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SOP-144

Set up a Google Dynamic Search Ad Campaign

Step-by-step guide to set up dynamic ad campaign that can help you find customers without relying on keywords

Setup & Install Campaign Launch Operations
Type SOPs · PDF
Execution time 15 - 30 Mins
Last updated 28 March 2024
Who does this The person responsible for media buying
Length 24 pages
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Goal

Successfully set up a Google Dynamic Search ad campaign for your website

Ideal outcome

An up and running Dynamic ad campaign that can help you find customers without relying on keywords

Why it matters

Dynamic ad campaigns are great supplements and can fill in the gaps of your keyword based campaigns. There’s no need to map keywords and headlines are dynamically generated so you save a lot of time in this process

Before you start

You need a Google Ads account. If you don’t have one please follow SOP 014 (web version): Create a Google Ads account. You will also need to set up tracking prior to launching this campaign, if you have not, then please follow SOP 025 (web version): Adding Google Ads conversion tracking to a site

Key steps 22 steps

What is inside 23 headings

1 How to set up a Google Dynamic Search Ad Campaign 22

  1. Head to Google Ads and log in to your account.
  2. Select an account that you want to create for the search campaign.
  3. Click “New campaign” under “Campaigns” from the top left corner.
  4. Select one of the campaign goals.
  5. From the list of campaign types, select “Search”, since we’re setting up a dynamic search campaign.
  6. Add your website URL:
  7. Give an appropriate name to your campaign and click “Continue”.
  8. Next, set a bidding option for your campaign such as conversions or clicks and click “Next”.
  9. Next in “Campaign Settings”, leave only the “Search Network” checked. Since this is a search campaign you won’t need to show your ads on Google’s display network.
  10. Set a daily ad budget.
  11. Add your website URL in the Dynamic search ads setting. Here you’re informing Google to serve dynamic ads based on the content of your website.
  12. Entering Ad details e.g. Final URL, Display Path, HEadlines, Descriptions, Business name and logos, Sitelinks, and Callouts
  13. Next, Add Ad extensions to increase the click-through rate of your ads.
  14. Create and fill in the ad copy details for your sitelink extensions.
  15. Click on the “+ Sitelinks” on your left
  16. Add Callouts.
  17. Once done, click “Save”.
  18. Once you’ve completed the extensions, click “Next”.
  19. Next, select the recommended “Average daily budget”. Click “Set custom budget” at the bottom, if you have a certain budget in mind:
  20. Click on the plus button:
  21. Set up your ad group type to “Dynamic”:
  22. Fill out the description texts and proceed to click “Save and continue”:

The document 24 pages

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Up next · SOP-145 Determine a bid strategy for new Google Ads Campaign Determine the right bidding strategy that maximizes the objective of your ad campaigns Unlock to read