With dynamic search ads, what does the advertiser provide?

Dynamic Search Ads (DSAs) represent a dynamic and efficient approach to online advertising, leveraging automation to streamline the campaign creation process. In the context of DSAs, advertisers provide two critical components to facilitate the generation of relevant and targeted ads: a landing page and a description.

Firstly, advertisers supply a landing page URL to Google Ads. This URL serves as the foundation for the dynamic ad content. The dynamic aspect of DSAs lies in the system’s ability to analyze the content of the linked landing page and generate ad headlines and display URLs that are highly relevant to a user’s search query.

The landing page essentially acts as the contextual blueprint for the ad, ensuring that the generated content aligns closely with the products, services, or information available on the advertiser’s website.

Secondly, and notably, advertisers contribute a manually crafted ad description. Unlike the dynamically generated headlines and display URLs, the ad description remains a static element that necessitates the advertiser’s creative input. This portion of the ad is a concise snippet designed to provide additional information, highlight unique selling propositions, and entice users to click through to the landing page.

Advertisers use this space strategically to inject brand personality, convey promotional messages, or emphasize specific aspects of their offerings that may not be apparent from the dynamically generated components.

In essence, the advertiser’s role in dynamic search ads involves providing the foundation through the landing page and shaping the messaging with a thoughtfully crafted ad description. This collaborative effort between automation and human creativity allows for a more nuanced and targeted advertising approach, ensuring that the ads generated are not only contextually relevant but also compelling and aligned with the advertiser’s marketing objectives.