About Dynamic Search Ads, Ad Rank and performance

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 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 calculated using your bid amount, your auction-time ad quality (including expected click-through rate (CTR), 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 extensions and other ad formats.

Note: When a user 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 Google Ads 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.

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 is no equivalent way to see 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, landing page experience as detailed here.

Negative keyword

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 control 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 Search Terms report, tick the box next to the search query that you want to exclude, and then select Add as negative keyword. This will create a negative keyword for that search query that you can see in the Keywords report.

Overlapping Dynamic ad targets

If there are two dynamic ad targets eligible to serve on a user’s query from the same account, the most narrow target will serve. For example, if you're targeting a specific category as well as a URL_Equals target, then the URL_Equals target will serve because it’s the most narrow. If the URL_Equals target is ineligible to serve (for example, the target is paused or the campaign budget is depleted), then the category may start serving on that URL.

Overlapping Dynamic ad targets and keywords

If there are keywords and dynamic ad targets both eligible to serve on a search, then the keyword will usually have priority if it is an exact match keyword. If the keyword is a phrase, BMM, or broad match keyword, then whichever keyword or dynamic ad target is predicted to perform better with the highest ad rank will have priority. In instances where the exact match keyword is ineligible to serve, for example, the campaign is limited by budget, the dynamic ad target would be able to serve instead. See more about how higher ad rank can determine which creative serves in this article.

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. Within that report, you can also view a landing page report to see how specific landing pages perform. Additionally, you can see the average click-through rate, cost-per-click, and conversion data for your ads. For more on this go to Optimising your Dynamic Ads and the in-depth checklist for optimising Dynamic Search ads.

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