Creating & Optimising Google Dynamic Search Ads

Dynamic Search Ads make it easy to reach relevant customers on Google search. Dynamic Search Ads use your website’s content to target your ads and can help and automatically keep your campaigns up to date using all relevant keywords.

Dynamic Search Ad headlines are generated using your website’s content. This keeps your ads relevant and whilst saving you time. All that is required is a description. They are well suited to advertisers with a well-developed website or a large inventory. 

Benefits of Dynamic Search Ads

There are many benefits to DSAs

  • Save time. Ads are generated automatically based on the content of your site. This is particularly useful if you run a site in multiple languages.
  • Display relevant dynamically generated headlines. When a customer searches for something relevant to your business, Google dynamically creates an ad with a clear headline for the most relevant site page.
  • Control. Ads can be shown based on your entire website or specific categories or pages.
  • Generate new keywords. Let Googlefind new keyword targets for you automatically.
  • Display URLs based on your final URL domain. Google Ads will automatically use the domain from your destination URL and show it as your ad’s display URL.

When not to use Dynamic Search Ads

DSAs are not recommended for the following site:

  • Sites which change rapidly, e.g. daily deals
  • Flash or image-rich sites which Google find difficult to crawl
  • Sites which require users to sign in

How they work

When a user searches for something related to your website’s content, Google will use the query to select a page from your website and create a clear, relevant ad headline.

For example, if you own an international hotel chain. Someone searching on Google for ‘luxury hotel London’ might see your ad with the headline ‘Luxury hotel – London ‘, click on the ad, and be taken to the page of your site that is dedicated to your London hotel.

DSA targeting works

Targeting for Dynamic Search Ads increases your reach without keywords and works by matching searches on Google with specific pages on your site. Ads can be targeted to particular website categories or target all your website’s pages. You can also block pages using dynamic ad target exclusions.

Dynamic Search Ads use content from pages on your site to target your ads to searches. You can choose from several targeting options to specify Dynamic Search Ads’ landing pages.

  • URL_Equals. This targets individual URLs from your website.
  • URL_Contains. Targets pages with URLs containing certain strings.
  • Categories. Google Ads generates sets of themed landing pages on your website. Advertisers decide which sets of pages to target.
  • Page content. Target pages containing words that you specify.
  • Page title. Target pages with titles containing certain words
  • Page feed. For maximum control of targeting, upload a spreadsheet of URLs. In the upload spreadsheet, each page will have an associated label, and Google allows you to target particular labels. 
  • All website pages. Target all the pages on your site

To quickly start using Dynamic Search Ads, the ‘Landing pages from your standard ad groups’ category targets all pages against which you currently run search ads. This increases traffic to landing pages in your existing campaigns.

Note: When selecting all webpages, add pages to which you do not want to drive traffic as negative Dynamic Ad Targets.

Dynamic Ads content

Dynamic Search Ads headlines are dynamically generated. They target relevant searches based on the user’s query and the text of your landing page or domain. Google crawls the advertiser’s site to find the most relevant content.

To increase the sucess of your Dynamic Search Ads headlines:

Optimising Dynamic Search ads

Create Dynamic Search Ad targeting groups based on user behaviour

Use recommended categories as your dynamic ad targets.

Google generate these custom categories based on the content of your site. Ads only match searches covered by your targets when you have a relevant landing page.

Create one DSA campaign per language

Your targeting and website language should be the same. If you have sites across different languages, DSA can be a quick and easy way to expand internationally.

Consider creating an all-website auto target

Creating an all-website target ensures that you will cover all relevant queries to your site.

Use a page feed to target pages

Submitting a page feed gives precise control over which pages  ads target. Use URL targeting and custom labels to create different ad groups. For example, if you sell multiple brands, you can label these in your page feed and then create customised description text, ad extensions or performance goals on a brand-by-brand basis.

Avoid adding top-performing queries as keywords in other campaigns

DSA reaches top-performing queries with customised headlines and specific landing pages. Only add these keywords to manual campaigns if you believe you are targeting these keywords more precisely.

Exclude non-transactional pages

Site pages like blogs, career pages or out-of-stock or discontinued items are unlike to give a good return on your investment. It is best practice to add the pages as negative targets.

For example, you can exclude out-of-stock products by creating dynamic ad target exclusions for PAGE_CONTENT = “out of stock”.

Add negative keywords

Increase ROI by excluding queries that are not performing. By viewing your Search terms report, you can identify terms you want to exclude and add these as negative keywords.

Maximise results by combining DSA with auto-bidding and RLSA

DSA’s works well with automated bidding. Auction-time signals, including the exact wording of a user’s query, can be used to set your bid and improve performance.

Optimise your website for your ads

Make your page titles descriptive and compelling as titles are often incorporated into your automated headlines.



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