their site by 93% as they reported on breaking news.
Strategy
- DSA Campaigns are similar to traditional Google Search ad campaigns in that they serve an ad on the Search Engine Results Page after a user performs a query. Instead of compiling lists of targeted keywords as in a traditional campaign, Dynamic Search Ads will crawl your website for content, products, or information relevant to the user’s query. Google then writes a dynamically generated, custom ad for the user based on their intent and the information found on the website. This type of campaign allows publishers with any volume of content, to have their article promoted to the top of the SERP, without having to target individual keywords.
Tactics
Targeting
- Our client covered a story on anti-semitic insults recently made by a public figure. They are a non-profit publication with authority on this topic. The TFD social media team allowed the Google DSA campaign to crawl every article on the website and produce ads for relevant queries nationwide. The team did not limit the potential audience based on location or behavior. Because of the widespread interest in this subject, the article gained major traction.
Results
As a result, the small publication gained major attention and a high volume of traffic.
Month-over-month Results:
- 72% increase in Click-Thru-Rate
- 99% increase in clicks
- 46% decrease in Cost Per Click
The Google DSA campaign accurately represented this publication as the authority on this timely and relevant topic and earned the piece of content the traffic and readership it deserved.