Are you having difficulties with your ability to understand the needs of your customers? Out of all the changes in Google Ads in the past year, the introduction of Responsive Search Ads was one of the most interesting.

Related to Dynamic Search Ads, these new ads dynamically reply to user search queries, providing Google Ads to offer customized versions of your ad depending on the user’s wants.

Online Customers are a fickle group and it is near impossible to know exactly what they want, all of the time.

Thankfully, you are not alone Google Ads is armed to the teeth with innovative machine learning-based tools, which are designed for the same overarching purpose:

To help you build the best potential ads for your audience.

Sounds a little like magic, right?

Let’s pull the hanging back on Dynamic Search Ads vs Responsive Search Ads, to Discover the differences, and how you can use them for larger advertising success this year.

What are Responsive Search Ads?

This is the latest addition to Google Ads and the largest, most adaptable format for Google Search Ads.

You can build up to 15 Different headlines and 4 unique descriptions.

Each report of a responsive search ad may have:

  • Three Headlines – Related to the two available in Expanded Text Ads
  • Two 90-character Descriptions – First then the single 80-character description of ETAs
  • Automatic rotation – Google Ads AI will serve up various combinations of headlines and descriptions, optimizing for the best performance over time.


  • Greater Visibility In Relevant Searches – 
  • As the ads are customized to various user search queries, they will appear in more searches for related keywords.
    • This improves the chances of a higher conversion rate.
  • More Flexibility
    • Three headlines connected to two, and two 90 character fields for descriptions. Also, all the headline benefits allow for greater variety in testing.
  • It Saves Time
    • With multiple headlines and descriptions upfront, Google can quickly discover the most relevant combinations.
  • Optimization Through Machine Learning
    • If you write all the descriptions and headlines, there are 43,680 possible permutations for the Google Ads AI to play with, which provides an incredible scope for testing and optimization.
  • Better Performance
    • Responsive Search Ads can generate as much a 15% higher clickthrough rate (CTR) than normal search ads.
  • Less Human Error
    • Machine learning is able to perform securely and more carefully than humans.

Related: Best Chance To Run Google Ads With Time Targeting In Google Ads


  • Pressure for completely Unique Headlines
    • As the platform may display your headlines in any order or sequence, you must secure all copy is strong and logical on their own, and different from all others, otherwise, you will end up with redundant headlines.
  • Less Control
    • These ads are automated, which gives you smaller control over how or when your ads get triggered.
  • Not Possible to Track Individual Ad Copies
    • There is no report about which keys are triggered on specific user queries.

When To Use?

The key feature of this ad format is it is automation capability. After the initial creative process, you can let Google Ads take over, which is great if you do not have a lot of time to do tracking and testing of key performance indicators (KPIs).

Ideally, This is the best for brand awareness campaigns and also lead generation. The format drives more facilitates an impression of greater relevance between user search queries and your ad content.

What are Dynamic Search Ads?

This format is another type of automatic search ad. These ads are presented when the user search inquiries are related to titles or frequently-used phrases from your site.

Google Ads will generate a headline that is relevant to your offers and then displays your ad with that headline to catch the attention of viewers.

  • The ad headline and the landing page URL are both dynamically generated on the search query and your site content.
  • You can address two description lines for these ads.

By using Dynamic Search Ad, we can fill in gaps in keyword-based campaigns.

Benefits of Dynamic Search Ads:

These are some of the advantages of using DSA’s:

  • It Saves time
    • You do not need to map your bids, keywords, and ad copy to each specific product on your site. This saves time in making and also allows you to sell to new markets faster.
  • More relevant traffic
    • As these ads display dynamically created headlines they are closely followed by the user’s search term, and hence more likely to attract restricted traffic to your website.
  • Targeted advertising
    • You can choose to show full ads based on the whole site or to select particular pages, categories, or products as the arriving pages.
    • This allows you to target poorer segments of your audience.
  • Synchronized campaigns
    • With DSA, your campaign will help your suggestions remain in line with trending searches and famous questions.


  • Need for regular site maintenance
  • If your website is only updated regularly, it will be hard to maximize the potential of dynamic search ads.
  • Landing page content must be available
  • Take care when picking your target pages; oppositely, you may end up with unnecessary or thin content being accept by your viewers.
  • Lack of customization
  • As the titles are generate by the platform, you can not design your own. If your site content is not follow, the disharmony between your ad copy and landing pages may confuse the customer journey.

When To Use?

Dynamic Search Ads provide marketers with two options for remarketing:

  • Remarketing 
    • It targets past site visitors who are already close with your brand, and actively exploring similar products or services.
  • Acquisition 
    • You can use a DSA campaign as a regular marketing effort, and then layer various remarketing viewers within the campaign.
    • That way, you can attract new customers, and also develop bids for people who have already visited your site.

Finally, Dynamic Search Ads are best for attracting consistent, target traffic to your website. If you have done some keyword optimization that produced little results, it may be great progress to try DSAs.

This will help you get your ads in front of more viewers, which in turn leads to a higher CTR as the headlines will be relevant to these users.


Both these formats target the same goals – more relevant ads, which lead to more click traffic.

However, Dynamic search ads depend massively on the content of your landing pages. The newer, more manageable responsive search ads are great for split-testing and quick optimization.

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