Dynamic search ads (DSAs) are a fantastic way to capture the “who would have thought” traffic. They catch unique searches, which can then lead to expansion opportunities. No matter where your account stands, DSAs help to fill in the gaps where your other search campaigns may be slacking.

Today I’ll walk you through a summary of what they are, how to set them up and how they can be used alongside remarketing.

What Are Dynamic Search Ads (DSAs)?

Dynamic search ads are search ads that show based on the content of your site. Google essentially crawls your site and then matches to search terms that are closely related to the content on your site. From that point, the headline and landing page are dynamically generated to match the search term. This allows for more congruency between the search term, the search ad and the landing page.

The Set-Up

Campaign Settings

  • From the campaign tab in Google Ads, select the blue “+” to start a new campaign.
  • Select the goal you have for your new campaign, or select “Create a campaign without a goal’s guidance”

  • Hit continue and select “Search” as the campaign type you would like to use.

DSA Campaign Settings 2

  • On the next page, you will name your campaign and configure your target locations and budget as normal. However, under the “Network” section, be sure to select only “Search Network,” as DSAs are only for Search. Then, hit continue!
  • Now, you are at the Ad Group creation stage. At the top of the page…

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