As part of Google’s booming collection of advertising tools, dynamic search ads are one option you shouldn’t skip. 

Why?

• They close the gaps in your advertising keywords and enhance ROI.
• The easiest and fastest way to create an ad campaign.
• Allow you to target ads having the best match with search queries.
• They close the gaps in your advertising keywords and enhance ROI. Holds the power to reduce time and budget waste behind fruitless ads.

Harnessing Dynamic Search Ads at its full requires planning, precise goal setting, workflows, and a knack for when to draw strict budget lines.

In this guide, you’ll know every nook and corner of DSAs to get started:

• What are Dynamic Search Ads (DSAs)?
• How does Google Dynamic Search Ad work?
• How are Dynamic Search Ad Campaigns Different from Other Google Ad Campaigns?
• How to Set Up DSA Campaigns?
• How to Optimise Your Google Dynamic Search Ads Campaigns?
• Does Your Business Need Dynamic Search Ads?
• Ready to Use Google Dynamic Search Ads Today?

Let’s get going!

What are Dynamic Search Ads (DSAs)?

Dynamic Search Ads (DSAs) are another form of Google search ads that operate based on your website’s content, not keywords. Google’s organic web technology crawls your site to fetch content related to search terms and then combines the content with search terms to auto-generate dynamic ads.

Dynamic search ads pick up unique & relevant searches carrying growth opportunities for your business.

DSAs put you in front of people looking for your products and services, with the ideal information, without demanding an active presence to monitor keywords from your end.

DSAs are hard to differentiate from general Google ads, as they both look similar in the search engine results.

How do Dynamic Search Ads work?

Dynamic Search Ads uses content directly from your website for ads to target relevant search terms.

Search terms + Website content = Dynamic Search Ads

Google keeps an updated index of your stock inventory for Dynamic Search Ads users through its organic crawling technology. Whenever a relevant search pops up, Google dynamically creates an ad using the headline of the search query and the text of your highly relevant landing page. 

Let’s say my search query as a user is “automate email marketing.” Your landing page has content like “automate email marketing at scale and boost your conversions by up to 30%.”

Here’s how a Dynamic Search Ads will look like:

The ad then enters the auction and competes as usual. However, Google will hold on to your ad for searches where you also have an eligible keyword-targeted ad. 

Hence, you receive broader exposure and better results for your website pages without changing your existing keyword campaigns.

How are DSA Campaigns Different from Other Google Ad Campaigns?

Dynamic Search Ads vary from text ad campaigns in two significant ways:

• Dynamic ad copy titles

The search engine giant draws information from your website or page feed to generate the DSA title and create the related landing page.

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Hence, Google dynamically creates the title of DSA. You don’t need any headline or copywriting experience when it comes to DSAs. 

Your skills are required in writing the description of the ad. 

Imagine having an auto-tailored ad matching the products people are searching for. This is the best search engine practice you can ever achieve.

• Auto-target bidding

Dynamic Search Ads use a cost-per-click (CPC) bidding system, similar to text campaigns. It means you will only pay when users click on your ad. 

However, you don’t need to bid for individual keywords as DSAs don’t use keywords, unlike standard text ad campaigns.

Instead, you bid for different pages of your website that you want to target. Also known as auto-target level. Once you bid for each auto-target, your ads will appear in the results according to ad rank (a value used to identify your ad position).

How to Set Up DSA Campaigns?

Setting up Dynamic Search Ads (DSA) campaigns within Google Ads requires a step-by-step process. Dynamic Search Ads automatically craft ad headlines and landing pages by drawing from the content on your website. For assistance in setting up DSA ad campaigns, you can also seek support from a Google Ads Agency based in Sydney.

Let’s go through the step-by-step process to understand what I mean:

•  Start a new campaign

Login to your Google Ads account. In the campaign tab, click the blue “+” to start a new campaign.

• Select the goal

Choose one or more goals for your campaign. Or, you can continue without selecting a goal.

For this example, let’s select “Sales” as our goal:

• Select “Search” campaign type

Since DSAs are available only for Search campaigns, choose “Search” as your campaign type.

Then choose the way through which you want to accomplish your campaign goals. For instance, you want to drive sales through website visits.

Google gives you several options to choose from: website visits, store visits, phone calls, or app downloads. Whatever you choose, you have to provide information accordingly.

For instance, I choose “Website Visits” as my way to get more sales. The campaign will ask for my website URL:

Name your campaign and hit “continue”:

• Set your budget and bidding

On the next page, you’ll choose your budget and bidding options.

In the ‘Bidding’ section, choose an automated bid strategy to let Google optimise your bids. Google recommends going for target CPA or enhanced CPC options.

Here we have Target CPA as an optional choice. Let’s checkmark it:

Type in your bid limit (optional), and budget, and click “Next”.

• Configure your targeting options

Here you enter your targeted locations, languages, and audience segments:

Once you fill in the details, click “More Settings” at the end of the page (refer to the example above).

