Dynamic search ads (DSAs) are search ads that show based on the content of your site. Google crawls your site and then matches to search terms that are closely related to the content on your site. Then, the headline and landing page are dynamically generated to match the search term. This allows for more congruency between the search term, the search ad and the landing page.

They are a fantastic way to capture the “who would have thought” traffic. They catch unique searches, which can then lead to expansion opportunities. No matter where your account stands, DSAs help to fill in the gaps where your other search campaigns may be slacking.

In this new, short video on Hero Academy Hanapin Account Manager, Shannon Macklin, walks you through a summary of what Dynamic Search Ads are, how to set them up, and how they can be used alongside remarketing.

If you haven’t heard about it yet, Hero Academy is Hanapin’s newest initiative featuring short and basic how-tos on paid advertising in a variety of platforms. The topics range from the basics of Google & Facebook ads to creating a pivot table in Excel to learning how to set up an ad campaign in Amazon DSP.

Hero Academy is FREE to all marketers. Once you sign-up, you’ll have access to all 20+ videos currently in the Academy and all the new ones added thereafter.