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DSA – Dynamic search ads

DSA – Dynamic search ads

DSA (Dynamic search ads) is not a Smart Bidding strategy (although Google recommends to use Smart Bidding with it), but it uses Google’s Machine Learning to show the best ad for every query.

The algorithm matches the user queries to the most relevant site and ad content, but it also determines the right bid amount based on their intent of search.

To show DSA you need to create a Search campaign.

You submit your website or feed to Google and only add a creative description instead of choosing keywords.DSA are ads based on the content your website, the ad copy and landing pages are also automatically generated using your website’s content to keep these relevant to what users are searching for.

Create a Dynamic ad group and to target your ads start with Landing pages from your standard ad groups category and Other categories.
After selecting New ad and Dynamic Search Ad, your DSA headline, final URL and display URL will be dynamically generated, and you only need to enter your description text.

DSA are ideal for:
– Well developed websites with good foundations and architecture.
– Retailers and e-commerce website with large inventory.
– If your website has a large number of landing pages.
– Advertisers relying on long tail searches.
– Educational institutions.

However, should you prefer maintain control for your ad creativity, message and landing page, use RSA (Responsive Search Ads) instead of DSA.RSA leverages Google’s Machine Learning to match the right message to the right user at the right bid.

Best practicesSmart Bidding
– Try Smart Bidding strategy, I recommend these strategies:
– Maximise conversions with a Target CPA – Cost per acquisition (Optional)
– Maximize Conversion Value with a Target return on ad spend (Optional)
– Maximise clicks

Manual Bidding
– If you don’t use a Smart Bidding strategy, you need to manually adjust your bid based on the value of each specific target.

Benefits of DSA
Time saving

– As you don’t need keywords research, bids and ad text to each product on your website, DSA can save you a considerable amount of time.

Increase traffic
– Increase traffic to your website as you’re reaching new potential customers that you’re not reaching with your existing keyword advertising.

Search Terms
– Look for negative keywords in the search terms report.

Good matching
– Good matching as DSA feature the most relevant custom-tailored headlines for the most relevant pages.

E-commerce websites
– More control over your inventory for e-commerce websites.

When not to use DSA
– If your website changes rapidly and frequently.
– If your website is involved in daily deals.
– DSA is not ideal for these industries: pharmaceutical, gambling and adult. Read more about restricted content
– If your website uses Flash content.
– If users must sign in to access your website or any of your site’s content.
If your domain URL does work with http://. It must work with http:// as well as with https://.

Google Ads policy
Check Google Ads policies to comply with DSA.

Google official checklist for using DSA 
– Use recommended categories as your dynamic ad targets.
– Create one DSA campaign per language.
– Consider creating an all-website auto target.
– If you want to specify exact pages to target, or how to group them, use a page feed.
– Create different ad groups if certain targets require customised description text, ad extensions or performance goals.
– Create different ad groups if certain targets require customised description text, ad extensions or performance goals.
– Exclude non-transactional URLs, page content and titles from your main DSA targets.
– Whenever pausing or removing a keyword from another search campaign, add it as a negative to your DSA campaigns.
– Layer Remarketing Lists for Search Ads onto DSA campaigns.
– Make page titles descriptive and compelling.
– Let users know what to expect on your pages.


Extract from my Book ‘Making Google Ads Work’.

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