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Dynamic Search Ads for better results

In this blog article, I would like to show you what Dynamic Search Ads (DSA) can do for your campaign. I see that almost all the accounts we have access to do not yet use or have not used Dynamic Search Ads, while there is a lot to be gained here.

It’s true that this advertising method has been around for a couple of years, but in a few cases, the results are shared. I want to show you what it can do in two different industries.

What are Dynamic Search Ads?

A Dynamic Search Ads or DSA campaign works on the basis of Google’s algorithm. You actually let Google Ads do the work for you. The campaign is based on text ads where you don’t have to target keywords but can target pages on your website that Google will work with to create a good ad based on the search and the corresponding landing page.

Why use Dynamic Search Ads?

The reason for using Dynamic Search Ads is to save time and money. Before you start advertising in Google Ads, keyword research is usually done to see what the best keywords are based on the CPC, search volume and competition. Campaigns are based on this. You can imagine that you can do such extensive keyword research, but that you can never completely capture everything in such research.

In addition, webshops and service providers can have a huge range of products that are constantly changing. Manually, it is almost impossible to include every specific product somewhere in the campaign, to target separate keywords for them and to create your own advertisement text with the corresponding URL.

The great thing about a DSA campaign is that it takes all the changes that are going on in the assortment or content on the website directly into account when determining the right advertisement with URL. You don’t have to manually create a separate ad group for this anymore, because this is now captured by the DSA-campaign. You can think of article numbers that are mentioned on the website.

The campaign takes into account which search terms are already being targeted in the account so that it will not compete with what is already in the account.


The advantage of having Google determine what the advertisement will look like is that the search term of a user is almost always shown in the headline of the advertisement. This makes it very relevant and therefore more likely that someone will click on it.

With DSA you can’t target keywords but on the basis of what content is available on the website. On this basis, the system determines which header is used and which landing page is the most relevant.

Make sure the website is also search engine friendly, like using H1 and H2 tags. This allows Google Ads to better link the search term to the correct landing page and advertisement text.

The description of an advertisement can be filled in by yourself, the rest is loaded dynamically.

Steps to follow:

  • Enter your campaign name, choose the search network and uncheck the display network.
  • Enter a location where you want to advertise with this campaign.
  • Enter the language.
  • Enter the daily budget.
  • The bidding strategy is already on ‘conversions’. This will have to be switched on in the beginning. 
  • Finally, you have to unfold the menu under the heading ‘Dynamic search ads’, here you tick ‘Enable dynamic search ads for this campaign’. Then you have to specify the targeting source. 
  • You can lastly add the ad extensions.
  • Now that everything is ready, choose to save and continue.

Creating an ad group

In the next screen, you have to divide the ad group, here you have to choose the pages you want to use for the campaign. You can choose specific pages here, but if you want to use all the pages, you can choose ‘All web pages’.

Click on ‘save’ and ‘continue’ and create the ad.

All you have to do here is click on ‘+ new ad’ and add a description of up to 80 characters.

The headers and URLs are generated dynamically. You will immediately see an example of the text.

Click on ‘save’ and ‘continue’ and your campaign is ready.

The campaign will start. In the coming days, you can keep an eye on the search terms on which the ad is triggered, how the ad is structured and which landing page the system has chosen. This is done by going to ‘Dynamic ad targets’ in the vertical menu and then clicking on ‘Search terms’. You can exclude the URLs that are not relevant enough. In addition, you can also exclude search terms that do not fully match the offer.