Dynamic Search Ads use your website content to target your ads and can help fill in the gaps of your keyword-based campaigns.
Instead of creating an ad for each page on your site and adding keywords for each of those ads, Dynamic Search Ads uses Google’s understanding of your site to customize and target your ads.
Dynamic Search Ad headlines and landing pages are generated using content from your website, which keeps your ads relevant and saves you time. All you need to do is to add a creative description.
How Dynamic Search Ads show?
When someone searches on Google with terms closely related to the titles and frequently used phrases on your website, Google Ads will use these titles and phrases to select a landing page from your website and generate a clear, relevant headline for your ad.
The most important signal, among the many used to generate your ad’s headline is the HTML title of your page.
In the creation of Dynamic Search Ads, the only thing left to is to write the creative description, the final text that appears in your ad. It is very important that the ad description to be relevant to the landing page you target.
How DSA campaigns targeting works?
Dynamic Search Ads use content from the landing pages on your website to target your ads to searchers. You can choose from a variety of targeting options to specify which landing pages that Dynamic Search Ads should use. You can target groups of URLs with targeting types such as URL Contains or “Categories”, or target specific URLs or Page Feeds.
Example of how Dynamic Search Ads work:
- User search for a term.
- Google matches that search to the landing page that is most relevant on your site.
- Google’s algorithm creates an ad based on your template and a tailor-made headline.
With URL Equals You can target specific URLs
You want to drive more traffic to the “evening dresses” page on your website, so you target the specific URL for that page. This is also a great option for excluding specific pages on your site.
With URL Contains You can target pages with URLs containing certain strings
For an online store with ladies’ clothes, if you want to target all plus size dresses based on the URL string that appears when you navigate the site. If all of those URLs follow a similar pattern, like /plus-size/, you should target every URL that contains “plus-size.”
You can use a page feed to create a list of URLs you want to target, then attach custom labels to your URLs to organize them. You can use the Custom Label targets to target or exclude these subsets of your page feed.
About DSA campaigns bidding strategy
From my personal experience DSA campaigns perform best with target CPA bidding strategy.
When not to use?
Dynamic Search Ads are not recommended if your website changes rapidly—with, for instance, daily deals.
Which are the benefits of using Dynamic Search Ads campaigns?
Here are some of the benefits of using Dynamic Search Ads:
- Save time. No more mapping keywords, bids, and ad text to each product on your website
- Capture additional traffic. Dynamic Search Ads can help you gain additional traffic and sales identifying new opportunities that you aren’t already targeting with keywords. Even accounts with many keywords can miss relevant searches.
Careful! Don’t forget to add negative keywords, most indicated is to create negative lists that to add to your campaigns.
- They generally have a very low cost per click, because they can target keywords that do not have much competition. Also, the cost per conversion in the CPA campaigns is relatively low.
When to use Dynamic Search Ads?
For example, they can be successfully used in affiliate marketing when you want to test a new advertiser that you thought of promoting before you start creating manual ads.