How to improve campaign performance with Dynamic Search Ads

Dynamic Search Ads (DSA) are the easiest way to find potential customers searching for your products. They are able to target a specific website and will help you fill in any gaps you might have on your keyword coverage.


When a user searches a term closely related to your website, a DSA ad might enter the auction and be displayed. The headline and landing page are generated by the DSA to be tailored to that search query, and the user is then redirected to the relevant page on your site.

DSAs are a unique tool, as they allow you to target relevant users without being bound to specific keywords, meaning you can expand your reach and target users that you might not have otherwise targeted.


There are a few key reasons to use DSAs, with the most important being:

  • Fast implementation: Implementing a DSA campaign is fast and easy
  • Save time: There is no need to spend time selecting the perfect keywords for your campaign
  • Tailor your ads: Imagine the advantages of having custom ad copy for each search query
  • Up-to-date: Depending on your targeting options, Google crawls your site frequently to get the most recent updates from your website
  • Control: You can choose to target your entire site, or select only a few pages
  • Keyword mining: Allows you to target long tail keywords, relevant to your products. You can then add those to your campaigns if relevant.


Create a new Search Campaign:


Create a new Search Campaign

  • For the campaign name, you should use a naming convention that allows easy campaign monitoring.
  • In the website field, insert your website domain.
  • For the targeting source, you need to select whether Google should crawl your website, to use a specific data feed or a combination of both.

Scrolling down the page, we have the option to select which bid strategy to use and the budget:

Create a new Search Campaign

Once this is done, you can then save your new DSA campaign.

Now that the DSA campaign is set up, we can easily target only a few pages, by adding an auto-target:

Create a new Search Campaign

Create a new Search Campaign

Create a new Search Campaign

Now that the campaign is set up and ready to run, we should follow all best practices and add all the extensions, audiences and other adjustments we would use on a generic campaign.


Analysing the performance of DSA campaigns versus generic campaigns over one month, we have seen a 58% increase in click-through rate and a 53% increase in conversion rate:

Create a new Search Campaign

When looking at the cost per order we can see a reduction of 69% and a reduction of 41% in the average cost per click.

Create a new Search Campaign



DSAs are a great addition to any PPC account. However, it is important to keep in mind that regular monitoring of cost and the addition of regular negatives into the campaigns is essential to maximise the performance achieved with these campaigns.

Contact us if you’d like to find out more about implementing DSA campaigns for your company.

by Tiago Faustino
17 October 2017



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