A Guide To Google Dynamic Search Ads: Definition, Advantages, Disadvantages and How To Use DSA.

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Developing your PPC account requires looking beyond the results you can easily find if you want to expand your business. That effort involves expanding to higher-funnel research stage queries, marginal queries with potential to be bid lower, and long tail queries which, by definition, no human can predict or research.

In order to come up with these new avenues, consumer research  or brainstorming can be done in a number of different ways. It would be wise to consult specific data sources here. There is plenty of room for ingenuity here. Data from site searches can be mined, often through Google Analytics, or your own analytics backend. Site search data from Google Analytics can be mined to determine which queries are most likely to convert and be sucessful. The ideas might lead to the creation of new adgroups.

Among the research engines you can keep running for a long time is the Google campaign type Dynamic Search Ads (DSA). It is an excellent search engine. As per Google, DSA technology targets your ads using the content of your website and can assist with filling in the gaps in your keyword-based dynamic search campaigns. According to them, it’s best suited to sites with lots of product inventory.

DSA google ads are one of the highly sought methods. Google’s ads bot spiders your entire site (or portions of it that you specify via targeting options), inserts headlines dynamically and serves the ad as a PPC ad in search results based on the bid you made, the content of the page, and other signals. As with organic search results, Google’s algorithm determines whether user queries match the content on a page and if there is a sufficient match.

In this blog we will learn how to create a dynamic search ad, what is dynamic search ads in adwords, with dynamic search ads what does the advertiser provide and pros and cons of google ads. 

What are dynamic search ads?

Dynamic Search Ads (DSAs) from Google are powerful campaigns that expand the coverage of your query and drive more traffic to your site. However, if you aren’t aware of them or don’t set them up properly, your campaigns may suffer.

These google dynamic ads are similar to a text campaign with the exception that it does not use keywords, but instead uses your website or your product feed. A dynamically generated, tailored ad is then shown based on users’ queries and the kind of products are there on your page. There is no difference between regular text ads and the campaign in Google search results. Users interested in dynamic content can benefit from dynamic advertising. RSA ads such as these are highly user oriented and helpful.

What are the differences between DSA campaigns and traditional campaigns?

Headlines for dynamic ads

In DSA there is define headline. There are other differences between DSA campaigns and traditional text advertisements besides keywords. On Google’s search engine results page, the headline for a DSA is dynamically generated. DSA headlines are generated from feeds or sites directly. The only thing advertisers can adjust is the description line for the ad. In a search best practice, having a headline specific to the product searched is best, and DSA can help you accomplish that.

This is a dynamic ad from Nikon that illustrates what we’re talking about:

Putting up bids

As with text campaigns, DSA campaigns are charged based on cost-per-click (CPC). Depending on the quantity of clicks on your ad multiplied by the maximum cost per click that you’re prepared to pay, your ad costs you. Due to the fact that DSA is keyword-free, and there is no need to bid on individual keywords. In this case, you need to apply bids at the auto-target level rather than the target level. In essence, you can target different pages on your website with auto-targets. By setting bids for each auto-target, your ads will appear in the search results.

Advantages and Disadvantages of Dynamic Search Ads


It is beneficial to use DSAs because of their many benefits. Three of the most important are as follows:

  • Fill in the keyword coverage gap:  Advertisers are able to bridge the gap between keyword coverage and product inventory quickly with DSAs. In addition to crawling your website, the tool also crawls a page feed listing all of your products. Besides closing the coverage gap, DSAs can also display on keywords that are normally flagged as “Low Search Volume” in Google Adwords but cannot be displayed there.
  • The process of creating ads is simpler: In order to generate headlines for specific products that match the query, the system dynamically generates them. In addition to a personalized description, the dynamic headline is the most important element of your website since it will grab users’ attention and encourage more clicks.
  • A simple process to implement: In addition to easing your workload with regards to keyword and campaign creation, Dynamic Search Ads simplify the process of advertising on Google. DSAs are easy to set up and can cover a wide array of categories in just one day. You should already have a good marketing structure in place, but where you can use them to boost your traffic.


When it comes to DSA campaigns, you should be aware of these risks:

  • The lack of full control: Your structure should be sound and you should account for appropriate negatives wherever possible since you cannot control what type of queries get matched to and served. It is recommended that you think through your brand and the products you sell, and how Google could mismap both. Take this into consideration and also review the search term reports from your text campaigns before you get started. It’s absolutely essential that you monitor the search term reports closely for a few days after you’ve started. All campaigns, but especially DSA, should routinely examine their search term reports. 
  • Headlines that don’t match the ad: Some advertisers may find dynamic headlines challenging, even though they are great. If you are looking for total control over what type of message your brand shows, DSA may not be for you. Usually, the headlines generated are based on your website content or product content from the feed, and you’ll rarely find a headline that doesn’t work. You will also be able to see directly the headlines shown in ads and the landing pages the ad drives to as you optimize and pull search term reports.
  • Spending money on low-performing search queries: One of the most common issues with text campaigns is the percentage of traffic received by which product. It is not uncommon for DSA campaigns to act like text campaigns, generating more traffic with a few keywords rather than the stronger converting products, and eating up your budget before they are searched on. The importance of structure and the need for negatives before and after launch can’t be overstated!


What are the steps to set up a DSA campaign?

