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About Dynamic Search Ads

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. Without DSA, even well-managed AdWords accounts with many keywords can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what's actually available on advertisers’ websites.

This article explains how Dynamic Search Ads work, and how they might benefit you. For instructions, go to Create Dynamic Search Ads.

How they show

When someone searches on Google with terms closely related to your website, your Dynamic Search Ad may show. When your ad shows, your headline and landing page are automatically generated based on the particular search terms that the user entered. In other words, your headlines are dynamically added to be of greater relevance for each individual search.

Example. You own an international hotel chain. Someone searching on Google for “luxury hotel New York” sees your ad with the headline “Luxury hotel - NYC,” clicks your ad, and then lands on the site of your top New York location.

In this way, Dynamic Search Ads can quickly direct potential customers to what they want on your site.

Keep in mind that you retain significant control—you create your ad’s descriptions, display URL, and source of your site-based targeting.

How targeting works

Dynamic Search Ads use content from your website to target your ads to searches. You choose from a variety of targeting options.

All webpages. Google’s index of your website determines relevant user searches and generates your ad.

Specific pages. Run a DSA campaign based on a site category (like, “shoes”), or specific webpages. You can also target specific words or strings, too:

  • Pages with titles containing certain words
  • Pages with URLs containing certain strings of text
  • Pages containing certain words

Page feed.  Use a spreadsheet of URLs for the most focused targeting. You can then target your entire feed or parts of it. For instance, you can label pages about "products with 4-star reviews" or "hotels with lots of availability” and target URLs with those labels only. 

Learn more about Dynamic Search Ad targeting.

When not to use

With the exception of feed-based targeting that you control, DSA campaigns are not recommended if your website changes rapidly—with, for instance, daily deals. 

Success stories

Businesses with content-rich websites usually see the best results from using Dynamic Search Ads. Many DSA successes are advertisers who sell seasonal product lines or who are expanding their business to new markets.

The following case studies (available in English only) may give you ideas for how to use DSA to grow your business:

Benefits summary

Here are some of the benefits of using Dynamic Search Ads:

  • Save time. No more mapping keywords, bids, and ad text to each product on your website. Plus, DSA may help you advertise to new markets faster than other alternatives.
  • Frequent, automatic updates to your ads. When you make changes to pages in our index, we'll crawl your website again to help ensure that your ads are as up to date as possible.
  • Show relevant, dynamically generated headlines with your ads. When a customer's search is relevant to your product or service, we'll dynamically generate an ad with a headline that includes words from that customer's search phrase and the landing page in the ad.
  • Control your campaign. You can show ads based on your entire website, or specific categories or pages. Or, prevent your ads from showing for products that are temporarily out-of-stock.
  • Capture additional traffic. Dynamic Search Ads can help you gain additional traffic and sales by promoting your business to more customers than you can reach with a keyword-targeted campaign.
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