Dynamic Search Ads, or DSA, is similar to text campaigns but different in one way. By foregoing keywords and instead use the actual website or a product feed for your business, Google matches users’ queries to the type of product on your site or feed and shows a dynamically generated, tailored ad. The campaign still shows in the search results on Google and is hard to distinguish from regular text ads. These ads are a great way to show dynamic content to interested search users.
Just like a text campaign, DSA campaigns are priced on a cost-per-click (CPC) basis. Cost is determined by the number of times your ad is clicked, multiplied by the maximum CPC you are willing to pay. Unlike regular text campaigns, you do not apply bids to individual keywords since DSA does not use keywords. Instead, you will need to apply bids to the auto-target level.