Dynamic Search Ads is a fascinating Ad format/campaign type available on Google Ad Manager, these Ads follow the same auction and campaign structure logic compared to the Classic Search Ads many would know, they look pretty similar as well from a user’s eye on SERPs, the main difference is the targeting method, while DSA are either URL or feed-based while the Classic Search Ads are keyword-based.
Dynamic Search Ads use your website to dynamically trigger headlines and landing pages based on the user’s query. The purpose of these Ads is to capture this extra longtail traffic (very specific queries) that is necessarily captured by your Classic Search campaigns. Think of it as a laboratory that brings new ideas to your existing Search structure.
Dynamic Search Ads are complementary to your Google Static Search campaigns and work well together. It is not an either/or choice, both should be in place to maximize the results.
Note that DSA are not made for any advertiser, businesses need a well-structured and maintained website or Product feed to make great use of these activations, they also require a great number of optimizations especially If the budget is spent at a higher pace.
This course takes you on a practical tour letting you learn everything about the strategy, execution and optimization of these campaigns. From Feed-based DSA campaigns to Google website index and URL-based targeting, learn how to troubleshoot your DSA campaigns.
