Unlike most text ads, which are targeted to queries directly by keywords, Dynamic Search Ads show based on the content of your website. This means you don't have to maintain lists of keywords or landing pages. Here are a few reasons Dynamic Search Ads can be useful for your campaigns:
- Dynamic Search Ads uses Google's organic web-crawling technology to automatically target relevant search queries based on your website content
- Incremental traffic from Dynamic Search Ads can fill in gaps in your keyword campaigns for great return on investment (ROI)
- Dynamic Search Ads offers a powerful way to target ads to many queries through an easy campaign-creation workflow
Who should use Dynamic Search Ads
Businesses with content-rich websites will see the best results from using Dynamic Search Ads. Here are examples of types of businesses that are a good fit for this campaign type:
- Your website features an assortment of different products or services, and some of your items are changing over time
- You sell seasonal product lines or other offerings, or you're expanding your business to new markets
Curious how Dynamic Search Ads have worked for others? Check out these case studies (available in English only):
When Dynamic Search Ads may not be ideal for your business
Dynamic Search Ads may not be the best campaign type for websites with rapidly changing content, as content updates won't be immediately detected. For example, websites that feature daily deals aren't the best fit for Dynamic Search Ads.
Why use Dynamic Search Ads
Here are some of the benefits of using Dynamic Search Ads:
- Save time. No more mapping keywords, bids, and ad text to each product on your website. Instead, we'll use Google's organic search index of your website to determine which searches might be relevant to the products on your website.
- Frequent, automatic updates to your ads. When you make changes to pages in our index, we'll crawl your website again to ensure that we have the latest version of your pages. This helps to ensure that your ads are as up to date as possible.
- Show relevant, dynamically generated headlines with your ads. When a customer's search is relevant to your product or service, we'll dynamically generate an ad with a headline that includes words from that customer's search phrase and the landing page in the ad. Dynamic Search Ads also include a generated headline that is slightly longer than standard text ads, giving your ad more visibility and relevance for people searching on the web for what you have to offer.
- Control your campaign. You can show ads based on your entire website, or specific categories or pages. Or, prevent your ads from showing for products that are temporarily out-of-stock.
- Capture additional traffic. Dynamic Search Ads can help you gain additional traffic and sales by promoting your business to more customers than you can reach with a keyword-targeted campaign.
How Dynamic Search Ads work
Instead of keywords, we use content from your website domain to target your ads to searches. To do so, we use Google's organic search index of your website to determine which searches might be relevant to the products and services offered on your website. Here's how it works:
Choose which landing pages to scan
You can choose whether your entire website or just specific pages are used to target your ads. The default way to set up Dynamic Search Ads is to use category targets generated from your website. These customized categories, based on the content and structure of your site, will help you reach groups of people who are most relevant for your business goals.
For example, travel advertisers would likely see geographically segmented categories like USA/California and France/Paris. Retail advertisers would likely see categories corresponding to the types of items they sell, like Tools/Screwdrivers or Clothing/Shirts.
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