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SEM Management

Benefits of DSA Campaigns

Cristina Jiménez Gómez
Updated on_
July 11, 2023

Dynamic Search Ads (DSA) are used to locate customers who are looking for your product or service but do not it included as a keyword. This option is an excellent way to save time and get relevant traffic by creating ads when you have a well-structured website with a wide variety of products or services that are renewed frequently.


There are two targeting options to specify the landing page to which the ad will lead:

  • URL_Equals: click-through lands on specific URLs on your website.
  • URL_Contains: takes the click to the page whose URLs have specific strings.


What are the advantages?

  • Save time: less keywords, ads and bids to manage.
  • Reach new markets quickly where you don't know how or what users are searching for.
  • Create high-value titles that are highly relevant to the particular search.
  • Greater ad control: you can remove ads for products that are temporarily out of stock.
  • Attract new traffic: identify new ways to search, reach new users, communicate with new styles, etc.

The SEM Manager only has to write the descriptions (up to 90 characters); the ad titles and the final URL are automatically created with the information from the website. They are search oriented, showing the most relevant text of the target url. The HTML code must be taken care of in order to display valuable text. 


Types of targets



  • Standard ad group landing pages

All web pages on which you currently publish search ads from your account. Easily multiply the traffic to your final URLs where you lead from the ads with Keywords. It is advisable when you do not have much experience with standard ads.

  • Other categories

Depending on the content of your website, Google will create different categories to which you can target the ads or group of end URLs classified by theme. The SEM Manager decides which group of pages you want to target, how to group similar pages and the desired level of granularity.

URL targeting
  • URL equals: target ads to specific URLs.
  • URL contains: target ads to pages with URLs containing a text fragment, called a token. In a URL, it is limited by characters such as "/" or "-"
  • Custom tag is using a page feed to create a list of URLs you want to target ads to, and then attaching custom tags to the URLs to organize them. You can then use custom tag targets to target ads to specific subsets of your page feed or to exclude those subsets. Learn more about page feeds
Other types of targeting

  • Page title: Ads can be targeted to landing pages that mention certain keywords.
  • Page content: take ads to pages that mention words of your choice.
  • All web pages: an option where you can automatically discover and analyze websites by following links between pages. Include all the URL endings of your domain. This will match any search with the most relevant end URL of the domain, considering the commercial pages of the company.


You may also ask yourself, 

  • What happens when a search can be matched by DSA or by a keyword?

If they are compatible, the exact KW will take precedence. If it is broad or in phrase, the one that is expected to perform better will appear. 

  • Which ad appears if there are two dynamic ads suitable for the search?

The more specific one will appear as long as there is budget left.

  • How are dynamic search ads scored?

The same as keyword ads. In other areas these campaigns work in a similar way, negative keywords are available, they should also be included by ad extensions, such as more links to your website.

  • Is this option discouraged in any case?

It is discouraged when inventory or promotions are changed often. It is also not recommended if the website is not well structured and it is difficult for Google to identify topics or categories, especially when it is necessary to log in to access the content or there are a large number of images.

Cristina Jiménez Gómez
Updated on_
July 11, 2023
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