Dynamic Search Ads 101: The Pros, Cons and How to Use Them

Dynamic Search Ads 101: The Pros, Cons and How to Use Them

The dynamic search tool is one of the easiest and effective ways to find out what your customers are searching for on Google. With the help of Dynamic Search Ads, you can establish your web content in a more professional and unique manner in order to drive maximum traffic to your website. This fantastic and powerful campaign tool can assist you in expanding your query coverage and exploring opportunities that otherwise would be impossible for your brand to achieve. Dynamic search ads are ideal campaign tools for advertisers with a well-developed website or for large industries. They can help brands fill in gaps where other search campaigns may be slacking to drive more volume to your website.

However, everything might go in vain if you are unaware or lack knowledge of the right techniques and ways to set this campaign tool appropriately on your website. Therefore, to help you understand more about this breakthrough and fantastic campaigning tool we have covered some vital information and factors that you must consider to boost your SEO (Sydney) strategies efficiently.

What are dynamic search ads (DSA)?

Dynamic search ads are the type of search campaign that focuses or targets sections of your websites without having a need to create keywords or ads for all the possible matches. Rather DSA uses your actual website or a product feed for your business to generate more relevant content. This way DSA can use your website content to target your ads and fill in the gaps of your keywords to based campaigns. DSA then dynamically generates an ad with a headline based on customer queries and your most relevant landing pages. Later Google matches users’ queries to the type of product on your website and shows a tailored ad on search result pages.

These types of ads are similar to the regular ones that appear on the search result pages of Google and thus it becomes hard to distinguish them. Therefore you get access to better results from broader exposure without making any changes to your existing keyword campaign. Dynamic search ads are one of the greatest ways to show unique and relevant content to interested search users.

The Set-Up

Here we have mentioned a detailed explanation and steps to help you set up your campaign and ad group settings.

1. Campaign Settings

You can begin this process by selecting the blue”+” sign from the campaign tabs in Google ads. Once you click on the sign you will get access to multiple options from which you select your goal. If you don’t have one you can simply select “Create a campaign without a goals guidance”. You then need to hit on the continue button select “Search” for the type of campaign you would like to use. Following on the next page you can name your campaign and configure your target locations and budget as normal. Ensure to select “Search Network” under the “Network” section as Dynamic Search Ads are only for Search. Once you click on continue you will enter the ad group create stage. You then have to change your “Ad Group Type” to “ Dynamic”.  For the final step, you will need to enter your website address on the new screen.

2. Ad group Settings

Before starting with this stage of set-up it is vital for you to determine whether you wish to target your entire website or only specific areas of your website. In order to create your content unique and significant, you will have to mention description lines for each ad accordingly. Moving ahead once you enter this stage of set-up you will need to choose your Dynamic Ads Target from three different options such as Categories recommended on your website by Google based on the content of your site, Specific web pages that you want Google to target, or simply All webpages to target the entire website.

After selecting your Dynamic Ads Target, your ad headline and URL will be dynamically generated based on the search term and web content. Once your ad is completed, you now have to select “Done” to get your campaign to go live on search pages.

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Pros & Cons of DSA campaigns

Now let us look at the pros and cons of DSA campaigns


1. Close the gap in keyword coverage

With DSA help you crawl your website or a page feed that lists all products. This way it allows you to quickly close the gap in keyword coverage and identify keywords that would typically be flagged in Google ads for having low search volumes.

2. Ad creation is much easier

As ad headlines are dynamically generated based on the actual product that matches with the search query in the system, you get access to unique and attractive search ads. These ads can grab users attention effortlessly and drive more clicks to your site easily.

3. Easy to set up

DSA generally deals with maximum work related to the creation of ads and takes a lot of workload off your plate. This way you can easily set up this tool within a day with minimal work.


1. No full control

DSA doesn’t allow you to have full control over which type of queries are matched to and served. Therefore you must ensure to make your website structure in a sound and appropriate manner.

2. Headlines not matching the ads

At times, when you fail to mention appropriate descriptions at the time of set-up, DSA can create headlines that are not relevant to your content. Irrelevant headlines can affect your website click rates in the long run and create major negative impacts.

3. Low-performing search queries

One of the common issues that you might come across with DSA is low-performing search queries affecting your budget plans. DSA can eat up your budget in the case of text campaigns. You must ensure to work on your structure to avoid budget-related issues.

Dynamic Search Ads is one of the best marketing tools available to help you attract and improve traffic to your website. Whether you have large accounts or simply looking for gaps in your current structure, DSA can handle everything to scale your campaigns effectively and efficiently.

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