The crawl pages show search queries which usually convert with the Dynamic Search Ad. Every such search query contributes to multiple conversions. Then this search term is extracted and added to a regular (Non-Dynamic Search Ads) search network campaign with the help of the Single Keyword Ad Groups method.
So the question arises why even bother with the Dynamic Search Ad?
Dynamic Search Ads enable us to fully control when the ads are served with negative keywords, however, they are not the ideal choice for your brand in today’s world.
There are some major risks attached to Dynamic Search Ads, which makes it not so appropriate technique for the modern world of advertising.
Insufficiency of Content
Content on the pages is not sufficient to match the search queries with Dynamic Search Ads. This can readily lead to ads not generating any range or traffic, which eventually leads to a negative effect on few reduced landing pages.
On the other hand, there is a risk in the broad display especially when there is diversified page content.
Additional Targeting Options
Dynamic Search Ads should never be run without additional targeting options. Firstly, it is very relevant to include negative keywords so that irrelevant ad searches can be avoided. This is done in order to avoid the risk of mixing with B2C traffic.
However, this leads to excluding search queries with a clear B2C reference.