Using Dynamic Search Ads

While most search ads use keywords to determine when they show up on Google Search, Dynamic Search Ads differ in that they don't use keywords. Instead, Dynamic Search Ads automatically show your ad based on the content of your website. This means you don't have to choose keywords, tell us when you add a page to your website or take it down, or create an ad for each product page of your site. Why are Dynamic Search Ads helpful? They’re easy to maintain, automatically generated, can help you gain additional traffic, and you don’t have to create long lists of keywords.

Who should use Dynamic Search Ads

Here are some examples of the types of businesses that are a good fit for Dynamic Search Ads:

  • Your website features different products or services.
  • You offer listings of services or products that change frequently.
  • You sell seasonal product lines or other offerings.

Curious how Dynamic Search Ads have worked for others? You can check out these case studies to learn how Dynamic Search Ads worked for these businesses:

Who shouldn't use Dynamic Search Ads

Dynamic Search Ads may not be the best campaign type for certain businesses. Here are some examples of such businesses:

  • Customizable product and gift websites. The Dynamic Search Ads system uses content from your website to target your ads. For websites that sell customizable or speciality products, it can be challenging for the system to match your ad to the most relevant search term. For example, imagine your website sells T-shirts, mugs, and posters that feature pictures of puppies. Now, let's say someone wants to adopt a puppy and searches for puppies on Google. You probably don't want to show your ad to this person because it's likely that she's not interested in what you're advertising.
  • Comparison shopping sites and affiliate sites. Generally, websites that show customers a list of products or other offerings from online retailers and drives traffic to third-party websites aren't a good fit for Dynamic Search Ads.
  • Daily deal sites. Websites that feature daily deals aren't the best fit for Dynamic Search Ads. However, we're working on making Dynamic Search Ads better suited for daily deal sites in the future.
  • Certain small websites. Websites with a small number of landing pages (for example, less than a few hundred) aren't a good 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.
  • Show relevant 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.

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. This means we don't crawl your website separately. You tell us whether all pages or just specific sections should be used to target your ads by creating dynamic ad targets. Dynamic ad targets can be your whole website or specific sections, such as the following:

  • Pages belonging to specific categories
  • Pages with titles containing certain words
  • Pages with URLs containing certain strings of text
  • Pages containing certain words

When we find searches that are a match for your dynamic ad targets, we generate an ad text headline with a destination URL that links to the most appropriate page from your website. The headline is dynamically put together by taking words from the search phrase and content from the landing page chosen for the ad. The rest of the ad is a template that you wrote when you set up or edited your campaign.

Example

Advertise with Google headline, dynamically generated
www.adwords.google.com ad template, written by you
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Dynamic Search Ads and your account

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 Quality Score using the same calculations that are used with other search ads. The cost for a click is based on your ad's Quality Score and the Ad Rank of the ad just below yours, just like with other search ads.
  • Works with your keyword-based campaigns. Your dynamic search ads won't show when a customer's search term exactly matches one of your keywords (this applies to all keyword-based campaigns and accounts that use the same domain as your Dynamic Search Ads campaign). 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 Quality Score. Additionally, the performance of your Dynamic Search Ads won't influence your keyword-based ads and vice-versa since we handle the history of your Dynamic Search Ads separately from your other ads.
  • 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, like free or returns, just like with traditional campaigns to avoid showing your ads on searches that don't convert into sales. 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.

Next steps