• Dynamic Search Ad setting

Click the Dynamic Search Ads setting under the “More Settings” section:

Enter your website domain, select the language for the Dynamic Search Ads campaign, and choose your targeting source to clarify which web pages Google should choose to target your ads.

Click “Next” to continue creating your dynamic ad target.

• Create your Dynamic Search Ad

As Google auto-generates the headline and the URL based on the search queries and your website content, all you have to add is a description line (max. 90 characters).

Once you write the description, complete the other details as usual, like ad group settings, and hit “Publish your campaign.” 

Voila – you created your first Dynamic Search Ad campaign.

How to Optimise Your DSA Campaigns?

There are a couple of ways to optimise your Dynamic Search Ads campaign. The most important one is—structure.

• Structure your campaign

DSAs are based on auto-targets, and auto-targets reside in ad groups. So make sure to structure your auto-targets for the particular ad groups. Let’s say each ad group consists of a product line belonging to a major category; you better control and manage the granular structure.

For example, if a fragrance company creates a DSA campaign for different perfumes, they need separate ad groups for perfume, deodorant, body spray, etc. You can write description lines for each of these individual ad groups and then let Google dynamically generate unique ad titles. You should obey the general rules while setting a PPC Ad Campaign. 

• Plan keywords accurately

Dynamic Search Ads focus on broadening query coverage and enhancing the overall advertisement experience.

Apart from auto-target ads and post-click landing pages, it would be best if you consider mapping your keywords. It is essential to add negative keywords in your DSA ad groups and campaigns to ensure you are not competing with your own keywords.

Adding negative keywords makes sure you are not ranking for the wrong keywords, giving more space to your targeted keywords. This step will also take care that your Dynamic Search Ads appear based on the highly relevant queries.

• Showcase your promos, coupons, and offers

Since DSA is looking after your ad creation process, you are free to focus on highlighting your discounts, coupon codes, or other offers you have in your arsenal.

Free Shipping, Fast Delivery, Season Sale, you name it.

Dynamic Search Ads allow you to add your promotions in the description line and let Google customise the headlines accordingly. It will enable new customers to see the products available at a discounted price, converting them better and enhancing their overall experience.

• Leverage smart bidding

Of course, Dynamic Search Ads are all about automatic bidding, but they give you control through manual bidding.

Simply visit the more options available within additional settings of your DSA campaign to take charge of your campaign spending.

Google offers this smart bidding option to help you boost your ad performance, including your cost per acquisition rate and, as usual, ROI.

Does Your Business Need Dynamic Search Ads?

“Dynamic Search Ad users achieved 5-10% more clicks and conversions with less time and effort.”

Think With Google

That doesn’t mean DSAs are a perfect fit for your brand.

Weigh up the pros and cons to decide:

Advantages of DSA campaigns

Here are three major benefits of Dynamic Search Ads:

• Close the keyword gap: DSAs crawl your website or specific web pages to list all products. Not only does it give your website keyword coverage, but it also uses keywords that Google Ads typically flags under the name of “Low Search Volume.”
• Easier ad creation: Google dynamically generates the headlines based on your products matching the search queries. The process becomes much easier as you don’t have to scratch your head over creating an attention-grabbing title. Dynamic Search Ads take care of the write-up, making sure to drive the maximum clicks possible.
• Quick setup: Dynamic Search Ads take a load of keyword search and campaign creation off your shoulders. If you have a good structure readily available, the DSA setup is a piece of cake. With DSAs, you will find yourself running a wide variety of ads covering all your web pages or categories in as minimum as one day.

Disadvantages of DSA campaigns

On the other side, here are three drawbacks to watch out for in your Dynamic Search Ads campaign:

• Lack of complete control: DSA doesn’t give you full control over the type of queries matched and delivered. You must keep your end of the bargain by organising an appropriate ad structure and keeping negative keywords at bay.
• The heading doesn’t always match: While dynamic headlines eliminate the copywriting hassle, it can be challenging for advertisers not to have complete control over what type of brand message to show. The headlines are based on the search terms and your website or product content, making it rare to see unmatched ads. However, search term reports sometimes may tell you a different story. You will notice a difference between the ad headline shown and the landing page it leads to.
• Low-converting search queries waste budget: As you know, some keywords are highly converting while some drive traffic but are far from conversion. Dynamic Search Ads serve both keywords equally. It may eat up your budget before using it for highly converting keywords, and products searched for. Having a good structure and a list of negative keywords helps to prevent this issue.

Ready to Use Dynamic Search Ads Today?

Dynamic Search ads are no less than a godsend. It addresses many issues lying unsolved on traditional text campaigns by giving the driver’s seat to your site as well as search queries. They can be very beneficial if combined with Smart Budding. At last, proper structure management and keyword mapping give you an edge in the advertising world. We would suggest hiring a PPC agency for the successful implementation of such campaigns. 

Have you created your Dynamic Search Ads campaign yet?