Dynamic Search Ads (DSAs)
Dynamic Search Ads target searches by matching them to your website content instead of keywords — Google generates the headline and landing page from your site.
DSAs are a coverage and discovery instrument: they catch long-tail queries your keyword architecture misses and reveal (via the search terms report) demand you did not know existed. Well-run accounts treat DSA as a research pipeline — queries it wins consistently get promoted into keyword-targeted campaigns.
Control comes from page feeds and exclusions: point DSA only at pages that convert, and exclude everything already covered by keyword campaigns so it hunts genuinely new ground.
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