Dynamic Search Ads (DSAs) have the potential for high volume and profit—but they also have the potential for budget cannibalization and waste. Harnessing their powers for good requires planning ahead, establishing clear goals and workflows, as well as knowing when to transition budget to more restrictive strategies. I’m going to tell you everything you need to know about DSAs: What DSAs are How this ad type works When to avoid DSAs When to use DSAs…

All too often, keyword research is seen as only useful for SEO and, therefore, only useful when driving growth for an existing business. People see keyword research as something that comes into play only once your business has already created its products, brand positioning, and market strategy. You put a campaign or site together, then optimize it. Keyword research, in this case, is an “after” tactic. But what if you’re moving backwards? After all, there’s…