What is Google Dynamic Search Ads (DSA)? Introducing benefits, points to note, and success stories

Google Dynamic Search Ads (DSA) is a search advertising function provided by Google .

By registering your website and landing page , Google ‘s crawler (robot) automatically generates optimal advertisements through machine learning , so you can deal with keywords that could not be picked up by conventional search advertisements , and you can efficiently acquire new customers.

In this article, we will introduce how Google Dynamic Search Ads (DSA) works, its benefits, points to note, and success stories.

Table of contents

  1. What is Google Dynamic Search Ads (DSA)?
  2. How Google Dynamic Search Ads (DSA) Work
  3. Benefits of Google Dynamic Search Ads (DSA)
  4. Cases where Google Dynamic Search Ads (DSA) is not suitable
  5. Examples of companies using Google Dynamic Search Ads (DSA)
  6. Understand and effectively leverage the strengths of Google Dynamic Search Ads (DSA)

What is Google Dynamic Search Ads (DSA)?


Google Dynamic Search Ads (DSA) is a mechanism in which Google ‘s crawler (robot) crawls websites and automatically generates search advertisements from the information posted on the site .

In the case of conventional search ads , it is necessary to select keywords and set ad text (copy) and redirect URLs for each publication , but Google Dynamic Search Ads (DSA) has the advantage of omitting such manual work.

In addition, since the crawler automatically generates keywords and ad sentences that respond well to users by machine learning , you can expect more efficient acquisition of new customers.

Above is an example of an ad created by Google Dynamic Search Ads (DSA) . At first glance, users see little difference from traditional search ads .

How Google Dynamic Search Ads (DSA) Work

Click here to learn more about how Google Dynamic Search Ads (DSA) work.

Display mechanism

Google Dynamic Search Ads (DSAs) are displayed when a search is made for keywords that are highly relevant to the advertiser ‘s website .

Display example

  1. Advertiser operates an international hotel chain
  2. A user searches for “luxury hotel Tokyo” on Google
  3. An ad with the headline “Luxury Hotel – Tokyo” is automatically generated

You can efficiently guide users who are likely to become prospective customers without having to think about keywords that are likely to reach new users and set them manually one by one .

How targeting works

You can target by ” specific pages within the website “, “specific categories”, or ” all website pages “.

You can also block some pages with exclusions and add negative keywords to control your ads from appearing for specific searches.

For example , you can set it so that users cannot be redirected to pages that post products that cannot be sold, such as “sold out” or “out of stock .”

How headlines work

Advertisers register web pages , domains , websites , product feeds (for e-commerce businesses), etc. Google ‘s crawler will then automatically detect and generate text that can be used in ad headlines.

Crawlers automatically capture user needs, such as the most recently used search words, and perform machine learning, so the advantage is that they can capture search words that companies do not anticipate in advance, which cannot be picked up when manually setting keywords .

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Benefits of Google Dynamic Search Ads (DSA)

The benefits of Google Dynamic Search Ads (DSA) are:

1. It saves time

In the case of conventional search advertising , you have to set different keywords for each product or service posted on your company’s website , create ad text, register URLs , and bid for each ad.

On the other hand, with Google Dynamic Search Ads (DSA) , if you register the website itself from the ad placement screen, the crawler will automatically generate ads , so you can save a lot of time and effort for ad settings.

2. Relevant headlines are dynamically generated

Google crawler machine learning automatically generates clear and easy-to-understand ad headlines for users, so it is possible to deliver the information that users need now in an attractive and effortless manner .

3. You can fine-tune the ads you run

With Google Dynamic Search Ads (DSA), the following controls are possible, so you can control ad placement for each product or service.

  • Target the entire website
  • Target only specific categories and specific pages of the website
  • “Out of Stock” and “End of Sale” pages are excluded

4. Increased traffic

Based on machine learning, Google ‘s crawler quickly detects keywords with high user needs and generates ads, so you can expect an influx of new users and conversions that you could not reach while manually setting keywords .

Cases where Google Dynamic Search Ads (DSA) is not suitable

While Google Dynamic Search Ads (DSA) has many advantages, there are also cases where it is not suitable.

For example, when a crawler visits a website or a specific page , it will not be effective unless it clearly picks up keywords such as “The keyword for this page is ‘overseas travel Hawaii’ . ” Specifically, there are the following two cases.

If your website changes too often

  • We have daily sales and time sales

If the crawler can’t find the keyword

  • Sites with insufficient SEO measures
  • Sites with mainly images and videos
  • Sites where most of the content cannot be accessed without logging in

Success Stories Using Google Dynamic Search Ads (DSA)

Here, we introduce a successful case using Google Dynamic Search Ads (DSA).

There is a response in acquiring members for the video distribution service: U-NEXT

U-NEXT Co., Ltd., which operates the video distribution service “U-NEXT”, used Google Dynamic Search Ads (DSA) for the purpose of acquiring new members , and was able to achieve results.


We want to strengthen the acquisition of new customers by hooking content that users are interested in .


Utilize Google Dynamic Search Ads (DSA) to display highly relevant ads to prospective customers who could not be reached with individual keywords.


It became possible to respond to new search words that accurately capture user needs, and the number of members acquired increased.

Reach even users who do not use “designated searches”: HIS



By using Google Dynamic Search Ads (DSA), a major travel agency, HIS, was able to strengthen its approach to users who were just starting to plan their trips.


I want to strengthen the acquisition of new customers. We want to capture users who are just beginning to plan a trip, searching for general travel terms such as “Hawaii vacation.”


Leverage Google Dynamic Search Ads (DSA).


Significantly improved click-through rate for search ads .

Understand and effectively leverage the strengths of Google Dynamic Search Ads (DSA)

Users often search for keywords that companies do not anticipate. For example, when the atmosphere of the world changes, such as from the “self-restraint period” to the “reopening mood” due to the corona crisis, it is known that the trend of Google search keywords will change greatly .

Google Dynamic Search Ads (DSA) is a method that can respond to such diversification of search keywords and sudden changes in trends . First of all, we recommend that you understand the basics of Google Dynamic Search Ads (DSA) and use it effectively with other ad menus.

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