Dynamic Search Ads

Dynamic Search Ads read your site and match searches to its pages, so they find searches no keyword list covers. They suit large sites with many pages, such as shops and directories.

Google writes the headline and picks the page, so control comes from which pages you let it use and which searches you exclude.

1. Open a Search campaign and look for dynamic ad groups, or check AI Max settings in newer campaigns.
2. Check the dynamic ad targets: whole site, categories, URL rules or a page feed.
3. Read the search terms report for what they matched.
4. Exclude pages such as careers, blog or support that should not take paid traffic.

A hardware shop with 20,000 products adds Dynamic Search Ads on its product pages. They catch long searches like a specific screw size that no keyword covered, and the best of those are added as keywords.

• Targeting the whole site, including pages that cannot convert.
• Never reading the search terms they match.
• Letting them compete with keywords that already cover the same searches.

The audit checks Oppy runs on this, each with its own page.

• How much of the budget Google chose
• Searches that already make money and have no keyword of their own
• The page cannot produce the conversion being optimised for

• Search term: What someone actually typed when your ad showed.
• Landing page: The page people reach after clicking an ad.
• AI Max for Search campaigns: A Search campaign setting that lets Google match searches beyond your keywords, write ad text and send people to other pages of your site.