Target additional search terms beyond the campaign’s scope using DSAs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 26, 2021, 2:40 AM UTC

Leverage Dynamic Search Ads (DSAs) to extend reach and identify keywords for search terms.

DSAs can help brands identify relevant terms using the website's organic index or feed, allowing businesses to target queries that might not be linked to their ads. Marketers can use DSAs from Microsoft or Google to target additional traffic that is beyond their campaign’s scope.

Select the option “Dynamic Search Ads settings” in campaign settings on Google to set up DSAs. In DSA settings, brands can input information like domain URL, targeting source, ad groups, target categories, labels and more to generate dynamic headlines.

When creating DSA campaigns, targeting specific URLs helps search engines deliver ads to queries relevant to the organic index of those URLs. Target specific categories, page titles, labels, include specific audiences, negative keywords, and more to optimise DSAs.

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