Marketing Advice & Reflections
Introducing Dynamic Search Ads from Google
Getting your ads to match as closely as possible with the searcher's query, whilst at the same time making sure that you are sending the visitor to the best page on your website has been a tricky business.
If your website deals with lots of different products, then you may have been developing individual ads for each product and taking up an inordinate amount of time.
Now Google have simplified things with the introduction of Dynamic Search Ads. Here's how it works...
First you need to set up a new campaign... and select the Dynamic Search option.
From there the main options are the same as other types of ads - you select your geo and language targeting, set your bids and budgets, and save your new campaign.
But then you need to set the url of your website - and this is where the fun starts - because instead of using the traditional keywords, you can tell Google to scan your site and match the search queries to the content on your site. Much as Google matches website content to the search queries to generate the organic search results, so the same process is used to match your web content the search query.
But rather than scan your entire website you can select sub folders, or categories, or even pages with specific elements in the page titles - so, you want ot run a campaign to feature your new range of blue widgets, you can tell Google to scan the content in the "blue widget" section of your website - or the widget category, or only those pages with "widget" in the page title.
The next step is to develop the ads. Again, here there are significant changes.
You no longer write the headline - Google uses a combination of your web content and the search query to develop the headline. You write the second and third descriptive lines as well as the display url - and Google decides which is the best page within the range that you specified in the previous step for the visitor to land upon - the dynamic landing page.
The advantages of this new system are immediately obvious - the more highly targeted your ads can be, the more effective they are likely to become. In addition, the clunkiness of the Dynamic Keyword Insertion tool is no longer a problem - Google's headlines will not have any of the strange grammar and nonsensical phrases that DKI often caused (actually, in truth, it wasn't DKI - it was careless advertisers who failed to manage their campaigns effectively). It is no surprise that this new feature is announced at the same time as Google advise advertisers that they will be running much more stringent reviews of DKI ads over the next few weeks, and that we can expect to see many ads disapproved as a result.
The dynamic ads take a few days to get into their stride. Like everything else at Google they "learn" as they go, fine tuning the ads and the targeting to generate the best possible visits. Dynamic Search Advertising will improve the experience for all concerned. Searchers should see more relevant ads, advertisers should see better targeted visitors and Google improves the search experience as a result. Win, win, win.