Dynamic search ads (DSA)

With DSA, you must work carefully; it is crucial to configure such a campaign correctly. If you are unfamiliar with Google Dynamic Search Ads, your campaign will not be able to lead to the expected results. To understand the work system and achieve the desired need to be fully aware. To do this, we invite you to contact the article. 


What Is DSA And How Does It Work?

Google Dynamic Search Ads (DSA) is a powerful type of campaign to extend the scope of your queries and increase your site’s volume, essentially like standard text campaigns. However, there is a critical difference in this format. DSA departs from keywords and instead uses your website, product type, platform, and so on, which you use to promote and conduct your business. Next, Google algorithms compare users’ search queries with the features of your products on sites and then generate an advertising campaign and personalize it. 

Such an advertising campaign is difficult to distinguish from standard text, as it is displayed similarly as the search queries system Google results. Thus, advertising serves as a vivid component of the content shown to interested product users. 


DSA Campaigns: Pros And Cons


Dynamic Search Ads Advantages

There are several significant advantages to using the DSA campaign:

  • Absence of gaps in keyword coverage. 

Advertising campaign action tools are designed to scan your site, tape, platform, and so on, which lists all the titles and features. This allows advertisers to close the gaps in the lack of keywords. Moreover, in addition to the nuance of keywords, dynamic search ads can work and be mapped by keywords. Such keywords can be configured in Google Ads but have “low search volume.” In this situation, the keywords of your site may not be displayed when querying. 

  • Easy creation of advertising campaign

You do not need to create a lot of creativity and come up with bright headers because it is all formed automatically based on your product, which will match the user’s request in the search engine. But you still need a unique line of description. But the dynamic header takes the main role, which will attract users’ attention to your site and private product. So, if you install the campaign correctly, it will lead to many clicks on your site. 

  • Easy customization of the advertising campaign

Special tools and dynamic search ad algorithms take a lot of work from you to install an advertising campaign for making up keywords. But that doesn’t mean you don’t have to work out a good structure. But here, DSA will help you in this, as there are many configuration categories within one day, which requires minimal work and brainstorming. 

In addition to these primary advantages, there are some others: 

  1. DSA can attract traffic not only by short keywords, as happens in a standard search engine, but also by long
  2. Automatic URL display based on your specified domain
  3. DSA complements existing keyword-based campaigns by attracting additional traffic, which means clicks and new potential customers
  4. Manual extensions and descriptions

You can define extensions and descriptions by the same principle as in text campaigns. So, you can guarantee yourself certain brand messages, calls to action, and so on. 


Dynamic Search Ads Disadvantages

The shortcomings of DSA are not so described. Most often, these are the moments that you should pay special attention to prevent a mistake and run the advertising campaign correctly. 

  • Lack of full control

Unfortunately, advertisers have no control over managing DSA’s advertising campaign. You cannot control the types of queries, compilation, and maintenance. But you can adequately form and form the structure so that all possible nuances at the request are considered. Before launching an advertising campaign, pay attention to the specifics of the brand, and think about which key Google can misrepresent your product. Moreover, be sure to track statistics and reports of search queries in the first few days so you can direct the campaign in the right direction. 

  • No exact headlines that match the announcement 

Although automatically the headlines are bright and dynamic, this can become a problem. If you want complete control, then DSA is not for you. In the reports, you can track which advertising header is offered to specific requests, the target audience, and how many clicks it leads to. Do not forget that headers are formed from the content of your site. 

  • Spending budget on low-efficiency headings

DSA can work on the same principle as text advertising campaigns, where a few keywords occupy most of the traffic. This happens until there are more suitable headings for your products. The structure of your site is also essential here, as the information comes from there. 

  • Poor performance 

If DSA is a one-off promotion campaign, productivity will fall. So you will have comprehensive coverage contrary to a selective set of keywords. 


How To Set Up DSA Campaigns

Working with setting up DSA in Google ads is one of the easiest. First, you create a text campaign, and at the end, you tick “Enable dynamic search advertisement for this campaign.” 

After that, you will need to enter the domain of your website or platform. Then you will start creating ad groups. For each group, go to the “Dynamic Advertising Goals” subsection and enter «URL contains.» This will further optimize targeting. So you will automatically direct ad groups to specific search groups. 

The message length in the creative description string is 80 characters. Dynamic headers will be created. 

 More detailed instructions are as follows: 

  1. Login to Google Ads account 
  2. Go to the “Campaigns” tab
  3. Click “+” and then click “new campaign” 
  4. Choose a campaign “search” or “create a campaign without purpose”
  5. Name and customize an advertising campaign 
  6. Click “Next” and select the type of advertising group. Here you should select the option “dynamic” 
  7. Name Group Advertisements 
  8. Enter the URL of your website, platform, etc. 
  9. Adjust targeting settings 
  10. Click “Next” and create an ad 
  11. Add two lines of description 
  12. Press “Done”


How To Target Dynamic Search Ads

For optimization and targeting, several points can help you. 

Use your website’s Google Index. Do this if your pages are already well-optimized. Thanks to this, all the old pages of your site can be used for dynamic advertising. Thus, potential clients who send search queries will be able to find the most suitable and targeted option for themselves. However, use this only if you have good SEO optimization. 

If you have not yet used your site to promote the DSA, you will need to wait 48 hours for all categories to be available in your account. Then you can target specific URLs or even create certain conditions for your target pages based on headers. 



In this FAQ section, you’ll be able to find answers to the most common questions, whether you’re seeking information about DSA usability, effectiveness, and other points. This FAQ will get you covered with clear and concise explanations.


Should You Use DSA?

DSA shouldn’t always be used and put as the only way to advance. For example, if you manage and promote a large number of pages, ask for help from Google artificial intelligence to ensure maximum coverage of keywords. 

According to Google statistics, about 15% of search queries are updated daily, including new keywords. You’re not limited to budgets, so you can fully expand your reach. Moreover, if you do not have much time to manage an advertising campaign but are willing to sacrifice maximum efficiency, refer to Google algorithms and DSA campaigns. 

Dynamic search engine advertising can help you to obtain additional traffic, clicks, conversions, and sales. The DSA will help you navigate if you don’t understand the keywords.

If you are suited to one of the above cases, then be sure to start with dynamic search advertising and provide a well-structured website. If not, consider whether you are willing to sacrifice other advertising opportunities. 


Is Dynamic Search Ads Effective?

DSA requires special attention to some details to be effective. We invite you to get acquainted with our tips so that the advertising campaign is in the plus: 

  1. The site must be suitable for the DCA campaign principle 
  2. Learn how to select your URLs 
  3. Learn how to generate advertising text for DSA 
  4. Be sure to add minus words 
  5. Monitor reports and statistics to respond quickly to problems 


Dynamic Search Ads Definition

Dynamic Search Ads are dynamic, automatically generated headers that help to focus on relevant user search queries that are most relevant to the target page of your website. 

dynamic search ads - dsa


Key Takeaways: Dynamic Search Ads (DSA)

DSA is a great opportunity that can solve many of the problems in standard text campaigns. DSA shows users dynamic ads based on AI and content from your site or platform rather than standard keyword targeting. This helps to attract an audience that is not initially available. 

Yes, this is precisely the advertising campaign you will need to monitor and check statistics and reports not to waste the budget. In this scenario, you are sure to achieve the best results.