Google Ads – Dynamic Search Ads [Explained]

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Did you know that 15% of searches on are brand new every day? These new searches can make managing keyword lists challenging and time-consuming. Using Dynamic Search Ads is the easiest way to reach customers who are searching on Google for your products or services, without having to manage extensive keyword lists.

Dynamic Search Ads are a particularly strong fit if you are looking to expand to new markets and languages.

In this blog post, I am going to define Dynamic Search Ads and How it Works?

What are Dynamic Search Ads?

Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer.

  • Dynamic Search Ads help avoid missing relevant searches to your product or service web pages.

  • It can be implemented comparably fast without experiencing delays in getting ads written for new products, or getting out of sync with what’s actually available on advertisers’ websites.

  • Dynamic Search Ads uses Google’s organic web technology (SEO) to automatically target relevant search queries based on a website’s content. 

  • Help fill in the gaps in keyword campaigns for a better return on investment.

I personally use Dynamic Search Ads to find what keywords the page I am targeting is optimized for through Google’s organic web technology and then create relevant ads targeting the keywords and optimize for quality score. In this blog post, I am going to walk through how to launch a Dynamic Search Ads campaign.

You need DSA Campaigns - If Answer "Yes" to any of the Questions Below.

  1. Are you looking to expand your coverage on Google search?
  2. Do you want to increase search volumes in our account?
  3. Is your website well-developed with clear page titles?
  4. Does your website have a large number of pages that are almost impossible to cover with your current search campaign strategy?
  5. Do you want to save time with a quick and efficient search campaign setup?

How Dynamic Search Ads Work?

Google Ads – Dynamic Search Ads use content from the landing pages on your website to target your ads to searches. Dynamic Search Ads provide a variety of targeting options to specify which landing pages Dynamic Search Campaign should use.  

Dynamic Search Ads are explained in 4 steps. 

  1. Google Crawls the website
  2. User queries a term/keyword on Google
  3. Dynamic Search Ads matches keyword with a landing page on the website 
  4. An Ad is created using the landing page content that matches the query and is presented to the user.

How Dynamic Search Ads Show?

When a user searches on Google terms closely related to the titles and frequently used phrases on your website, Dynamic Search Ads will trigger and generate a combination of dynamic headlines, and match them with a destination landing page.

Dynamic Search Ads can quickly direct potential customers to what they want on your site. 

How Google Dynamic Search Ads Show

Difference Between Keyword Targeted Ads and Dynamic Search Ads

To summarize the difference Dynamic Search Ads use Dynamically created relevant headlines, Landing pages, and Target Keywords whereas Keywords Targeted Ads use manually added Headline, Landing pages, and Keywords.


How Dynamic Search Ads Targeting Works?

Dynamic Search Campaigns allow 5 types of targeting that include;

  1. Based on URLs – Target Specific URLs for up to 20 per Ad Group
  2. Page Feeds – Setup a feed to target specific URLs at scale and bidding at scale
  3. Categories – Target traffic based on themes based of your website and user behavior
  4. Landing Pages From Standard Ad Groups – Targets all webpages that you’re currently running search ads against, across all of your accounts. 
  5. All Webpages – Target your entire website
Dynamic Search Ads Five Targeting Options

Categories Recommended For Your Website

Landing Pages From Your Standard Ad Groups

The “Landing pages from your standard ad groups” category includes all web pages that you’re currently running search ads against, across all of your accounts. The categories targeting option makes it easy to increase traffic on the web pages that you’re already using as landing pages in existing ad groups and campaigns.


You have a website about consumer electronics, and you’re currently running search ads that are directing people to the “Cameras” page. To expand your reach with users searching for queries relevant to this page, target the “Landing pages from your standard ad groups” category. 

Other Categories

Based on your website content, Google creates targetable categories or sets of landing pages organized by theme. You decide which sets of pages to target, how to group similar pages and the level of granularity.


You have a website about electronics and you’d like to target pages that are selling digital cameras. Dynamic Search Ads will automatically organize your website into categories, that are customized to your products and services such as “digital cameras,” “televisions,” and “video recorders.” To target pages by categories, use categories recommended for your website. Based on your site, you’ll see a dynamic ad target for digital cameras. You can also use the search box above the category view to search for categories outside of our recommended category set, even if they are not listed.

URL Targeting

You Can Target Specific URLs


You want to drive more traffic to the “Clearance” page on your website, so you target the specific URL for that page. This is also a great option for excluding specific pages on your site. 

URL Contains

You can target pages with URLs containing certain strings.


You want to target all the services-related pages of your electronics website based on the URL string that appears when you navigate the site. If all of those URLs follow a similar pattern, like, you should target everyone that contains “services.”


Custom Label

You can use a page feed to attach custom labels to your URLs, then target those custom labels. Learn more about page feeds


You want to make a campaign for digital cameras with 4-star ratings. You’ve attached a feed to your campaign and used the feed to label all your 4-star camera URLs “FOUR_STAR”. In Google Ads, you target custom labels and enter “FOUR_STAR” as a custom label. You can opt to add a custom bid for that target on the right-hand side.

