Using Dynamic Search Ads

Unlike most text ads, which are targeted to queries directly by keywords, Dynamic Search Ads show based on the content of your website. This means you don't have to maintain lists of keywords or landing pages. Here are a few reasons Dynamic Search Ads can be useful for your campaigns:

  • Dynamic Search Ads uses Google's organic web-crawling technology to automatically target relevant search queries based on your website content
  • Incremental traffic from Dynamic Search Ads can fill in gaps in your keyword campaigns for great return on investment (ROI)
  • Dynamic Search Ads offers a powerful way to target ads to many queries through an easy campaign-creation workflow

Who should use Dynamic Search Ads

Businesses with content-rich websites will see the best results from using Dynamic Search Ads. Here are examples of types of businesses that are a good fit for this campaign type:

  • Your website features an assortment of different products or services, and some of your items are changing over time
  • You sell seasonal product lines or other offerings, or you're expanding your business to new markets

Curious how Dynamic Search Ads have worked for others? Check out these case studies (available in English only):

When Dynamic Search Ads may not be ideal for your business

Dynamic Search Ads may not be the best campaign type for websites with rapidly changing content, as content updates won't be immediately detected. For example, websites that feature daily deals aren't the best fit for Dynamic Search Ads.

Why use Dynamic Search Ads

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. Instead, we'll use Google's organic search index of your website to determine which searches might be relevant to the products on your website.
  • Frequent, automatic updates to your ads. When you make changes to pages in our index, we'll crawl your website again to ensure that we have the latest version of your pages. This helps to 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. Dynamic Search Ads also include a generated headline that is slightly longer than standard text ads, giving your ad more visibility and relevance for people searching on the web for what you have to offer.
  • 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.

How Dynamic Search Ads work

Instead of keywords, we use content from your website domain to target your ads to searches. To do so, we use Google's organic search index of your website to determine which searches might be relevant to the products and services offered on your website. Here's how it works:

Choose which landing pages to scan

You can choose whether your entire website or just specific pages are used to target your ads. The default way to set up Dynamic Search Ads is to use category targets generated from your website. These customized categories, based on the content and structure of your site, will help you reach groups of people who are most relevant for your business goals.

For example, travel advertisers would likely see geographically segmented categories like USA/California and France/Paris. Retail advertisers would likely see categories corresponding to the types of items they sell, like Tools/Screwdrivers or Clothing/Shirts.

More advanced options for dynamic search targets include:

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

We'll show your ad for relevant searches with dynamically generated text

When Google finds searches that are a match for your dynamic ad targets, it generates your ad's headline and landing page URL. This URL will link to the most appropriate page from your website. The headline is dynamically created from each matching phrase entered in Google Search, and from the title of the most relevant landing page used for the ad. Dynamic Search Ads can have longer headlines than other search ads, which improves their visibility. You control the description lines and display URL in your ads.


If you use dynamic tracking for your ads, we replace the ValueTrack parameter (example: {lpurl}, {unescapedlpurl}, etc.) in your tracking template with the actual landing page URL that best matches the user's query.


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Dynamic Search Ads and Ad Rank

Although Dynamic Search Ads change the way that ads are targeted for searches, they won't impact the way that ads get ranked, the performance of your keyword-based ads, or the amount of control you have over your account.

  • Same ranking. When entering the auction, the ranking of a dynamic search ad is determined in the same way as keyword-based ads. It is based on the maximum cost-per-click (CPC) bid that you've specified for the dynamic ad target and the dynamic search ad's auction-time measurement of Quality Score, using the same calculations that are used with other search ads.
  • How Dynamic Search Ads work with your keyword-based campaigns. When a user's search exactly matches a keyword in your keyword-based campaign, your ad from your keyword-based campaign will show instead of your dynamic search ad, as long as the two ads belong to the same AdWords account, or to different accounts belonging to the same advertiser if the accounts are linked. (Please contact your customer service representative if you want to link multiple accounts. However, we might show your dynamic search ad instead of your keyword-targeted ad when a customer's search term is a broad match or phrase match to one of your keywords and when your dynamic search ad has a higher Ad Rank.
  • You're still in control. With Dynamic Search Ads, you control the dynamic ad targets, ad templates, bids, and your budget. You can use negative keywords, just like with traditional campaigns, to avoid showing your ads on searches that don't convert into sales. For example, you might use free shipping as a negative keyword if you do not offer free shipping on customer purchases. And you can prevent advertising when specific words or phrases appear on the page, like temporarily out of stock or sold out, when you add dynamic ad target exclusions to block pages containing these words.
  • You'll get full reporting. You can view a search terms report to see the terms that people searched for when they clicked your ad, and see the dynamic headlines and landing pages chosen for those search terms. You can also view a categories report to see how various categories of your website perform. Additionally, you can see the average clickthrough rate, cost-per-click, and conversion data for your ads.
  • Works with ad extensions. You can include any of our ad extensions with your Dynamic Search Ads, showing customers additional business information like more website page links.
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