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.
|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 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.
Fix a problem with Dynamic Search AdsWhy 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.