Dynamic Search Ads: Understanding Their Functionality and Implementation

What Are Dynamic Search Ads?

Dynamic Search Ads automatically generate ad headlines and landing pages based on website content, broadening reach and capturing relevant traffic without specific keyword targeting.

Dynamic Search Ads (DSAs) represent a unique Google Ads campaign format, crafting ad headlines and landing pages automatically by parsing website content. Leveraging Google’s web crawling prowess, DSAs target pertinent search queries, broadening advertisers’ reach sans manual keyword curation. Notably, Bing provides its own version of DSAs, serving as a complement to traditional search campaigns by capturing keywords potentially overlooked. Yet, for those prioritizing meticulous ad copy control, DSAs may not align with their preferences. This article elucidates the mechanics of DSAs, delineates their advantages and drawbacks, and proposes strategies for optimal utilization.

How Do Dynamic Search Ads Work?

Google’s Dynamic Search Ad campaigns meticulously scrutinize your website, pinpointing keywords pertinent to your enterprise, and autonomously crafting ads to capture them. By proactively uncovering keywords potentially omitted from your search campaigns, they ensure comprehensive coverage, accompanied by tailored headlines and landing pages for each ad. This inherent adaptability enhances campaign scalability significantly. For a tangible illustration, consider the following Dynamic Search Ad example:

However, there’s a caveat.

If your website’s content lacks proper organization or contains inaccuracies, using this campaign type may not be advisable.


Because DSA Google ads campaigns rely solely on your site’s content.

They extract information from your titles and page content to generate headlines.

Thus, if your site isn’t adequately optimized, your ad could potentially be misrepresentative.

To delve deeper into how headlines function in DSA and to optimize your site’s content, further exploration is recommended.

Pro tip: Uncover your competitors’ keywords and ad copy through Advertising Research. Simply input their domain, hit “Search,” and navigate to the “Ad Copies” tab for insights.

How to Set Up a DSA Campaign

To streamline the setup process for Search campaigns, consider utilizing the Ads Launch Assistant app. This application facilitates end-to-end management of Google Ads campaigns by harnessing the power of AI and Semrush data. By leveraging this tool, you’ll receive a curated list of top matching keywords for your campaign, accompanied by automatically generated headlines, ad copy, extensions, and UTM tags.

To initiate a DSA campaign on Google, navigate to Google Ads and click on “New campaign.”

Firstly, choose your campaign objective, such as “Sales” or “Leads.”

Next, select your campaign type. To opt for Dynamic Search Ads, click on “Search.”

Now, proceed to select your bidding strategy. (For further insights on bid strategies, refer to Google Ads resources.)

Following that, you’ll encounter your “Campaign Settings.”

Input all pertinent details regarding your campaign, including location, languages, and audience segments.

Towards the bottom, you’ll find a “Dynamic Search Ads setting” box. (In case it’s not visible, click on “More settings.”)

You’ll need to input your domain and select the language you intend to target.

Once you’ve completed configuring your settings, click on “Next.”

Subsequently, proceed to set up your ad groups by clicking on “Create ad group.”

Now, opt for “Dynamic ad group.”

Note: If you encounter a standard ad group instead of the dynamic ad group option, delete it and create a dynamic ad group.

Now, proceed to select your targeting options.

Select one of the following options:

  1. Specific webpages: This option offers the utmost control, allowing you to select the precise URLs to include in your campaign. This ensures that users are directed to well-optimized pages.
  2. All webpages: If targeting your entire site, be sure to exclude irrelevant pages from your ad campaigns, such as your Terms and Conditions page.
  3. Categories: You’ll receive a list of categories along with examples of Dynamic Search Ads for each, including the keyword and landing page associated with it.

Once you’ve selected your targets, Google Ads will automatically generate headlines using your site’s copy.

Your task will be to craft compelling descriptions.

Upon completing the customization of your ad copy, simply click on “Done.”

(Note: For a more comprehensive understanding of dynamic ad targets, refer to the end of the article.)

Keep in mind that you can create multiple ads for a single category.

Once your ads are prepared, proceed by clicking “Next” to proceed to the final step.

Here, you’ll need to set up your assets, determine your budget, and assign a name to your campaign.

Review all details to ensure accuracy, then launch your campaign.

The Pros & Cons of DSA Campaigns

DSA campaigns can significantly enhance your coverage in paid search.

Nonetheless, they may not be the ideal choice if you require meticulous control over your ad copy or if your website structure is lacking.

