Table of Contents

Dynamic Search Ads (DSA)

What are Dynamic Search Ads?

DSA, or Dynamic Search Ads, is a type of advertising campaign that uses search engine marketing to generate ad headlines and descriptions automatically based on the content of your website and the keywords used in the user's search query. This is especially useful for advertisers with a large product inventory or who frequently update their website content.

How do Dynamic Search Ads work?

DSA campaigns utilize Google's organic web crawling technology. When a user submits a search query, Google's algorithm dynamically generates an ad based on the content and structure of the advertiser's website.

The ad's headline and landing page URL is automatically populated to reflect the search query. In addition, the ad's description is dynamically generated to match the content on the advertiser's website related to the search query.

Key Takeaways

  • DSA campaigns save time and effort by automating the process of creating ads and selecting keywords.
  • Useful for advertisers with extensive inventories or frequently updated websites.
  • Can complement existing keyword-targeted campaigns by capturing additional traffic from relevant search queries.
  • Regular monitoring and optimization are necessary to ensure DSA campaigns deliver the desired results.


Dynamic Search Ads (DSA) allow advertisers to target relevant search queries without manually creating keywords or ads for each specific search term.

Instead, Google's algorithm scans the content of the advertiser's website and matches it with users' search queries to display relevant ads.


  • Exclude specific terms you don't want your ads to show by adding them as negative keywords.
  • Regularly review the search terms that trigger your DSA ads and add new negative keywords if needed.
  • Ensure that your website's landing pages are relevant and optimized.
  • Include ad extensions, such as sitelinks or callouts, to enhance the visibility and effectiveness of your ads.
  • Use custom labels or page feeds to narrow the scope of your DSA campaign and focus on specific sections/categories of your website.

Additional considerations

  • DSA campaigns aren't suitable for all advertisers, especially those with highly specific or niche offerings.
  • Regular monitoring and optimization are crucial to maintaining the performance and relevance of ads.
  • It's best to run the campaigns alongside traditional keyword-targeted campaigns to maximize reach and effectiveness.


Can I use DSA campaigns for my small business with a limited website?

DSA campaigns are more suitable for advertisers with extensive inventories or frequently updated websites. Traditional keyword-targeted campaigns may be more effective if you have a limited website with specific offerings.

How can I control which pages of my website are targeted by DSA campaigns?

You can use custom labels or page feeds to specify the sections or categories of your website that you want to target. This gives you more control over the pages that trigger your ads.

Will DSA campaigns cannibalize traffic from my existing keyword-targeted campaigns?

DSAs complement your existing keyword-targeted campaigns rather than cannibalize traffic. Google's algorithm dynamically generates ads for search queries that may not match your existing keywords. By running the campaigns alongside keyword-targeted campaigns, you can capture additional traffic from relevant search queries that you might have missed with traditional keyword targeting.

Can I use DSA campaigns to target specific geographic locations?

Yes, you can set geographic targeting for your DSA campaigns. By specifying the locations you want to target, you can ensure that your ads show to users searching within those areas. This option can benefit businesses with a local or regional focus.

Related Terms


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Ad Scripts

What are ad scripts? Ad scripts are snippets of code written in JavaScript that allow you to automate and customize various aspects of your Google

Activity rate by channel

What is ‘Activity rate by channel’? Activity rate by channel measures how often users engage with your ads across different advertising channels. This metric considers actions


What is Abandonment-rate? Abondment-rate is the percentage of users who click on a Google Ads ad but then leave the landing page without completing the

Brand-Focused Shopping Campaign

What are Brand-Focused Shopping Campaigns? Brand-Focused Shopping Campaigns are a type of Google Shopping campaign that targets users who are searching for your brand or

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