About targets for Dynamic Search Ads

Increasing your reach without keywords, targeting for Dynamic Search Ads works by matching people’s searches on Google with specific pages on your site. You’re in control of how this targeting works. You can target your ads based on specific categories that reflect the structure of your website, or target all the pages of your website. You can also create additional types of dynamic ad targets or block pages using dynamic ad target exclusions.

This article describes the eight types of dynamic ad targets you can use to refine how we'll show your ads. For a broader overview, start with About Dynamic Search Ads. Please remember that you are responsible for the final text that appears in your ad, so keep this in mind when choosing your landing pages.

Target types

Categories

Landing pages from your standard ad groups 

The “Landing pages from your standard ad groups” category includes all webpages that you’re currently running search ads against, across all of your accounts. This targeting option makes it easy to increase traffic on the webpages that you’re already using as landing pages in existing ad groups and campaigns.

Example

You have a website about electronics, and you’re currently running search ads that are directing people to the “Cameras” page. To expand your reach with users searching for products or services relevant to this page, target the “Landing pages from your standard ad groups” category. 

Other categories

Based on your website content, Google creates targetable categories, or sets of landing pages organized by theme. You decide which sets of pages to target, how to group similar pages, and the level of granularity.

Example

You have a website about electronics and you’d like to target pages that are selling digital cameras. Dynamic Search Ads will automatically organize your website into categories, that are customized to your products and services such as "digital cameras," "televisions," and "video recorders." To target pages by categories, use Categories recommended for your website. Based on your site, you’ll see a dynamic ad target for digital cameras. You can also use the search box above the category view to search for categories outside of our recommended category set, even if they are not listed.

URL targeting

URL is

You can target specific URLs. 

Example

You want to drive more traffic to the “Clearance” page on your website, so you target the specific URL for that page. This is also a great option for excluding specific pages on your site. 

URL contains

You can target pages with URLs containing certain strings.

Example

You want to target all the services-related pages of your electronics website based on the URL string that appears when you navigate the site. If all of those URLs follow a similar pattern, like electronicsexample.com/services/, you should target every one that contains "services."

Custom label

You can use a page feed to attach custom labels to your URLs, then target those custom labels. Learn more about page feeds

Example

You want to make a campaign for digital cameras with 4-star ratings. You’ve attached a feed to your campaign and used the feed to label all your 4-star camera URLs “FOUR_STAR”. In AdWords, you target Custom labels, and enter “FOUR_STAR” as a custom label. You can opt to add a custom bid for that target on the right hand side.

Other targeting types

Page title 

You can target pages with titles that contain certain words. If you don’t know what a page title is, just click google.com and look at the top of your browser window. You should see the page title "Google" at the top.

Example

You want to target pages with titles that contain certain words, like "cameras." To target pages by title, use Page title contains.

Page content 

You can target pages that contain certain words that you specify.

Example

You want to use all pages that contain the words "digital cameras" to target your ads. To target pages by content, add a group of webpages. Select the Page content option, then enter “digital cameras.”

All webpages

All webpages includes every single page in your website's domain that are discovered by Google's search and ad crawlers (programs that automatically discover and scan websites by following links from one webpage to another).

Example

You have a website about electronics, www.electronicsexample.com. To target all pages in www.electronicsexample.com, target All webpages.

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