Using Dynamic Search Ads

What they are

Dynamic Search Ads are an alternative way to target your ads to the Search Network. While standard text 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.

Why you'd use them

Dynamic Search Ads are easy to maintain, they can help you gain additional traffic, and the headline is automatically generated for you based on the pages of your site. In particular, Dynamic Search Ads help you:

  • 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. 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.

Businesses with websites that contain a lot of content or well-structured URLs will see the best results from using Dynamic Search Ads. Here are some additional examples of the types of businesses that are a good fit:

  • Your website features different products or services.
  • You sell seasonal product lines or other offerings, or you're expanding your business to new markets.

However, Dynamic Search Ads may not be the best campaign type for certain businesses. For example, 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.

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 (available in English only):

How to set up Dynamic Search Ads

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

You tell us which landing pages to scan

You can choose 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

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

When we find searches that are a match for your dynamic ad targets, we generate your ad's headline and landing page URL. Your landing page URL will link to the most appropriate page from your website. The headline is dynamically put together by taking words from a user's search phrase when they enter it into Google, and from the content of the most relevant landing page generated 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: Dynamic
www.adwords.google.com Display URL: Written by you -> Landing page URL: Dynamic
Want fast results? Ad Text: Written by you
Create your ad campaign today! Ad Text: Written by you

Once you decide which pages of your website you want to use as targets, you’re ready to create Dynamic Search Ads.

Additional considerations for Dynamic Search Ads

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.

Dynamic Search Ads and Ad Rank
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 (expected clickthrough rate, ad relevance, and landing page experience). These are the same calculations that are used with other search ads.
Using both keyword-based campaigns and Dynamic Search Ads campaigns

When a user's search exactly matches a keyword in another campaign, your ad from your keyword-based campaign may show instead of your dynamic search ad (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 Ad Rank.

Excluding unwanted traffic
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 don't 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. Learn how to block pages with dynamic ad target exclusions.
Dynamic Search Ads 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.
Using ad extensions with Dynamic Search Ads
You can include any of our ad extensions with your Dynamic Search Ads, showing customers additional business information like more website page links.

Fix a problem with Dynamic Search Ads

Why is my Dynamic Search Ad showing for a search on a keyword I have for my other ad formats?

This could happen if:

  • The keyword belongs to a campaign that isn’t active. This could occur when campaigns are paused or deleted, past their End Date, or have exhausted their daily budget.
  • The keyword is paused or deleted.
  • The keyword is performing poorly, for example due to low ad quality or having a bid that isn’t competitive enough for your ad to appear on the first page of search results.
  • Your Dynamic Search Ads campaign is targeting a different device or geography than your keyword-based campaign.
  • Your keyword-targeted campaign is scheduled to show ads only during certain hours or days of the week.
Why aren’t I getting traffic on my Dynamic Search Ads?
It might be because there's a step missing or one of the settings for your campaign needs to be changed. Learn how to verify that your Dynamic Search Ads are set up correctly.

Next steps