These dynamic search ads let Google work! Target entire websites – or portions of them – without having to create keywords and ads for all the possible matches. There are multiple ways to utilize this feature! Let’s look at a few of them.

Catch Unique Queries – set up keywords, ad groups, and ads as you do today and then add a Dynamic Search Ad to catch other queries that don’t match your existing campaign setup.

Three Targeting Options
1. Categories: Google will pre-select categories based on the content of your site. For this, you choose the specific categories that would be targeted for the specific ad group.
2. Landing Pages: you determine the specific page(s) that you want Google to target.
3. All Website: the target would simply be the entire site.

Ad Structure – headlines are generated from your website. However, you have full control over your descriptions.

Other Optimizations available:
+ Device bid adjustments
+ Ad schedule and bid adjustments
+ Ad extensions
+ Audience targeting
+ Negative keywords

Remarketing:
1. Use the DSA campaign strictly as a search remarketing campaign and only show ads to users who have previously been to your site or taken another action on your site.
2. Use the DSA campaign as a normal campaign but layer remarketing audiences within the campaign. This allows you to bring in new customers but at the same time allows us to increase or decrease bids for those users who have been to the site.

Additional info on using Dynamic Search Ads can be found here and here!