This process will vary greatly depending on whether it’s a site redesign or a new domain….
It's possible to target competitors beyond the basic competitor campaign (which is where we show an ad after someone searches for a competitor). We can do this using affinity & intent audiences (which are audiences of people who are frequently associated with the competitor's business).
You will see consistent correlation.
DSA Campaigns are used as learning experiments - You may choose to build dynamic search ad campaigns because they help you learn what ad copy & keywords to use in the other campaigns, in case you missed any important and effective words.
You will receive a full report each month on your campaigns’ performance.