Updated Dynamic search ads now available to all advertisers
Importance: (For PPC Marketers)
Recommended source: Google official blog announcement
Google has announced that its Dynamic Search Ads service has been enhanced and retooled ‘from the ground up’. It offers new functionality in AdWords which was made available to all advertisers around the world yesterday.
What are Dynamic Search Ads?
Instead of you setting up your ads manually to target certain keywords, Dynamic Search Ads are generated automatically when a search is relevant to the content on your website.
But, how does Google know the search is relevant to your website you may be thinking? Google trawls your site in the same way that it does to establish organic web rankings, indexing your site. It creates the ad automatically based on the products/services you offer and on what people are searching for. These targeted ads are useful because they allow you to reach users that wouldn’t normally covered by your keywords. A good example if you are a hotel in Whitby, you may have a Google ad words ad set up for ‘Hotels in Whitby’. This works for people searching that term. But what about people arriving and searching ‘Hotels near me’? Google can automatically create an ad for that search when it is relevant to your businesses (i.e. when the person searching is near to your business).
What is new?
Google’s dynamic search ads service will now be organising your site into recommended categories for targeting your ads. These categories will be customised to your products and services. For example if you provide professional services which include Recruitment Process Outsourcing, Head Hunting and Business Process Outsourcing, it makes sense for your ads to be specific to these different offerings, and link through to product-specific landing pages rather than the site's home page.
This new category feature allows you to tweak what is in each category (lets face it, you know your site better than Google does), and it allows you to preview the dynamic ads Google will be automatically creating, so that you can check that your 100% happy with them. This video from Google Ad words explains how the process works.
An example of the results
Hayneedle.com, a major online retailer in the US, helped beta test DSA. The use of categories to create dynamic ads delivered a 5% increase in qualified search traffic to their site. Whilst relying on DSA does mean you lose some control compared to setting up keywords and selecting specific product pages manually, it does save time and open up new opportunities. If your business currently uses ad words to deliver relevant traffic, and is looking at possibly increasing the scope of this, then DSA is definitely something to consider.
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