Create a Dynamic Search Ad

Existing Dynamic Search Ad campaigns may be eligible to upgrade to Performance Max, bringing you additional inventory and formats to reach new customers. Advertisers who upgrade DSA campaigns to Performance Max see an average increase of over 15% in conversions or conversion value at a similar cost per action (CPA) or return on ad spend (ROAS). Learn how to Upgrade Dynamic Search Ads to Performance Max (Beta).

Dynamic Search Ads can quickly direct potential customers to what they want on your site. If you want to know more before getting started, learn About Dynamic Search Ads.

Animated graphic depicting the process of creating a Dynamic Search Ad

To create a Dynamic Search Ad and to learn how to create ads, ad groups, and customize your targeting and bid, follow the instructions in this article. If you opt to set up your targeting with a feed, also follow instructions in Use a feed to target Dynamic Search Ads.

Before you begin

To get the most out of Dynamic Search Ads, follow these best practices:

Before you write ads, improve your website. The quality of your site is as important as the quality of your ads. Get tips on how to improve your website.
Write great descriptions for your ads. Make sure your ads are relevant to the people you’re trying to reach. Learn how to write great ads.
Keep mobile in mind. Dynamic Search Ads can appear on mobile to customers searching or browsing while they’re on the go. Learn how to improve your mobile site.
Make sure your site is accessible. Sites where all content is dynamically generated can be hard for Google to understand and make ads for. Learn how to make your site more accessible.
Create single-language campaigns. If your website domain contains pages in multiple languages and you want to target searches for your ads based on all of these pages, create a new campaign for each language.

Optimize your campaign as you create it

As you create your campaign, you may receive notifications based on your setting selections. These notifications may alert you of issues that can result in decreased performance or that may be significant enough to prevent you from publishing your campaign.

The campaign construction navigation menu that appears as you construct your campaign provides a holistic view of your construction progress and will call attention to notifications that you may want to address. Move between steps in the navigation menu to easily review and resolve potential issues with your targeting, bidding, budget, or other campaign settings. Learn how to Set up your campaign for success.

Instructions

How to create a new Search campaign with a Dynamic Ad Group in your Search campaign

In your Google Ads account, click the Campaigns icon .
Click the Campaigns drop down in the section menu.
Click Campaigns.
Click the plus button , then select New campaign.
Select one or more goals for your campaign. Or, click Create a campaign without a goal to continue without goals.
1. Optional: Under “Select the results you want to get from this campaign,” select the check box next to the actions you want customers to take after viewing your ad (for example, website visits, phone calls, or app downloads). Enter relevant details.
Select Search as your campaign type.
Select any results you want to get from the campaign.
Click Continue.
Under "Bidding," choose an automated bid strategy if you want Google to optimize your bids. We recommend the target CPA option.
Name your campaign and enter the locations you want to target, languages you want to use, and your budget.
Enter your bid limit (optional).
Click Save and Continue to continue onto the next stage.
Review your campaign settings and click Publish campaign.
1. After you've created your new Search campaign, click the Settings tab on the "Campaign" page.
2. On "Settings" page, select Dynamic Search Ads setting.
3. Enter your website domain and select your website language.
4. Click Save.

Note:

If you enable a new domain for Dynamic Search Ads (DSA), it's recommended to wait at least 2 days to allow your campaign to ramp up, so performance results are more thorough.
As part of an experiment to simplify experiences, some advertisers may not find “Dynamic Search Ads setting” while they create a new campaign. To continue creating a Dynamic Search Ads campaign, follow the steps above. Learn more about how Google improves Google Ads

How to create a Dynamic ad group

For the Ad group type, select the Dynamic option (default).
Name your dynamic ad group.
Decide how you’d like to target your ads. If you’re unfamiliar with dynamic ad targets, we strongly recommend reading About targets for Dynamic Search Ads. We recommend starting with:
- Landing pages from your standard ad groups category: 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 you’re already using as landing pages in existing ad groups and campaigns. We recommend this target for users that are new to Dynamic Search Ads.
- Other categories: 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. If your site is completely new to Dynamic Search Ads it may take up to 24 hours for categories to show.
- URL_Equals: You can target specific URLs. This is a simple way to target individual pages. However, it can limit your reach if you want to get incremental traffic.
If you’re not using automated bidding, adjust your bid based on the value of each specific target to your business. Bid adjustments can help you steer when and where your ad is shown. You can set these adjustments to increase or decrease your dynamic ad target bids by a percentage. Learn About bid adjustments.
Click Save and continue.

How to create your ads

You can have more than one Dynamic Search Ad, which means you can collect data on which ad is most effective. Here’s how to add Dynamic Search Ads to a Dynamic ad group:

Click New ad.
Select Dynamic Search Ad.
Your Dynamic Search Ad headline, final URL, and display URL will be dynamically generated, so just enter your description text.
Click Save and Continue.

How to use bid adjustments

Bid adjustments can help you steer when and where your ad is shown. You can set these adjustments to increase or decrease your Dynamic ad target bids by a percentage.

Add or remove a bid adjustment on the Search network

In your Google Ads account, click the Campaigns icon .
- Click the Audiences, keywords, and content drop down in the section menu to select Locations, Ad schedule, Audiences, Content, Placements, Demographics, or Advanced bid adjustments.
- To reach Devices, click the Insights and reports drop down in the section menu and click When and where ads showed.
Clicking Advanced bid adjustments opens the Interactions page, where you can set your bid adjustments for calls, audiences, or demographics.
Select the row you’d like to adjust, and click the pencil icon under the “Bid adj.” column. If you want to set bid adjustments for Devices, you also have the option to choose an ad group.
Choose “Increase” or “Decrease” from the drop-down, and enter a percentage. To remove a bid adjustment, delete the value in the field.
Click Save.

Add or remove a bid adjustment on the Display network

In your Google Ads account, click the Campaigns icon .
Click Audiences, keywords, and content.
- To adjust your bids for specific demographic groups, click on the desired group after clicking Demographics and continue from step 3.
- To adjust your bids for Placements, click on "Manual" and continue from step 3.
Click the campaign or ad group you’d like to change.
Select the row you’d like to adjust and click the pencil icon under the “Bid adj.” column. If you’d like to change multiple rows, click the boxes before clicking the pencil icon.
Choose “Increase” or “Decrease” from the drop-down, and enter a percentage. To remove a bid adjustment, delete the value in the field.
Click Save.

How to view your bid adjustments

After signing in to your Google Ads account, you can view bid adjustments from the page menu on the left:

For bid adjustments on the Search network:

Click the ad type you want to view:
In the table, look for the column titled “Bid adjustments” or tick the checkbox next to the ad, and click edit on the blue ribbon that appears.

If you can’t find any bid adjustments, review Bid adjustment eligibility in this article.

For bid adjustments on the Display network:

Click the ad type you want to view:
In the table, look for the column titled “Bid adjustments”.

If you don’t see bid adjustments, review Bid adjustment eligibility in this article.

For more optimized bids, consider setting up automated bidding. Learn more About bid adjustments.

Dynamic ad target limits

Each Google Ads account can have up to 25,000 Dynamic Ad Targets. To get more out of your Dynamic Ad Targets, you can:

Convert your ad group-level negative dynamic ad targets into campaign-level negative dynamic ad targets.
Use page feeds to list the specific pages you want. Note that the 25,000 target limit doesn’t apply to the values in these feeds.

Note: There is a limit of 100 page feeds per account.

Learn more about Google Ads account limits and targets for Dynamic Search Ads.

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