Dynamic search ads (DSAs) are the perfect way to capture traffic you never thought existed. They occupy unique searches that bring more opportunities and drive more traffic to your site. In this guide, you’ll learn what dynamic search ads are, how to use them, why we use them, and best practices.
What are dynamic search ads?
Dynamic search ads are an easy way to find users searching for your products or business on Google. This type of advertising is ideal for advertisers who have a well-developed website or a large ad slot, as Google crawls your website and matches search queries to queries closely related to your website. Headlines and landing pages are then generated dynamically by your content, which means your ad is always relevant and saves a lot of time. If you don’t have these types of ads in your account, you can skip relevant searches or unique ways people search for your brand and products.
How do I choose what to target with my DSA?
DSAs use the content of your landing pages to target your ad searches, but there are several ways you can select those landing pages.
URL_Contains – this option allows you to target specific URLs that contain a specific string.
Categories – this choice is created by Google Ads by selecting sets of landing pages from your website and organizing them by theme. They appear in a list of options, where you can check the box for the category you want to use as your dynamic ad targets.
URL_Equals – this option allows you to target specific landing pages on your website. It is common for people for DSAs to start by using their website to test the process.
Page Feed – With this option, you’ll need to upload a URL spreadsheet, which means you can target the entire feed.
How are DSA campaigns different from regular campaigns?
Like a regular text campaign, DSA campaigns can use a cost-per-click bidding strategy. This means that you still pay every time someone clicks on your ad, but unlike regular campaigns, you don’t use it for every keyword because DSA doesn’t use keywords. Instead, you apply bids to the target level you choose, such as the URL you choose to target. It will then appear in the results based on your Ad Rank.
Another difference between DSA and regular campaigns is ad formatting. Google takes information directly from the landing page or feed you choose to generate the title and, if necessary, the final URL. The only part of the ad that you are required to provide is a description. This applies to all ads targeted to this dynamic ad, so you need to make sure your ad is customized enough to provide as much information as possible to the user, but also general enough to implement all the products your targeted ad could promote.
When do I use dynamic search ads in my account?
DSAs are a great option for people with a wide variety of products and landing pages. Instead of creating an ad for each product, DSAs can do it for you and target users based on their intentions.
Another time when DSAs really benefit your account is when you want to reach more people or explore more ways a user searches for your products. As voice search is becoming a popular way for people to speak, you want to make sure we capture everyone who intends to convert with your business. Adding DSAs to your Google Ads account means you can choose unique ways for people to search.
When should I not use dynamic search ads in my account?
If you have a website that changes regularly, such as if you regularly advertise products, DSA may not be right for you. This is because dynamic search ads aren’t optimized for quick changes.
DSAs do not work in your account if you have much control over the information displayed in your ad. The titles of your ads are dynamically generated by the content of your website, which means you have much less control over which users display; you need to trust your google! These campaigns can be time consuming to deny search terms if you’re very sure about which keywords you want to show for.
DSAs work best with well-optimized pages where topics and terms can be identified. Dynamic search ads don’t work well with websites for which Google Ads can’t. One example would be that if you need to sign in to access most site content, there is no DSA for you.
In summary, dynamic search ads are definitely for you, whether you have a large account and need to build a lot of products, or are looking for gaps in which you don’t include users searching for your products. For best results, simply check that your website is properly structured and optimized.