Dynamic Search Ads (DSAs) are a type of Google Ads campaign that automatically generates ad headlines and landing pages based on the content of a website.
They use Google’s web crawling technology to target relevant search queries, allowing advertisers to reach a broader audience without the need for manual keyword selection.
Bing also offers DSAs. And they can be a great way to target keywords that your traditional search campaigns may miss.
However, they’re not the best choice if you want a high level of control over your ad copy.
How Do Dynamic Search Ads Work?
Google Dynamic Search Ad campaigns analyze your site, identify keywords relevant to your business, and automatically generate ads to target them.
They automatically discover keywords you may not be targeting with your search campaigns. And the right headline and landing page for each search ad.
If your site’s content is poorly structured—or if the copy is wrong or otherwise problematic—you shouldn’t use this type of campaign.
Pro tip : You can find your competitor’s keywords and ad copy using Advertising Research . Just enter their domain, click “Search,” and head to the “Ad Copies” tab.
How to Set Up a DSA Campaign
To run a DSA campaign in Google, go to Google Ads , and click “ New campaign .”
At the bottom, you’ll see a “ Dynamic Search Ads setting ” box. (If you don’t see it, click “ More settings .”)
Note : If the tool shows an ad and you can’t find this option, you’re probably seeing a standard ad group. Delete it and create a dynamic ad group.
Specific webpages : This option provides the highest level of control. You will be able to choose the exact URLs included in your campaign. This helps to ensure that you take users to a well-optimized page
All webpages : If you target your whole site, remember to exclude pages irrelevant to your ad campaigns (like your Terms and Conditions page)
Categories : You’ll get a list of categories and examples of a Dynamic Search Ad for each (with its keyword and landing page)
(If you want a more in-depth explanation of dynamic ad targets, jump to the end of the article .)
After you choose your targets, Google Ads will automatically use your site’s copy to generate headlines.
Now that your ads are ready, click “ Next ” and go to the final step.
You’ll just need to set up your assets , choose your budget, and choose a name for your campaign.
Pro tip : Remember, you can use Advertising Research to see your competitors’ ads and get ideas for your copy.
The Pros & Cons of DSA Campaigns
However, they’re not a good option if you need a high level of control of your ad copy or if your website structure is poor.
The Advantages of Dynamic Search Ads
They allow you to broaden your reach beyond the keywords you currently have in the account
The Disadvantages of Dynamic Search Ads
There are two main disadvantages to DSAs. They both stem from the advertiser having less control.
Google Dynamic Ads have a broad reach that sometimes can be inefficient. It’s important to refine your targeting and add exclusions
How to Leverage DSA Campaigns Effectively
There are various ways to target DSA campaigns. The best option depends on your individual use case.
Target Only Specific URLs
You select a list of URLs to which you want to generate traffic. Google will show your ads for queries that are relevant to those pages.
This is a good option if you only want to bring traffic to a specific list of URLs.
For example, if you have a large website but only want to use DSAs on a few products or services.
Target Specific Categories
You choose one or more categories. The search engine identifies a list of related queries and generates ads to target them.
This can be useful if you have a large group of pages you want to target. In those cases, setting up your campaigns can become time-consuming and hard to manage over time.
Target Specific Page Titles or Content
Technically, this encompasses two different ways to target (titles or content). But both methods function similarly.
Layer Additional Targets
If you’re hesitant about testing DSAs, or if you’ve tested DSAs and felt that the targeting was too broad, you can always layer audiences as “targeting” (instead of “observation”).
For instance, you could show your ads to a target audience who previously visited your site.
To do this, go to your campaign settings, click “ Audience Segments ,” and then select “ Targeting .”
Add DSA Exclusions
Adding exclusions is crucial if there are any pages you do not want to include in your campaign.
Your blog, for instance. You may prefer to bring organic traffic to it (not paid traffic).
(This really depends on your goals, though. For some advertisers, such as publishers, it may make sense to drive traffic to a blog.)
Then, you can add exclusions if you see that URLs you didn’t intend to promote are popping up.
Add Negative Keywords
It’s highly recommended to start your DSA campaign by porting over any existing negative keywords from your other campaigns.
Keep a close eye on the search terms report post-launch to ensure that you’re adding negative keywords as needed.
Get the Most Out of Your PPC Campaigns
Dynamic Search Ads are a great option if you want to scale your paid search campaigns.
PPC Keyword Tool : To plan and optimize your Google Ads campaigns, set match types, clean keywords, and remove duplicates.
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