Certainly, let’s provide a more detailed explanation of Dynamic Search Ads (DSAs), covering their significance, setup, and integration with remarketing strategies.

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Understanding Dynamic Search Ads (DSAs)

Dynamic Search Ads represent a potent tool within your digital advertising arsenal, allowing you to harness unexpected and unique web traffic. These ads are designed to capture search queries that might not have been immediately apparent but align with the content on your website. By doing so, they create opportunities for growth that complement your existing search campaigns.

At the core, DSAs function as a supplementary ad type that adapts dynamically based on the content of your website. Google’s algorithms crawl your site, identifying relevant keywords and phrases. These are then matched to user search queries, resulting in the automatic generation of ad headlines and landing pages that mirror these search terms. This approach ensures a high level of congruency between the user’s search intent, the ad itself, and the landing page they ultimately visit.

Setting Up Dynamic Search Ads (DSAs)

Now, let’s delve into the intricacies of setting up DSAs for your campaigns.

Campaign Settings

1. Begin by navigating to the campaign tab in Google Ads and click the blue “+” button to initiate the creation of a new campaign.

2. You can choose your campaign goal or opt for the “Create a campaign without a goal’s guidance” option.

3. Proceed to select “Search” as the campaign type.

4. Provide a name for your campaign, configure target locations, and establish your budget as you typically would. However, be sure to select “Search Network” exclusively under the “Network” section. DSAs are purpose-built for the Search Network. Then, proceed.

Ad Group Settings

This is where DSAs diverge from standard search campaigns, offering unique customization options.

1. Choose your Dynamic Ad Targets:

  • Categories recommended for your website: Google automatically suggests relevant categories based on your site’s content. You have the flexibility to select specific categories that align with the ad group’s objectives.
  • Specific webpages: Handpick the individual page(s) you want Google to target.
  • All webpages: Opt for targeting your entire website.

2. Once you’ve determined your targeting strategy, you’ll proceed to create your ad. It’s important to note that the ad’s headline and final URL will be generated dynamically, contingent upon the user’s search query and your website’s content. Your role is primarily to craft compelling description lines.

3. After completing your ad, click “Done,” and your campaign will go live, provided you’ve completed the prior steps accurately.

Following the campaign setup, you retain the flexibility to fine-tune various features and settings, much like you would in any other search campaign. This includes managing device bid adjustments, configuring ad schedules and bid adjustments, implementing ad extensions, refining audience targeting, and specifying negative keywords.

Dynamic Search Ads (DSAs) and Remarketing

Now, let’s explore the integration of DSAs with remarketing strategies, offering two primary approaches:

1. Remarketing: In this scenario, your DSA campaign exclusively serves as a search remarketing campaign, targeting users who have previously visited your site or taken specific actions. While this approach narrows your audience, it focuses on users who are already familiar with your brand and actively searching for related products or services.

2. Acquisition: This strategy involves utilizing the DSA campaign as a standard campaign while layering remarketing audiences within it. This approach allows you to attract new customers while simultaneously increasing bids for users who have previously engaged with your website.

To implement this strategy:

  • Access the “Audience” tab in Google Ads and select “+targeting.”
  • Choose the relevant audience(s) you want to layer onto the DSA campaign. Remarketing audiences can be found under the “Browse” tab.

Crucially, you must decide whether your campaign will target all users or focus primarily on remarketing. This choice comes with two options:

  • Observation: Selecting this setting means you’ll target a broad audience but retain the ability to make bid adjustments for specific audience segments.
  • Targeting: Opting for this setting narrows your focus to users within the selected audience, granting you the flexibility to adjust bids according to specific audience criteria.


In summary, Dynamic Search Ads (DSAs) are a versatile and valuable tool that can benefit both large accounts seeking to optimize their current structures and businesses looking to drive increased web traffic and explore expansion opportunities. If you’ve mastered the fundamentals of DSAs and are ready to take your digital advertising to the next level, consider exploring our article on Dynamic Search Ads for Advanced Users for further insights and strategies.

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