If you want to grow your business using Google Ads, Dynamic Search Ads (DSAs) can be a great place to start. Not only do they help you reach more people, but they also help you find new keywords that your customers are already searching for.
In this blog, I will explain how DSAs work, how to use them to discover valuable keywords and how to improve your campaigns based on what you learn.
What is a Dynamic Search Campaign?
A Dynamic Search Ad campaign or DSA, is a type of campaign in Google Ads where Google helps you match your website URL to people’s searches. Instead of choosing every keyword and writing all the headlines yourself, you simply give Google a URL from your website or a specific page on your site. Google then scans your website, finds what each page is about and matches it to search terms that people use on Google. It also creates ad headlines based on your website content.
This type of campaign is great for helping you reach new people and for filling in keyword gaps that you may have missed in your regular campaigns, building on better intent keywords.
How to Spot Winning Keywords
One of the most useful features of a DSA campaign is the Search Terms Report. This report shows you exactly what people typed into Google before they clicked on your ad. Some of these search terms might be ones you never even thought to include in your campaigns. You might notice specific product names or services that are popular. By checking this report regularly, you can discover which search terms are working best for your business.
Moving Your Best Keywords to Regular Campaigns
Once you know which search terms are bringing in good results, it’s a good idea to move those keywords into a campaign. This will allow you to have more control, so you can write better ad copy that speaks directly to those searchers, adjust your bids based on performance and choose the landing page you want users to visit. After that, make sure to add them as negative keywords in your DSA campaign to prevent your ads from overlapping or competing with each other. This process helps you grow your keyword list and focus your ad spend on the terms that perform best.
Some Dos and Don’ts for a DSA Campaign
It’s important to follow some simple rules when using DSAs to make sure your campaign works well.
You should always use website pages that are up to date and clearly written so that Google can match them to the right searches. It’s also a good idea to check your Search Terms Report at least once a week to spot good keywords and remove bad ones. Adding negative keywords is also a smart move so your ads don’t show up for unrelated searches.
On the other hand, there are a few things you should avoid. Don’t rely only on DSAs, use them together with other types of campaigns like brand and non-brand search or Performance Max. Also, don’t allow Google to match ads to low-quality or outdated pages, because that can lead to poor performance.
Final Thoughts on DSA
Dynamic Search Ads can be a great asset to implement as part of your Google ads strategy, they are not just useful for getting clicks but they are also great for learning more about what your customers are really searching for. When used correctly, DSAs can help you find valuable new keywords, show you real search behavior, and guide how you build and improve your other ad campaigns.
