What is Dynamic Search and Why Should I Use It?

Estimated Reading Time 4 minutes

In its most basic form, dynamic search ads (DSA) are dynamically generated ads based on the content of your website. This means that you don’t manage keywords in your ad group and you don’t even write complete adverts, but you’re still able to reach customers as they’re searching.

Dynamic search ads are available to all advertisers globally. It’s particularly recommended to businesses or organisations that have websites with an array of products, or whose products change over time. There are multiple options with dynamic search, but they may not be ideal if your content is updated or changing too often (e.g. daily deals), as it’s likely that the updates won’t be detected straight away.

Dynamic search ads don’t compete with normal search ads as you might think. They enter the auction and compete as usual, but if you have an eligible keyword targeted ad, that will show over the DSA. You can even use the same extensions including sitelinks and callouts as you would a standard text ad.

Google uses their organic search index to crawl your website and find the most relevant terms for each page. If a search is relevant to your website, Google will dynamically create a relevant advert, as well as choosing the most appropriate landing page. All you need to do is set the description lines and display URL you’d like to show.

Google announced just last week via Google+ that DSA’s will soon become even more relevant. They used an example of ‘ads that point to a landing page about iced coffee makers will be less likely to show for less relevant searches like “iced coffee” ’.

5 Benefits of using DSA

  • One of the biggest benefits is time management. You’re not creating a keyword list, so you don’t need to spend time setting bids, final URLs, or optimising for quality scores.
  • When changes are made to a website in Google’s index, it’ll be re crawled to ensure the adverts are up to date
  • Ads can be based on the whole of your website, or you can choose specific categories or pages within your site
  • DSA can be used as a research tool to find additional search traffic to add to your pre-existing campaigns
  • Dynamically generated headlines can be longer than the standard 25 character limit

While there are a lot of benefits to using DSA, we wouldn’t recommend creating and leaving it to run; the campaign still needs optimising in a similar way to standard text ad campaigns. I’ll be posting a follow up blog in a few weeks on the best ways to optimise your DSA campaign, but in the meantime, feel free to contact myself or a member of the team via the contact details below.

Sophie Burrows
With over 5 years’ experience, Sophie is fast becoming a recognised paid search (PPC) specialist in both Google Ads and Bing Ads. With numerous qualifications in Digital Marketing and Planning under her belt, Sophie is in demand as a pragmatic problem solver and can show immense return on investment (ROI) where others could not. Sophie’s skills lie in understanding a brief and delivering exceptional results for her clients. A true digital maven.
“Big ideas come from the unconscious. This is true in art, in science and in a
“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” ― David Ogilvy, Ogilvy on Advertising .
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#madmen #admen #marketing #marketingdigital #digitalagency #digitalclarity #davidogilvy #davidogilvyquotes

Posted 2 hours ago.

“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” ― David Ogilvy, Ogilvy on Advertising . . . #madmen #admen #marketing #marketingdigital #digitalagency #digitalclarity #davidogilvy #davidogilvyquotes

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Intuition is always right in at least two important ways;
- It is always in resp
Intuition is always right in at least two important ways;
- It is always in response to something.
- it always has your best interest at heart. #motivation #wordsofwisdom #thursdayquotes #mindfulness #instaquotes

Posted 1 week ago.

Intuition is always right in at least two important ways; - It is always in response to something. - it always has your best interest at heart. #motivation #wordsofwisdom #thursdayquotes #mindfulness #instaquotes

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This is not the end. This is the beginning. Well done lionesses #proud #england #lionesses #worldcup #football #soccer #girlpower #👏 #🏴󠁧󠁢󠁥󠁮󠁧󠁿

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This is not the end. This is the beginning. Well done lionesses #proud #england #lionesses #worldcup #football #soccer #girlpower #👏 #🏴󠁧󠁢󠁥󠁮󠁧󠁿

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If you are not willing to risk the usual, you will have to settle for the ordinary #motivation #wordsofwisdom #successquotes #wednesdaywisdom #wednesday #success #digitalclarity

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If you are not willing to risk the usual, you will have to settle for the ordinary #motivation #wordsofwisdom #successquotes #wednesdaywisdom #wednesday #success #digitalclarity

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An excellent afternoon of information and insight on global prime markets #prime
An excellent afternoon of information and insight on global prime markets #primeproperty #superprimeproperty #superprime #savills #realestate

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American Icons is now open at the Opera Gallery London #operagallery #operagallerylondon #art #artoninstagram #keithharing #popart #nycart #streetart #digitalagency #digitalart #artists #americanicons

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WHAT is this life if, full of care,
We have no time to stand and stare?
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No tim
WHAT is this life if, full of care,
We have no time to stand and stare?
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No time to stand beneath the boughs, And stare as long as sheep and cows:
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No time to see, when woods we pass, Where squirrels hide their nuts in grass: .
No time to see, in broad daylight, Streams full of stars, like skies at night: .
No time to turn at Beauty’s glance,And watch her feet, how they can dance: No time to wait till her mouth can
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Enrich that smile her eyes began?
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A poor life this if, full of care,
We have no time to stand and stare.
.

WH Davies

Posted 3 weeks ago.

WHAT is this life if, full of care, We have no time to stand and stare? . No time to stand beneath the boughs, And stare as long as sheep and cows: . No time to see, when woods we pass, Where squirrels hide their nuts in grass: . No time to see, in broad daylight, Streams full of stars, like skies at night: . No time to turn at Beauty’s glance,And watch her feet, how they can dance: No time to wait till her mouth can . Enrich that smile her eyes began? . A poor life this if, full of care, We have no time to stand and stare. . WH Davies

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