Google AdWords announces new dynamic ads for search!

Google AdWords Introduces Dynamic Search Ads

Google is about to take what it calls "a whole new approach" to search advertising, the foundation of its massive revenues.

The AdWords program has always been designed around "keywords, keywords, keywords," said product management director Baris Gultekin. And that isn't changing, exactly, but Google is announcing an alternative, which it calls Dynamic Search Ads. Traditionally, an advertiser will create a campaign by bidding to run ads alongside specific keyword searches. With the new product, advertisers just point AdWords toward the pages that they want to promote. Then Google matches the ad with the best searches and generates an appropriate headline.

On October 20th, Google officially introduced Dynamic search Ads. Google can now create an ad automatically for your website, whenever a relevant search occurs. This is based on Google’s organic web crawling technology.

Google shall dynamically generate a headline (referring to the search query), and the content it found on your most relevant landing page or website.

This ad once generated, follows the normal procedures of entering the auction etc. This new introduction of ad generation is flexible though. If you have a keyword targeted ad already in place, eligible for any search query, Google holds back its dynamic ad and your existing ad is given preference for impression.

What is Google’s perspective?

• Since the ad content is directly picked from the website content, the relevance and consistency increases. When a prospective customer clicks on a dynamic ad and find a landing page with the exact information he was looking for, he will more likely convert.

• While pilot testing this feature, Google has seen 5 – 10% rise in clicks and conversions. Great! You ROI is going to increase too!

• Google also thinks that since large e-commerce websites and businesses have an ever changing inventory and new listings every day, like items that run out of stock, (and delay in new stock), and items that are completely removed from stock, there may be a mismatch in the existing ad and the website content – creating a negative user experience and hence affecting conversions!

• Searcher’s behavior changes too! Google has also observed that everyday there are new types of search keywords used by searchers over the world. This means that even the best AdWords campaign could face inconsistencies, hence missing out on valuable impressions (even if they were relevant!). It’s in the best interests of end users and advertisers!

Google states that this is to complement your existing keywords ads. To ease your efforts and increase sales too!

• You get to target the entire website or just a few pages for dynamic ads.

• You can select even certain product categories!

• You can select pages with particular targeted words or strings in your URLs.

• You can use the traditional filters like keyword negatives.

• You can also prevent the out of stock products from being promoted!

• Plus you get all the features like reporting on searches that generated clicks, destination pages that matched ads, headlines that were generated, CPC, conversions and much more!

With all the above statistics, I would recommend that website owners take full advantage of this new feature! Well, we can manage our AdWords campaign in our own style, and use this feature as an add-on! Pilot testing has shown good results indeed. As an advertiser you can be sure that this new feature will definitely add value to your marketing campaigns and give you a higher CTR, leading to a higher conversion rate and most importantly a higher return on investment

Gultekin predicted that this could eventually represent "the future" of AdWords, because it's a more natural way to think of ads—businesses usually start with a product or Web page that they want to promote, then with AdWords, they have had to think of a long list of relevant keywords. With Dynamic Search Ads, Google can take "the middle layer of keywords" out of that process.

This also makes it easier for advertisers to adapt their campaigns to limited promotions and limited supplies, because the new program will kill any campaigns pointing to pages that display an "out of inventory" message.