Dynamic Search Ads Explained (and How to Use Them)

What are Dynamic Search Ads?

Dynamic Search Ads (DSAs) use the content of your website to automatically generate ads that target relevant searches. Both Google and Bing offer DSAs.

This can be a great way to target keywords that your traditional search campaigns might miss.

However, they are not the best choice if you want a high level of control over your ad copy.

This article explains how DSAs work, their advantages and disadvantages, and ways to take advantage of them.

How do dynamic search ads work?

Dynamic search ad campaigns analyze your site, identify keywords relevant to your business, and automatically generate ads to target them.

They automatically discover keywords that you may not be targeting with your search campaigns. And the right headline and landing page for each search ad.

This can make your campaigns more scalable.

Here’s an example of a dynamic search ad:

However, there is a “but”.

If your site’s content is poorly structured—or if the copy is incorrect or otherwise problematic—you shouldn’t use this type of campaign.

Why?

Because DSA campaigns use what they find on your site.

They take your titles and page content and create headlines with them.

So, if your site is not properly optimized, your ad will probably come out wrong.

Learn more about how headers work in DSA and how to optimize your website’s content.

please note: Bing’s dynamic search ads let you control your ad text. Google Ads only allows you to customize your descriptions.

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