Create a dynamic search Ad

1. Choose the topic or theme of your dynamic search ad and consider grouping pages related to each other rather than targeting your entire site with one ad.

Your ad will appear just as any other text ad on the results page, and you’ll need to write the description text, but the headline and URL will be taken directly from your site rather than created manually. It’s hard to write a tailored and relevant ad for “all products.” Your ads will probably do better if, for example, you have a dynamic search ad for desserts and another one for side dishes.

2. Create a dynamic search ad in an existing ad group, add the Ad group type column to your group metrics table to review your account for dynamic ad groups, or select an existing dynamic ad.

You can create a dynamic search ad in an existing ad group, as long as the ad group is Dynamic rather than Standard. You can’t change an ad group’s type from Standard to Dynamic once the ad group is created, so plan where you want your dynamic ads to live in advance.

3. To create a new dynamic ad group, navigate to your desired campaign, or create a new one. From campaign Settings, expand Dynamic Search Ads setting, enter your website domain and language, keep the default Use Google's index of my website and click Save.

You may want to create a new DSA campaign to keep all your dynamic ad groups grouped together, but you can also have both dynamic and standard ad groups in the same campaign. This playbook will explain how to create dynamic ad targets, but if you prefer to use a page feed instead, you can follow instructions on how to use a feed to target dynamic search ads.

4. If you're creating a new dynamic ad group, click the blue + icon from your ad group list, select Dynamic as the ad group type, and confirm the popup by clicking Continue.

5. If you haven't already, enter the domain and language your dynamic ad group will use.

Note that these settings will apply to all ad groups in your campaign, even though it’s set at an ad group level here. If you’ve already entered your domain and language, you won’t be prompted to enter them again.

6. Name your ad group based on your chosen theme and create your dynamic ad targets. These are essentially the landing pages your ads will use. The page content, rather than keywords, will be matched against search queries, and you can click Add after each URL to set specific URLs, or rules that specify page categories or content.

To create rules for targeting, select Create rules to target webpage. You can add up to three specifications for each rule based on any combination of URL, page content, page title and category. You can also create multiple rules within your ad group. To target the entire site, select All webpages. To target only content categories from within your site, select Categories and choose from the dropdown. To target specific pages only, select Use exact URLs. Google Ads Support offers a more detailed explanation about how to customize your targeting.

7. Enter descriptions in Description 1 and Description 2 relevant to all the dynamic ad targets and overall theme of your ad group, preview the ad, and click Save and continue.

The headline and final / display URL will be dynamically generated based on the page. Having a defined theme is extremely important. Your ad won’t be compelling to your audience if the messaging is too broad and not relevant to their needs.

8. If you want to exclude certain pages from being served, navigate to negative dynamic ad targets, within your ad group, click the blue + icon, and follow the prompts to create Negative dynamic ad targets.

This allows you to better control which pages will serve as landing pages. For example, you may wish to exclude blog content or non-transactional pages from serving. Because dynamic ad targets does not have an option for “does not contain,” you would add exclusions in this section.

9. Add negative keywords or negative dynamic keywords based on performance data in Dynamic ad targets > Search terms within your ad group.

This will show you both the search term and ad headline displaying for the query. The ad headline is based on the webpage title. Note that navigating to Search terms from Keywords will not reveal the landing page/ad headline. This view is only accessible via Dynamic ad targets > Search terms.