Report on Google Ads dynamic search ads

Within an individual campaign or ad group, you can see metrics attributed to dynamic search ads. In Search Ads 360, you can also:
  • See how each of the campaign or ad group's dynamic targets performed.
  • See how all dynamic targets in an engine account performed.

If your dynamic search ads aren't generating impressions, verify your dynamic search ads are set up correctly.

Report on dynamic search ads

  1. Navigate to Google Ads campaign or ad group that contains dynamic search ads.
    Steps for navigating to a campaign
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    Search Ads 360 displays the campaign page.

  2. Click the Ads tab.
  3. Filter the tab so it contains only metrics for dynamic search ads:
    1. Click the Filter button, which appears above the performance summary graph.
    2. From the + Attribute or metric list, select Ad type.
    3. Select the Dynamic search checkbox and unselect the other checkboxes.
    4. Click Apply filters.
  4. To see how dynamic targets contributed to the performance of each ad:
    1. Click the Segment button, which appears above the performance summary graph.
    2. From the + Segment list, select Dynamic ad target.
    3. Click Apply.
      The reporting table adds the Dynamic search ad target column. Below each ad, the table adds a row for each dynamic target that contributed to the ad's metrics.

      Dynamic targets that are not attributed with metrics do not appear in the table.

  5. By default, the reporting table displays engine metrics, such as clicks and impressions.
    To view metrics about Floodlight conversions that are attributed to the ad, from the View menu above the performance summary graph, select Actions or Sales.
  6. To download the report for offline analysis, click the download icon Download icon, which appears above the reporting table.

Report on specific dynamic targets

  1. Navigate to a Google Ads engine account, campaign, or ad group.
    Steps for navigating to a campaign
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    Search Ads 360 displays the campaign page.

  2. Click the Targets ▾ tab and select Dynamic ad targets.

    If you don't see Dynamic ad targets, there are no campaigns in the engine account that are set up for dynamic search ads.

  3. To see which ads were displayed and clicked for each dynamic target:
    1. Click the Segment button, which appears above the performance summary graph.
    2. From the + Segment list, select Ad.
      The reporting table adds the Ad column. Below each dynamic target, the table adds a row for each ad that displayed as a result of bidding on the target.

      Ads that haven't received any impressions do not appear in the table.

  4. By default, the reporting table displays engine metrics, such as clicks and impressions.
    To view metrics about Floodlight conversions that are attributed to the dynamic targets, from the View menu above the performance summary graph, select Actions or Sales.
  5. To download the report for offline analysis, click the download icon Download icon, which appears above the reporting table.

View performance by content category

Google automatically assigns predefined categories to the pages on your site based on the content of the pages. When applicable, the categories are organized into a three-level hierarchy. For example, you might see these category levels depending on the content on your site:

  • Top level: Shoes
    • Second level: Outdoor
      • Third level: Sneakers
      • Third level: Hiking boots
    • Second level: Casual
      • Third level: Flats
      • Third level: Pumps

You can view the performance and cost of dynamic search ads that direct traffic to specific categories.

Once you know how effective your dynamic-search advertising is at driving customers to specific categories of content on your site, you can set up or modify existing dynamic targets that identify categories on your site. For example:

  • For high-margin categories with low amounts of traffic, you might create dynamic targets for those categories and increase bids for those targets.
  • For low-margin categories with high advertising cost, you might create negative dynamic targets to prevent Google from displaying ads for those categories.

To view dynamic-search ad performance by content category:

  1. Navigate to a Google Ads campaign or ad group that is set up for dynamic search ads.
    Steps for navigating to a campaign
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    Search Ads 360 displays the campaign page.

  2. Click the Targets▾ tab and select Dynamic ad targets.
  3.  Select Category search terms.
  4. By default, the report displays top-level categories, which includes metrics from second and third-level categories. To view metrics for lower-level categories, select a level from the View: Top-level categories list, which appears above the performance summary graph.

Seeing an empty category report?

The category report may be empty if your site is too small, or if Google hasn't crawled your site yet.

View the customer searches that matched your dynamic ad targets

The Dynamic ad targets report displays the search terms entered by customers who then clicked on your dynamic search ads. Use this report to gain insight into the search terms that are driving traffic to your site by way of dynamic search ads. 

Only dynamic targets that have lead to an ad impression appear in the report.

From the report, you can add negative keywords to prevent irrelevant searches from leading to clicks on your ads. Note that negative keywords prevent matches for both dynamic search ads and text ads.

You can also use the report to enhance your keyword-targeted ad groups. From the report, you can add new keywords to any ad group in the campaign. (Be sure to add text ads in the same ad group. Keywords only display text ads.) 

To view the Dynamic ad targets report:

  1. Navigate to Google Ads campaign or ad group that is set up for dynamic search ads.
    Steps for navigating to a campaign
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    Search Ads 360 displays the campaign page.

  2. Click the Targets ▾ tab and select Dynamic ad targets.
  3. Click the Target search terms tab.
  4. By default, for each search query that resulted in a dynamic search ad impression, you'll see:
    • Search query: The search terms entered by customers
    • Headline: The ad headline that Google generated for the ad
    • Category: Google's predefined category for the page that the customer landed on after clicking the ad
    • Landing Page Title: The title of the page that the customer landed on after clicking the ad. This is the title that's specified in the page's <title> HTML element. Some browsers display the page's title in bar at the top of the browser window.
    • Destination URL: The final destination URL that Google generated for the dynamic target, minus any URL parameters or tracking URL that you specified. 
    • Clicks and Cost: The number of clicks and the amount you paid for the clicks.
  5. To add keywords for a search term in the report, select a query in the table and click Add keywords. You can select an ad group, set up the match type, bid, and URLs for the new keywords.

    Be sure that the ad group you select contains at least one text ad. Keywords only display text ads.

  6. To add negative keywords,  select a query in the table and click Add campaign negative keywords or Add ad group negative keywords. Learn more about negative keywords.
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