In the Google search results, dynamic search ads look like normal search ads. The main difference this ad type presents is that the ad title will reflect the search term entered by the user. Google uses your website content to display the most relevant information in the headlines, and to link to a suitable landing page on your website. Meaning, Google will automatically and dynamically create the ad titles and the final URLs of your ads.
Benefits of Dynamic Search Ads
The aspects that make dynamic ads in Google Ads different are also this ad type’s biggest advantages:
- You do not have to define any keywords.
- Should you remove any pages on your website, you will not have to delete or pause campaigns, ad groups, or ads.
- If you introduce new categories, products or services to your website, you will not have to create new campaigns, ad groups, or ads.
- After website URL changeovers, you will not have to change the final URLs in your ads.
Disclaimer: The benefits listed in points two through four apply only when your ad group is set up for all your web pages.
How to Create Dynamic Search Ads
Step 1: Create a new Campaign (optional)
Create a new campaign, define your goal, give your campaign a name, and select the search network.
(Please note that this step is optional. Dynamic ads can also be set up in an existing campaign. When doing so, please disregard step one and go directly to step two below.)
In the additional settings, make sure to go to the dynamic search Ads setting. Enter your website URL, select the language of your website, and then select your target source. We recommend the target source setting “Use Google’s index of my website”. This guarantees that the index of your website will be used as the URL index for your dynamic ads.
Enter the rest of the information for targeting and audiences, and budget and bidding. Also – Don’t forget to add the relevant extensions to your campaign! Now save and continue.
Step 2: Setup a new Ad Group
The first and most important step in setting up your new ad group is to select the ad group type. Make sure you select “Dynamic” and give the new ad group a name.
Next, you need to select which topic/product/service on your website you want to target with your ads. You can choose between Google recommended categories, specific web pages, or all web pages.
If you opt for the categories recommended by Google, select the relevant categories for this ad group. They should appear on the righthand side of the box under “dynamic ad targets:
The option to target specific web pages is especially useful for different language versions of your webpage, or if you have large top-level categories that contain multiple subcategories.
If you want to set up a specific webpage rule you can choose between “URL contains”, “Category contains”, “Page Content contains” or “Page Title contains”.
The setting “All webpages” will target all webpages on your website, including pages such as FAQ’s, T&C’s, your privacy policy, etc.
Step 3: Write Ad Copies
Once you have set up your ad group, you can start writing your ad copy. Bear in mind that with dynamic ads, your headlines will be defined automatically by Google. However, you will have to write the two description lines for your ad copy.
Once you have written your descriptions, you can save your work, review the ad copy, and publish your work.
Do you need help setting up your dynamic search ads? Reach out to us, we’d be happy to help!
