How to Capture Missing Impr. & Clicks with DSA?

Dynamic Search Ads:

Dynamic Search ads (DSA) are an advanced AdWords feature that dynamically creates the Ad Text i.e. Headline and chooses the Display URL and Final URL. It is different from DKI’s (Dynamic Keyword Insertion).

  • Both DKI and DSA dynamically creates & updates the Ad Texts.
  • Key difference is DKI uses a syntax and DSA does not use any syntax in the ad text.
  • Another Key difference is DKI uses Keywords (i.e. DKI ads work with Keywords) and DSA does not use Keywords at all.

What? if DSA does not use Keywords then how will my ads go into the auction on search Network?

It uses the Google’s Index of your webpages and when people searching for something that is relevant to what you already have on your website, it creates the ad and serves the ad to the user.

Without DSA, even an account with large number of keywords will still miss some relevant impressions and clicks. In a way, they send people directly to what they want from your website

To use DSA. Your site should have atleast 300 pages and 100 pages must be indexed by Google.

Logic here is something like this,

When Search Term ó Content of the Indexed page, then the ads will be triggered into auction. The system uses the Google’s search index algorithm to achieve this.

How do you create these ads?

You cannot write the headline and the Destination URL.

DSA Make Marketer

What is the targeting method for DSA?

Here you use Dynamic Ad Target option from the Auto Target Option and select which pages you want to allow for ads.

It can be selected in several ways.

  1. URL
  2. Page Title
  3. Page Content
  4. Categories

Note, you can add negative keywords for these campaigns so that ads will not be served when search terms include these words.

Whenever you create these ads, please create them in a new campaign. You assign bids to the dynamic ad targets.

Benefits of DSA’s:

  1. They Save Time
  2. You don’t have to worry about the frequent changes to the content on your website, Google Index algorithm will do that for us.
  3. It drives incremental traffic to the site.
  4. Creates the Ads for us, based on search terms and content of webpage.
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