What Are Dynamic Search Ads?

Dynamic Search Ads

Did you know that 15% of daily Google searches are unique and have never been searched before? Given this, how can you possibly make sure that you have captured all of the possible keywords in your Google Search Campaigns? Dynamic Search Ads (DSA) are a great way to make sure that you haven’t missed any searches that users are typing in. Dynamic Search Ads are  a great Google Ads account expansion strategy. 

How Do Dynamic Search Ads Work?

Dynamic Search Ads are an ad type available through Google Ads for search engine marketing (SEM) or remarketing ads. DSAs use the power of Google to crawl through your website, find frequently searched terms you may not have thought of to put in your campaigns, and dynamically creates ads and landing pages for them. Basically, Dynamic Search Ads help you “catch” extra search traffic that you may not be reaching with the campaigns you’ve created yourself or with your marketing agency.

When you choose to implement DSA, you’ll have to select between one of three options for your campaign:

• Categories, which Google pre-selects based on your website’s content. We love the categories option in DSA. In fact, we helped one of our clients in the automotive parts industry boost their clicks by using categories that listed specific automotive parts including performance parts, exhausts, tires, wheels, and so on.
• Specific webpages on your site that you want Google to create DSAs for. Examples might be the product pages for your best-sellers, pages about special promotions, etc.
• All webpages, which will instruct Google to create DSAs based on the content of your entire website.

Should I Use Dynamic Search Ads?

If you have the budget for them, we definitely recommend creating Dynamic Search Ad campaigns. DSAs can help you find those searches that you never would have thought of, as well as help you expand your campaigns to increase your clicks, leads, and sales.

Setting Up Dynamic Search Ads

Here’s the step-by-step process of how to create a DSA campaign in Google Ads:

1. Go to the campaigns tab in Google Ads. Click the blue “+” to start a new campaign.
2. Select your campaign goal. If you don’t have one, choose “Create a campaign without a goal’s guidance.”
3. Click “continue” and select “Search” as the type of campaign you want to create.
4. Next, name your campaign, set your targeted locations, and choose your budget. You’ll also need to select “Search Network” under the “Network” option because Dynamic Search Ads are only for Google search.
5. Now you’ll create your Ad Group. To do so, at the top of the page change the “Ad Group Type” to “Dynamic.”
6. A new screen will appear for you to enter in your website address.
7. For Ad Group settings, choose your Dynamic Ad Targets. Select between Categories, Specific webpages, or All webpages. We discussed these Dynamic Ad Targets options up above.
8. Create your ad description lines only. The headline and URL will be dynamically created by Google.
9. Click “Done” and you’re ready for your DSAs to go live!

Even though Google is dynamically creating and displaying these ads, you still have some admin control. You can create and adjust

• Device bids.
• Ad schedule and bid adjustments.
• Audience targeting.
• Negative keywords.

Choose Whether or Not to Remarket Your Dynamic Search Ads

After your DSA campaign is created, you can choose to have your Dynamic Search Ads remarket. You have two remarketing options:

• Remarket your DSAs to people who have already visited your website.
• Remarket your DSAs to new people using the “Acquisition” option.

To choose the Acquisition option:

1. Go to the “Audiences” tab in Google Ads and select “+ targeting.”
2. Choose the audience you want to layer on top of your DSA campaign. Your audience options can be found under the “Browse” tab.
3. Select “Observation.” as your target setting. This way you can collect data to see which audience groups perform best before adding bid modifications.

Watch Dynamic Search Ads Work for You

As we mentioned above, DSAs are a great way to expand your campaigns because they allow you to reach people you and your marketing team would have never thought about targeting. After all, search query possibilities are endless. Why not take advantage of Google to crawl your website and find search query opportunities to market to people looking for the products and services you sell?

Contact Us if You Need Help

We love helping clients with their Google Ads campaigns. For a consultation and a free audit, call us today at (494) 484-9104 or complete our form here.