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Dynamic Search Ads for Products on Google

Do you have a large inventory/well-developed website and want to find an easy and fast way to approach potential customers? Then Dynamic Search Ads are the right choice for you.

Dynamic Search Ads are considered to be one of the unique campaign types you can get on Google. They are by far the easiest way to find new customers that want exactly what you’re providing.

The features of Dynamic Search Ads include:

  • Target specific pages

  • Close the gap in keyword coverage – in other words, filling up the blank spaces

  • Customize/Edit your ads fast and easy

  • Low advertising costs

  • Highly targeted ads for products with low search volume – enabling them to be used for specific products

Unlike other Google Ads, Dynamic Search Ads use your website content to directly trigger your ads. This means that even if the keyword did not trigger your ad while used in a search query, your content can.

Since they’re solely generated from the content of your landing page or website as a whole, they are really efficient in saving time while still being up to date. The only thing they require from you is a creative description.

Keywords might not always catch up on relevant searches as well as not using DSA may result in a missed opportunity even with a well-managed Google Ads account.

How are Dynamic Search Ads different from traditional campaigns?

  • Keywords. As mentioned before, this type of ad fills in the gaps of keywords. Thus, behaving like them in situations when the opportunity of appearing in search results could’ve been missed.

  • Headline. Always appears on the search results page, dynamically created by Google. The information is taken directly from the website or/and feed, making it always relevant. The only thing left for you to do is to create the creative description.

What about Bidding?

Dynamic Search Ads work on a CPC (Cost-per-Click) basis, just like a text campaign would. The cost is determined by the number of times someone clicks on your ad. Hence, you pay the max. CPC you set for your Ads.

The difference between a Text ad and DSA is that one of them is based on individual keywords. And since DSA does not operate on the keyword structure, you should apply your bids to the Automatic Targeting Level.

Automatic Targeting allows Google to find you a high-value traffic that efficiently drives more conversions. It expands the reach of your ads to a wider, more relevant audience. You can choose from a number of options for targeting, such as; Categories, URL targeting, Page Title, Page Content and All Web Pages.

Essentially, it is a list of different pages on your website that you can target. Simply set bids for each Automatic Target and your Ads will be shown in the results based on your Ad Rank.

Why should you use Dynamic Search Ads

  • As mentioned above, they are great for catching additional keywords; triggering your ads. They’re a fantastic strategy for businesses/websites with many products for building up specific campaigns or ad groups to target all possible variations

  • If you’re unsure of your ad’s performance in reaching the right customers or worried that your ads don’t get triggered as much with only using keywords

  • They’re beneficial to use, if you want to focus on top-selling products or products with the best ROI

If you’re interested in the precise development of Dynamic Search Ads for your business, have a look at our guide on How to create profitable Product DSA campaign for Google Search.

What are Product Listing Ads?

Product Listing Ads (PLAs) are used to improve the overall customer shopping experience within Google Network. They are paid and feature high visuals.

Through PLAs, customers are able to find and buy products really fast. They are image-driven product advertisements that include basic information, such as; title, price and merchant name. They work on the basis of Google’s search queries which match the item and the seller’s product feed data. Therefore, driving traffic and sales to the eShop quickly and effectively.

Product Listing Ads work on the basis of the Cost-per-Click (CPC) bidding model, where you pay for the number of clicks your ad receives.

ad example

Why it’s good to use an XML feed for Dynamic Search Ads

A data feed is an XML file containing all the details of the advertisers’ products. There are various types of data feeds, however XML is the newest and the most used form.

Each product is a new record in the file which includes:

  • Product name

  • Description

  • URL

  • Image Links

  • Prices

  • Categories

There is no standard way of creating product data feeds, so there might be information that differs. XML format provides an easy to parse solution for all advertisers to display the data feed on their own sites and ads.

You need to use a Product Feed to precisely specify which URLs should be used with Dynamic Search Ads. Providing the Product Feed of your landing pages helps Google Ads to determine the times to show your ads and where to direct people on your website.

For more information about how to create an XML feed for your DSA campaigns, head to our article Product name and a correct XML feed.


Dynamic Search Ads are really an incredible and unique campaign type. Using DSA allows you to choose specific pages to target and close the gap in keyword coverage. They are also very easy to create and have low advertising costs. You can benefit by saving time and money!

They can boost your sales by catching onto search queries that might have been missed by keywords. Therefore, being displayed more and driving a higher volume traffic to your pages.

All you need to do is to have a correct XML feed and a creative description for the headlines.

If this caught your eye and you’d like to try it out yourself, check out our BlueWinston tool. Via BlueWinston we can help you to prepare free pilot campaigns, automate your ads and save you even more time. Don’t miss out, it’s free with our 30-days trial.

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About the Author:

Account manager of Bluewinston & CCS Shopping in EU ( I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search.) Contact me @ [email protected]