The Advantages of Dynamic Search Ads

If your search campaigns have reached their maximum potential, DSA campaigns offer two valuable advantages:

  1. They enable you to extend your reach beyond the existing keywords in your account.
  2. They facilitate the discovery of new keywords by analyzing the search terms that are generated.

The Disadvantages of Dynamic Search Ads

There are two primary drawbacks to DSAs, both originating from the advertiser having limited control:

  1. DSAs may pose challenges if you demand a high level of control over ad copy.
  2. Google Dynamic Ads possess a wide-reaching scope that can occasionally lead to inefficiencies. Therefore, it’s crucial to refine your targeting and implement exclusions to optimize performance.

How to Leverage DSA Campaigns Effectively

Targeting DSA campaigns can be approached in several ways, and the most suitable option hinges on your specific use case.

Target Only Specific URLs

Choosing a list of URLs directs Google to display your ads for queries relevant to those specific pages. This approach is beneficial when you aim to drive traffic exclusively to a designated set of URLs.

Targeting specific URLs proves advantageous in scenarios where you manage a sprawling website but wish to focus DSAs solely on select products or services.

Target Specific Categories

By selecting one or more categories, the search engine identifies a range of related queries and creates ads to target them. Google Ads automatically determines the landing page for each ad.

This approach proves beneficial when you seek to target a broad group of pages. In situations where managing campaigns for a large number of pages becomes cumbersome and time-consuming, targeting entire categories offers a streamlined solution.

Target Specific Page Titles or Content

Technically, this encompasses two distinct targeting methods—titles or content—though both operate similarly.

You have the option to target pages containing a specific term in their title or content. The tool analyzes these pages and delivers dynamic ads for relevant queries.

This approach proves advantageous if you aim for a more granular campaign setup.

Layer Additional Targets

If you’re hesitant about experimenting with DSAs or found the targeting too broad in previous tests, you have the option to layer audiences as “targeting” instead of “observation.”

This approach enables you to refine the audience seeing your ads more effectively. For instance, you can display your ads to an audience who have previously visited your site.

To implement this, navigate to your campaign settings, click on “Audience Segments,” and then choose “Targeting.”

Add DSA Exclusions

Incorporating exclusions is vital if there are any pages you wish to omit from your campaign, such as your blog. You might prefer to direct organic traffic to it rather than paid traffic. However, this decision largely hinges on your goals. For certain advertisers, like publishers, directing traffic to a blog could be advantageous.

Additionally, you can monitor the URL report over time to evaluate the performance of each URL. If you notice unintended URLs appearing, you can add exclusions accordingly.

Add Negative Keywords

DSAs have the potential to attract irrelevant terms that you might not typically bid on. To mitigate this, it’s highly advisable to begin your DSA campaign by transferring any existing negative keywords from your other campaigns.

Post-launch, it’s crucial to closely monitor the search terms report. This allows you to identify any irrelevant terms and promptly add them as negative keywords to refine your campaign’s targeting.

Get the Most Out of Your PPC Campaigns

Dynamic Search Ads present an excellent opportunity for scaling your paid search campaigns. However, don’t limit yourself to just that.

Utilize our PPC Advertising Toolkit to streamline the preparation, management, and optimization of your advertising endeavors. With this toolkit, you gain access to:

  1. Advertising Research: Analyze your competitors’ keywords, ad copy, and budgets to gain valuable insights and refine your strategies.

PLA Research provides invaluable insights by uncovering your Google Shopping competitors and shedding light on their pricing strategies

Keyword Gap analysis involves identifying keywords that your competitors are bidding on but you’re not.

The Keyword Magic Tool helps create a comprehensive list of keywords for bidding purposes.

The PPC Keyword Tool is designed to aid in the strategic planning and optimization of Google Ads campaigns. It facilitates setting match types, refining keywords, and eliminating duplicates for optimal performance.

Position Tracking enables monitoring of your paid search performance relative to key competitors.

Gain access to Semrush App Center tools such as the Ads Launch Assistant, which simplifies the setup and launch of Google Ads campaigns by leveraging Semrush keyword data and AI, allowing campaigns to be launched in seconds.

Utilize Ad Assistant to generate tailored alerts for specific metrics and receive immediate notifications, empowering you to manage and optimize ad campaigns seamlessly while on the move. Enjoy a complimentary 7-day trial, followed by a subscription fee of $129 per month.