Google Ads, Digital Marketing

Dynamic Search Ads

Aug 06, 2020

Harneet Kaur
Digital Marketing Executive

Everything You Need to Know about Dynamic Search Ads

Dynamic Search Ads (DSAs) are the type of Google Ads campaign that shows the content relevant to the brand’s website, foregoing the use of keywords. They are the search ads that are visible to users based on the content of your website. Google’s spiders crawl your website and then match to the search queries asked by the user to showcase the similar content on your website. Apart from this, the crawlers dynamically generate the landing page as well as irrelevant taglines to show the ad results based on the search term used.

Creating DSAs campaigns are one of the best measures to ensure optimum conversion of goals as the ads catch the unique searches thereby filling in the gaps that are usually left by your other search campaigns.

In simpler terms, the dynamic search ads allow the advertisers to find the customers that are specifically looking for what the advertiser has to offer via his/her website. It is basically helpful to run a DSA campaign for a website full of content or for an eCommerce website that offers multiple services that most users are searching for in the Google search engine. The DSAs make use of the website content to be showcased to the user rather than using the keywords.

When are Dynamic Search Ads Showcased

Since the DSAs are the ads that are based on the content of your website, the crawlers showcase the ads to the users whenever they search for the terms of content related to the titles and frequently used words on the brand’s website. The DSAs will then use the searched titles and the words to generate a tailor-made advertisement. The information that is fetched from the tagline and the words is basically from the website itself.

For instance, if you own an eCommerce shop online and someone is searching for a “GAP sweatshirt” in Google Search, the DSA will strategically look for the “specific search query” on your website and generate a title and a landing page based on that query from your website. Whenever the user will click on that ad, the landing page will take them to a page on your website that features all the “GAP sweatshirts” for men, women and kids.

Thus Dynamic Search Ads allows you to directly drag in the customers that are looking for the services you special offer by dynamically creating an advertisement based on the same search query and redirecting it to your website.

How to Create a Dynamic Search Ad

Dynamic Search Ads are created in the same manner just like other ad campaigns though, the creative process is a bit different when compared to the others. To create dynamic search ads:

  • Log in to the Google Ads account with your email id

  • From the extreme left corner, go to the “All Campaigns”>Campaigns> (+) button. This will allow you to create a new campaign.

  • Now, choose the goal for your campaign or you can move forward with “create a campaign without goal guidance”.


  • Click on the continue button and then choose the campaign type “search” for your campaign. Then, click on next.


  • The next page will allow you to put a name for your campaign, set up the target location as well as the budget.

  • Choose the “Search Network” under the “Network” section as DSAs basically run for the search networks.


  • Then, click on show more settings, and specify the domain name, target language, target source, for the campaign. Choose “Google Index of my website” if there is no spreadsheet available with URLs from the last feed. Then, click on save and continue.


  • Finish the procedure by filling in the target location, bidding strategy as well as the budget and save the settings.




How to Create an Ad Group

The Ad Group settings allow you to choose how you would like to target your advertisement.

  • Firstly, change your ad group type to “dynamic” from “standard”. This will change your web page.

  • On the new screen, you have to enter your website under “Enter the Domain” and select the language for your ad.


Understanding Ad Group Settings:

The setting for your ad group now specifies how Dynamic Search ads are different in nature when compared to the others. Before setting up the Ad Group, you must be clear if you want to target the ads for your entire website, a particular webpage on the website or a specific category on your website.

Since you have to create descriptions for the ads yourself, you must be clear in your head on the targeting phenomenon you want to go for.


Now, there are three options for the Dynamic Search Ad Targets:

  • Recommended categories for your website: In this option, Google will pre-select the categories for your Dynamic Search Ads based on the relevant content from your website. Now, you gotta do is select the categories that you need to target for your ad group.

  • Specific webpages: This option allows you to select webpages you want Google to target for your DSA.

  • Every Webpage: This option will allow Google to target every single webpage on your website for the ads.

After you have decided on the Ad Group Target, your ad will be created. Google will be in charge of dynamically generating the headline as well as the URL for the ads though you will have to write a small description that will be displayed for the DSA.


After you have completed all the details and have set your targets, click on “Done”. This will make your DSA campaign live for the users.


Remarketing Dynamic Search Ads:

Once your DSA campaign goes live, you can decide if you want to remarket the ads according to your preferences or according to the results. For this, you will have two options:

  • Remarketing: It will allow you to use the DSA campaign only for the remarketing gimmicks where the ads will be shown to users who have already visited your website or have taken any action over your webpages. This will allow Google to effectively target the people that are familiar with your website and are looking for the similar services you offer.
  • Acquisition: This will allow you to use your DSA campaign in a similar way as others though putting a smart layer over the visitors familiar with your website. This will allow you to target new customers as well as increase the bids for targeting the preferred “remarketing audience”. .

Benefits of Using Dynamic Search Ads

A new copy of the object is created that is moved from the drag and drop website builder’s side panel. This action allows you to create several lines of PHP/HTML code automatically with respect to the webpage type that you are working on. This code explains the following properties of a newly dragged object:

  • 1. Relevant
    The DSAs are dynamically created by Google for the users that are searching for the products/services related to your website, making them relevant to both you and the customer thereby offering a better ROI and a lower cost

  • 2. Saves Time
    Since the DSAs are dynamically created based on the search query used by the user, there is no need to set them up based on the multiple keywords that require extensive research.

  • 3. Fill in Gaps
    The DSAs specifically target the audience that is searching the exact same product/service available at your website thereby allowing you to fill in all the gaps that are otherwise created by siding other search ads. They allow you to reach a wider audience and get additional traffic.

  • 4. Compatible with Website Changes
    Since you don’t have to strategize the new keywords based on the updates offered to your website, the DSAs don't require you to change any kind of information on the product or service as they are dynamic in nature.

Harneet Kaur
Digital Marketing Executive