Google says Dynamic Search Ad targeting will soon get better

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.