What Is Dynamic Search Ads and How to Use Them

Adsbot Growth Team
what is dynamic search ads

During the content creation process for your website or blog, you can’t find all the right keywords and right titles every single time. When creating your content for marketing purposes, you need to figure out each keyword to promote your products, but there will always be some things you will overlook. They may be keywords, or landing pages, or both. 


If you ask yourself how you can manage to create ads for every possible keyword that can drive traffic to your website and convert to sales without spending -probably- hundreds of hours to create landing pages for each product or service you have, there’s an answer to that. It’s called Google Dynamic Search Ads.


Google Ads offers different types of ads to promote your business. Each of them is designed to support you with great extensions and special features. Now, let’s dive into the Google Ads universe and check the details of Dynamic Search Ads.


How Does Dynamic Search Ads Work?


Dynamic Search Ads (DSA) work by automatically generating ads and targeting them to relevant user search queries based on the content of your website. Here’s how it works:

  1. Google’s web crawling technology scans your website and creates a list of URLs that are relevant to your products or services. These URLs are organized into groups called DSA clusters.
  2. When a user enters a search query that matches the content of one of your DSA clusters, Google Ads automatically generates an ad headline and landing page based on the content of your website.
  3. The ad is then shown to the user, along with other search results on the Google Search Engine Results Page (SERP).
  4. When the user clicks on the ad, they are taken to the landing page that was automatically generated for that ad. The landing page is designed to be highly relevant to the user’s search query and the content of your website.
  5. You pay for clicks on your ads, similar to how other Google Ads campaigns work.


Why Do You Need Dynamic Search Ads?

Did you ever wonder how brands or e-commerce websites manage to show you ads of a specific product you happen to search for in Google? For example, Amazon sells probably hundreds, maybe thousands of laptop computers, but you’re looking for a computer that has a tenth generation Intel Core i5 processor and NVIDIA GTX 1650 graphics card. You type it into Google Search, and there you have it! You see an ad for “Monster Abra A5 V15.5 Intel Core i5 10300H 8GB 256GB SSD GTX1650” on Amazon. Do you think digital marketers on Amazon create ads for every item on their inventory? Do you think it would be practical? What you see is probably a Dynamic Search Ad.


You need Dynamic Search Ads because you need to configure your ad campaigns for multiple keywords, even the ones you haven’t thought of. People can make their online searches with many different keywords and you can’t add every single keyword to your campaigns. Also, with Dynamic Search Ads, you can optimize your campaign content, especially your headlines for specific search queries. Google can simply create your ads and match people’s queries with them. This means more people can click your ads and potentially convert.


When to Use Dynamic Search Ads? 

  1. If you have large product catalogs: If you have a large product catalog, dynamic search ads can help you target relevant search queries and ensure that your ads are always up-to-date with the latest product information.
  2. If you have limited keyword targeting: If you have limited keyword targeting, dynamic search ads can help you reach users who are searching for terms that are not in your keyword list.
  3. If you have new or changing products: If you have new or changing products, dynamic search ads can help you keep your ads up-to-date and relevant, without having to manually update your ad copy.
  4. If you have time-sensitive promotions: If you have time-sensitive promotions, dynamic search ads can help you reach users who are searching for relevant terms at the right time.
  5. If you want to improve ad relevance: Dynamic search ads use machine learning algorithms to determine which search queries are most relevant to your website, which can improve the relevance of your ads.


How to Use Dynamic Search Ads? 

It is easy to set DSA. It only takes a few quick steps. As you always do, you need to go to the new campaign interface, go through the text campaign creation process. When you are proceeding with the campaign process, you need to enable dynamic search ads at the bottom of the page.


After that, you need to enter your website URL and create your ad groups. In every group, you can manage your Dynamic Ads. On this page, you can also auto-navigate your Dynamic Ads to the page you want to retarget. 


Right after the grouping step, you can create individual dynamic ads for each group. You need to create description texts for campaigns. Google does the rest. 


Advantages of Google Dynamic Ads

One of the most obvious advantages of DSA is targeting search queries you might have missed while creating a campaign. With a simple process, you can make Google create ads and target keywords for loads of different products if you try to manage an e-commerce website that has product diversity.


More Keyword Coverage

You don’t need to cover all the keywords people could search. Google DSA can help you to manage your ads with automatic crawls. Google crawls your pages and shows your ads with related content of people’s inquiries. This means more personalized ads, and people love to click personalized content according to a report by Salesforce. Dynamic Search Ads is an effective way to optimize your ads and get more traffic without keyword research challenges.


Less Work for Headlines and Keyword Research

You don’t need to create headlines for each ad with Google Dynamic Search Ads. Google can create various headlines for every single product you have. That allows you to catch users who are looking for specific types of products like in our Amazon example above. You still need to fill in descriptions, but it is the headline most users care about at first sight. 


Save Time with DSA

Setting up a Google Dynamic Search Ad is even easier than creating a regular Google Ads campaign. If you build a solid structure for your ads on the campaign and ad group level, you don’t have much to worry about. For example, if you sell insurance and create DSA campaigns, you might want to have particular ad groups for auto-targets for car insurance, home insurance, and business insurance. Just type in your unique descriptions and see how Google works its magic for the headlines.


Disadvantages of Google Dynamic Search

Don’t forget that every coin has two sides. You should carefully evaluate the pros and cons if you consider using DSA.


Don’t Forget That You Won’t Have Full Control

The risky part of Google Dynamic Search is also the best part of it. When you give control of your ads to Google DSA, you should choose the negative keywords and optimize your ads properly. Otherwise, Google Dynamic Search Ads will operate on their way, and your campaigns might not work the way you want them to. You can use Adsbot to get search term report for dynamic ads in the insight tab.With its smart algorithm, Adsbot recommends negative keyword idea daily. You can add negative keywords for a non performing search term  as well using the Optimization tab. 


When not to use

  • If your website changes rapidly
  • If you don’t have a well structured website
  • If you don’t have  well written HTML page titles and clearly-written content.
  • If Google cannot understand your website’ theme or terms.( If majority of your website contents need to sign in;  your website is  full of images or using technologies which Google bot’s cannot render.


Don’t Waste Your Budget

Low-performing ads are painful, and neither they help you to get more traffic nor conversions. Sometimes, Google DSA can’t understand the best way to promote your campaign. This can end up wasting your budget. You need to check the performance of your DSA and optimize them again and again to get the best results. You shouldn’t think that everything is over when you set up a DSA.


Get the Best of Google Dynamic Search Ads with Smart Bidding

You might even have better results if you use Google Dynamic Search Ads with Smart Bidding strategies. You can have a chance to minimize the risks of spending your budget, especially if you use Target CPA or Target ROAS strategies.

Google DSA is already a good way to increase your conversions if you use them cautiously. Imagine the benefits of pairing them with strategies that allow you to spend less and convert even more!


How Does Adsbot Help You?

Adsbot recommends low performing search terms for DSA campaigns and you can add them as negative keyword via Adsbot interface. Moreover, you can get insights, alerts and smart recommendations with a single click. You will have full control on your account and focus on strategy. Start you free trial today and see Adsbot in action.

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