Getting the most out of dynamic search ads in a PPC campaign

First released by Google in February 2015, give or take, Dynamic Search Ads takes the fuss of manually picking keywords and ads for PPC Campaigns into its stride. Used by PPC-ers to help them effectively and effortlessly create ads, as well as update them with just a few clicks, Dynamic Search Ads can take the strain out of what was previously a hectic job.

Rather than writing it off as a ‘cheats’ solution, the PPC experts at Embryo are here to help you get the most out of this platform. From using it in a strategy to off-the-cuff ideation, Dynamic Search Ads can help you get great results – with very little legwork.

But first: what are DSAs?

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What are Dynamic Search Ads?

In brief, Dynamic Search Ads (DSAs) are a type of PPC campaign that draws on your existing website content to automatically generate ads. Usually offered by platforms like Google Ads, DSAs can also be used alongside other keyword targeting campaigns – giving you a catch-all solution to ad generation within a bigger strategy.

This now falls under Performance Max, the latest in Google’s machine learning algorithm when it comes to PPC. For more on how we incorporate this new platform into our strategies, click here for further information.

At-a-glance facts

No manual keyword selection here

Unlike traditional PPC research and search ads, DSAs completely skip over the part where it hand-picks specific keywords. Instead, it relies on your website’s content, using Google’s crawlers to identify the best keywords for your buyer’s intent. 

Top to bottom automation

From the information gleaned using your website’s content, DSAs automatically generate headlines and even landing pages based on two things:

  • what your website offers
  • the user’s search query

From here, it will collate a number of ads for you to choose from.

Click and you’ll miss it

As with anything controlled by a human, you can get errors. These usually present themselves as gaps, which isn’t great when you’re trying to create solid keyword research. Luckily, DSAs can help target relevant searches you might otherwise miss, by finding relevant searches based on your website content and potentially netting a wider audience.

The benefits of Dynamic Search Ads

DSAs are a great way to save time and energy on ad creation and keyword research – especially on larger build-outs and websites. It can also help you target relevant searches and audiences based on your content, ensuring that all your services are covered by useful – and relevant – ads.

However, this can be a Catch 22. As DSAs heavily relies on your existing content, you must make sure that any information it pulls is also relevant, high-quality and informative. Otherwise, your ads are going to come off speaking absolute broken biscuits.

Setting up DSAs? Here’s what you need to know


Following the implementation of DSAs, Google now organises your website into categories and lets you bid individually on each segment – rather than simply targeting your whole domain or picking a particular page.

By utilising segmentation, Google also shows example search queries and recommended bids for each category alongside the text ads and landing pages, which is crucial for campaign performance. By pulling different categories into separate ad groups, PPC-ers can then target them using the most relevant ad text – in exactly the same way you would with keywords.

Domain and language

If you want to target a campaign, you’ll need to select a website domain and language for each one. That means multiple domains – and languages – have to be separated.

Ad copy

As with any standard search campaign, make sure to create multiple versions of your ads.This guarantees that you’ll see the highest possible CTR, with another perk of DSAs meaning that a dynamically inserted headline can be longer than the standard.


To track the effectiveness of your ads, make sure that the appropriate channels are activated – you don’t want to miss this!

Expert PPC insights

Even though it’s nearly ten years since initial release, Google is still continually updating and improving its DSA offering. As such, it’s crucial for any PPC – or marketing experts at large – to understand and utilise it in their strategies.

By choosing the appropriate match type based on your specific goals, and targeting the right audience to avoid catching irrelevant searches – you can easily glean fantastic results time and time again.

But if you need a little extra help, our PPC experts are on hand to help. Whether you need a PPC campaign starting from scratch or want some more support in handling your existing build-outs, look no further than Embryo.

To start your journey, why not get in touch for a personalised PPC audit from our consultants?

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Deeper insights