Dynamic Search Ads

  • Dynamic Search Ads (DSAs) allow you to target websites without creating keywords, generating ads dynamically based on user queries and relevant landing pages.

  • DSAs offer broader exposure for your inventory and can function as a "catch-all" or backup for existing campaigns.

Dynamic Search Ads (DSAs) let you target entire websites, or portions of them, without having to create keywords and ads for all possible matches. Instead, whenever a relevant user search occurs, Google Ads dynamically generates an ad with a headline based on the query and text based on your most relevant landing page. The ad enters the auction and competes normally, helping you expand exposure for in-stock inventory without modifying your existing keyword campaigns.

In addition to broadly targeting a website or domain, DSAs can serve as a "catch-all" or backup option for your existing campaigns and keywords. You can set up keywords, ad groups, and ads as usual, and then add a DSA ad group to capture relevant queries that don't match your existing keyword setup.

Implementation in the Google Ads API

To configure Dynamic Search Ads using the Google Ads API:

  1. Set dynamic_search_ads_setting (domain_name and language_code on DynamicSearchAdsSetting) on a SEARCH Campaign.
  2. Create an AdGroup with type set to SEARCH_DYNAMIC_ADS.
  3. Create an AdGroupAd using ExpandedDynamicSearchAdInfo.
  4. Add webpage targeting criteria using WebpageInfo (and optionally attach DSA page feeds using AssetSet).

Next steps

Next
Create DSAs