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
As a Senior Digital Strategist, Sophie's role is focused around working with clients to achieve their business objectives, through a mixture of digital marketing channels. Having worked closely with clients in a variety of disciplines over the last five years, Sophie has gained an invaluable insight into what makes for a successful campaign. Applying a strategic process along with deep analytics insight has made Sophie an in-demand digital strategist.