Timestamps: 

00:00 - Intro

03:45 - Dynamic search ads overview

05:16 - Dynamic target section features

06:56 - Search volume validity in DSA

09:37 - Dynamic search ads setup guide

13:21 - Generating optimal headlines in DSA

15:03 - How Google makes category decisions

17:38 - Navah’s first-hand examples

19:43 - Using DSA to get competitor data

21:00 - DSA challenges/pitfalls to look out for

22:02 - Microsoft DSA vs Google DSA

22:58 - The future of Dynamic search ads

24:45 - Final thoughts / wrapping up

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Overview:

In this episode of the Paid Media Lab podcast, we're speaking to Navah Hopkins about the potential of Dynamic Search Ads, and uncovering their secret power--competitor research.

You likely already know Navah—whether from speaking at key industry events, sharing her insightful takes on LinkedIn, or reading her in-depth PPC articles on Search Engine Land.

Navah is also a Brand Evangelist at Optmyzr, where she provides regular PPC industry insights to help performance marketers gain a deeper understanding of the ad platforms they use.

In this episode, Dynamic Search Ads were the key point of discussion. Particularly, Navah spoke about their often unrecognised potential as a competitor research tool. In just under 30 minutes, we discussed everything marketers need to know about DSAs, and their potential as a compelling competitor research tool.

As a competitive research tool, DSAs can help you:

✅ Understand competitor priorities: DSAs can reveal the search categories Google associates with a competitor’s domain, providing insight into their strategy

✅ Spot untapped opportunities: Identify areas where competitors are underperforming, so you can capitalize with better targeting and content.

✅ Save costs: Unlike some competitor research tools that cost thousands, you don’t need to spend a penny to access these insights.

Make sure to follow Navah on LinkedIn for valuable PPC news, tools, and insights.