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Arbeitswelt",{"__typename":110,"id":542,"image":543,"title":546,"subtitle":547,"cta":548},"cmienltjc3ykn07umttacm0bs",{"__typename":42,"title":102,"description":102,"mimeType":275,"originalUrl":544,"url":545},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fcmlj75by11ybt06ungk2z4tk9","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fquality=value:50\u002Fcmlj75by11ybt06ungk2z4tk9","5050 Newsletter","Der Gründer*innen Pitch für Early Stage-Startups mit paritätisch oder mehrheitlich weiblich besetzten Gründungsteams.",{"__typename":119,"label":549,"url":550,"target":102,"external":102,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Anmelden","https:\u002F\u002F5050.omr.com\u002Fnewsletter",[552,557,561],{"id":553,"name":554,"link":555,"description":556,"icon":485,"children":-1},"cmiegmt14qboj07ui8asetaqf","Events","https:\u002F\u002F5050.omr.com\u002Fevents","Inspiration, Know-How und neue 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Ads",{"__typename":620,"json":621,"references":805},"GlossaryDescriptionRichText",{"children":622},[623,632,652,668,671,677,680,685,696,700,705,709,713,721,725,738,742,746,769,773,792,801],{"type":624,"children":625},"paragraph",[626,628,630],{"text":627},"Dynamic Search Ads (DSA-Kampagnen) sind Google-Ads-Kampagnen, die ohne Keywords auskommen. Werbende müssen lediglich die zu bewerbende Seite bei Google eintragen. Das System stellt anschließend die Anzeigen. In Deutschland ist das Konzept auch unter dem Namen „",{"bold":479,"text":629},"Dynamische Suchanzeigen",{"text":631},"“ bekannt.",{"type":624,"children":633},[634,636,642,644,646,648,650],{"text":635},"Neben praktischer Zeitersparnis bietet diese Anzeigeform für den Werbetreibenden ein höheres ",{"href":637,"type":638,"children":639,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Freturn-investment-roi","link",[640],{"text":641},"ROI",{"text":643},". Eine Dynamic Search Ad (DSA) ist für bequeme Marketer ein wahrer Segen. Denn: ",{"bold":479,"text":645},"Google steuert diese Kampagnen zu 90 Prozent automatisch",{"text":647},". Das bedeutet, dass die Landingpages automatisch ausgewählt werden. Zusätzlich könnt ihr aber auch einen Seitenfeed mit allen URLs hinzufügen, die Google nehmen soll. Je nach Suchanfrage wird mit der Website abgeglichen, welche Zielseite am relevantesten ist. Das System schaut bei DSA-Kampagnen, ",{"bold":479,"text":649},"für welche Suchanfrage die Website relevant sein könnte",{"text":651}," und welche Suchanfragen entsprechend im System hinterlegt werden müssen.",{"type":624,"children":653},[654,664,666],{"src":655,"type":656,"title":657,"width":658,"handle":659,"height":660,"children":661,"mimeType":275},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002FmvtVjBTHuSAslqemdCow","image","Bei DSA-Kampagnen übernimmt Google Ads 90 Prozent der Inhalte.",400,"clje0yevb25l30btabnsricyu",531,[662],{"text":663},"",{"text":665},"\n",{"text":667,"italic":479},"Ein Großteil der Inhalte der Anzeigen zieht sich Google selbst.",{"type":624,"children":669},[670],{"text":663},{"type":672,"nodeId":673,"children":674,"nodeType":676},"embed","clslqu5o37ufr0buvam68zygv",[675],{"text":663},"HtmlEmbed",{"type":624,"children":678},[679],{"text":663},{"type":681,"children":682},"heading-two",[683],{"text":684},"Wann sollte ich Dynamic Search Ads (DSA) nutzen?",{"type":624,"children":686},[687,689,694],{"text":688},"Für Euch heißt das also weniger Arbeit in der ",{"href":690,"type":638,"children":691,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fsea-suchmaschinenwerbung",[692],{"text":693},"SEA-Strategie",{"text":695},", aber auch viel Kontrollabgabe an Google. Das muss allerdings nicht von Nachteil sein. Ihr habt schließlich jederzeit die Möglichkeit, nachzuvollziehen, welche Keywords Google für die Ausspielung der Anzeigen genutzt hat. Auch die Anzeigen selbst seht ihr immer. Die meisten Google-Ads-Professionals ziehen hieraus neue Inspiration für eigene Anzeigen oder aber auch für weitere Keywords.",{"type":624,"children":697},[698],{"text":699},"Nicht auf DSA setzen sollten hingegen diejenigen, die zum Beispiel wegen einer Firmen-Policy jede Anzeige absegnen lassen müssen. Das ist mit DSA-Kampagnen nämlich nicht möglich.",{"type":701,"children":702},"heading-three",[703],{"text":704},"Probleme bei Dynamic Search Ads vermeiden",{"type":624,"children":706},[707],{"text":708},"Ganz