Other Targeting Types

Page Title

You can target pages with titles that contain certain words. If you don’t know what a page title is, just click and look at the top of your browser window. You should see the page title “Google” at the top.


You want to target pages with titles that contain certain words, like “cameras.” To target pages by title, use Page title contains.

Page Content

You can target pages that contain certain words that you specify.


You want to use all pages that contain the words “digital cameras” to target your ads. To target pages by content, add a group of web pages. Select the page content option, then enter “digital cameras.”

All Webpages

All webpages include every single page in your website’s domain that are discovered by Google’s search and ad crawlers (programs that automatically discover and scan websites by following links from one webpage to another).


You have a website about electronics, To target all pages in, target all webpages.


Dynamic Search Ads Benefits Summary

Dynamic Search Ads will automate your search for new customers. 

  1. Incremental ReachMaximize coverage both on new traffic and on existing managed keyword accounts
  2. Long-tail Automation – Automate the long-tail to get the best performance and ensure auction presence
  3. Rapid ExpansionExpand into new markets rapidly with low effort letting DSA handle the targeting. 
  4. TimesavingReduce effort of campaign management while closing coverage gaps
  5. Reach & Performance – Incremental clicks with similar or higher ROI. Excellent uplift when combined with smart bidding.
  6. Efficiency & Time Saving – Save time since you will not need to maintain and refresh extensive keyword lists to reflect new queries and search trends. 
  7. Coverage Security – DSA makes sure you don’t miss any relevant queries and ensures your ads will show when relevant. 
  8. Transparency & Control – Full transparency via the Search Query Report and control via exclusions for irrelevant traffic and landing pages. 
  9. Frequent, automatic updates to your ads
  10. Show relevant, dynamically generated headlines with your ads
  11. Control your messaging
  12. Display URLs are based on your final URL domain. 
  13. User-Friendly headline
  14. Matching the intent of the user query
  15. Higher PPC and SEO Cooperation

Best Practices - Dynamic Search Ads

  1. Keep Content Current & Accurate
  2. Implement Behavioral Based Targeting Strategy
  3. Keywords Receive Clicks But Does Not Covert – Add as Negative
  4. Add Relevant CTA’s – Clear & Concise
  5. Implementing Smart Bidding Strategy & Let Google AI & ML Take Charge
  6. Adjust Bids As Per Smart Bidding Best Practices
  7. Categorized Targeting

Which Dynamic Search Ads option allows an advertiser to group web pages under custom labels?

– Page Feed URLs allows an advertiser to group web pages under custom labels.
– You can use a page feed to attach custom labels to your URLs, then target those custom labels.


Use Dynamic Search Ads to learn how Google Organic web algorithm finds your website product/service optimized keywords. Dynamic Search Ads save time doing keyword research and writing ad copies. Let Google choose the target keywords and write the ad title for you.

Google is getting smarter and smarter. In the near future, we might not be able to “Keyword target” ads instead of Google AI and Machine Learning will do it for us.


Dynamic Search Ads (DSA) target relevant searches automatically based on your website, then use headlines automatically customized to people’s actual searches. 


Dynamic Search Ads can help you increase the reach of your Search campaigns. Instead of creating an ad for each page on your site and adding keywords for each of those ads, Dynamic Search Ads uses Google’s understanding of your site to customize and target your ads.


Dynamic Search Ads (DSA) are generated for you by Google. They target relevant customers with ads generated directly from your website – dynamically. These ads complement your existing keyword-based campaigns to deliver more clicks and conversions with less effort.

  • It’s effective – during testing, most advertisers saw 5-10%* more clicks and conversions with satisfactory ROl
  • It won’t compete with existing active keywords
  • It will not affect your campaigns’ quality score
  • DSA will work with all extensions: Sitelinks, Location Extensions, Product Extensions, Social Extensions, and Phone Extensions
  • When a relevant Google Search occurs, Google creates an ad with a headline based on the search term used by your customer and text based on your most relevant landing page.
  • The ad enters the auction and competes normally – but is held back for any search where you already have an eligible keyword targeted ad.
  • It also advertises more of your in-stock inventory – without making any changes to your existing keyword campaigns.

Dynamic Search Ads are unique to other PPC ad types and bring their own benefits. 

  1. It Keeps Ads Relevant
  2. It Saves Time
  3. It Provides Control
  4. It Captures Traffic

Dynamic Search Ads  (DSA) =>  “Page feeds  option” allows an advertiser to group web pages under custom labels. 

About the Author

Zabi Niazi - Director of Search Marketing SEM and SEO

Hands-on execution & Revenue-focused digital marketer with expertise in Design & Operations centered around people, processes & technology engineering a Demand-Gen Engine capable of delivering innovative experiences that tell the brand story and map to the buyer's journey generating awareness, acquisition, retention, and advocacy.