The process of setting up DSAs in Google Ads is relatively straightforward. You can set it up in the ad setting google has. Follow the same steps you would for any other campaign when creating a text campaign. At the bottom of the campaign settings, you will see an option to enable Dynamic Search Ads:

The next step will be to create ad groups by entering your website’s domain name. Each ad group has a sub-tab called Dynamic Ad Targets, where you can manually add “URL Contains” to the auto-targets list.

As soon as you’ve automatically targeted the individual ad group, you can create an ad that’s dynamic. In the creative description line, you can write a message up to 80 characters long. According to the content of the site or feed, it creates dynamic headlines and post-click landing pages.

What is the best way to optimize DSA campaigns?

We have now learnt why the search pros of these Google RSA ads. Now it is possible to optimize DSA campaigns in a variety of ways just like Google Ads campaigns in general. A DSA campaign structure is the most important step before we discuss actual ways to optimize them. 

If you are evaluating your existing text campaigns, you might ask, “Is there anything I am missing out on? Or, “How can I improve the experience?”. These questions are a great way to start. As with text campaigns, DSAs should be analyzed the same way you would product categories and their granularity. Knowing the number of product categories and how complex they are, you will be able to structure your DSA campaigns accordingly.

 Establish a solid structure for your campaign

Because DSA campaigns utilize auto-targets, and auto-targets reside within ad groups, ensure your auto-targets belong to the most specific ad groups there are. Granular structures allow you to better control and manage advertising if each ad group represents a product or product line for a larger category.

Online grocery companies would want to create individual ad groups for auto-targeting aerated drinks, fresh juices etc, if they are creating DSA campaigns for different beverages. This special ad group lets you create a customized description, followed by a dynamically created headline generated by Google.

Create campaigns that map all important keywords and create appealing headlines

There are two primary reasons for DSA campaigns:

  • For the purpose of expanding the coverage of your queries.
  • For the purpose of improving your experience with advertisements.

The mapping of your queries should also be considered when designing tailored ads and post-click landing pages. To improve the placement of certain user queries in terms of campaigns and ad groups, negative keywords should be added to different DSA ad groups and campaigns. As a result, your DSAs will display the ads that are most relevant to the query.

In case you haven’t already done so, you should create one more final DSA campaign after you have completed your campaign structure. Designed to capture all queries that do not appear in your category campaigns, a catch-all DSA campaign catches everything else. There are a number of reasons why this might happen. In order to ensure you cover every page of your site, a “catch-all” campaign should be designed to target “All Webpages” on your site. The “catch-all” category campaign maps to either product that should be mapped to in other category campaigns if you examine search term reports

 Look for negatives

With DSAs, you can not only find negatives, but also keywords to add to text campaigns. Continue to add negative keywords to improve the user experience. Adding keywords to text campaigns is also a good idea. Consider keywords that have good traffic volume or keywords that convert well. If you keep track of these queries as keywords in text campaigns, you will be able to monitor changes in performance and competition, rather than relying on DSA campaigns. A DSA is a powerful tool for mining data, and advertisers should make use of it.

Put a spotlight on your promotions and special offers

Since DSAs generate headlines dynamically, you can highlight more promos and highlights of your business. Do you offer free shipping, fast delivery, and sales? Be sure to include this in your description line, and then let the system generate the headline based on this. The user will be able to view the product and any offers you have to help them convert, which will create a better user experience.

Bid smartly

Is artificial intelligence a source of fear for you? In spite of the fact that artificial intelligence, robot algorithms such as Google’s automated bidding algorithms may be frightening, you shouldn’t be scared of them. It is evident that Google’s Smart Bidding has evolved to a better state than it ever was before.

By using Smart Bidding, advertisers have been able to increase the cost-per-acquisition and return-on-ad spend of their campaigns. The Smart Bidding method should be used for all DSA campaigns, whether they are going for a target-CPA or a target-ROAS. You can improve your cost-per-acquisition by setting up tCPA bidding if you are an advertiser. I recommend a tROAS bid strategy if you are looking to increase sales at the same or higher amount of spend. Using their data and performance analysis, each will suggest a target goal based on your past conversion data.

It is best practice to set a goal based on what Google suggests, and then evaluate it. Adjust your target if, after two weeks, you’re seeing you’ve reached your goal! You can scale your campaigns efficiently using both of these bid strategies.

The Takeaway

Take advantage of Dynamic Search Ads ASAP.

I find Dynamic Search Ads to be one of the most powerful tools in search engine marketing. 

It is a amazing method and  it addresses many of the problems with traditional text campaigns by utilizing the content from the site or the page feeds. When combined with Google’s Smart Bidding, DSAs provide scalability and efficiency. Nevertheless, you should pay close attention to this tactic. When you manage your program properly, you can see great results.

Paid media campaigns revolve around business growth, like most other aspects of marketing. Unless I could see DSA genuinely contributing to a lift at a reasonable cost, I wouldn’t consider it. It appears that DSA is about leveraging automation and machine learning, and it is. This will be just as time-consuming as anything else in your account. It will be up to you to watch queries closely, and learn from them. Cannibalization and bid strategy are pitfalls to avoid. It will be necessary to focus on quality creative, at least for non-dynamic elements. To narrow things down by defining targets, you may need to create several adgroups.

Thank you for reading this blog, If you have any further questions regarding this blog feel free to contact us at fractiondigital.in

Khushi Kochar

Khushi Kochar

Khushi Kochar is a writer, graphic designer, and social media manager. She is an author and free verse poet at Fraction Digital, a digital marketing agency. She is traveling through the wind and stopping each day to write about her adventures. You can find her on Instagram @khushikocharr

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