Existing Dynamic Search Ad campaigns may be eligible to upgrade to Performance Max, bringing you additional templates and formats to reach new customers. Advertisers who upgrade DSA campaigns to Performance Max view an average increase of over 15% in conversions or conversion value at a similar cost per action (CPA) or return on ad spend (ROAS).
Target types
Landing pages from your standard ad groups
The “Landing pages from your standard ad groups'' category includes all webpages that you’re currently running search ads against, across your account. This targeting option makes it easy to increase traffic on the webpages that you’re already using as landing pages in existing ad groups and campaigns.
URL targeting
URL Equals
You can target specific URLs.
URL Contains
You can target pages with URLs that contain a certain piece of text, called a token. In a URL, a token is surrounded by a limiter like “/”, “-” among others.
Custom label
You can use a page feed to create a list of URLs you want to target, then attach custom labels to your URLs to organize them. You can use the Custom Label targets to target or exclude these subsets of your page feed.
Other targeting types
All webpages
All webpages includes every single page in your website's domain that are discovered by Google's search and ad crawlers (programs that automatically discover and scan websites by following links from one webpage to another).
Page title
You can target pages with titles that contain certain words. If you don’t know what a page title is, hover over your browser tab and a tooltip should appear to show the title of your page.
Page content
You can target pages that contain certain words that you specify.
Categories
Based on your website content, Google creates targetable categories, or sets of landing pages organized by theme.
Learn more About Dynamic Search Ads.