About Dynamic Search Ads, Ad Rank, and performance

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 differ from standard keyword based ads in 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 ad group with negative keywords, ad assets, and insights from your reporting tab.

Before you begin

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

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 calculated using your bid amount, your auction-time ad quality (including expected click-through rate, ad relevance, and landing page experience), the Ad Rank thresholds, the context of the person’s search (for example, the person’s location, device, time of search, the nature of the search terms, the other ads and search results that show on the page, and other user signals and attributes), and the expected impact of assets and other ad formats.

Note: When a person 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 2 ads belong to the same Google Ads account.
  • When the 2 ads belong to 2 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.

Quality Score

The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and landing pages triggered by them. There's no equivalent way to find an estimated Quality Score for Dynamic ad targets.

When an ad enters an auction, the individual keyword isn’t a factor in the ad rank of the creative, instead, we look at the expected performance of the ad on the user’s search. Ad Rank computation for Dynamic Search Ads quality works exactly the same way other search ads do, the ad rank is determined by factors such as expected click-through rate, ad relevance, and landing page experience.

Negative keywords

You can use negative keywords, just like with traditional ad groups, to avoid showing your ads on searches that don't convert into sales. With Dynamic Search Ads, you steer dynamic ad targets, ad templates, bids, and budgets. You can add negatives from the Keywords report or from the Search Terms report in the Dynamic Ad Targets tab. When reviewing your Search terms report, check the box next to the search query you want to exclude, and then select "Add as negative keyword". This will create a negative keyword for that search query that you can view in the Keywords report.

Overlapping dynamic ad targets

If 2 dynamic ad targets are eligible to serve a search query in the same campaign, Dynamic Search Ads will serve the landing page that is most relevant to the query. If the dynamic ad targets are eligible to serve a search query in different campaigns, the ad targets will compete in the auction.

Overlapping dynamic ad targets and keywords

If both dynamic ad targets and keywords are eligible to serve a search query, the keywords will serve instead. This applies to exact match keywords including identical terms, misspelled words, plural forms, or stemming. For other keyword match types, Dynamic Search Ads will compete in the auction where ad targets and keywords have equal chances of serving. Learn more About similar keywords in a Google Ads account.

Ad extensions

You can include any of our ad assets with your Dynamic Search Ads, showing customers additional business information like more website page links.


You can view your Search terms report to know the terms that people searched for when they clicked your ad and find the dynamic headlines and landing pages chosen for those search terms. Within that report, you can also view a landing page report to understand how specific landing pages perform. Additionally, you can find the average clickthrough rate, cost-per-click, and conversion data for your ads. Learn about Optimizing your Dynamic Ad Group and how to Create effective Search ads.

Was this helpful?

How can we improve it?
Clear search
Close search
Google apps
Main menu