Best Practices for Dynamic Search Ads (DSA) on Google Ads

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28 May, 2023


In a dynamic search ad group, the targeting strategy revolves around web page URLs rather than specific keywords. When a user conducts a search, if the targeted URL is deemed relevant, Google displays a dynamic search ad. Google automatically generates the ad's titles, but advertisers maintain control over the ad's URL and description lines.

Effectively utilizing dynamic search ads presents its challenges. By adhering to the best practices listed below, you'll be able to optimize your dynamic search campaigns with expertise.

Best Practices for Dynamic Search Ads (DSA)

We've compiled the following best practices for dynamic search ads to help you unlock their true potential:

Incorporate Negative Keywords

Ensure that your ad visibility is limited to relevant keywords by including negative keywords in your ad groups. Your website may contain phrases that attract unqualified users. To avoid displaying ads for these irrelevant queries, add such terms to your negative keywords list. For example, if your target URL relates to ceramic bathroom sinks, you should exclude phrases like "ceramic kitchen sink" to avoid displaying ads for unrelated queries.

Keep Your Content Fresh

Regularly update your website content to prevent ads from appearing on irrelevant or outdated search result pages.

Incorporate Compelling CTAs

Include powerful calls to action (CTAs) on your site, addressing the needs of your audience throughout your web pages. These CTAs can also be integrated into the descriptions of your dynamic search ads to encourage user actions.

Optimize Bid Adjustments

DSA campaigns, like most others, operate on a cost-per-click (CPC) basis. This means advertisers pay a fee each time a user clicks on their ad.

Implement Smart Bidding

Leverage Google's artificial intelligence (AI) for automated bidding. Google's Smart Bidding has evolved to become highly effective. Follow Google's suggestions for setting your campaign goals and then evaluate them. When you observe your goals being met, adjust your bids to target or achieve even higher returns. For instance, you can use strategies like maximizing conversions or maximizing conversion value (tROAS).

Utilize Category Targeting

DSA campaigns rely on automatic targets found within ad groups. Organize your auto targets properly within specific ad groups for better control over your ads. Segmenting your campaign effectively can significantly enhance ad management. For instance, consider creating ad groups based on product categories.

Benefits of Dynamic Search Ads (DSAs)

Wondering why you should use dynamic search ads? Here are the main advantages of incorporating this strategy into your next advertising campaign:

  • The DSA automatically generates relevant ad headlines based on a customer's query, ensuring that your ad corresponds to the most pertinent page on your website.
  • DSAs boost sales and traffic.
  • They dynamically align ad text with user intent, increasing query relevance.
  • DSAs target the audience most interested in your products or services.
  • These ads ensure that your campaigns align with user search intent and your offerings.
  • DSAs help discover high return-on-ad-spend (ROAS) keywords that may not have been considered in your initial strategy.
  • They quickly cover all pages of your website in ad format.

Disadvantages of Dynamic Search Ads (DSAs)

While dynamic search ads offer numerous advantages, there are also some drawbacks to consider before embarking on this type of campaign:

1. Lack of Control

DSAs may reduce advertiser control, especially concerning query matching. Ensuring a well-structured campaign with comprehensive inclusion of negative keywords for each page is essential.

2. Mismatched Titles

Dynamic titles, while powerful, might not align perfectly with some advertisers' brand messages. If you require full control over your brand messaging, DSAs may not be the ideal choice. These titles are generated based on your site or product content, and occasional mismatches may occur. However, you can use the search terms report to better understand which query triggered which ad.

3. Budget Waste from Poor Performing Queries

Another potential concern with DSAs is budget wastage due to poorly performing search queries. Similar to text campaigns where a few keywords drive most of the traffic, DSAs can consume a significant portion of your budget with just a few queries. Consequently, these campaigns require regular optimization, including monitoring search terms and targeting URLs with high ROAS.

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