wichtig ist das Thema Kannibalisierung. Darunter versteht man den Wettbewerb der Anzeigen-Ausspielung innerhalb des eigenen Kontos. Sie entsteht im Google-Ads-Account mit dynamischen Suchanzeigen, wenn ihr normale Anzeigen habt und dann eine Dynamic-Search-Ads-Kampagne parallel dazu schaltet.",{"type":624,"children":710},[711],{"text":712},"Sofern ihr es nicht aktiv unterbindet, kann es sein, dass das System bereits vorhandene Keywords, die ihr im Account manuell hinterlegt habt, ebenfalls als relevant bewertet und diese dann auch dementsprechend nutzt. Allerdings kann immer nur eine Anzeige für eine Suchanfrage ausgespielt werden. Daher entscheidet das System nach dem CPC oder Qualitätsfaktor, welche Anzeige relevanter ist.",{"type":624,"children":714},[715,717,719],{"text":716},"Das Problem dabei: ",{"bold":479,"text":718},"Die Landingpage, die das System aussucht, ist vielleicht nicht die relevanteste Zielseite",{"text":720},". Ihr habt ggf. bereits eine eigene, bessere Zielseite vorab definiert. Das kann dazu führen, dass ihr wegen der Dynamic Search Ad einen höheren CPC zahlt. Für diesen Fall müsst ihr die korrekte Zielseite angeben und dürft nicht „Alle Webseiten“ auswählen.",{"type":624,"children":722},[723],{"text":724},"Gleiches kann auch bei Themen passieren, die ihr gar nicht bewerben wollt. Die solltet ihr vorab ausgrenzen.",{"type":624,"children":726},[727,735,736],{"src":728,"type":656,"title":729,"width":730,"handle":731,"height":732,"children":733,"mimeType":275},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002FX06fYlSRnC8lEwdTl8nH","So lassen sich Dynamische Suchanzeigen bei Google ausrichten",862,"clje0yet325l00btasskyggw7",378,[734],{"text":663},{"text":665},{"text":737,"italic":479},"So lassen sich Dynamische Suchanzeigen bei Google ausrichten.",{"type":681,"children":739},[740],{"text":741},"Dynamische Suchanzeigen (DSA-Kampagnen) eingrenzen",{"type":624,"children":743},[744],{"text":745},"Für diese beiden oben genannten Fälle gibt es zwei Lösungsansätze:",{"type":747,"children":748},"bulleted-list",[749,759],{"type":750,"children":751},"list-item",[752],{"type":753,"children":754},"list-item-child",[755,757],{"bold":479,"text":756},"Hinzufügen von negativen Keywords",{"text":758},". Das ist auch bei einer DSA-Kampagne möglich. 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Die Methode ist eine gute Möglichkeit, neue Potenziale zu entdecken und sollte demnach auf jeden Fall ausprobiert werden.",{"type":624,"children":774},[775,777,783,785,790],{"text":776},"Wenn ihr mehr über die Themen wissen wollt, schaut Euch unbedingt unseren ",{"rel":778,"href":779,"type":638,"children":780,"openInNewTab":479},"noopener","https:\u002F\u002Feducation.omr.com\u002Fproducts\u002Ffundamental-sea-guide-google-ads?utm_source=report_glossar_ad&utm_medium=link&utm_campaign=education-seo&utm_content=keyword-dsa",[781],{"text":782},"SEA-Guide für Beginner",{"text":784}," oder unseren ",{"rel":778,"href":786,"type":638,"children":787,"openInNewTab":479},"https:\u002F\u002Feducation.omr.com\u002Fproducts\u002Fgoogle-ads-professional-sea-leitfaden?utm_source=report_glossar_ad&utm_medium=link&utm_campaign=education-seo&utm_content=keyword-dsa",[788],{"text":789},"SEA-Guide für Profis",{"text":791}," an. Sie helfen Euch, Eure Google Ads-Strategie auf ein neues Level zu heben.",{"type":624,"children":793},[794,795,800],{"text":663},{"href":796,"type":638,"children":797,"openInNewTab":479},"https:\u002F\u002Feducation.omr.com\u002Fproducts\u002Ffundamental-sea-guide-google-ads?utm_source=report_glossar_ad&utm_medium=button&utm_campaign=education-seo&utm_content=keyword-dsa",[798],{"text":799},"Zum SEA-Leitfaden",{"text":663},{"type":624,"children":802},[803],{"text":804},"\n\n    \n",[806],{"__typename":676,"id":673,"rawHtml":807},"\u003Cdiv style=\"background-color: #EFF1F3; padding: 20px;\">\n\n\u003Ch2>Empfehlenswerte Search Engine Advertising (SEA) Software \u003C\u002Fh2>\n\n\u003Cp>Empfehlenswerte \u003Ca href=\"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcategory\u002Fsearch-advertising\">Search Engine Advertising Software\u003C\u002Fa> kannst du auf unserer Software-Vergleichsplattform OMR Reviews finden. Dort haben wir über 40 SEA Tools gelistet, mit denen du Aufgaben im Bereich des Managements der Search Advertising Kampagnen unterstützen kannst. 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