Google says Dynamic Search Ad targeting will soon get better

Query matching set to improve over several months.

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Google announced it will be adjusting how Dynamic Search Ads are triggered over the next few months.

The goal is to improve ad relevance on queries. From the announcement:

For example, ads that point to a landing page about iced coffee makers will be less likely to show for less relevant searches like “iced coffee.”

As the updates roll out, performance may fluctuate, says Google. You’ll want to keep an eye on the search terms report even more vigilantly than usual with DSA campaigns during the transition period to see how query matching is affected.


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About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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