To create a Dynamic Search Ad in Google Ads, create a new ad campaign, choose the "Sales" or "Leads" objective, then select the "Dynamic search ad" option and follow the steps.
In this article, we'll explain what DSA campaigns are in Google Ads, how they work, and what the benefits are of using them.
What is a Dynamic Search Ads campaign?
Dynamic Search Ads (DSA) are dynamic ads offered by Google when you want to advertise online through Google Ads. In our view, it's a very useful format that shouldn't be overlooked when it comes to showing up for search terms you might not have thought of.
Unlike Responsive Search Ads, when you create a DSA you only need to provide 2 descriptions of up to 90 characters each.
How it works
Dynamic Search Ads (DSA) in Google Ads are ads that are automatically generated from your website's content. More specifically, Google uses an algorithm to analyze your website's content and determine which user queries can trigger your ad to appear. Here's how it works:
- Google analyzes your website content: When you create a DSA campaign, Google crawls your website looking for keywords relevant to your ads. It uses an algorithm to understand your site's content and identify the most relevant pages for your ads.
- Google automatically creates ads: After the analysis, Google automatically generates ads for the most relevant pages. Headlines and descriptions are generated automatically from your website's content.
- DSA ads are targeted based on users' search queries. When a user performs a search on Google, the algorithm analyzes the query to determine whether it's relevant to your DSA ads. If it is, your ads will be shown.
To optimize how this type of ad performs, it's important to have a well-structured website with quality title tags, page descriptions, and body copy. Your pages' titles and descriptions are often used as the basis for DSA ads, so the clearer, more relevant, and better written your content is, the more effective your DSA ads will be.
Creating a DSA campaign in Google Ads
Here are the steps to follow to create a DSA campaign in Google Ads:
- Select "Dynamic search ads" as the campaign type
- Configure the campaign settings (name, budget, language, geographic location)
- Choose the option "Use all URLs from my website as Google knows them." Depending on how granular you need your campaigns to be, you can create multiple ad groups targeting different URLs (e.g., boots, sandals, sneakers...).
- Write your ads: Google Ads will automatically generate the headlines and URL from your website content. However, you need to provide 2 descriptions (up to 90 characters each).
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Optimizing a Dynamic Search Ad
By following the steps above, you've created your Dynamic Search Ads campaign. Here are some optimizations and best practices we recommend:
- Segment your DSA campaign: if you have a large number of product references (e.g., dresses, jackets, t-shirts...), it makes sense to create multiple ad groups to improve the relevance of your ads and your click-through rate (CTR).
- Add negative keywords: these prevent your Dynamic Search Ads from serving on irrelevant user queries. This is an essential optimization for better control of your DSA campaigns.
- Exclude irrelevant URLs: some pages on your site aren't meant to be shown through your DSA campaigns (e.g., privacy policy, contact page...).
- Track performance: we recommend regularly monitoring your DSA campaign's performance in Google Ads to adjust your bidding strategy (e.g., setting a Target CPA) and continuously improve your return on investment.
- Remarketing for Dynamic Search Ads: DSA campaigns can be combined with remarketing and audience lists, also known as RDSA. This allows your dynamic ads to be shown only to certain users (e.g., previous visitors to your site).
Benefits of DSA campaigns
Using Dynamic Search Ads in Google Ads offers numerous benefits for advertisers. Here are some of the most important ones:
- Time savings: Google Ads DSA campaigns automatically create ads based on your website's content. This means you don't have to create ads for every product or service you offer.
- Ad control: Depending on your needs, you can choose to include all URLs on your site, or limit them to certain categories or specific pages. You can also exclude irrelevant URLs.
- Expanded reach: DSA campaigns can target products that aren't included in your traditional search campaigns. This means you can reach new customers searching for products similar to what you offer, even if you haven't created a search campaign for those products yet.
More broadly, we recommend incorporating dynamic formats into your acquisition strategy, whether at the ad level (DSA, RSA...) or through formats like Performance Max campaigns, for example.
Conclusion
In conclusion, Dynamic Search Ads (DSA) are dynamic ads that can help advertisers rank for relevant search terms and save time. It's important to have a well-structured website with clear, relevant content for DSA ads to be effective. We also recommend implementing the various optimizations we've covered (negative keywords, segmentation, etc.). DSA is a format advertisers can't afford to overlook.
Want help with your digital marketing strategy? Don't hesitate to reach out!
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FAQ
Q: What is the difference between a Responsive Search Ad (RSA) and a Dynamic Search Ad (DSA)?
A: The main difference lies in how the ads are created. To create an RSA, the advertiser submits multiple headlines and descriptions, and algorithms determine the best-performing ad combination. With DSA, on the other hand, Google uses your website's content to automatically generate ad headlines and destination URLs.
Q: Are Dynamic Search Ads available on all Google Ads accounts?
A: Yes, Dynamic Search Ads (DSA) are available on all Google Ads accounts. However, to create a DSA campaign, your website must be verified and approved by Google. If your website violates Google's advertising policies, your account may not be eligible for DSA ads.
Q: How are Dynamic Search Ad headlines generated?
A: Dynamic Search Ad (DSA) headlines are automatically generated by Google Ads based on the user's search query and relevant content from your website. The system analyzes your site to extract the most relevant keywords and automatically generates headlines that match the user's search terms.
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