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Finding new customers: A guide to Dynamic Search Ads

Back to all resources

Finding new customers: A guide to Dynamic Search Ads

Key takeaways

Connecting with customers via text-based campaigns on search has never been easier. Dynamic Search Ads (DSA) match user queries with content on your website to automatically produce highly relevant ads.

Using the information on your site, automation will do it all for you — you don’t even need to use keywords. Here’s how you can make the most of DSA for your business.

1. What are Dynamic Search Ads?

2. What’s new about Dynamic Search Ads?

3. Who can use Dynamic Search Ads?

4. How can I make the most of Dynamic Search Ads?

1. What are Dynamic Search Ads?

DSA is a type of campaign that automatically creates text-based ads based on the content of your site. It’s the best and easiest way to find customers who are searching for precisely what you offer – as well as those with queries you hadn't even thought of.

It works by scanning the content on your website, then creating ads with copy and calls to action which will be highly relevant to the users seeing them. Anyone clicking on the ad will be directed to a landing page, which is automatically selected based on their search query.

For example, someone looking on Google Search for ‘luxury hotel London’ might be served your ad with the headline ‘Luxury 5-Star Hotels London’. If they choose to click on the ad, they’ll be directed to a landing page dedicated to your high-end London accommodation options.

2. What’s new about Dynamic Search Ads?

With DSA, you don’t need to keep manually updating a long keyword list for your ads to achieve peak performance — automation ensures you’re showing up for search queries that are closely related to the content on your site.

This means you can either forego keywords entirely or fill in the gaps of your keyword-based campaigns for additional traffic and sales. DSA is especially useful for closing any coverage gaps by targeting long-tail keywords and queries with lower search volume or intent — and therefore less competition.

Long-tail keywords

Keyword phrases that are longer and more specific, which tend to have less competition and are often used closer to the point of purchase.

3. Who can use Dynamic Search Ads?

Any advertiser can benefit from DSA, whatever the size of your business. Smaller and larger companies alike can use them to both capture additional traffic and save time spent on matching and mapping keywords.

If yours is a business with a large inventory and a broad remit, such as a car manufacturer or a clothing company, you can use DSA to complement your existing keyword strategy and ensure you’re not missing potential leads.

Alternatively, if you’re a company with sites across different languages, DSA can be an efficient way to test international expansion by generating relevant ads for different territories.

4. How can I make the most of Dynamic Search Ads?

As DSA works by selecting landing pages and content from your website, it relies on the depth and accuracy of the information on your site. The richer your content, the more search queries your ads will be able to cover.

Here are a few ways to fine-tune your website to ensure you get the most out of Dynamic Search Ads.

Consider the customer journey

DSA will help drive customers with a high intent to specific pages on your site, so avoid wasted clicks by ensuring the page is set up to drive the desired action.

That might be a CTA to purchase a particular product or a well-signposted process that channels users from editorial content to commerce pages.

Answer queries with FAQs

By having the foresight to include a Frequently Asked Questions or About page, you’ll be ready to answer the specific queries potential customers might be asking on Search.

This enables you to cover a large range of queries relevant to your business and automatically generate highly relevant ads. It will also help you capture long-tail queries from users who may be just starting to research a category but are not actively considering brands yet.

Prioritise copy and content

The headlines of your ads will be taken straight from your website, so they work best when you have well-written HTML page titles and appropriate, engaging content.

If you make sure your site is populated with clear headlines that sell your product plus unique calls to action, you’ll reach the right queries — and convert more leads.

It’s a relatively small amount of work for potentially enormous benefits. If you’re looking for an easy and highly efficient way to show up against relevant queries on Google Search, Dynamic Search Ads are an invaluable and powerful tool.

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