Google Ads Dynamic Search Ads Guide: DSA Strategy (Safety vs Scale)

You cannot bid on every keyword. 15% of daily searches on Google have never been seen before. If you rely only on Exact and Phrase match, you are missing this 15%. This is where Dynamic Search Ads (DSA) come in. DSA does not use keywords. It uses your Website Content. Google crawls your site, matches a user's query to your content, and dynamically generates the headline and landing page.

In this guide, we break down the Safety Layer, the "URL Contains" strategy, and why DSA is the best keyword research tool you have.

The Financial Logic of DSA

Keywords are expensive because everyone bids on them. DSA queries are often "Long-Tail" and "Low Competition."

• Keyword: "Running Shoes" (CPC $2.00)
• DSA: "Red running shoes with extra arch support for flat feet" (CPC $0.50).

The Efficiency Formula: DSA captures the "Intent" that is too specific for a keyword but perfect for a landing page.

Theory: How DSA Works

1. Crawl: Google indexes your site (just like SEO).
2. Match: User searches for a term relevant to your H1 tags and body copy.
3. Generate: Google sets the Headline to match the query.
4. Land: Google sends the user to the most relevant page.

Warning: Because Google generates the headline, you lose some brand control. You must ensure your SEO titles are good.

Framework: The Targeting Hierarchy

Do not target "All Webpages." That is suicide. You will pay for traffic to your "Privacy Policy," "Login Page," and "Out of Stock" products. Use this hierarchy:

1. Top Tier (Standard Ad Group): Specific URL Targeting.
   • Rule: URL equals "yoursite.com/best-sellers"
   • Bid: High.
2. Middle Tier: Category Targeting.
   • Rule: URL contains "/mens-shoes/"
   • Bid: Medium.
3. Safety Tier (Negative Targets):
   • Rule: URL contains "blog", URL contains "policy", URL contains "login".
   • Action: EXCLUDE.

Execution: Setting Up a Safe DSA Campaign

1. New Campaign: Search → Sales.
2. Settings: Uncheck Display Network. Under "Dynamic Search Ads setting," enter your domain.
3. Ad Group Type: Choose "Dynamic."
4. Targets: Select "Use exact URLs from my feed" or "Target specific webpages."
   • Enter: URL contains /products/ (or your specific directory).
5. Ad Copy: You only write Description 1 and Description 2. Google writes the Headline.

Advanced Strategy: The "Feed-Based" DSA

For e-commerce with >1,000 pages, "URL Contains" is too messy. Use a Page Feed.

1. Create a spreadsheet: Column A = Page URL, Column B = Custom Label (e.g., "High_Margin").
2. Upload to "Business Data" in Google Ads.
3. In your DSA campaign, target: Custom Label equals "High_Margin".

• Benefit: You strictly control exactly which URLs are eligible. If a product goes out of stock, remove it from the feed.

Case Study: The "SEO" Bridge

Client: Large University Problem: Thousands of specific courses (e.g., "Masters in Marine Biology"). Impossible to manage keywords for all 500 degrees. Strategy:

1. Launched DSA targeting URL contains /courses/.
2. Excluded URL contains /alumni/ and URL contains /news/.
3. Result: DSA automatically found students searching for obscure degrees.
   • Query: "Postgrad marine bio perth" -> Ad Headline: "Masters in Marine Biology - Perth".
   • CPA: 40% lower than standard Generic Search.

Pitfalls to Avoid

1. Cannibalization

DSA will happily bid on your Brand Name. Fix: Add your Brand Name as a Negative Keyword in the DSA campaign. This forces Brand traffic to your Brand Campaign (cheaper) and keeps DSA focused on "Discovery."

2. Bad Headlines

Google scrapes your H1/Title tag. If your page title is "Home - MySite," your ad will say "Home - MySite." Fix: Audit your SEO. DSA forces you to have good H1 tags.

3. The "Help Center" Drain

If you don't exclude /support/ or /help/, you will pay $5 for existing customers looking for a refund. Fix: Aggressively exclude all non-commercial site sections.

Summary

DSA is not "Lazy Automation." It is "Gap Insurance." It insures you against missing the 15% of new queries.

Your DSA Checklist:

1. Create a dedicated DSA Campaign.
2. Add Brand Negatives.
3. Target by "URL Contains" (Specific Categories).
4. Exclude Blog, Support, and Policy pages.

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