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Creating DSA Campaigns – A Step By Step Guide

When Google first came out with DSA (Dynamic Search Ads) campaigns, the setup left much to be desired. Perhaps you, like me, initially thought that DSA campaigns was yet another example of “just because you can, doesn’t mean it’s worth the costs in time and effort”. Fortunately for us, our hesitation has paid off! Now, not only could DSA campaigns not be easier to create, the resulting performance may very well re-define AdWords and search marketing as we know it! Here is an illustrated step by step guide to creating DSA campaigns:

Creating DSA Campaigns

Step 1:

Create a new campaign, for search network only.

Creating DSA Campaigns Step1:

Step 2:

Select Dynamic Search Ads for the campaign type, and name your new campaign.

DSA Campaigns Step 2:

Step 3:

Choose your network, device, geographic, and language settings. Note: DSA ads can show on both Google and Google search partner networks.

DSA Campaigns Step 3:

Step 4:

Choose your bidding and budget options. Note: I would recommend using automated bidding bidding for your first DSA campaign. You won’t know which bid is “best” until you accrue some data. Select an experimental budget that you are comfortable with, and let the Google machine accrue as much data for you as possible within that budget.

DSA Campaigns Step 4:

Step 5:

Before you can go any further you will have to create a new dynamic search ads extension for the root domain of your website.

DSA Campaigns Step 5:

Step 6:

Now, name your first adgroup, and create your first Dynamic Search Ad. Note: Try to create a more generic ad for your first DSA adgroup. The headline will be dynamically generated by Google, and as such, should be highly relevant to the search query. If you use a more generic call to action such as “Learn more about our products/services”, then your ad will be relevant to more possible dynamic headlines and dynamic destination URL’s. I would also recommend using a generic display URL, such as the head domain.

DSA Campaigns Step 6:

Select all pages for your first DSA campaign. There are more options available to refine your targeting, but the first step is to get the campaign created and accruing data.

That’s all there is to it!

You have now created your first DSA campaign. Of course, there is much, much, more to long term optimization of DSA campaigns, but the hard part is over with!

Official Google help documentation regarding DSA campaigns. 

Inside AdWords tips for optimizing DSA campaigns.