About Dynamic Search Ads in Search Ads 360

With Dynamic Search Ads, you can automatically show ads when a customer's search is relevant to your site. You tell the advertising platform (Google Ads, Microsoft Advertising, and Yahoo! Japan Ads) which pages of your site you want to advertise. The advertising platform uses information from your site to determine when a customer's search is relevant to your targets.

Instead of spending time researching and harvesting keywords, you can focus on adding useful and appealing ad descriptions along with rich descriptions to the content of your site.

Dynamic Search Ads work alongside keywords

Within an advertising platform, dynamic search ads do not compete against exact-match keywords for available ad slots in an auction. Any time a keyword (from any campaign in the client account) exactly matches a search query, the platform will place the keyword in the auction and ignore any relevant dynamic ad targets in the client account. However, when a customer's search term matches a broad match or phrase match keyword, the platform uses ad rank to determine whether the keyword or dynamic search ad is included in the auction. 

Learn more about dynamic search ads and ad rank in the advertising platform’s help center:

• Google Ads Help Center
• Microsoft Advertising Help Center
• Yahoo! Japan Help Center

You're still in control

With Dynamic Search Ads, you control which pages on your site can be used for dynamic search ads, as well as the ad templates, bids, and budget. As with traditional campaigns, campaigns with dynamic search ads can use negative match and negative dynamic ad targets to avoid showing ads on searches that don't convert into sales.

Get started with adding Dynamic Search Ads.

Properties for standard dynamic search ads

• Headline: No input required.
  Ad platforms generate the headline each time the ad appears, using words from the customer's search phrase as well as words from the title of the ad's landing page.
• Description line 1: A concise summary of the ad.
  Character limit: 35
• Description line 2: A detailed summary of the ad.
  Character limit: 35
• Display URL: The URL that will appear in the ad.
  The value doesn't need to start with http://.
  Character limit: 35
• Destination URL: Select one of the following options:
  Note that dynamic targets in this ad group can either inherit this ad's URL template or specify their own URL template.
  • Dynamic destination URL: Inherits the URL template specified for the ad group or higher level.
  • Dynamic destination URL with additional tracking: Overrides any higher level template and creates a URL template specifically for this ad. If you select this option, enter {lpurl}, {escapedlpurl}, or {unescapedlpurl}, plus any parameters or third-party tracking URL.
    For example, the following URL template appends a static URL parameter, a parameter with a Search Ads 360 custom parameter, and a client account ValueTrack parameter:
    {lpurl}?p_id=42&campaign={_dscampaign}&src={param2}
    See the Google Ads help center for guidance and more examples.
    Note: ValueTrack is only available for Google Ads Dynamic Search Ads.
• Custom parameters: Defines custom parameters that you can add to the ad's Final URL Suffix or URL template. If custom parameters defined at a higher level use the same name as the ones defined here, the parameter values here override the values from the higher level.

Dynamic Search Ads on client accounts