Display Network – Dynamic Search Ads

Dynamic search ads (DSA) – the type of search ads that are automatically created based on the site content.

First, let us tell you what dynamic search ads are:

1. Such search ads use Google’s search technology to automatically select a landing page for relevant queries based on site content.

2. Campaign dynamic search ads can be used as an addition to the usual Display campaigns or as an alternative to them.

3. Dynamic search ads provide a much larger number of search queries, with a minimum of time to implement them.

DSA campaigns are great for setting up online store advertising campaigns . These ads look like regular search ads, but sometimes the title is slightly longer. The title of such ads is generated automatically based on the user’s search query and the content of your page. This is how dynamic search ads look in the Adwords interface and in search

Setting up dynamic search ads

1. Create a Display campaign.

2. Select the campaign subtype “Dynamic Search Ads”

3. Specify the desired option “targeting”

Creating a dynamic search ad

When creating an ad, you only need to fill in the description line, since the title and landing page will be selected automatically by the system. As a rule, the title of a dynamic ad is formed from Title. For testing we recommend adding several types of ads with different descriptions.

To maximize the effectiveness of such campaigns, we recommend, if possible, adjust them to specific sections of sites, and not to the entire site. Thus, you will have the opportunity to write the most relevant ads for a specific section / category of the site.

After setting up for all sections of the site, you can use a separate campaign for the entire site (excluding all pages of already customized sections), so we will cover the entire site with 100% dynamic search ads. Also I recommend to exclude pages with reviews, with goods that are not on the site and other technical pages.

Also based on DSA, you can run search engine remarketing campaigns. Such a campaign can be singled out separately or simply add an audience of visitors to your site. Do not forget to set a bid adjustment (to re-show your ads above) and selecting the targeting method “Bidding Only”.