How to Best Leverage DSAs with Search Campaigns

Dynamic Search Ads, or DSAs, have been around for a while, but most advertisers are not utilizing them to their full potential. If you are managing or running a Google Ads account, you should definitely consider introducing a DSA campaign into the mix. Google’s DSAs are an easy way to quickly and efficiently scale traffic to your site while offering a glimpse into new keyword opportunities that you might have previously missed in your current search campaigns.  

What are DSAs?

Dynamic Search Ads serve as a supplement to your search campaigns you are already actively running. They allow you to match all possible queries that would be relevant for your products or services.

Google’s definition of dynamic search ads is: “Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer. Ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads use your website to target your ads and can help fill in the gaps of your keywords-based campaigns”

Unlike traditional search campaigns that are powered by a list of keywords, Dynamic Search Ad campaigns utilize your company website and deliver ads based on the content available, and what the search engine deems as most relevant to the search query. During the set-up process you are able to choose specific landing pages, all webpages, or specific categories (dynamic target categories recommended for your website).

Lazy Placeholder

Once you have chosen your targeting, you are prompted to create your ad. Since this is a dynamic campaign and you are allowing the algorithm to determine the best content to match with a query, this is no different for the ad copy. DSAs will dynamically generate headlines for the ad copy and the final URL to link to the appropriate landing page to closely align with the user query.

Benefits of Dynamic Search Ads

1. Save Time. No more building out keywords. Instead, utilize the category, full website landing pages or particular landing page targeting available.

2. Show Relevant ads to the user’s query. Allow Google to dynamically generate the ads headlines to align with the user’s search to be as relevant as possible.

3. Uncover new keyword opportunities. No matter the keyword size of your current search campaigns there will always be gaps in your account. There is no perfect campaign set up where you have every single search query possible that would pertain to your product or service. This campaign will capture those new keyword opportunities to help expand your traditional search campaigns.

Leveraging DSAs with Traditional Search Campaigns

No matter how good you are at managing a Google Ads account, you can’t possibly have all the queries users would use for your products or services.  This is where you can leverage a DSA campaign in your favor.  Use DSAs to do just that, find new keyword opportunities or gaps in your current traditional search campaigns.  Like keyword-based campaigns you are able to see the queries that are matching with the DSA campaign and can identify new keywords.

If you are worried about taking traffic away from your traditional search campaigns, you are able to add negatives of your current keywords to eliminate those from serving in the DSA. You are also able to exclude particular sections of your website that might not have relevant content or pages that you do not want to promote.

In conclusion

Dynamic Search Ads are a helpful campaign type to allow for scalability and keyword expansion opportunities.  Keep in mind that this type of campaign won’t work well for everyone, but it never hurts to test it out.     

Here are simple instructions from Google on how to Create Dynamic Search Ads.

Happy Building!


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