Dynamic Search Ads Explained: Benefits & Best Practices

What are Dynamic Search Ads?

Dynamic Search Ads (DSAs) are a powerful tool in your Google Ads arsenal, enabling advertisers to automatically generate highly relevant ads based on the content of their website.

Unlike traditional search ads that rely heavily on a predefined list of keywords, DSAs dynamically pull from your website to match search queries with the most appropriate landing pages and ad headlines.

But how do dynamic search ads work and how do they differ from responsive search ads?

What’s the difference between Responsive Search Ads and Dynamic Search Ads?

While both Dynamic Search Ads (DSAs) and Responsive Search Ads (RSAs) utilise Google Ad automation to improve campaign performance, they serve different purposes.

• Responsive Search Ads: RSAs allow advertisers to provide up to 15 headlines and four descriptions, which Google then mixes and matches to find the best-performing combinations. This flexibility in ad copy is excellent for testing different messages and finding what resonates most with your audience.
  
  
• Dynamic Search Ads: DSAs focus on your website content rather than predefined ad copy combinations. With DSAs, Google scans your site, identifies relevant content, and dynamically generates ad headlines and landing pages based on user searches. For this reason, dynamic search ads would be the most helpful if you want to cast a wider net without the hassle of managing extensive keyword lists.

Need help comparing campaign types? Check out our blog How to Choose the Best Google Ads Campaign.

Are Dynamic Search Ads any good?

Absolutely! Dynamic Search Ads can be a game-changer for businesses looking to maximise their ad reach with minimal effort. But are dynamic search ads any good for all types of businesses?

The answer lies in understanding their unique benefits and how they can complement your overall Google Ads strategy.

The 5 benefits of Dynamic Search Ads

1. Saves time

DSAs significantly reduce the time and effort needed to create paid ads. Instead of manually crafting multiple ads for each of your products or services, DSAs automatically generate ads based on your website content. This is perfect for businesses with a wide range of offerings, like e-commerce stores, where creating ads for each product can be time-consuming.

2. Automatic updates

One of Dynamic Search Ads' most compelling benefits is its ability to keep your ads up-to-date without constant manual intervention. As your website changes, your DSAs automatically adapt, ensuring your ads remain relevant to users and reducing the need for frequent ad copy updates.

3. Improves ad relevance

DSAs excel in creating highly relevant headlines that align with what users are searching for and are a great example of how personalisation can drive better engagement. By using your website's content, DSAs dynamically generate ad headlines that closely match the user's query, increasing the chances of clicks and conversions.

4. More control over your targeting

While DSAs automate a lot of the ad creation process, you still maintain control over which pages of your site are used for generating ads. You can create Dynamic Ad targets based on specific pages, categories, or content containing particular words and use negative keywords to prevent ads from showing for irrelevant searches.

Check out our 5 Tips to Improve Google Ads Quality Score with Keywords.

5. Expands traffic reach

DSAs can help you capture traffic that a traditional keyword-based campaign might miss. For example, if a user searches for something very specific, like "green queen size upholstered bedframe," a DSA campaign targeting your website’s relevant page can serve an ad tailored to that search. This is especially useful if your business offers a wide variety of products or services, but you don't have time to target every potential keyword.

How to set up a DSA campaign

Setting up a DSA campaign is straightforward, but understanding how to create Dynamic Search Ads effectively can significantly impact your results.

1. Create a new campaign

Log in to your Google Ads account and click the "+" button to start a new campaign. Choose your campaign goal, such as Sales, Leads, or Website Traffic.

2. Select "Search" as your campaign type

Pick "Search" as your campaign type. Then, decide on your desired results—whether that's driving website visits or generating leads.

3. Set up a Dynamic Ad Group

In the Ad Groups section, choose “Dynamic Ad Group.” Enter your website domain and select the language for your ads to target.

4. Choose dynamic targets

Decide how you want to target your ads—by specific categories from your site, pages containing certain words, or all web pages. Create custom labels for different sections if needed.

5. Create ad copy

Craft your description lines for the ads. Keep in mind that Google will automatically generate headlines and URLs based on your website content and user searches.

6. Set your bid strategy & budget

Select your bid strategy, such as Maximize Clicks or Target CPA, and set your daily budget to control your spending.

7. Add negative keywords

Prevent irrelevant traffic by adding negative keywords to your campaign. Regularly update this list to improve your targeting and performance.

8. Review & launch your campaign

Double-check all your settings. If everything looks good, click "Save and Continue" to launch your DSA campaign and start driving targeted traffic.