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About Dynamic Search Ads, Ad Rank, and performance

Dynamic Search Ads differ from standard keyword-based ads in this way: how your ads are targeted for searches. If you use Dynamic Search Ads, the performance of your keyword ads won’t change, nor will the amount of control you have over your account. Dynamic Search Ads are ranked the same way as standard ads.

This article explains how Dynamic Search Ads are ranked. It also gives you an overview of how you can enhance your campaign with negative keywords, ad extensions, and insights from your reporting tab.

Before you begin

If you are new to Dynamic Search Ads, start with Create Dynamic Search Ads.

How Dynamic Search Ads are ranked

When entering the auction, the ranking of a dynamic search ad is determined in the same way as keyword-based ads. It’s 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.

Note: When a person a user's searches for the exact keyword that you targeted in another campaign, your ad from your keyword campaign may show instead of your dynamic search ad, in the following cases:

  • When the two ads belong to the same AdWords account.
  • When the two ads belong to two different accounts of yours that are linked. (To link multiple accounts, contact your customer service representative.) 

However, we might show your dynamic search ad instead of your keyword-based 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.

Negative keywords

You can use negative keywords, just like with traditional campaigns, to avoid showing your ads on searches that don't convert into sales. With Dynamic Search Ads, you control dynamic ad targets, ad templates, bids, and your budgets.

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.

Reporting

You can view your “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. For more on this go to Optimize Dynamic Search Ads and the in-depth checklist for optimizing Dynamic Search ads.

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