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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 six types of dynamic ad targets that you can use to refine how we'll show your ads. For a broader overview, start with About Dynamic Search Ads.

Target types

All web pages

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

Example:

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

Categories

Based on your website content, Google creates targetable categories, or sets of landing pages organised 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 organise your website into categories, that are customised 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 search for other categories outside our recommended category set that are available for targeting, even if they are not listed.

URLs

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, such as electronicsexample.com/services/, you should target every one that contains 'services'.

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, such as 'cameras'. To target pages by title, use specific web pages.

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 web pages. Select the page content option, then enter digital cameras.

Custom label

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

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.

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